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

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<subTitle> : a deep dive into insurance IT decision-makers</subTitle>
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<abstract displayLabel="Summary">Insurance 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</abstract>
<note type="statement of responsibility">by Ellen Carney... [et al.]</note>
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