Insurers convinced of the need to direct more of their marketing online may be missing the mark with consumers who are more attuned to television adverts and personalised mail.

A report commissioned by Australia Post in conjunction with the Association for Data-driven Marketing and Advertising says that while consumers list websites as their leading information source when evaluating and buying insurance, they also pay attention to the “traditional channels” of television ads and letters from their insurers.

Traditional media still gets the lion’s share of insurers’ ad budgets, but the proportion going to digital media is growing, according to the report.

It says this is “out of sync” with customers’ preferred channel choices.

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