Wednesday, May 09, 2012

OnLine UpDate

Last week, we interviewed J D Powers' Jeremy Bowler regarding insurers' online sales efforts. Turns out, a lot of insurers are turning to - or at least beginning to use - social media to build brand recognition:

"About 85 percent of asset management firms and insurers have seen increased brand awareness on social media platforms ... but very few are experiencing increased sales"

It seems to me that there are several reasons for this. For one thing, just because folks follow you on Twitter or connect with your company on LinkedIn doesn't necessarily mean that they're in a buying mood - or even shopping at all. Lots of people use LinkedIn, for example, for building their own "brand."

For another, these companies need to decide which is their priority: is it brand recognition or instant sales? One is a long term strategy; the other is what puts dollar signs on bottom lines.
blog comments powered by Disqus