ЦИФРОВИЙ МАРКЕТИНГ ЯК ОСНОВА ПІДВИЩЕННЯ СТРАХОВОЇ КУЛЬТУРИ ТА ЗАБЕЗПЕЧЕННЯ ЕФЕКТИВНОСТІ УПРАВЛІННЯ ДІЯЛЬНІСТЮ СТРАХОВИКА

Abstract

The article substantiates the necessity of implementing digital marketing in the insurance company's activities in the conditions of a competitive market environment. It was determined that for insurance companies that operate in modern conditions, it is necessary to take measures to improve the insurance culture, as well as to develop the division of digital insurance marketing. Digital marketing expands the insurer's ability to promote its services on the market more effectively, through the dissemination of advertising and PR activities dedicated not only to the activities of a specific company, but also to the advertising of the insurance business as a whole. It was determined that the use of digital tools in marketing contributes to the improvement of the insurance culture of the population, the development of insurance brands, the effectiveness of advertising of insurers and their services, and in general has a positive effect in achieving a number of goals set by the company. It has been established that by analyzing user requests in the network, you can find insights for expanding the line of insurance services of the company. The main rules for filling the site with the necessary content, the need for its optimization and development are considered. The need to create educational content for potential clients in social networks to popularize the insurance business and increase public trust in the insurance sector is substantiated. It was determined that digital advertising and the analysis of search queries on the network contribute to the search for new insights for the development of the insurance business. Digital advertising and analysis of search queries on the network helps to find new insights for the development of the insurance business. Digital marketing is a prerequisite for attracting new customers, as the younger generation is focused on their own time management, online access and a high degree of information. They need the speed of obtaining information, the comfort of providing the service, their independent study and analysis. An important aspect here is product promotion in social networks, where bloggers can provide triggers of trust in the insurance business.