Published: 09/18/2014

While people are turning to digital and mobile to research insurance products, purchases via the phone or in-person are more common.

TROY, Mich., Sept. 18, 2014 — Investment in digital marketing solutions and utilizing data and analytics are critical for insurance companies to strategically target consumers interested in purchasing insurance-related products, according to a whitepaper, “Navigating the Last Mile: Insurance,” released today by the Local Search Association (LSA). The report, which cites the latest research by LSA and other organizations on insurance-related advertising trends, overviews the growing number of ways that consumers are seeking, discovering and considering insurance-related products in the “last mile” of their path to purchase and demonstrates the importance of local insurance providers embracing the full range of solutions in Last Mile Advertising in order to succeed in the marketplace.

Last Mile Advertising describes locally targeted ads or messages delivered close to the point of purchase that help facilitate consumer actions like calls, clicks and store visits. Research shows that individuals experiencing life events or changes, such as becoming engaged, buying a new home, expecting a first child or moving to a new address, are most likely “ready-to-buy” insurance-related products and entering the last mile.

“Local insurance providers have a significant opportunity to secure business from the millions of U.S. adults who purchase insurance-related products each year,” said Neg Norton, president, Local Search Association. “As consumers seek, discover and consider insurance-related products across a growing array of platforms in the Last Mile, it is critical that local insurance providers pursue comprehensive, integrated marketing strategies in order to reach consumers wherever, whenever and however they choose to engage them.”

Key highlights of the whitepaper include:

• Mobile advertising campaigns are becoming more popular for local insurance providers as consumers more often rely on mobile devices in their daily lives.
• Person-to-person interaction is crucial for major purchases: While people are increasingly turning to digital and mobile to research insurance products – with business websites playing a vital role – the more complex insurance products are usually purchased over the phone or in-person.
• Social media is being leveraged more often by local insurance providers in reaching consumers considering insurance-related products, since many consumers rely on social recommendations to guide their purchasing decisions.

The “Navigating the Last Mile: Insurance” whitepaper is available to download at https://bit.ly/1uHCRSs.