The new resources of the web and the new paradigm those resources create allow you to shape how your agency is viewed publicly, infuse it with your own personality and attract those customers that click with your ethos for selling insurance and providing assistance to customers.

Using the internet and building your reputation in your community are now the keys to effectively moving your insurance marketing forward. And, unlike marketing strategies of the past, your initial message isn’t the end of the exchange.

Customers now expect a conversation. They want their questions answered quickly and want to be able to talk—not even necessarily about business, it could be about a TV show or just joking around—with the person who is sending messages into their Facebook news feeds.

The language of marketing isn’t one-sided anymore. It’s no longer the equivalent of someone with a bullhorn talking to a crowd; now it’s more like a party line call where everyone can contribute to what’s being said and has equal say in the process.

The advent of desktop publishing in the mid-1980s started the democratization process for marketing and advertising, giving people who previously didn’t have the ability to print flyers that ability, plus a venue through which they could preview newspaper advertisements, banners and so forth.

But the real revolutions would come in the next decade, as the internet began to flourish and revolutionize insurance marketing. Suddenly, the ability to send marketing messages was in everyone’s hands, from the smallest of businesses to the largest of worldwide conglomerates.

Viral marketing—a technique by which videos, clips, images and other content get passed around among users online—and guerilla marketing—smaller-scale promotional efforts that focus on imaginative concepts and interactivity—have become widely accepted and used, even by multinational giants, as mass media has declined and continues to fall off.

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