BrandMuscle Releases First Study on Local Marketing for Insurance Industry

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The State of Local Marketing in Insurance Report identifies top local marketing priorities for insurance marketers

BrandMuscle released new research to help insurance brands and agents gauge their local marketing maturity. The State of Local Marketing in Insurance Report is the first-ever industry-specific guide, as an extension to the annual The State of Local Marketing Report. This new industry companion report examines investment and knowledge in local marketing, corporate and agent commitment, and quality and relevance of brand-provided content.

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Compared to benchmark industries, insurance agents are more likely to feel they are receiving meaningful training and support from their corporate partner. But nearly half of insurance agents found deficiencies in their corporate-provided program. Content is perceived as too generic and digital marketing is not adequately supported. Nearly half of insurance agents feel there are at least some important tactics that are not offered to them as part of their corporate provided local marketing program.

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BrandMuscle found that insurance agents are generally more mature than local partners in benchmark industries, due in large part to a much higher level of financial investment in corporate-provided marketing programs. “Insurance agents want to have skin in the game and those additional funds are helping brands amplify their message locally,” states Jason Tabeling, EVP of Product Strategy at BrandMuscle.

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