The Covid-19 pandemic shook the world, changing the way we do business and how we live our daily lives. While we are grateful for the changes they brought, we are also concerned about the negative effects they may have had on the insurance industry. What happens when the world gets back to ‘normal’? Will insurance companies be able to ‘go back to business as usual’ and continue marketing their products as they did before? This article will discuss five key areas the insurance industry needs to consider so that they can continue marketing their products online during and after the pandemic.
1. Product
The Covid-19 pandemic didn’t just affect the way we live and do business; it altered the way we interact with and think about insurance products. Gone are the days when we casually browse the internet while looking for life insurance or car insurance. Now we are all cyber-warfare experts, constantly scanning for loopholes, exploits, and vulnerabilities to exploit.
Imagine getting a call from your insurance company, notifying you that a website you’ve never heard of has tried to access your personal information without your consent. After months of relentless attacks, you discover that the perpetrator was able to steal your personal data, including your name, email address, and telephone number, and even tried to reset your password without requesting verification.
What would you do? Would you contact the authorities and report this breach of trust? Would you change your email address, phone number, and password? Would you notify your friends and family that this happened?
All of these questions and more were answered by yes when it came to securing our personal data in 2020. Every year we’re bombarded with news about data breaches and hacks, all of which are increasingly sophisticated and difficult to prevent. If a hacker beats you to it, there’s very little you can do about it. So, what can you do to secure your personal data and prevent this from happening to you?
First of all, make sure that your passwords are hard to guess and complex. Moreover, change them frequently (at least every 90 days). Having a popular or simple password makes you a target. Last but not least, make sure that your login details for any account you have are not publicly available. If someone gains access to your personal information, it will be much harder for them to change your password and use your account.
2. Platform
The Covid-19 pandemic also altered our perceptions of the internet. Gone are the days when we viewed it as a safe haven for children or looked at it as a resourceful way to do our banking online. Now we see it as a potential threat, capable of being used to spread malware and unwanted advertisements.
To keep their customers, insurance companies need to keep up with the ever-changing online world. To do this, they need to constantly test and innovate to monitor and assess how their customers are using the internet, what they’re searching for, and what content they’re consuming. This is a massive task, which becomes even more complicated when you consider the need to do all of this without jeopardizing customer privacy.
If you’re operating an online shop or website, you’ll need to decide whether to use a free platform such as WordPress or Shopify or a premium platform such as Shopify Plus or Google App Engine.
3. Identity
Identity is one of the most important pillars of an online presence. We share so much personal information online – from our email addresses to the content of our social media posts. The more we share, the harder it becomes to protect what we reveal. Moreover, the more we share, the easier it becomes for others to connect the dots, understand our interests, and present us with tailored content or offers.
To keep their customers, insurance companies need to keep up with the never-ending stream of new regulations and controls that are set to become mainstream in the coming years. These new regulations affect the way we use our personal data, how we keep our identities secure and private, and even the types of information we’re allowed to share online.
While the Covid-19 pandemic didn’t put a stop to data breaches and cyber-attacks, it did raise our awareness of the issue. After months of being the victim of a cyber-attack, you’d think that I’d feel safer online than I do in my actual living room. But that couldn’t be further from the truth. When it comes to online security, I’m a pretty careful person. My password is unique, I use a reputable VPN service, and I try to avoid sharing personal information on social media. But sometimes, unavoidable circumstances make me reveal personal details about myself. After my identity was compromised and my personal information and photos were posted online, I was terrified that somebody would knock on my door, demanding that I surrender myself to them. That never happened, but the experience scared me. How can I keep my identity and personal information secure when the internet is full of predators and hackers looking to steal my identity?
To keep their customers, insurance companies need to keep up with the ever-changing online world. To do this, they need to constantly test and innovate to monitor and assess how their customers are using the internet, what they’re searching for, and what content they’re consuming. This is a massive task, which becomes even more complicated when you consider the need to do all of this without jeopardizing customer privacy.
4. Content
Content is arguably one of the most important aspects of an online presence. We use online shops to find the products we want and need, we read blogs to get reliable information, and we watch videos to learn how to do something. The demand for content grew during the pandemic as people looked for entertainment and education online. While video content is valuable, it can also be a double-edged sword, as viewers can access information and education anytime and anywhere. It’s accessible and often times, entertaining. But it can also be used to spread malware and unwanted advertisements, both of which are potential security threats.
To keep their customers, insurance companies need to keep up with the ever-changing online world. To do this, they need to constantly test and innovate to monitor and assess how their customers are using the internet, what they’re searching for, and what content they’re consuming. This is a massive task, which becomes even more complicated when you consider the need to do all of this without jeopardizing customer privacy.
5. Mobile
Mobile devices and applications are another important part of our online presence. While desktop computers still rule the roost, mobile devices and applications are responsible for 90% of all web searches, 80% of all social media activity, and 50% of all online shopping activity.
To keep their customers, insurance companies need to keep up with the ever-changing online world. To do this, they need to constantly test and innovate to monitor and assess how their customers are using the internet, what they’re searching for, and what content they’re consuming. This is a massive task, which becomes even more complicated when you consider the need to do all of this without jeopardizing customer privacy.
What happens when the world gets back to ‘normal’? Will insurance companies be able to ‘go back to business as usual’ and continue marketing their products online during and after the pandemic?
The Covid-19 pandemic caused widespread panic and confusion, resulting in people spending more time online than ever before. But even during the pandemic, our need for security and privacy online grew, as we became more aware of the risks and threats that lurk in the shadows. The pandemic also shone a light on the importance of doing business online. As people are now operating out of necessity rather than choice, online marketing will undoubtedly become even more important for insurance companies.