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PROPERTY & CASUALTY
DEC 06, 2018
Winning in an Ever-Evolving Industry
On November 29, Amerisure was recognized with a 2018 Best of MichBusiness Award in the Marketing and PR Prophets category. Amerisure’s marketing team was selected for its creativity, collaboration, ideation, storytelling, brand messaging, and communication.
The group is credited for its innovation in communication and brand messaging strategies for internal and external audiences. From social media, to marketing campaigns, and organic content, they’re always busy.
We sat down with a couple marketing team members to discuss how marketing and public relations have changed, and what we can expect from the future of these fields. Check out their responses below:
Gerald Chiddick, vice president of marketing
Has the need for creativity in marketing and public relations changed?
There has always been a tremendous need for creativity in these fields. However, as we transition from traditional to digital media, the type of creativity utilized in our daily work is evolving. This transition is accelerating — which means new approaches to how and what we communicate will need to be adopted quickly. We’re currently experiencing the largest demand for digital content in history.
Another aspect that’s critical to the future of marketing is the desire for personalization. Most marketers are familiar with the 4Ps. Now, it goes beyond product placement and promotion. In a world where everyone is making decisions based on what they see, rather than what they know or hear, personalization becomes the 5th P. The ability to personalize content for a variety of audiences requires a different creative skillset.
How has the role of marketing and public relations progressed in recent years?
The symbiotic roles of marketing and public relations have not changed since their origins. Both fields still find creative ways to position an organization or product to a target audience. When we become more immersed in the digital landscape, we empower people in these positions to see the impact of their creativity.
Previously, it was difficult to track the impact of content that didn’t contain a call to action. Investing in focus groups or surveys was an expensive endeavor — on top of an already pricey advertising rate. Today, digital monitoring tools have created a self-serve environment for communicators, as opposed to third-party management. The ability to analyze data and determine what is working is essential in determining the success of the content.
Gabrielle Dolenga, marketing communications specialist
What does the future of marketing and public relations hold for young professionals?
In future years, it will be imperative to craft a deliberate strategy for content. There’s numerous outlets available, and more are introduced on a daily basis. Organizations will need to find their niche in the digital landscape.
We’re also able to receive instantaneous feedback regarding our content. Readership, commentary, and even user pathways can be tracked. We’ll be able to obtain even more metrics as technology improves. The data can be beneficial in creating strategy, but organizations will need to be flexible as new trends arise.