Description: Product complexity, the services provided by distributors, their method of obtaining clients, and their relationship to insurers all affect the characteristics of in force membership. Selecting the distribution channel(s) for a product can have a significant effect on overall profitability. Total sales, acquisition costs, anti-selection/quality of business, persistency, control over market targeting, etc., will vary based on the initial strategy decisions and future adjustments. Gaining a high-level understanding of distribution channels will help develop an appreciation for the importance of these decisions.

Description: In this article, I will outline the key tools that are found in a digital marketer’s toolbox, briefly explain the broader digital marketing ecosystem, and outline how digital marketers leverage these tools to attract and engage customers within this ecosystem. The goal of this article is to help actuaries in all areas gain a basic level of familiarity of the world of digital marketing, so they can apply this knowledge to product design, systems design, and business valuation.