At aha insurance, we market to our customers like it’s 2018 (because it is) and not like it’s 1999. There’s been a huge evolution in digital marketing that has turned the insurance industry on its head. As a result, we consciously focus on offering what our demographic has expressly asked for.
Fast, easy, and convenient access to home and car insurance online in Ontario. And we’re proud to be the first brokerage in Canada to offer customers what they want: to (finally) buy when and where they want.
We realized that the needs and lifestyles of people in Ontario have changed, just as their access to information and their own personal use of internet-based businesses has changed. Where print ads and commercials used to rely on focus groups to assess marketability, data sets and online behaviour trends now drive a much more personalized approach to digital marketing.
90’s Marketing Has Now Become Digital Marketing
Once Google took over the world as the prime portal for people to search for what they wanted, the entire marketing system was flipped on its head. No longer would businesses have to find and target potential customers like they did in the 90s; customers could search for and find the businesses and products they actually wanted. Most digital strategies developed since then have been built on that first stage of evolution in digital marketing.
Digital marketing is focused on finding out exactly what the customer wants, how that customer wants to access a product or service, and even a specific kind of experience to go along with it. To this end, an entire mini-industry of data analytics has sprung up to help companies with their digital marketing data needs. In this way, businesses are able to create the exact products and services consumers want—a sort of reverse-engineering version of marketing.
Insurtech Is Leading The Next Evolution of Digital Marketing
Companies that were smart enough to create a usable, focused online presence began to attract and dominate whatever field they were in as marketing methods changed. Take banking, for example. The banking industry has paved the way for consumer-initiated digital interactions that rely on a personalized and trusting relationship. In the past few years, people have become very comfortable using online banking—a relationship that requires confidentiality and security at every stage.
aha insurance has taken this one step further, blazing a trail in the online world of home and auto insurance in Ontario by using social media platforms to connect with potential clients, listening to what they want, and then providing them with exactly what we heard: an immediate, accurate interaction that makes obtaining insurance from any handheld smartphone or laptop a pleasurable affair.
aha itself has been built on this evolution in digital marketing, giving control back to the customer—what I like to call the result of good old modern digital marketing!