Hamburg/Munich, October 1, 2013. New online channels, digital dialogue, and content marketing – these trends provide many opportunities for insurers and other companies, but at the same time, they cause growing complexity in marketing. There are a number of reasons: First of all, each communication channel requires its own style. Furthermore, there are more target groups than customers “only” and finally, in addition to marketing and corporate communications, several other departments are involved in communications – take HR and sales, for example.
If you consider these factors, it will soon become clear that integrated marketing no longer feasible in the existing organizational structures of many companies. A new internal organizational form – across divisional boundaries – is now necessary: a corporate newsroom.
In an article for the “Zeitschrift für Versicherungswesen” (magazine for the insurance industry), Rolf-Dieter Lafrenz, partner at Schickler Consulting, describes the factors that influence the marketing communications of insurers and other companies. He defines five steps that need to be taken in order to establish a successful newsroom organisation.