What is 'mass marketing' in insurance?

Mass marketing in insurance refers to a strategy aimed at reaching a vast audience with the intention of selling insurance products to a large number of customers. This is often accomplished through various media channels and advertising methods, making use of television, radio, print, and digital platforms to disseminate information about insurance offerings. The goal is to create awareness and attract a significant customer base by marketing standard insurance products that meet the needs of many individuals rather than targeting a very specific or niche market.

This approach contrasts with more personalized strategies, which focus on creating tailored marketing efforts for individual customers. Mass marketing typically leverages economies of scale, allowing insurers to minimize costs and maximize reach, which can be particularly effective for basic or widely needed insurance products such as automobile or homeowners insurance. It plays an important role in the insurance industry's ability to provide coverage to a large segment of the population efficiently.