Media Alert: Rocket Fuel Research Study Finds Impact of Digital Marketing is on the Rise for Auto Insurance Industry
December 17 2015 - 9:00AM
Business Wire
Spend on display advertising is 9.4 times more
effective than TV
Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today announced a two-part research study that
shares key insights on the overall market trends in the auto
insurance industry. The reports analyze consumer behaviors and
offer practical advice on how auto insurance marketers can leverage
a data-driven, digital marketing approach to grow their customer
base and increase market share.
Key insights include:
- Spend on display advertising is 9.4
times more effective than TV
- Consumers who have become aware of
their auto insurance provider through TV or digital ads increased
by 50 percent over the last year
- One in four consumers requests a quote
directly on the insurer’s website, up nine percent from 2014
“The impact of digital marketing is on the rise within the auto
insurance industry as consumers, especially millennials, are
shifting their paths to purchase from traditional channels to
digital channels,” said Robert Jones, director of research and
insights, Rocket Fuel. “Auto insurance marketers need to leverage
data-driven, digital marketing strategies to reach prospective
customers at the precise moments of greatest influence. In order to
win mind share and ultimately drive ROI in this highly competitive
market, they must also stay current on the most effective
technology and data management strategies, and look to
under-leveraged channels.”
Rocket Fuel’s two-part study focuses on:
- Part 1: Consumer research to understand
the path to purchase for auto insurance, including the relationship
between life stages and preferred insurance providers as well as
the rise in digital advertising. The research reinforces the value
of leveraging data - demographic, behavioral and contextual - to
drive effective digital marketing campaigns.
- Part 2: Rocket Fuel’s annual brand
awareness report highlights the leaders in the auto insurance
industry, and the correlation between top-of-mind awareness and
market share. Geico, for the third year in a row, is the leader in
top-of-mind awareness among auto insurers. Rounding out the top
four are State Farm, Allstate and Progressive. The report
highlights the critical importance of awareness, as nearly half of
all consumers request only one quote before making a purchasing
decision.
To learn more and download the two-part study, visit:
http://info.rocketfuel.com/Insurance-Path-to-Purchase.htmlhttp://info.rocketfuel.com/Insurance-Brand-Awareness.html
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
(NASDAQ:FUEL) offers brands, agencies, and platform partners
managed services, as well as a SaaS-based Data Management Platform
(DMP) and Demand Side Platform (DSP), to optimize performance,
awareness, and lift across marketing objectives, channels and
devices. By applying artificial intelligence at big data scale,
Rocket Fuel’s Moment Scoring™ technology performs a real-time
calculation of each ad opportunity based on a marketer’s goal to
determine the likelihood a consumer will engage in a desired
action. Moment Scoring goes beyond 1:1 marketing by learning to
predict what marketing actions to take with a campaign at a precise
moment in time, which results in a much more efficient use of
marketing dollars. Rocket Fuel serves 96 of the Ad Age 100, three
of the top five agency holding company trading desks, and partners
with some of the world’s leading CRM platforms, marketing platforms
and systems integrators. Headquartered in Redwood City, California,
Rocket Fuel has more than 20 offices worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20151217005315/en/
Rocket FuelKristin Holloway, 650-481-6178pr@rocketfuel.com
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