The analysis of digital marketing tactics of selected insurance companies in Croatia

Insurance companies don’t always implement the same marketing tactics as their competitors, which is especially visible in the digital environment, where all of the aspects of digital marketing strategy can be compared more easily. Designing a digital marketing strategy is not an easy task because marketing specialists need to choose between many available digital platforms and select a combination of marketing tactics that will be most effective in a certain period of time. What the situation is like at Croatian insurance market is shown at the example of selected insurance companies. The independently conducted secondary research and analysis include the analysis of Google search results of insurance terms and names of insurance companies, an individual and a comparative analysis of insurance companies’ websites, as well as consolidation of marketing tactics applied at social media sites and YouTube channels in a one-year period. Constructive review of encountered digital marketing tactics is given, and best-practice cases highlighted. The goal of this paper is to determine in which way could the insurance companies improve their digital presence, alongside their clients’ satisfaction, their user experience, and subsequently improve own online sales results. In the research, internet sources were used, together with databases and literature on digital marketing and competitive positioning. The research shows different levels of digital presence of the analyzed insurance companies. While some of them are quite successful in the digital environment, the others are still not using all the benefits of some digital platforms. Through developing awareness of different digital marketing tactics applied in practice, and through learning from competitors through benchmarking, every insurance company can improve own business results.