Using Internet marketing tools to improve the marketing activities Insurance Company Ukrainian Insurance Group PJSC
Students Name: Drevko Orest Mykhailovych
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: In a market environment, insurance companies must use marketing in their activities. The development of insurance marketing in Ukraine is determined by a number of factors [1, p. 137] and in the context of war involves the implementation of corporate social responsibility measures by insurers [2]. To gain competitive advantages in marketing activities, insurance companies can use a variety of tools [3], among which Internet marketing tools play an important role today [4, 5]. Study object – research is the marketing activities of Insurance Company Ukrainian Insurance Group PJSC (PJSC "IC "UIG") and the implementation of Internet marketing tools in it. Scope of research – study is the theoretical and methodological foundations for the formation of marketing activities of an insurance company in the market in general and using Internet marketing tools. Goal of research: to analyze the marketing activities of PJSC "IC "UIG", the use of Internet marketing tools in it, to substantiate proposals for improving the activities of the studied insurance company using Internet marketing tools. The research findings. PJSC "IC "UIG" belongs to the group of TOP-10 modern insurance companies with 100% foreign capital. It offers high quality insurance products in all key insurance lines for both individuals and legal entities, has an impeccable reputation, and even in times of war, fulfills all its obligations to clients and partners, developing strategies and plans for the future. The client portfolio of this insurance company is dominated by individuals. In the field of sales, PJSC "IC "UIG" uses a multi-channel marketing system. To promote its products, PJSC "IC "UIG" uses all components of the marketing communications system. The main Internet marketing tools of the researched insurance company are its official website, where its products can be purchased, and a page on the social network Facebook, the activity of which significantly decreased in 2024. Ukraine’s insurance market is an important structural element in its financial system. At the beginning of the war, it faced an objective deterioration in its performance indicators, which gradually improved over the course of 2023 - three quarters of 2024, with insurers offering new products and developing online insurance. The results of the collected and analyzed primary marketing information showed that 86% of respondents were influenced by the presence of a website when choosing an insurance company, 64% of respondents were influenced by the presence of pages on social networks, and 80% of respondents were influenced by the adaptation of the website for mobile devices, which indicates the importance of using Internet marketing tools in the activities of an insurance company in the market. Determining the directions of intensification of the use of Internet technologies in the activities of PJSC "IC "UIG" requires this insurer to analyze the indicators of its website traffic and user characteristics, as well as the use of SMM marketing. When choosing the optimal tools for improving the website of PJSC "IC "UIG", the results of a survey of clients and employees of the insurer under study, the ranking method were also used, and such tools as search engine optimization, content marketing, Internet advertising, online consultations, affiliate programs, and email marketing were taken into account. In order to increase brand awareness and increase the number of customers, it is advisable for PJSC "IC "UIG" to develop pages on Instagram and Tik-Tok social networks. The article determines the attractiveness of Facebook, Instagram and TikTok social networks and the recommended topics of posts of PJSC "IC "UIG" for potential customers based on their survey and building a goal tree, calculating weighted scores. The article also provides suggestions for the use of the See-Think-Do-Care strategy by the insurer under study on the Internet. Keywords: marketing activities, Internet marketing, Ukrainian insurance market, martial law, website functioning, SMM marketing, See-Think-Do-Care strategy. References. 1. Fedorovych I., Kulyna H. Osoblyvosti marketynhu v strakhovii diialnosti. Svit finansiv. 2022. Vyp. 4(73). S. 129-141. DOI: 10.35774/sf2022.04.129. 2. Yurchyk I.B. Perspektyvy rozvytku korporatyvnoi sotsialnoi vidpovidalnosti strakhovoho biznesu v Ukraini. Ekonomika ta suspilstvo. 2023. № 55. URL: https://economyandsociety.in.ua/index.php/journal/article/ view/2874 (data zvernennia: 12.10.2024). DOI: 10.32782/2524-0072/2023-55-53. 3. Prokopchuk O.T., Malovanyi M. I., Ponomarenko O. V., Klymenko V. O., Makarchuk V. V. Suchasni marketynhovi instrumenty u strakhovomu biznesi. Investytsii: praktyka ta dosvid. 2024. № 10. S. 61-68. DOI: 10.32702/2306-6814.2024.10.61. 4. Havrylenko T.V., Bielieienko D.R. Suchasni instrumenty tsyfrovoho marketynhu. Prychornomorski ekonomichni studii. 2023. Vyp. 79. S. 80-86. 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