Assessing the Impact of Digital Marketing Strategies on Customer Acquisition in Non-Life Insurance with Reference to Indian Insurers: A Regression Analysis Approach

doi:N/A

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

Aparna Ger

Bineet Desai

Manjiri Rajadhyaksha

CA Siddhesh Wairkar

⁴

Gauri Sane

⁵

Assistant Professor, Amity Global Business School, Mumbai

Professor of Practice, ATLAS SkillTech University, Mumbai

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

Search Engine Optimization (SEO)

Non-life Insurance

Indian Insurer

Customer Acquisition.

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