ОСОБЛИВОСТІ SMM ЯК ІНСТРУМЕНТА СТРАХОВОГО МАРКЕТИНГУ

Abstract

In the article were considered the features of SMM as a tool of insurance marketing. The development of SMM in insurance companies is promising, as evidenced by the significant popularity of social networks and the great potential for their development in the direction of increasing numbers of users and improving its functionality. The using of social networks in marketing activities by insurers will allow them to interact directly and unobtrusively to majority of existing and potential consumers. It could have a positive impact to financial flows and the image of companies. The main tasks of SMM in insurance companies include the promotion of the insurer’s brand, increasing customer loyalty, promoting certain insurance products, increasing traffic to the company’s website and increasing the volume of insurance premiums. Establishing work on social networks and implementing SMM in the marketing activity could provide insurers with many benefits. One of the most significant advantages of SMM for insurance companies is the wide and fast coverage of the target audience, thanks to which companies establish direct channels of communication with consumers and the public, which is characterized by a high level of control over the presentation of information. Advantages also include additional opportunities for the research of customer needs, actions of competitors and events in the insurance industry; transition from one-way to two-way communication with clients; increasing the level of service; obtaining additional effective advertising space, etc. The author’s study of marketing activity of domestic insurance companies on social networks shows a fairly low level of SMM organization. It can be stated that almost all the surveyed companies are present in social networks and are engaged in SMM. The weakest point of domestic insurers is the lack of community management, which is manifested in the removal of negative feedback, fragmentary feedback from companies and, in general, low activity of subscribers on the pages. It should also be noted that most insurers understand the importance and maintain a high level of corporate image in social networks.