John Parker, CMO of Zurich Financial, describes his company's highly successful shift away from a classic broadcast approach toward targeted digital marketing. The global Zurich Financial HelpPoint brand crosses cultures, and Parker tells us how Zurich's digital campaigns have targeted market segments from individual consumers to particular industries.
“We are shifting [our marketing mix] rapidly away from the classic broadcast approach, very much into targeted digital marketing.“
- John Parker
- Published July 2010