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Marketing

Marketing often doesn't get the attention it needs. There are clear ethical risks associated with it, both stand-alone and from its now deep linkages with other functions like counter fraud. Any ethical risk assessment that ignores it is flawed.
13 posts
Marketing
The Tension that Digital Marketing Must Address public
Marketing • 3 min read

The Tension that Digital Marketing Must Address

The digital environment that insurers now focus on presents marketeers with some tough choices. Some choices are well known ones relating to technology and distribution. Others are less visited ones like relationships and trust. I look at a significant tension inherent in all this.…
Duncan Minty
Duncan Minty •
Invisible Insurance - The Next Big Thing? public
Marketing • 4 min read

Invisible Insurance - The Next Big Thing?

Embedded insurance comes in three forms: soft, hard and invisible. Each comes with ethical implications, but none more so than invisible embedded. What does it mean to provide consumers with invisible insurance? Is it the future of distribution, or a disaster in the making? I explore it here.…
Duncan Minty
Duncan Minty •
Embedded Insurance and Manufactured Vulnerability public
Marketing • 6 min read

Embedded Insurance and Manufactured Vulnerability

Embedded insurance is a form of hyper-personalisation designed to present the right product to you just when you need it and most likely to buy it. In short, data fuelled prescriptive marketing. Yet if marketing is about persuasion, how do insurers steer clear of digital manipulation?…
Duncan Minty
Duncan Minty •
Warning Signals about Dark Patterns in Insurance Marketing public
Marketing • 5 min read

Warning Signals about Dark Patterns in Insurance Marketing

Insurance marketing is big business. As it moves online, the tracking of sales pipelines fuels marketing practices to increase returns on all that investment. EIOPA has published examples of dark patterns it has found on the websites of EU insurers. Yet it’s missed a key part of the bigger picture.…
Duncan Minty
Duncan Minty •
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