Presentation: Digital & Mobile Marketing for Commercial Insurance: Quality vs Quantity Presented by: Douglas Menelly, Senior Vice President, Marketing, Aspen Insurance While the commercial insurance industry can be a complex marketing game, the same timeless marketing rules apply: (1) Know your audience, (2) Utilize the delivery mechanisms they prefer, and (3) Deliver impactful content. As commercial insurance begins to embrace digital, mobile, and social media for targeted, impactful engagement, what is the right approach? What is the best way to integrate digital/mobile/social into a comprehensive marketing plan? Doug will discuss these questions, and share his insights and success stories around mobile apps and digital platforms for successful B2B marketing within the commercial insurance industry.

1. Digital & Mobile Marketing for Commercial
Insurance: Quality vs Quantity
Business Development Institute (BDI)
Insurance Social Business Leadership Forum
September 10, 2014
Douglas Menelly
Senior Vice President, Marketing
Aspen Insurance

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“work hard play hard is the mantra of a drunk who doesn’t work
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“vegetarian is an ancient derogatory term for an idiot who couldn’t
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3. AGENDA
1. Trends: Mobile, Video, Digital
2. Video Content: Aspen’s Perspective
3. B2B Social Media: Quality over Quantity
4. LinkedIn: Content Distribution/Amplification
5. Mobile Apps: in Commercial Insurance
6. Takeaways
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Aspen is Embracing Video: Internal
Video for internal Aspen event about culture, collaboration,
teamwork across Aspen Insurance

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Aspen is Embracing Video: External Video (CSR)
https://www.youtube.com/watch?v=nhuvUFjJPJc
Video from The ISIS Foundation about the Aspen ambassadors
to Kiwoko Hospital in Uganda in 2013, energized by lead
ambassador, Mario Vitale, CEO of Aspen Insurance

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Aspen is Embracing Video: 10-year Anniversary NYSE

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Aspen is Embracing Video: External (Brokers)
https://pixability.wistia.com/medias/4xn2tozw11

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B2B Marketing: Quality vs Quantity
 Audience: very targeted, parse content to micro-target
if possible (increases response rates)
 Budget: digital/mobile is less expensive than print
advertising, and longer shelf life
 Engagement: simple call-to-action that encourages
listening and engagement
 Measurement: monitor and measure KPIs
 Alignment: ensure marketing strategy and execution
are aligned with business objectives

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Aspen and Social Media: LinkedIn

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Aspen and Social Media: LinkedIn

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Mobile Applications: “Aspen Opinions”

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Mobile Applications: “Aspen Opinions”

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Mobile Applications: AIG’s CyberEdge
65,000 views on YouTube
- Print & digital ad campaign
- PR push: press release, TV

17. Takeaways: “LCTAEMA”
1. Listen to your audience
2. Create robust content (visual)
3. Target distribution, parse
4. Amplify distribution on digital/social/mobile channels
5. Experiment with new platforms, channels
6. Monitor and track engagement
7. Align: ensure alignment with business objectives
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Thank you!
Prepared by Aspen Insurance for informational purposes only. Not to be interpreted or used
as advice or guidance, nor approved for commercial use.