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There’s no question that the events of 2020 have led to a great deal of change and upheaval. Marketing strategies have changed as well, and so have consumer mindsets and expectations. Here are a few trends for insurance marketing in 2021.

First, personalization is becoming more important. You may have been able to get away with blasting out the same message to multiple demographics in prior years, but if you’re still doing that, you’re leaving money on the table.

There are endless statistics showing that personalization works. According to one study, approximately 70% of companies that use advanced personalization techniques have seen a 200% return on investment from this strategy.

If you haven’t already, 2021 is a great time to start segmenting your email list and customizing your marketing strategy based on your customers’ demographic data, recent milestones, purchase history, and the types of insurance they’re likely to need.

In addition, interactive content is becoming more prevalent. With the pandemic grinding on into spring, many people are still stuck indoors and looking for entertainment. Keep them engaged with interactive content such as surveys, quizzes, live chats, interactive tutorials, and even games.

No matter what your marketing strategy looks like, chances are it could benefit from an interactive element in 2021. The more ways you can engage your audience, the better.

Finally, socially conscious branding is taking the lead. This trend has been unfolding for some time, but during the events of 2020, it became more and more clear that customers expect brands to be actively engaged in making the world a better place.

This doesn’t necessarily mean that you have to stake out a very public position on every controversial issue. But it does mean that people increasingly want the companies they do business with to be socially conscious, and to care about causes they feel are important.

A great way to work this into your brand is to be visibly active in your community. There are many ways to get involved, including volunteering at local events, sponsoring nonprofits that do work you believe in, and encouraging your team members to participate as well—in a socially distanced manner as long as the pandemic continues.

This has always been a great way to build your brand and connect with people in your community, and it’s likely to become even more important in 2021.

There’s no question that the pandemic has changed things—including the way people interact with the companies they do business with. Consider building interactivity into your marketing strategy, strengthening your personalization, and becoming more involved with causes you believe in as part of your brand—and you’ll be able to strengthen your business in the year to come.