Trends Report

B2B Digital Marketing: A Deep Dive Into Insurance IT Decision-Makers

June 2nd, 2009
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
EM
Emily Van Metre
With contributors:
Eric G. Brown , Christina Lee

Summary

Insurance professionals seem unlikely candidates for social media use. They trust familiar information sources, value personal relationships, and are generally risk-averse. However, this group's interest in social media is not only on par with their peers in banking and other industries, it actually surpasses them in some areas. Forrester recently surveyed insurance IT buyers to find out how they respond to emerging social media, and we learned that these tactics have not yet displaced traditional sources of information and influence. However, there is room for experimentation, as insurance buyers scan and accept input from multiple digital channels. While Forrester does not expect social media to supersede traditional information sources and media in the near term, smart tech marketers can start to use these tactics to build an insurance community presence today.

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