A sign for the Amazon.com fulfillment center in DuPont, Wash., is shown Monday, Nov. 30, 2015. (AP Photo/Ted S. Warren)

The insurance industry has been in a marketing arms race for several years, with carriers attempting to outspend, outsmart and outwit each other to increase market share.

Marketing budgets and competition have ballooned, with annual ad spending growing to $8 billion per year across the industry. This dramatic run up has created a ‘new normal’ in insurance marketing.

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