Earning Your Customer’s Love

As the digital world continues to evolve, it's no longer enough to use apps, websites and social media to sell consumers a product or service. You have to be engaging and entertaining. You must earn your customer's love.

That was the word from Betsy Hubbard, president and CEO of Mindset Digital. Her presentation on "Beyond Digital:  Competing in a Connected World" was part of Wednesday's LIMRA Distribution Conference opening-day agenda.

It's no longer enough for brands to be mobile, custom, easy fast in their digital interactions with consumers. Today's consumer expects their digital experience with a brand to be inspiring, engaging and fun, Hubbard said.

Brands must aim for customer loyalty and advocacy instead of merely selling a product, she said.

Pizza Hut's mobile pizza emoji and Allstate's Drivewise website are two examples Hubbard gave of brands who are disrupting the digital marketplace.

Hubbard's advice to insurance advisors is to make sure they have a complete and engaging LinkedIn profile as most consumers go to LinkedIn to find knowledgeable professionals.

The bottom line for anyone trying to reach the public via the digital world is to find ways to compete for the consumer's attention, Hubbard said.

With Americans spending an average of two hours a day on social media, and being bombarded with advertising from 5,000 brands, we have become a nation of "scanners and skimmers," she said.

Susan Rupe is managing editor for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at [email protected].

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