Celent Says

Social Media So Hot, Ben & Jerry’s E-mail Marketing Melts

Craig Beattie
Insurance Experts' Forum, July 16, 2010

The story that Ben & Jerry’s are dropping e-mail marketing in favor of social media hit something of a sweet spot with me. Not only do I not like trawling the ever-increasing mass of e-mails each day, but I also have a keen interest in how the Internet is evolving as well as a highly developed sweet tooth.

The story is quite interesting, as it tracks some of the trends Celent observed in our Digital Marketing in Insurance report. For many insurers, e-mail marketing and communication is the primary digital method of reaching consumers, however most insurers saw social networks and social media as becoming an increasingly important channel to market. Perhaps Ben & Jerry’s move is both a little early, and a sign of things to come.

This also comes at a time when rumours abound regarding yet another social network set to come from Google, possibly to be called "Google Me." Indeed there are stories that disenfranchised companies working with Facebook may already be signed up to work with Google Me. A slide show published by a user experience researcher at Google offers some insights into the key issues with current social networks, how the new social network will look and the features it will offer businesses.

For insurers looking at social networks as a medium to customers or looking at how they can expand their use of social networks, Celent’s report on the subject may well be of interest.

Addendum: Also making waves in social media is the Old Spice campaign on YouTube. Effective use of this style of campaign is discussed in our report, but it is particularly well executed here.

This blog has been reprinted with permission from Celent. Craig Beattie is an analyst in Celent's insurance practice.

Readers are encouraged to respond to Craig using the “Add Your Comments” box below. He also can be reached at cbeattie@celent.com.

The opinions of bloggers on www.insurancenetworking.com do not necessarily reflect those of Insurance Networking News.

Comments (1)

Thanks for the article Craig. I am an analyst working for an insurance company who also saw the leaked Google slideshow and immediately drew inspiration for the work I am attempting to undertake with my company. There are parallels between the interconnected technologies and socialized knowledge that exist in social media that, in my opinion, go beyond a mechanism for communicating with customers and opens a whole new opportunity for in-house technological solutions that help enable our employees to share and improve decisions by creating a network of best practices that is derived from employee experience.

Posted by: benjamin m | July 20, 2010 10:59 AM

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