Segment: Annuities
Publication date: Friday, February 29, 2008
# Pages: (45 pages)

Abstract | Table of Contents

The February report looks at how firms market annuities and living benefit riders to advisors online. Ten firms that consistently offered promotional content over the past year were selected for evaluation with the focus placed on:

• Homepage promotional content
• Promotional content in the annuity section
• Use of annuity or living benefit-focused sales campaigns

The majority of firms in this report show plenty of room for improvement when it comes to online marketing. Annuity Monitor firms offer ample promotional images on their homepages, but fail to provide more advanced marketing options. Ninety percent of firms posted linked images publicizing products on the homepage, while only 40% provided Flash-based promotions such as videos.

Sales campaigns were a strong point among the firms, with 70% offering campaign-themed promotions on the advisor website. In addition, all of the campaign promotions included literature and/or marketing materials that added value to the marketing content. It is interesting to note that living benefit campaigns were more popular than annuity promotions, a testament to the proliferation of riders in the annuity industry of late.

The most glaring weakness we found was within the annuity section, where only 40% of firms offered promotional images focusing on products. In addition, just one firm provided a Flash-based video.

In the report, we elaborate upon the following recommendation for firms looking to add marketing content to the advisor website:

• Post promotions on both the advisor homepage and within the annuity section.
• Provide promotional images highlighting products and education content.
• Offer engaging Flash-based promotions.
• Include annuity and/or living benefit sales campaigns on advisor website.
• Offer literature and marketing materials that tie into promotions.

The advisor website is a cost-effective way for firms to market their products and pertinent website content to a targeted audience. Firms are missing a unique opportunity to efficiently publicize their offerings by not including promotional content on the homepage or within the annuity section.

Subjects

Marketing, cross-selling

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