With data analytics and AI continuing to revolutionize marketing strategies, the insurance industry is not exempt. With the power to target the right audience and make smarter decisions, technology seems to hold all the answers. But for Taylor Hughes (pictured), marketing coordinator at CRC Insurance Services and recent recipient of the IMCA Trailblazer Award, one truth remains: technology can never replace the human touch. As the insurance sector evolves, Hughes shared that genuine human connection must remain at the heart of every marketing strategy.
Reflecting on winning the coveted IMCA award, which honours individuals who have made outstanding contributions and demonstrated leadership in insurance marketing and communications, Hughes shared, “Winning this award was a huge confidence booster, especially because I’m in the insurance space, where marketing has traditionally adhered to the norm with a more corporate feel. I wanted to push those boundaries.”
“I asked myself, ‘Can we make design and messaging fun in this space? Can we break away from the traditional?’ Being able to trust myself and seeing that people were paying attention and liking my work was a big boost for me," Hughes continued.
In today’s digital world, getting people to pay attention is no easy feat. With consumers bombarded by an overwhelming amount of advertising, it takes expertise to meet customers where they’re at.
Reflecting on the evolution of the digital marketing space, Hughes shared, "Five years ago, insurance marketing was really about getting in front of consumers and being at the top of their inbox. Now, it’s more about cutting through the clutter. Consumers are all about ‘show me what I want and show me when I want it’.”
For Hughes, data analytics play a crucial role in refining marketing strategies. "You have to keep up with the trends based on your clients' behaviour," she said. "I’m committed to understanding the data so I can make informed decisions—like ensuring my webpage button is red instead of blue, or delivering my message to your inbox on Tuesday at 5pm, exactly when you expect and want to see it. It’s about personalizing the experience and building a real relationship with our audience."
When it comes to email marketing, A/B testing plays a pivotal role in creating personalized experiences. Hughes regularly runs similar campaigns, tweaking elements like colors and text copy to identify what resonates most with her audience. She emphasized the importance of testing, noting that even the most well-planned strategies can sometimes surprise you.
"There are times when I’m convinced a fun, catchy email will perform well, but it’s the one with no styling that actually wins," she said. “So, it's very dependent upon my audience.”
Trust and relationships are at the heart of effective marketing, especially in an age where consumers are increasingly discerning. For Hughes, building trust is not just about selling a product—it’s about creating an authentic connection that resonates with the audience. "Word of mouth will always win," she revealed. "If we believe in the product or tool we’re offering, it’s easier to make the sale because people can feel that confidence and trust us."
This foundation of trust extends into every aspect of content marketing. Whether through in-depth articles, tools, or podcasts featuring thought leaders, Hughes and her team focus on delivering real, valuable insights. "It’s not just about creating content for SEO," she explained. "We aim to provide thought-provoking, useful information that our audience needs."
This commitment to meaningful engagement has positioned CRC as a trusted resource, one that consumers turn to for reliable insurance insights. As Hughes shared, building trust through valuable content and genuine relationships fosters deeper connections, encouraging brand loyalty and long-term success.
Hughes is deeply committed to continually raising the bar for both herself and her team, embracing a mindset of constant growth and innovation. Whether it's exploring new platforms, staying up-to-date with industry trends, or taking leadership courses, she is always striving to stay ahead of the curve. She instills this forward-thinking, solution-based mentality in her team, encouraging them to bring multiple solutions to the table when faced with challenges.
"It's not just about celebrating our wins, but asking ourselves, ‘What can we do better next time?’” Hughes emphasized. "Just because we achieve a win doesn’t mean we stop there. We keep pushing, experimenting, learning, and refining, always striving to improve. And when things don’t go as planned, we simply try again with a fresh perspective," Hughes continued.
