INCREASING THE EFFICIENCY OF INSURANCE MANAGEMENT WITH THE HELP OF DIGITAL MARKETING TOOLS OF INSURANCE SERVICES

Abstract

The article substantiates the need to implement an effective marketing function in an insurance company, the actions of which can be converted into financial results. Digitization and digitization of business spheres contributes to the development of marketing, creates new directions and principles of its work. It was determined that modern sales channels of insurance services depend on the growth of marketing activity in the structures of insurance companies. There is a need to attract relevant qualified personnel and their constant improvement of qualifications. The principles of developing and filling the insurer's website, and especially its landing pages presenting the company's services, are substantiated. It was determined that the website of the insurance company is a convenient platform that can be used to improve the insurance culture. Thanks to content marketing and copywriting, the insurer arouses the potential client's interest in insurance services and increases the level of awareness in the field of insurance. The peculiarities of the activity of an Internet marketer in the insurance sector are given, and the current trends in marketing activity are indicated. This allows you to increase the volume of sales of insurance services and attract more customers. Examples of influence on a person through marketing techniques are given. The use of triggers and deadlines that encourage a potential client to contact an insurance company to issue an insurance policy in accordance with their needs is considered. It is noted that marketing activity is constantly developing as a result of innovative progress and changes in the behavior of potential and existing customers. It must constantly correspond to trends in marketing, in particular, such areas of marketing were highlighted as: discussion marketing; dialogue marketing; omniacal marketing; interaction with influencers; content marketing. The article emphasizes the need to build the insured's trust and loyalty to the insurance company. This happens by ensuring the protection of data of the client base and managing the reputation of the insurer, since these tasks are also entrusted to specialists of the marketing department.