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B2B digital marketing : a deep dive into insurance IT decision-makers

Recurso electrónico / electronic resource
MARC record
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008  091203s2009 usa|||| ||| ||eng d
040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
084  ‎$a‎217
24500‎$a‎B2B digital marketing‎$b‎ : a deep dive into insurance IT decision-makers‎$c‎by Ellen Carney... [et al.]
260  ‎$a‎Cambridge‎$b‎Forrester Research‎$c‎2009
4900 ‎$a‎For technology product management & marketing professionals
520  ‎$a‎Insurance professionals seem unlikely candidates for social media use. They trust familiar information sources, value personal relationships, and are generally risk-averse. However, this groups 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 toemerging 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
650 1‎$0‎MAPA20080586294‎$a‎Mercado de seguros
650 1‎$0‎MAPA20080536329‎$a‎B2B
650 1‎$0‎MAPA20080595296‎$a‎Comercio electrónico
650 1‎$0‎MAPA20080618667‎$a‎Transacciones comerciales
650  ‎$0‎MAPA20190001328‎$a‎Márketing de la empresa de seguros
650  ‎$0‎MAPA20080547738‎$a‎Internet
7001 ‎$0‎MAPA20080064693‎$a‎Carney, Ellen
7102 ‎$0‎MAPA20080436582‎$a‎Forrester
830 0‎$0‎MAPA20080647230‎$a‎For technology product management & marketing professionals