Insurers Need to Capitalize on Internet Sales Leads

New York — Fifty-five percent of well-insured adults go online six or more times a week, according to Experian Research Services. As the insurance industry has the highest customer acquisition cost in business today, an online strategy is necessary to attracting these well-insured prospects.

According to Ken Treske, president of Vente, an Experian company that provides information solutions to organizations and consumers, the demand for insurance can be triggered by a number of specific individual circumstances such as a new home, baby or dissatisfaction with existing providers.

"Unlike other industries, insurance marketers can rapidly steal market share by focusing on changes at the individual level," Treske says. "The best tactic for accomplishing this is via the Internet because of reporting technology that allows you to reach qualified consumers in real-time."

Experian Research Services isn't the only company to point to the Internet. In the next five years, the Direct Marketing Association predicts that commercial e-mail spending will rise 23.4% per year, along with Internet advertising spend rising 18.7% each year.

Source: Market Wire