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Agents Must Find Younger Customers Where They Live: On Social Media

In a time when communication happens more often through a mobile device than face-to-face, agents must move beyond their old word-of-mouth marketing strategies and embrace social-media outlets to connect with a new generation of insurance customers, a business professor contends.

By Mark E. Ruquet | Updated on April 19, 2013

WASHINGTON—In a time when communication happens more often through a mobile device than face-to-face, agents must move beyond their old word-of-mouth marketing strategies and embrace social-media outlets to connect with a new generation of insurance customers, a business professor contends.

Speaking today at the annual Independent Insurance Agents & Brokers of American Legislative Conference and Convention here, Richard Honack, professor of business at Northwestern University, says recent changes in technology are breathtaking: computers are becoming dinosaurs, replaced by smartphones and other devices; a television can display 16 different channels on one screen; and in the future, while driving in a car, information will appear on the windshield simply by speaking.

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