- How is the role of marketing evolving in the mobility and insurance tech sector, and which skills are becoming essential today?
In our sector, marketing is no longer just about how we communicate value, but increasingly about how we create it. In areas such as mobility and insurance tech, where technological innovation is constant, marketing today has the responsibility to interpret the market, anticipate needs, and directly contribute to shaping the offering.
This requires increasingly diverse skill sets. On one hand, strong analytical capabilities and the ability to interpret data; on the other, the sensitivity to translate complex insights into clear and relevant messages. Added to this is a growing familiarity with technologies—not necessarily at a technical level, but enough to understand their value and implications.
In this context, collaboration with the sales team becomes essential: ongoing dialogue with those in direct contact with customers makes it possible to identify real needs, often not yet explicitly expressed, and translate them into more effective proposals and messaging.
- Is AI truly changing marketing in a structural way, or are we still in an early phase? And how are you using it at OCTO?
Artificial intelligence is already changing marketing in a concrete way, but we are still in the early stages of unlocking its full potential. Today, AI is highly effective in data analysis, content personalization, and campaign optimization.
At OCTO, it is an integral part of our approach, both at the product and marketing level. We use it to make communication more targeted and to support content creation. AI does not replace strategic thinking—it enhances it. But for that to happen, it is crucial to ask the right questions and interpret data with a critical mindset. That is where the difference lies between superficial use and real impact.
- What is the role of marketing in translating complex technologies—such as telematics—into perceived value for the customer?
This is one of the most delicate and strategic responsibilities of marketing in our sector. Technologies like telematics are extremely sophisticated, but customers do not buy the technology itself—they buy the value it generates.
The role of marketing is precisely to act as a bridge, transforming technical complexity into concrete and understandable benefits. This means shifting the focus from “how it works” to “what it changes for you”: greater safety, operational efficiency, cost reduction, and a better user experience.
To achieve this, it is essential to work closely with technical and product teams, in order to grasp the essence of innovation and translate it into a clear, credible, and relevant narrative. When this happens, technology stops being an abstract concept and becomes a distinctive factor perceived by the market.