Strategic InSights: Values-based Online Marketing

Faced with severe economic constraints, a fiercely competitive market, or low consumer awareness, how can cooperative/mutual insurers differentiate themselves effectively from their competitors through messages about the values which underpin their organisation?

This brief paper presents the main approaches used by ICMIF members to communicate their values online; and highlights the questions that management should be asking themselves as they develop their online marketing strategy to demonstrate the unique advantages that those values offer to customers.

Strategic InSights are regular, short papers targeted at ICMIF members’ senior managers, each one tackling a current strategic management issue, identifying key considerations for managers, and including real-life case studies. Longer reports investigate the strategic issues that matter to our sector in greater depth. These reports are only made available to member organizations and their employees.