MARKETING STRATEGIES OF INSURANCE COMPANIES UNDER DIGITALIZATION: MODERN PRACTICE AND PROSPECTS OF DEVELOPMENT

Abstract

A comparative analysis of marketing strategies of selected Ukrainian and foreign insurers was conducted using the selected criteria. Based on this analysis, the peculiarities of marketing strategies of Ukrainian and foreign insurance companies are clarified, namely the formulation of the insurance company's mission and communication of corporate social responsibility for greater personalization of the insurance company, the use of brand marketing activities to promote the insurer's brand and its insurance products. marketing channels to attract consumers. The importance of the formulated mission and expressed, supported by real activities of corporate social responsibility of the insurer is stated. This corporate social responsibility should be created in order to distinguish itself from competitors and create a positive image of the insurance company in the eyes of potential policyholders. The main brand marketing activities carried out by insurers to promote their own brand and insurance products are identified. The main marketing channels used by insurance companies are identified, and the degree of use of digital marketing channels is clarified. When analyzing the presence of insurance companies in the digital space, some features were identified, namely the predominance of mobile traffic over desktop, active creation and promotion of applications in Appstore and Google Play, which are divided by type of insurance product (life, non-life, car insurance, etc.). availability of advertising in search networks, as well as referral sites in all analyzed insurance companies. The main digital marketing channels, Direct, Email, Referrals, Social, Organic search, Paid search, Display Ads are characterized. The analysis of the structure of digital marketing channels of insurance companies is carried out. The analysis found that foreign insurance companies pay much more attention to referral channels to attract consumers, while Ukrainian insurers attract more users directly or organically, which can also be enhanced by SEO optimization. Based on the study, practical recommendations aimed at further improving the marketing strategies of insurance companies and bringing them to a new level are substantiated.