Advances in Consumer Research
Issue 3 : 963-969
Original Article
Assessing the Impact of Digital Marketing Strategies on Customer Acquisition in Non-Life Insurance with Reference to Indian Insurers: A Regression Analysis Approach
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1
Assistant Professor, Amity Global Business School, Mumbai
2
Professor of Practice, ATLAS SkillTech University, Mumbai
3
ACCA Affiliate, Assistant Professor, ATLAS SkillTech University, Mumbai
4
Assistant Professor, ATLAS SkillTech University, Mumbai
5
Assistant Professor, Atharva Institute of Management Studies, Mumbai,
Abstract

Nowadays, digital strategies are a major way that insurance companies in India get new non-life insurance customers. Four main digital marketing approaches—SEO, SMM, Email Marketing and Content Marketing—are investigated to see how they help a business acquire new customers. The data was drawn from interviews with 267 people involved in marketing and insurance policies in Mumbai, where the authorities are implementing IT agencies. SEO and SMM were found to have the biggest effect on customer acquisition, according to the results of the regression analysis. They point out that specific digital marketing efforts are key to stronger promotion, higher conversions and reliable growth in the Indian insurance industry

Keywords
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