Le marketing dans l'assurance: le tournant du digital

Pierre-Alain de Malleray

Revue d'économie financière, 2017, vol. N° 126, issue 2, 145-168

Abstract: Insurance marketing has historically been agressive, leveraging mass communication for the almost unique purpose of brand building. The brand image was designed to inspire trust in the company and its products, and also to develop the traditional distribution networks (agents and proprietary sales forces). Today, this model is challenged by the growing role of digital distribution channels. Insurance digitalisation is making product differentiation, and brand image construction, more difficult. Besides, it opens up great perspectives regarding consumer targeting, rendering mass communication obsolete. Overall, it creates a major opportunity for players who understand the codes of the digital world, both in the fields of distribution and post-sale user experience. Likewise, it constitutes a threat for the others. Classification JEL : G22, L84, O33.

JEL-codes: G22 L84 O33 (search for similar items in EconPapers)
Date: 2017
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