Canal Partner LLC

May 2009

Best's Review rarely publishes two-part articles.  When Lynna Goch, editor of Best's Review,  received an article submission from Jaimie Pickles and Candace Thornton on online advertising, she had several reactions.  First, it was much too long.  Second, it was much too important not to publish.  So, the article was approved and appears in Best's Review's April and May 2009 editions.

The article provides new data on online insurance consumer volume and demographics.  Further, the article breaks new ground in laying out how much insurance companies are spending to advertise online in search, online leads, display, online-video and social media marketing. 

Can you guess the total amount spent in 2008?  It's big!  And it will be even bigger in 2009.  Click on the links below to download the Best's Review articles.

Click here for Part 1  - April 2009 

Click here for Part 2 - May 2009

­Best’s Review:  April/May 2009

Copyrighted A.M. Best Company, Inc. 2009

All Rights Reserved, Reprinted with Permission

Contact us today!

If you are interested in Canal Partner's research and/or how its clients can help your company, please see our Contact Jaimie Pickles page for complete contact information.

Did you know...

• In 2009, venture capitalists invested $17.7 billion in 2,795 start-ups — 37 percent less cash and 30 percent fewer deals than in 2008. Internet companies, which have excited investors for more than a decade, took a big hit as investment declined 39 percent. Source: National Venture Capital Association
  
• The growth in online Hispanic consumers will outpace that of all other demographic groups in the U.S. - 7.5% in 2009 according to eMarketer.  Consumers reward bilingual websites with a rare appreciation.
• Globally, 88% of search referrals come from organic placements and consumers pay 8 times more attention to organic results than paid results (source: Enquisite, Inc.).     Click for graphic
• BUT, online insurance consumers click on an organic link only 63% of the time (source: comScore).
• CPCs for some generic insurance terms reached $45 in Q1 2009 (source: Enquisite, Inc.).
• Invalid click thrus on paid search links average 3% (source: Enquisite, Inc.) but are much higher if your search efforts are focused at the local level.  Does your effort to get credits from the major search companies outweigh the benefits?  Enquisite has an automated solution to get those credits allowing you to redirect more energy into search optimization.
• If you are buying online leads, a quality score filter can increase the business sold from online marketing programs.
• By removing the outbound contact effort and allowing agents to focus on sales, online lead buyers can purchase up to 3 times the number of online leads (source: DoublePositive).  On average, DoublePositive contacts 50% of online lead consumers.  What is your contact rate?