What insureds say they want is often not supported by how they actually behave.

"Yeah, I got the loss prevention materials you sent – they're great!

"Yeah, I got the loss prevention materials you sent – they're great!

While many insureds and potential insureds (especially those in the middle market) express the desire to have in-depth and specific loss control materials and content at their disposal, our research shows many of them never actually use them. One reason may be that brokers and carriers who create these materials aren't creating them for most insureds' medium of choice - their mobile device.

With 18% of Millennials identifying their digital consumption habits as “mobile only” and more than 56% of B2B customers reading reviews on their mobile devices, it’s definitely time to rethink traditional long-form insurance content. If you’re an agent, broker or a carrier that spends any portion of your budget developing this kind of content, it may be time to review the types of materials you’re developing, the format in which they appear, and how you’re exchanging them with your insureds.

Intrigued? Keep the insights coming.

Want to learn more about how you can get more engagement, more ROI and more satisfaction from your marketing spend? Drop us a note, subscribe to our newsletter or check out our blog. With more than ten years of experience in the financial services and insurance industries, we’d be happy to share more about how we’ve helped other marketers successfully rethink and retool their marketing communications strategies for greater effectiveness and outcomes.

About Magnani Continuum Marketing

Since 1985, Magnani Continuum Marketing has made it easier for organizations selling in highly technical and complex markets to deliver the most effective and seamless traditional and digital brand experiences.

We’re more digital than advertising agencies. More strategic than digital marketing shops. More creative than management consultants. And a heck of alot easier to work with than almost all of them. We’ve helped some of the largest insurance and financial services organizations, and some of the most exciting new startups get the most from their marketing spend. And we’d love to talk with you.