Now you're talking

In the quest for growth and the Millennial pound, could the emoji become a persuasive tool for the life insurance marketer?

For some, looking in from outside, the insurance industry can seem archaic, like an ageing rocker cranking out old hits to the arthritic faithful, leaving the raging youth cold and unmoved.

Granted, there’s value in history and important lessons to be learned from the strategic and tactical nous of ancient Athens, Carthage and Rome, but our future depends on adapting to a world in which a tablet is for communication, not commandments.

The challenge before us remains: how to persuade a younger demographic of the value of a product which offers the long-term promise of an intangible reward?

The 21st century challenge
Thankfully, most of us inside the machine have a very real understanding and appreciation of the contemporary world, as the 21st century spurs us on to ever greater achievements. And yet – despite the adoption of digital ways, of SMS and omnichannel marketing, of products redefined for a new era, it can seem that our message falls on deaf ears.

The challenge before us remains: how to persuade a younger demographic (who prize instant gratification above all else) of the value of a product which, by definition, offers the long-term promise of an intangible reward? How do you engage those for whom easy gratification and wordless communication are the norm? How do you reach those for whom reading is akin to an alien concept?

Getting down with the kids
Perhaps it’s time to consider the very language we use. Rather, the language they use. In which case, the engaging insurance newsletter The Skinnie offers food for thought. As this life-insurance-explained infographic demonstrates, if it’s time to get down with the kids, it’s time to use emoji to speak their language.

A little far-fetched, no doubt. But, futurum est. In the quest for sustainable growth amongst a younger demographic, finding an effective way to market and sell life insurance requires radical thought. As Hannibal is reputed to have declared: aut viam inveniam aut faciam.