Implementasi Strategi Saluran Pemasaran Digital Asuransi Kesehatan PT XYZ Insurance
Item
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Judul
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Implementasi Strategi Saluran Pemasaran Digital Asuransi Kesehatan PT XYZ Insurance
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Subject
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Manajemen Informasi Kesehatan
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Abstract
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The development of digital technology continues to transform how the insurance industry interacts with customers. PT XYZ Insurance utilizes digital marketing strategies to enhance brand visibility and effectively reach more potential customers. This study aims to analyze how the company implements digital strategies in marketing insurance products to improve its competitiveness in the market. Using a descriptive method, this research was conducted through observation, interviews, and document analysis. The findings indicate that PT XYZ Insurance relies on six main channels: Search Engine Marketing (SEM), social media, email marketing, digital content, video marketing, and marketplace and e-commerce. This strategy has been effective in building brand awareness and increasing customer engagement. However, the company still faces challenges such as high marketing costs, suboptimal customer interaction levels, and the complexity of product education. Based on SWOT analysis, PT XYZ Insurance can optimize data-driven marketing, enhance interactive digital content quality, and integrate technology to Strengthen its competitive advantage in the insurance industry.
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Creator
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Lavenia Mulyana Lianel,
Silvia Nurvita
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Source
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https://jkn.unitri.ac.id/index.php/jkn/article/view/2277
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Publisher
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Jurnal Komunikasi Nusantara
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Language
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Indonesia
