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Le marketing dans l'assurance : le tournant du digital

Author

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  • Pierre-Alain de Malleray

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.

Suggested Citation

  • Pierre-Alain de Malleray, 2017. "Le marketing dans l'assurance : le tournant du digital," Revue d'économie financière, Association d'économie financière, vol. 0(2), pages 145-168.
    • Handle: RePEc:cai:refaef:ecofi_126_0145
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    More about this item

    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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