A few years ago, most insurance companies entering the brave new world of Internet business development subscribed to the axiom, "If we build it, they will come."The strategy appeared to be fail-safe at the time, but as many industry experts now concur, this approach-both indiscriminate and self-serving-has outlived its usefulness. Carriers that want the Web to be a more integral part of their business no longer can afford to implement an Internet strategy based on blind ambition.

Instead, insurance carriers on the leading edge of Web site development have begun to incorporate an Internet strategy with much greater reliance on market research techniques, pulsed by the generation of relevant data to identify who the typical online consumer is.

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