Insurance rides the social wave

Insurance rides the social wave

Swaminathan Kannan

Swaminathan Kannan,

Insurers across the globe have already started utilizing this new medium as one of the principal marketing channels. Although company owned websites are still an important platform for digital marketing, however social sites such as Facebook, LinkedIn and Twitter are being extensively used to reach out to target audience directly and also as referral platforms which can direct user communities towards the brand websites.

Global Customer Insurance Survey – Europe
Customers want to use sources they can trust – without risk of sales bias. In the past, customers often used friends and family as their trusted reference points. Although this is still important, the survey shows willingness to use inline sources, which they perceive to be objective, for future research. These include comparison sites, blogs and social media. Advice from an agent is still mentioned as a frequently consulted source, but it is only one of a wide range of sources consulted.