The importance of having your own site
Posted: Mon Dec 23, 2024 6:20 am
There is an additional advantage to the fact that ABC de Pacífico functions as its own medium within the content hub: the notes and courses hosted there - adds Jorge Lazo, Corporate Affairs and Sustainability Manager - are also used for remarketing, which allows continuing to feed the audience's knowledge about insurance.
“It's not the same thing to see an advertisement for an insurance turkey telephone numbers policy without knowing anything about it than to be on a journey where you've already consumed content and know the importance of the product.”
Jorge Lazo, Corporate Affairs and Sustainability Manager at Pacífico Seguros
Here's how the strategy works: if a specific audience has consumed, for example, some content about travel insurance, another team immediately takes that audience to give a second message about the product in a consideration stage. Then, a sales stage follows, where travel insurance is already offered for the next destination or vacation.
As Lazo says, “it is not the same thing to see an advertisement for an insurance product, without knowing anything about it, than to be on a journey where you have already consumed content and know the importance of the product. In that case, if you see an advertisement, you can think that it will be useful to you. That is the relevance of the journey.”
Involvement of managers
Pacific's ABC is a fundamental pillar of Pacifico's and Credicorp's sustainability strategy. Bouroncle acknowledges that the platform seeks to bring information about insurance to people, whether or not they are clients of the insurer. Hence the commitment of the company and its senior management to contribute to financial education in the country .
If they are unfamiliar with some terms related to the world of insurance, the audience can consult the dictionary.
Beyond high-ranking positions, the leaders of each Pacífico Seguros product also have a key role in generating content. In this sense, the task of Pacífico's ABC is to transmit information that matches the need they have to communicate the benefits of each of their products. Lazo is clear in saying this: "It is necessary that we all be involved as leaders to develop content that is optimal and efficient for the organization."
“It's not the same thing to see an advertisement for an insurance turkey telephone numbers policy without knowing anything about it than to be on a journey where you've already consumed content and know the importance of the product.”
Jorge Lazo, Corporate Affairs and Sustainability Manager at Pacífico Seguros
Here's how the strategy works: if a specific audience has consumed, for example, some content about travel insurance, another team immediately takes that audience to give a second message about the product in a consideration stage. Then, a sales stage follows, where travel insurance is already offered for the next destination or vacation.
As Lazo says, “it is not the same thing to see an advertisement for an insurance product, without knowing anything about it, than to be on a journey where you have already consumed content and know the importance of the product. In that case, if you see an advertisement, you can think that it will be useful to you. That is the relevance of the journey.”
Involvement of managers
Pacific's ABC is a fundamental pillar of Pacifico's and Credicorp's sustainability strategy. Bouroncle acknowledges that the platform seeks to bring information about insurance to people, whether or not they are clients of the insurer. Hence the commitment of the company and its senior management to contribute to financial education in the country .
If they are unfamiliar with some terms related to the world of insurance, the audience can consult the dictionary.
Beyond high-ranking positions, the leaders of each Pacífico Seguros product also have a key role in generating content. In this sense, the task of Pacífico's ABC is to transmit information that matches the need they have to communicate the benefits of each of their products. Lazo is clear in saying this: "It is necessary that we all be involved as leaders to develop content that is optimal and efficient for the organization."