INTERNET MARKETING AS AN INSTRUMENT FOR DEVELOPING INSURANCE SERVICES

  • L.S. Іgnatovich
  • M.M. Ivanov
Keywords: insurance, internet-marketing, digital strategy, marketing potential, insurance marketing, online insurance, social media

Abstract

The features of the development of internet marketing in the field of insurance services are investigated. It is determined that the main advantages of using Internet marketing (Marketing 4.0) is the convenience and saving of time by the subjects of the insurance market, an increase in the information security of the subjects of the insurance market, reducing the cost of doing business and expand the geographical boundaries of the company's activities, simplifying communications with customers. It has been established that an increase in the number of Internet users and social networks changes the process of making insuring solutions over the Internet. Therefore, insurers must adjust their marketing strategies and gradually introduce a digital strategy to preserve competitive advantages. The first analysis of the use of the Internet and communication channels by the population of Ukraine was carried out. Key factors affecting an increase in online sales of insurance services are identified. The dynamics of the conclusion of electronic auto insurance contracts from the moment the e-policy appears in the Ukrainian market is shown. The article shows how the change in customer behavior affects the change in the business processes of the insurance company. The stages of the introduction of a digital strategy in the insurance company are allocated.

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Published
2021-08-12
How to Cite
ІgnatovichL., & Ivanov, M. (2021). INTERNET MARKETING AS AN INSTRUMENT FOR DEVELOPING INSURANCE SERVICES. Financial Strategies of Innovative Economic Development , (2 (50), 122-126. https://doi.org/10.26661/2414-0287-2021-2-50-23
Section
Labour economics, personnel management and marketing