Taking your auto insurance marketing on the road: How to convert commuters
America’s offices reached 50% occupancy in February 2023 for the first time since the start of the pandemic, according to the Washington Post. But as employees return to the office, traffic levels are also climbing back to pre-pandemic levels.
With more people commuting, and with auto insurance prices expected to rise 8.4% in 2023, now is the time for insurers to rethink their auto insurance marketing strategy for converting new commuters.
But how can auto insurers combine traditional marketing methods with newer, innovative solutions to close deals with today’s insurance prospects?
Struggling to engage commuters with your marketing campaign?
Many insurance marketers lack effective marketing strategies to reach new commuting prospects. Traditional advertising approaches that rely on TV, billboard, and radio/streaming may struggle to reach commuting prospects unless they’re supported by more comprehensive marketing strategies.
And it’s easy to see why: Today’s consumers are interested in contextually relevant messages.
For some auto insurance marketers, the biggest challenges lie in determining which consumers are on the road commuting again, and how and where their marketing dollars are best spent. For instance, which demographic of commuters should be targeted with campaign money, and where should marketing efforts be focused?
If you’re an auto insurance marketer, you need to understand the wants and needs of prospects to target them with insurance solutions that speak to them. And there’s no better way to understand your customers than with driving behavior data.
Auto insurance marketing fueled by driving behavior data
There’s no better way to understand your customers than with driving behavior data.
Driving behavior data includes information about how individuals drive, such as speed, braking habits, and the times of day they travel. This data can be captured in real time through usage-based insurance programs or through data partners that offer mobility insights on previously captured consumer mobility data. Partnering with a reliable data partner can help you access insights faster and make more informed decisions when it comes to your marketing campaigns.
There are many ways you can incorporate driving data in traditional customer marketing solutions. Here at Arity, we’ve compiled a list of five possible ways to use driving data in your next campaign:
- Geo-targeted billboards: By using mobility data to identify high-traffic areas and commuting routes, insurance marketers can place billboards in strategic locations to reach their target audience. For example, if the data shows that a large volume of desirable prospects commute on a particular highway, you can strategically position a billboard along the route to promote the company’s auto insurance products.
- Personalized messaging: With mobility data, insurance marketers can create personalized messaging that speaks directly to the needs and behaviors of individual customers. For example, if the data shows that a customer frequently drives on rural roads, email messages can focus on the unique risks and challenges of driving in those areas.
- Behavioral targeting: By combining mobility data with other consumer data, such as demographics and purchase history, insurance marketers can create targeted campaigns that reach specific segments of the population. For example, a campaign could be designed to target young drivers who frequently use ride-sharing services or older drivers who only use their cars for short trips.
- Real-time updates: With real-time mobility data, insurance marketers can update messaging based on current conditions. For example, if there is a sudden spike in traffic due to an accident or road closure, messaging can shift to focus on safe driving practices and the importance of having reliable auto insurance coverage.
- Interactive experiences: Technology such as QR codes or augmented reality helps insurance marketers create interactive experiences for consumers who see their out-of-home (OOH) ads. For example, a bus stop ad display could feature a QR code that directs the user to a website where they can receive a personalized insurance quote based on their driving behavior.
Partner with Arity for data-driven marketing solutions
With Arity’s advanced data analytics and insights, you can better understand your customers’ needs and behaviors — enabling you to take advantage of innovative commuter marketing tactics.
Tailor your auto insurance marketing strategy to commuters’ preferences, and create effective, new marketing campaigns.
Contact us today and learn how Arity can help you close the deal with more prospects.