Impact of Digital Marketing on

Insurance products
Chapter.1
Digital Marketing
Introduction
Today’s time of internet has opened the gateway tremendous digital marketing
opportunities for businesses by utilising different channels of digital marketing ,business
cannot just share their products and services online additionally they can get their clients
for business ,attract them and can convert them to boost their ROI.the speed and
straightforwardness with which the digital media transmits data and support a business is
astonishing. In this introduction to digital marketing, every single aspect of digital
marketing will be discussed to help marketers understand what digital marketing is, how it
functions, and how it can help them optimise their marketing campaign

Before going to talk about digital marketing we should know a basic knowledge or purpose
of marketing or at least the meaning of marketing

History or Evolution of Digital Marketing

Nowadays, Digital Marketing is getting more and more common. But Marconi’s development
of radio marked the beginning of evolution.

Some claim that the introduction of email marked the beginning of it. Because the first
search engine Archie was created in 1990, the phrase “Digital Marketing” was also
developed at that time.

The first clickable advertisement appeared in 1993. Google then made its debut, followed by
Yahoo. The development of cookie technology, a code that stored user data in client
browsers, was crucial to the development of Digital Marketing.

In terms of Digital Marketing, the year 2000 was significant. DotCom’s introduction caused
a number of internet firms to fold. Google launched AdWords, a tool that allows advertisers
to promote their goods.

Social media was developed. Later, Facebook and Google were also made available to the
general public. When YouTube was introduced, marketers could now promote their brands.
When mobile technology took off, WhatsApp was introduced. The launch of Google+ in
2011 helped to advance Digital Marketing. No one has looked back since that time until
now

Meaning of Marketing

Marketing is a place where exchange of goods and services or takes place as a result
of buyers and sellers being in contact with one another either directly or through mediating
agents or institutions.

Purpose: creating a distinct and sustainable competitive Advantage among customers and
deciding what procedures and channels do to reach customers.

Digital Marketing |Definition|

Digital marketing can be understood as a well targeted conversion oriented, quantifiable

and interactive marketing of products or services by utilising digital innovation to achieve
the customers and transform them into clients in a sustainable fashion.the whole concept
and functionalities of digital marketing are more competent, effective, result oriented and
measurable.

Difference between Traditional Marketing and Digital Marketing

Comparison basis Traditional marketing Digital

marketing

Definition It is one type of marketing that utilizes media, It is one

TV, or magazine to advertise any business's type of
services and products. marketing
that uses
the
internet
and social
media for
advertisin
g
businesse
s.

Engagement Low Relatively

high

Conversion Slow Extremely

fast
 Nature Static Dynamic

Investment returns Not easy to measure Simple to

measure

Types of Digital Marketing

1.Content Marketing :

Content marketing refers to information valuable content like blog posts, how-to videos, and
other instructional materials. This type of marketing helps you connect with your audience
and answer their questions. It can also help to generate leads and close sales.

Content should be published regularly with the target audience in mind. Ideally, your brand
would become a trusted voice within the industry by publishing quality, reliable content.
You want your audience to come to you first for information on the latest industry trends.
Examples: Podcasts, video content, social media posts etc

2.Search Engine Optimisation :

SEO stands for “search engine optimization.” In simple terms, it means the
process of improving your site to increase its visibility when people search for
products or services related to your business in Google, Bing, and other search
engines. The better visibility your pages have in search results, the more likely
you are to garner attention and attract prospective and existing customers to
your business. Examples: Creating content, Creating user friendly pages etc.

3.Search Engine Marketing:

Search engine marketing is the practice of marketing a business using

paid advertisements that appear on search engine results pages
(or SERPs). Advertisers bid on keywords that users of services such as
Google and Bing might enter when looking for certain products and
services.These ads, often known by the term pay-per-click ads.

4.Social Media Marketing:

Social media marketing (SMM) (also known as digital marketing and e-marketing)
is the use of social media,the platforms on which users build social networks
 and share information—to build a company's brand, increase sales, and drive
website traffic. In addition to providing companies with a way to engage with
existing customers and reach new ones.Social media marketing (SMM) uses
social media and social networks—like Facebook, Twitter, and Instagram—to
market products and services

5.Affiliate Marketing :

Affiliate marketing is a process where publishers earn a commission by

promoting a product or service made by another retailer or advertiser using an
affiliate link. The affiliate partner is rewarded a payout for providing a specific
result to the retailer or advertiser. Example: referring a product or service by sharing it
on a blog, social media platform, podcast, or website. 

6.Email Marketing :
Email marketing is a powerful marketing channel, a form of direct marketing as well as
digital marketing, that uses email to promote your business’s products or services. It can
help make your customers aware of your latest items or offers by integrating it into your
marketing automation efforts. It can also play a pivotal role in your marketing strategy with
lead generation, brand awareness, building relationships or keeping customers engaged
between purchases through different types of marketing emails

7.Mobile Marketing:

Mobile marketing is a marketing strategy that specifically takes advantage of

mobile channels like SMS & MMS messaging, mobile apps, messaging apps, and
mobile-optimized browser sites to reach customers. Beyond simply delivering
messages, it has to take into account how information looks on different devices,
how well an app performs, location-based information (since people take their
mobile devices everywhere they go), and how companies can use mobile
data responsibly and ethically to provide a contents to reach customers

8.Video Marketing:

Video marketing describes the use of video content to promote or inform audiences about
your brand and products. Brands can use video across a variety of digital channels and
formats, including their own website, social media marketing and more.

9.Influencer Marketing:
Influencer marketing is a type of marketing that uses influencers to promote a brand to a
larger market. Influencers are opinion with a social following base. They appear as experts
or trustworthy sources of information.

Advantages and Disadvantages of Digital Marketing.

1. Brand Development
A business is not just about the name and products of the company, rather it is the voice
and the message of the brand, which is needed to be established in the market so that not
only the brand receives a wider reach but also people look upon the brand as a trusted
name. The main advantage of digital marketing is to build the brand through direct
campaigns and personalized content to bring the customers much closer and make them
experience the unique proposition and value of the brand.

2. Personalization

Digital marketing campaigns impart the leverage of personalisation. The indispensable

advantage of digital marketing is its ability to find the target audience, interact with the
prospects, and know exactly what they are looking for. Knowing and interacting with the
audience is essential to creating brand loyalty and reputation.

Digital marketing gives the platform to the businesses for one-to-one marketing or
individual marketing, which will help the brand leverage among the competition by
designing the content or advertising that gives the customers that the brand is addressing
their individual needs. The brand is thoughtful towards the customers. Hence a sense of
positivity is infused among the customers for the brand.

3. Wider Reach

Digital marketing helps expand the brand’s presence and creates a platform to reach many
customers. The brand becomes global as digital marketing provides the platform for global
display, allowing even newcomers and start-up brands to have an equal footing with big and
established enterprises dominating the traditional market.

4. Accessibility

The advantage of digital marketing is that it makes the brand accessible to the customer as
there is always a chance that the existing customers may want to leave reviews for a good
store experience and place a recommendation for their friends as well. Thus, digital
marketing provides a platform for customers to pen down their reviews. Simultaneously, the
prospective clients may also want to know the store location, services being offered, store
hours, availability, and basically what the brand specializes in.

5. Greater Engagement

The use of digital marketing is advantageous as it allows the brand to get hold of the
customer’s attention until the brand has successfully created brand loyalty and developed a
credible reputation. Survival of the brand becomes easy when the brand is recognised by
more people, and this can be achieved through digital marketing with regular blog posts,
relevant and real-time social media content, use of customer-engaging posts like polls, event
promotions, and promotional offers.

6. Lower Cost
The cost-efficient nature of digital marketing is immensely advantageous for businesses.
Spending on digital marketing in comparison to traditional marketing campaigns is very
less. The digital marketing methodology is easier than the difficult approach of traditional
marketing, especially for small businesses, as they come with a limited budget for
advertisement.

Disadvantages of Digital Marketing

With advantages come a few disadvantages of digital marketing.

1. High competition

The digital marketing campaign should be well thought out, stand out, grab attention and
impact the target audience since the competition has grown many folds recently. Any
monotonous approach or repeated method will drive the brand out of the competition in no
time. Digital marketing campaigns have become very competitive. Thus, brands must be
relevant to the customers’ needs and be quick in responding.

2. Dependability on Technology

Digital marketing is purely based on technology, and the internet is prone to errors. There
are times when the links may not work, landing pages may not load, and page buttons just
don’t simply do their job. This leads prospective customers to switch to other brands.
Therefore, to avoid this, a test of the website is necessary. Also, proofreading the content
and ensuring the campaigns will work on their targeted niche becomes important.

3. Time Consuming

One of the biggest disadvantages of digital marketing campaigns is their time-consuming

nature. Unorganized tactics and strategies may consume a lot of time, and it becomes
difficult to devote the desired time to the campaign. This will eventually lead to negative
results. Therefore, it has been suggested to focus on a strategy that the company needs the
most and plan and curate the content accordingly. Digital marketing tools like HubSpot,
Ahrefs and social media posting, and scheduling tools like Hootsuite and
Tweetdeck should be used to overcome the potential barriers.

4. Security and Privacy Issues

Security is the primary requirement for any brand. Hence website protection is something
to be executed seriously as a digital marketer. Securing and safeguarding the network
connections by using firewalls and encryption tools like VPN is always suggested. The basic
approach of having a good antivirus is most desirable. The legal considerations in obtaining
customer data for digital marketing strategies must be done with all required formalities.
Protecting the customer data should be the top priority as it may be compromised during
data breaches.

Scope of Digital Marketing:

As mentioned above, the growth of digital marketing has been very impressive and the
numbers show that the growth is going to see an upward trend in the future. Simply put,
the future of digital marketing looks secure and bright.

More and more opportunities will keep coming in and thus, being creative, innovative, and
updated with the latest trends would be the basic principle of every digital marketer. 

The growth that we have witnessed on the Internet over the years especially since covid, is
here to stay. People are adapting to the new normal and in fact are now very comfortable
with carrying out things online, be it for shopping, ordering food or medicines, or even
carrying out banking transactions online!  

Hence, to cater to these new-formed demands of the consumers, digital marketing is

extremely essential.