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Mobile and the Phone Channel as Part of Integrated Marketing: New Research on Insurance

Overview

There is no denying the impact of the smartphone on the marketing of insurance companies to consumers. In the coming years, shifts in media consumption and consumer purchase behavior will create profound changes for insurance brands across the globe. How are consumers responding to mobile advertising today, and which consumers are buying? What are the new factors contributing to successful (and unsuccessful) mobile marketing and integrated marketing programs?

Chen Zhao, Director, Analytics, at Marchex and Mike Boland, Chief Analyst and VP, Content, at BIA Kelsey will provide answers as they take us through new research on mobile advertising and consumer behavior, with a deep dive into the insurance industry.

Speaker(s)

Chen Zhao

Director, Analytics
Marchex

Mike Boland

Chief Analyst & VP, Content
BIA Kelsey

What You'll Learn

  • checkmark The new consumer path to purchase, and how it involves the mobile channel
  • checkmark The demographics of the mobile consumer interested in insurance services
  • checkmark Benchmark performance of comprehensive mobile marketing programs
  • checkmark Potential challenges and pitfalls in offline actions from mobile experiences
  • checkmark Spanish-speaking consumer interaction with mobile advertisements in these categories

Sponsor:

  • DMA-Communities-logo

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