Direct Marketing Practices by LIC of India in the New Age of Communication Technology: A Snapshot

Abstract

Great strides in communication technology have enabled instant, cost-effective personal conversation between a business organization and its customers. Particularly, in life insurance, direct marketing has emerged as a key tool to be used as the preferred communication medium to gather accurate responses, and feedbacks from the target audience to sell life insurance policies without having to use face-to-face communication. Direct marketing modes are now  increasingly being used by life insurance companies, as a convenient method to improve strong, healthy and enduring company-client relationship. It is also used as a source to collect information, and to capture new and wider market segments. Thus, a humble effort has been made by the researcher to review and examine from different perceptive the impact of direct marketing programmes that have been initiated in the LIC of India in this informationcommunication era.