Use All Channels
Tom Kelly, VP of Corporate Internet Marketing at New York Life, explains the changes in his company's marketing plan to reflect an increase in digital. Since consumers really only interact with his brand a few times a year, he points out how important it is to be where they are with an updated website and mobile presence. He also discusses the need to anticipate new channels for interaction in order to build and maintain positive relationships with consumers.
“We have to give them something to talk about. From a marketing standpoint, for a life insurance company, we get maybe two or three interactions with our customers each year...that can make it very difficult to build a relationship.“
- Tom Kelly
- Published November 2010