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Ft Lauderdale FL (PRWEB) January 25, 2012

It is no exaggeration to say that most major sporting events are underwritten by insurance companies. Top of Mind Awareness or TOMA is serious and expensive business within the industry, and for good reason. It is not unusual for an insurance carrier to have an annual advertising budget in excess of 750 million dollars, most of which is ear marked for TOMA ads. Unfortunately there is a big disconnect between a companys marketing efforts and what consumers actual do when its time to shop for insurance.

Its an accepted industry statistic that more than 75% of all insurance consumers begin their search for insurance on-line. Its also a fact that people will, more often than not, comparison shop whenever they are in need of purchasing insurance. Comparison shopping has proven to be even more common in these hard economic times.

Here is the Big Disconnect:

Since the majority of all insurance products, i.e. home, car, life, health and business are produced by the captive and independent agency distribution channels, the current portfolio of on-line multi-rating and lead generation consumer portals fail to effectively leverage an insurance companys TOMA ad dollars. They also violate the two basic rules of insurance marketing 101, which are:

1.

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