INFLUENCE OF DIGITAL MARKETING ON INSURANCE PRODUCTS

Abstract

Through increased market penetration, better sales tactics, and improved client interaction, digital marketing has completely changed the insurance sector. This is the era of digitalisation every sector is evolving with technological advancements and insurance sector is one of them. Digital marketing has revolutionized the insurance industry, transforming traditional marketing approaches and enhancing customer engagement, lead generation, and brand awareness. Digital marketing enables insurers to reach a broader audience, personalize customer interactions, and streamline sales processes.

With an emphasis on tactics including social media marketing, content marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, and artificial intelligence (AI)- driven personalization, this study examines how digital marketing affects insurance products This study investigates how digital marketing affects insurance products by looking at a number of tactics, including data analytics, SEO, social media marketing, and content marketing. The study also examines how these digital tools influence consumer behavior, improve accessibility, and drive sales growth in the insurance sector. Mutual benefit is the foundation of the social compact that underpins insurance. It delivers social security and covers life's unforeseen expenses. In India, insurance is sometimes viewed as an unsolicited commodity since policyholders obtain insurance under duress and coercion rather than voluntarily. This calls for specific marketing initiatives from insurance companies, both general and life, to educate, inspire, and convince prospective clients to purchase insurance products. The Internet has quickly become a widely used communication tool, and Indian insurance businesses have found that online marketing techniques and online advertising are powerful marketing tools.

The study also analyses consumer behavior, industry trends, and future implications. A qualitative and quantitative analysis is conducted using industry data and case studies to evaluate the effectiveness of digital marketing in the insurance sector.