There's no question that the digital economy is drastically altering the way insurers are reaching out to their customers. Social media, the Web and mobile devices are just some examples of channels that now dominate the interaction cycle between insureds and insurers. But we're only just starting to understand how this can all work.

In a recent article, Peter Dahlström and David Edelman, both of McKinsey & Company, say developments being seen today — “the growth of mobile connectivity, better-designed online spaces created with the powerful new HTML5 Web language, the activation of the Internet of Things in many devices through inexpensive communications tags and microtransmitters, and advances in handling big data” — demand new understanding and rethinking of the way companies reach their intended audiences.

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