Millions of potential buyers are using the Web to shop for insurance.That's why carriers are reassessing how to use the Internet to build their brand.

In the mid-1990s when the Internet landed on our desktops, almost every established company-and many new online firms-quickly built their Web sites to grab market share. Now that the dot-com bubble has burst, insurance carriers are among the many companies scrambling to figure out what the Internet really means to their business.

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