A Few Thoughts on Marketing and the Next Generation of Internet Use

By Andi Hoppes, IdeaStar Marketing Assistant

March 30, 2007 - Marketing health and life insurance can be challenging. There are so many similar companies selling a variety of similar insurance products, that differentiating your brand can become difficult. Staying current with the latest trends in marketing can help, especially when you consider Web 2.0.

Web 2.0 refers to the new, second generation of online services that are changing the way the Internet is being used.  Its Web-based services include social networking sites such as MySpace and Second Life, and communications tools which emphasize sharing information online, including RSS feeds. This is especially important to the next generation entering the market, Generation Y.

Generation Y includes people born between the years of 1978 and 1995, which encompasses about 25% of the American population. These are the people that have begun to and will continue to purchase insurance for themselves and their future families. Consequently it is very important to look into the needs of this group as well as the appropriate ways to gain their attention and business. They are technology savvy and Web 2.0 technologies are almost second nature to them.

There has been a marketing movement away from the traditional methods of merely creating the product and then selling it to the customer. The shift in generations has increased the importance of personalization and targeting specific consumers. Marketing technique is changing to one that listens to your consumers first and then creates solutions based on their wants or needs. This increases the chance of a successful product and the satisfaction of the consumer.

Marketing to the health and life insurance consumer is always difficult with so many choices and options, especially when targeting the new generation entering the market today. It is important to keep in mind that this generation is looking for personalization and engagement. If these principles are considered in marketing practices, success will most likely follow.

Web 2.0 technologies offer elements such as blogging, podcasting and video posting to engage the customer. It is important to include contact information, a Q&A sections, and even news articles to inform the customer. Web 2.0 users can even subscribe through RSS feeds to get the latest updates from a site or news feed. Yet another means of gaining feedback is through online surveys or polls. This engages the customer and also provides firsthand feedback to marketers.

Web 2.0 tools are changing the way marketing practices are followed. In order to stay on top in the health industry and reach the next generation of customers, it is imperative to implement these new tools.

As a Web development company, IdeaStar is always looking for the “next wave” of technology which will help promote its clients.  “We’ve been successful in initiating blogs and podcasts, and now we’re adding videocasts as a new tool for our clients,”  said says Mike Wise, IdeaStar VP of Insurance Technologies. “Add that to our search engine marketing, Web design, front-end insurance sales and service software, lead generation, and much more, and you’ve got a marketing edge over many insurance companies.”    It takes some thought to gather and use all the online tools available today. Using them well and promoting them in the right place is essential.

IdeaStar Inc. designs, develops, promotes and maintains leading-edge Web sites. For more information, contact VP of Insurance Technologies Mike Wise  at 800-766-2635 ext. 116.