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Life insurance is such a large and prolific industry that many people would be surprised at the amount of money that goes in to its continual marketing and promotion. The life insurance industry is involved in marketing in a number of ways, through a number of separate avenues and channels of communication, this applies to both term life insurance and descending life insurance.
Along with traditional media such as newspapers, magazines, television, and radio, many life insurance companies are turning to the Internet to reach out to people and have tighter control over their marketing campaigns. Online marketing comes in a number of different forms, from methods that cast a wide net using search engines and banner advertisements to methods that cast a smaller but more targeted net such as social networking and blogs.

Life insurance is available all over the world, and is an especially popular product in a number of developed western countries. Because of the shear numbers of people who use the Internet in nations such as the United States, the United Kingdom, and Australia, online media is one of the most powerful ways for life insurance firms to reach out and get their message heard. Despite a number of advances in individual online applications and websites such as FaceBook and Twitter, it is the search engines who still hold the key in terms of Internet marketing. Google are well known for initiating a method of contextual advertising, where ads are only placed on websites where they are relevant and advertisers only have to pay for people who click on their ads.

While the life insurance industry may struggle with contextual advertising because of its large and diverse scope, it manages to do well by advertising based on demographics, income levels, and particular interests. As well as the search engines, life insurance companies also advertise through banners and text ads on popular news and networking websites, where they can benefit from maximum exposure in particular regions. Social networking websites are also becoming a popular place for people to advertise, and life insurance companies are certainly no exception. While the life insurance industry still heavily uses traditional print and television media during its campaigns, the Internet does play a big part and is likely to play an even bigger role as the years progress.