Stamford, CT (July 10, 2019) \u2013 According to new research from Gartner, Inc., U.S. insurance brands are decreasing investment across desktop sites, digital marketing and social media, and prioritizing mobile, but are falling behind in providing a more holistic digital experience for customers, despite their growing willingness to provide data and shop online.<\/p>\n
The second annual Gartner L2 Digital IQ Index: Insurance U.S. report<\/strong><\/em> ranks the digital performance of 54 brands operating in the U.S. market. These brands were measured across more than 1,200 data points against four critical dimensions: digital marketing, social media, desktop site and mobile site. From these calculations, two brands (State Farm and GEICO) were classified as Genius<\/em>, 17 as Gifted<\/em>, 11 as Average<\/em>, 14 as Challenged<\/em>, and 10 as Feeble<\/em>.[1<\/a>]<\/sup><\/p>\n \u201cU.S. insurance brands reached the mobile tipping point in 2019, with an average of 52% of total traffic to brand sites taking place on mobile devices,\u201d said Elizabeth Elder, Principal, Financial Services at Gartner. \u201cHowever, the numerous drop-offs in mobile site features showed that insurance brands have not adjusted well to the new landscape.\u201d<\/p>\n Basic features such as site-specific login, editorial content and keyword search were found on desktop sites, but not mobile sites. In addition, some brands failed to port certain customer service elements, such as their Contact Us page, to their mobile sites. Mobile app promotion was the only basic feature to see higher adoption on mobile sites than desktop sites. \u201cTo thrive in this new landscape, insurance brands must create a seamless transition from desktop to mobile, and ensure all crucial elements on the desktop site translate to smaller devices,\u201d added Ms. Elder.<\/p>\n Other key findings from the report include:<\/p>\n Additional details on the digital performance of insurance brands in the U.S. is available to Gartner for Marketers clients in the report \u201cGartner L2 Digital IQ Index: Insurance U.S. 2019<\/a>.\u201d<\/p>\n 1. Companies were classified as follows:<\/p>\n About Gartner<\/b><\/p>\n Gartner, Inc. (NYSE: IT)<\/em>, is the world\u2019s leading research and advisory company and a member of the S&P 500. We equip business leaders with indispensable insights, advice and tools to achieve their mission-critical priorities today and build the successful organizations of tomorrow.<\/p>\n Our unmatched combination of expert-led, practitioner-sourced and data-driven research steers clients toward the right decisions on the issues that matter most. We are a trusted advisor and objective resource for more than 15,000 organizations in more than 100 countries \u2014 across all major functions, in every industry and enterprise size.<\/p>\n To learn more about how we help decision-makers fuel the future of business, visit www.gartner.com<\/a>.<\/p>\n Gartner for Marketers<\/strong> provides the objective, expert advice and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com\/marketing<\/a>.<\/p>\n Source: Gartner<\/i><\/p>\n Tags: Gartner<\/a>, priorities<\/a>, technology investment<\/a>, United States (USA)<\/a> Read the original article at Insurance-Canada.ca <\/a><\/p>\n","protected":false},"excerpt":{"rendered":" New Gartner report ranks digital performance of 54 brands, with almost two-thirds ranked average or below Stamford, CT (July 10, 2019) \u2013 According to new research from Gartner, Inc., U.S. insurance brands are decreasing...<\/p>\n","protected":false},"author":578,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/15956"}],"collection":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/users\/578"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/comments?post=15956"}],"version-history":[{"count":0,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/15956\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/media?parent=15956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/categories?post=15956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/tags?post=15956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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