The story that Ben & Jerry’s are dropping email marketing in favor of social media hit something of a sweet spot with me. Not only do I not like trawling the ever-increasing mass of emails each day, but I also have a keen interest in how the Internet is evolving as well as a highly developed sweet tooth.

The story is quite interesting, as it tracks some of the trends Celent observed in our Digital Marketing in Insurance report. For many insurers, email marketing and communication is the primary digital method of reaching consumers, however most insurers saw social networks and social media as becoming an increasingly important channel to market. Perhaps Ben & Jerry’s move is both a little early, and a sign of things to come.

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