SPECIAL REPORT
TECHNOLOGY
DIGITAL MARKETING
PRODUCER ATTITUDES TOWARD DIGITAL MARKETING
TOP TECHNOLOGY WINNERS Hearsay Social ITC
50%
In the second of two new categories introduced this year, producers were asked if their businesses engage other companies’ services to assist with digital marketing, including search engine marketing, their social media presence and other content. The majority of those who reported using these services (more than 70%) were positive in relaying their experiences with the companies they’ve been working with. One producer made it clear why these services have such an important function for insurance businesses. “There are a number of things we, as agents, can do to improve our site’s performance, but they take away from our core business. As a result, we have a tough time making time in our schedules.” The same producer then said of his digital marketing firm, “For what we are paying them, they are doing a good job.” One producer thought the company they were working with could improve by incorporating more visual elements into social media campaigns, relying less on words. “People tend not to read when it is just paragraph after paragraph,” he said. But the same respondent also added, “Otherwise, they are fantastic; [it] really saves time in my day not to have to post on all social media.” In terms of improvements, one producer sought
THE CHOICE IS YOURS WITH
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FEATURE
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10 | NOVEMBER/ DECEMBER
2013
/ THE
CHANGING
WORLD
40%
33.8%
37.8%
30% 20%
17.6% 9.5%
10% 1.4%
0% Extreme dislike
Dislike
Neutral
Like
Love
“There are a number of things we can do to improve our site’s performance, but they take away from our core business” more customized service. “They offer [the] same content to all clients – [I] would like it more personalized for my business.”
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2013 |
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