22 Pages
5598 Words
Analyzing Digital Strategies in Ghana's Insurance Sector
Chapter 1: Introduction
1.1 Background of the study
Digital marketing is referred to as the promotion of the company with the potential consumers with the help of internet and different digital marketing technologies. In this highly competitive environment, companies must promote their product and services so that consumers get attracted towards it. This is very necessary because the competition is very high and to face it the consumer must have proper knowledge relating to the product and services provided by the company. Consumer decision making is a process which includes deciding on which product need to be purchased by the consumer (Kusumawati, 2019). While deciding for purchasing the product or the service the customer goes through a process. Hence, it is very necessary for the consumer that they effectively evaluate each and every product and then decide which product to use. Thus, the use of digital marketing will help the customer in evaluating the product and services and then decide which product is better for them. Hence, the digital marketing affects the decision of the consumer to a great extent. In case reviews of the product and services are good over the internet and other social media platform then customer will surely by the product. On the other hand, in case the reviews of the product are not good then the consumer will not buy the product of the service of the company. The current study will be focusing on the impact of digital marketing over the consumer decision making process
The current study is based on Takoradi Metropolitan area which is present within the city of Ghana. The current study is based on different companies dealing in the insurance industry. The competition within the insurance industry is high and in order to attract the majority of the consumers it is very necessary to promote the goods and services effectively. The current study will start by setting up the aim and objectives relating to the study. This is done in order to provide a base for the researcher to complete the study well (Al-Azzam and Al-Mizeed, 2021). Thereafter, the literature analysis will be conducted in order to evaluate the views of different authors relating to the study. Further, the evaluation of the different methods to be selected for the study will be discussed and then the collected data will be evaluated. In the end, a summary of the whole study will be provided along with some of the recommendations for improving the study.
1.2 Aim and objectives
Aim
The aim of the study is to analyze the impact of digital marketing on customer’s decision-making within the insurance industry in Ghana, focusing on the Takoradi Metropolitan area.
Objectives
- To assess the concept and importance of digital marketing.
- To evaluate the current impact of digital marketing strategies on customer pReferences within Ghana’s insurance industry.
- To evaluate the effectiveness of diverse digital marketing channels in influencing customer perceptions towards brand loyalty.
- To recommend digital marketing strategies to insurance companies for enticing decision-making of customers.
1.3 Research questions
- What is the concept and importance of digital marketing on customer decision-making?
- What is the impact of digital marketing strategies on customer preferences within the insurance industry?
- How do diverse digital marketing channels help in influencing customer perceptions towards a brand?
1.4 Significance of the research topic
In this global economy, the competition is very high and for this, it is essential for the companies to market their product and services effectively. Thus, for this, the use of digital marketing will be helpful. Digital marketing or online marketing is a concept which includes the promotion of the goods and services of the company in a competitive environment with the help of different digital platforms. For the effective improvement of the business, it is very necessary that the company focuses on effective marketing. This is very necessary because the consumer is influenced by effective marketing strategies (Tariq and et.al., 2022). A good marketing strategy creates an impact on the decision-making of the consumer to a great extent. Hence, this present study is of significance to the company as they will be in a position to identify the consumer trend and include it within the promotion so that the majority of the consumers are attracted towards it. In addition to this, the current study is of significance to the other competitors of the company. This is pertaining to the fact that when the study is conducted on the company then the outcomes of this study can also be used by the other competitors. The reason behind the fact is that the operational activities of both the businesses are the same and as a result of this the same strategies and steps can be used by the competitors as well. Along with this, the study is of significance for other researchers as well who are conducting the study on similar topics. This will help the other researchers in keeping this study as a base and developing their own study.
1.5 Rationale of study
In the earlier time, the promotion was done with only limited methods and types. But after the digitalisation and technological advancement there are many different types of methods developed for promotion of the business. This is very necessary for the companies to comply with all the latest methods of working. This is crucial because in case companies use the older methods then they might become obsolete and consumers will not like them. Thus, with modernisation, the concept of digital marketing is also trending and it is necessary for insurance companies to undertake the use of digital marketing tools and techniques for the promotion of the business and its services (Omar and Atteya, 2020). The reason for the selection of this as the research topic is that currently the use of digital marketing is trending and it is necessary for the company to focus on it so that it will improve the working capability and profitability. In addition to this, currently, consumers are also attracted towards the use of social media and other digital platforms. Thus, the decision-making of the consumer is much affected by the different digital marketing platforms.
Along with this, the use social media platform is trending and any product which is popular over these websites is purchased by the consumers. Thus, the current study will be helping the insurance industry to understand that how these social media platform and its usage affects the decision making process of the consumers. Along with this the social media and other digital marketing techniques help the consumer in changing their [reference according to the latest changes taking place (Kurdi and et.al., 2022). Hence, due to this reason, the current research topic is selected for the study as it will help the company to analyse the fact that how these digital marketing platforms affect the buying decisions of the consumers. In addition to this, the reason for the selection of the research topic is the academic and personal interest of the researchers themselves.
1.6 Dissertation structure
- Chapter One: Introduction
The introduction chapter of the dissertation outlines the overview of the research topic and the objectives on which the studies based. In addition to this the chapter also outlines the rationale for selecting the research topic and the importance of it within the external environment.
- Chapter Two: Literature Review
Literature review is a section of the dissertation which includes analysis of work of other authors. The views of different authors relating to the research objects are discuss the within this section of the study. This chapter will be focusing on analysing the research topic and objectives in detailed manner so that the evaluation of the topic can be done easily and aim can be attained.
- Chapter Three: Research Methodology
Next come the research methodology chapter which includes the method being selected for the completion of the study. It outlines the different methods being selected and the justification for their selection relating to the completion of the study successfully. This will include the list of all the methods like type, approach, philosophy, collection and analysis of data and other different aspect.
- Chapter Four: Data analysis and findings
After collecting the data come the data evaluation chapter. Within the chapter the collected data is evaluated and analysed in order to attain the objectives of the study. In the present case thematic analysis will be used in order to complete the aim and objective of the study.
- Chapter Five: Conclusion and Recommendations
Conclusion and Recommendation is the last chapter of the dissertation. This chapter provides a summary of the whole study. Along with the summary it also outlines some of the recommendation for improving the study in future as well.
Chapter 2: LITERATURE REVIEW
2.1 Introduction
A literature review is a piece of academic writing that demonstrates a thorough comprehension of academic papers relating to a topic and places them inside the framework of the study area. The relevance of online marketing within the current corporate environment is briefly discussed in the LR. It draws attention to the revolutionary effects of online marketing on awareness of the company and client involvement. The accompanying critical assessment of the role that internet advertising plays in impacting consumer choices in the insurance sector, with a focus on both good and bad elements, uses this opening part as a core basis.
2.2 Concept and importance of digital marketing
According to the Polanco-Diges (2020) digital marketing has become a powerful catalyst for change within the business sector, changing how businesses interact with their customers, advertise their goods or services, and spur development. Saura (2021) stated that it includes many online tactics, resources, and platforms, including pay-per-click (PPC) advertising, social networks, SEO, marketing via email, and content marketing. While there are many benefits to online marketing, are also certain difficulties and disadvantages that call for a cautious assessment.
López García, et al., (2019) identified in their study that Digital marketing offers a number of compelling benefits that have completely changed how companies sell their products as well as offerings. Its capacity to cross local borders and provide a broad and worldwide footprint is one of its greatest capabilities. Online marketing gives companies the ability to engage with prospective clients all over the world, in striking contrast to conventional marketing strategies that are restricted by region. Its wide-ranging impact expands perspectives and creates novel markets and prospects for expansion, making it a crucial instrument in the contemporary corporate environment. On the critical note, Peter (2021) said that Digital marketing has many benefits, but it also has some significant drawbacks. The overabundance of information is a major drawback. Clients within the digital world are constantly being inundated with material and adverts, which creates an overwhelming quantity of information to comprehend. Companies may find it extremely difficult to stand out and hold the focus of their intended market as a result of this overloaded. For marketers, accessible in this clamor of online sound becomes a challenging undertaking.
Jami (2022) assessed a different aspect of online marketing is cost-effectiveness. Digital marketing frequently costs far less than more conventional forms of advertising like TV or newspaper advertisements. This accessibility changes the situation, especially for newcomers and small firms, allowing them to battle with bigger companies on an equal basis without putting an impact on their financial capabilities. However, Veleva (2020) argued that another important drawback of online marketing is the problem of privacy. There are valid privacy concerns raised by the gathering and use of client data. Customer confidence in organizations' online business activities has been damaged by cases of information theft and the abuse of private data. Diamond (2022) defined in reaction; legal structures including the GDPR as well as the CCPA were put in place to safeguard individual confidentiality rights. These laws place tougher restrictions on how companies must manage and protect client data, complicating legal concerns for internet marketing efforts.
Hofacker, et al., (2020) examined enhancing consumer involvement is something that Digital marketing succeeds at. It makes it possible for organizations and their customers to have a two-way dialogue, with online channels acting as a fruitful environment for deep conversations, honest feedback, and thorough handling of customer relationships. Das (2021) ascertained the fact that this increased interaction has been the ability to foster long-term consumer connections and brand loyalty. That will eventually fuel long-term success for the company. To sum up, the many benefits of online marketing render it a crucial tool for companies looking to succeed within the digital era. On the contradictory note, Saura (2020) defined that Digital marketing is widely available, which has been fueled fierce rivalry. The rivalry for user engagement and the expense of marketing have increased as more firms move their operations online. The complexity and challenges that internet marketers encounter in the modern highly competitive internet marketplace are further highlighted by the fact. That this increased rivalry can create it difficult for start-ups to stand out and create a substantial digital footprint.
Kemp (2019) defined the value of Digital marketing to firms in the modern day has to be emphasized. It has evolved into a staple tactic for a number of convincing factors. Digital marketing, in particular, reflects the changing customer behaviour. People progressively turn to the online to do their product study, choose wisely what to buy, and interact with companies. Organizations may successfully reach customers where they exist with online marketing platforms including web pages, social networking sites, email advertising, and SEO. Varadarajan, et al., (2022) described this creates a substantial digital footprint and promotes involvement with the brand. Also, digital marketing provides priceless consumer insights that are used to influence product creation, advertising plans, and accurate segmentation of clients, improving organizations' capacity to satisfy their target market. Gordiyevskaya (2020) mentioned in their study that it is affordable, which helps entrepreneurs and small firms, and its accurate analytics allow for better allocation of resources and informed choice-making. Using digital advertising effectively gives you an advantage over the competition. Successfulness in the changing business environment is enhanced by agility in adjusting to shifts in the marketplace and customer tastes via digital media. Lastly, successful customer relationships, knowledge, and growth are made possible by online marketing, which is crucial for prospering within the digital world.
2.3 The current impact of digital marketing strategies on customer preferences
Shankar, et al., (2022) stated that Due primarily to the use of online marketing methods, the insurance business has recently seen a substantial change in the way it interacts with consumers. On client needs and encounters within the insurance industry, these techniques have both favourable and unfavourable consequences. According to the Dastane (2020), the cognitive dissonance theory, people feel uncomfortable when they have opposing ideas or behaviours. Online marketing within the insurance sector assists in addressing cognitive dissonance by giving clients full details about plans and options. For instance, a prospective consumer could have reservations about buying guidelines at first. But via online marketing initiatives like educational blog postings and consumer feedback, this reservation has been dispelled and the buyer's value has been brought into line with the choice to purchase insurance. However, Varadarajan, et al., (2022) argued that online marketing helps to lessen cognitive dissonance, but it also results in data overload, which has caused a distinct sort of cognitive dissonance. The amount of data available to consumers overwhelmed them, rendering it harder for them to arrive at wise selections.
Lim, et al., (2021) defined the insurance sector has benefited greatly from Internet marketing in multiple ways. It has first and foremost considerably improved customer comfort. Insurance data and offerings are currently easily accessible around the clock because of the rise of websites, Smartphone applications, and chatbots. For instance, professionals with a tight schedule quickly and easily obtain auto insurance as they’re on the go through a Smartphone app, conserving both effort as well as time. This ease is a huge help to clients looking for simple and convenient insurance alternatives. On the contradictory note, Hall (2023) defined that the insurance business has benefited from online marketing in a number of ways, but there are also drawbacks to take into account. Excessive data is one significant drawback. Clients are constantly receiving emails, notifications, and other forms of advertising from different insurance companies due to the plethora of online advertising platforms. Consumers may get overwhelmed by this data overload, which makes it difficult for them to differentiate between various options and results in decision exhaustion and dissatisfaction.
Cai (2020) described the insurance industry now offers a high level of personalization due to online marketing. Insurance companies may customize their solutions to meet the demands of specific customers by using information analytics as well as consumer profiling. For example, a young family could receive customized suggestions for Life Insurance coverage, demonstrating that an insurer is aware of their particular requirements and situation. Clients gain from this individualized method, which also increases their faith in the insurance. On the critical note, Tong (2020) said that Issues about privacy are also turning into a major problem. Clients are wary of disclosing private details to insurers due to the acquisition of private data for intended marketing objectives. Consumers may be discouraged from disclosing crucial details, including their medical past, for customized health insurance offerings due to a rising risk of data theft or abuse.
Ebrahim (2020) examined Data acquisition, processing, and decision-making are the main topics of Information processing theory. By displaying info in understandable ways, internet marketing within the insurance sector makes it easier for users to comprehend data. For example, info graphics as well as interactive components make it easier for clients to understand complicated insurance words and plans. On the critical note, Xiao (2019) said that Internet marketing has the potential to render information simpler. However, there is a chance that it simplifies data to the point that people make choices without comprehending all the consequences. If user-friendliness and simplicity are overemphasized, buyers could only have a cursory comprehension of insurance goods.
Huang (2021) assessed the insurance sector has entered a new phase of openness because of Internet marketing. Clients are able to compare insurance, see reviews, and get instructional materials with ease. The ability to make educated judgments is given to clients by this openness, which promotes trust. As an example, a consumer use internet search engines to choose the best health Insurance policy according to their spending limits and policy requirements, making the insurance industry more open and client-focused. In the end, online marketing has improved client ease, personalization, and clarity while reshaping the insurance industry. However, Gordon, et al., (2021) argued that the ease provided by online marketing is at the expense of an absence of the human element in contact with customers. While online channels make it simple to acquire information, some clients miss in-person conversations with insurance representatives who provide direction as well as assurance. This is particularly important for senior consumers who might feel greater at ease speaking with a live person instead of a chatbot about complicated topics such as saving for retirement.
According to the views of Gupta, et al., (2020) The Theory of planned behaviour states that a person's mindset toward an activity. Subjective standards, as well as perceived control over behaviour all have an impact on their decision to engage in that action (such as buying insurance, for example). Within the insurance sector, internet marketing techniques strive to affect these elements favourably. Attitudes toward customers tend to be influenced by persuasive material and endorsements. For instance, societal proof as well as the convenience of online shopping might increase the perception of behavioural choice. On the contradictory note, Rangaswamy, et al., (2020) defined that Online marketing's effect on this theory could be construed as coercive if it seeks to subvert client independence by excessively influencing their views or sense of control. Also, it could not effectively tackle how other elements outside marketing messages affect subjective standards.
2.4 The effectiveness of diverse digital marketing channels in influencing customer perceptions towards brand loyalty
In accordance with the views of Ramesh (2019) Consumer impressions are significantly shaped by online marketing platforms, which also promote brand loyalty. Social media marketing gives insurance firms the chance to develop a closer relationship with clients, which has a big beneficial effect. Insurance companies may personalize their brand with compelling messages and interactive marketing on websites including Twitter, Face book, as well as LinkedIn. As an illustration, Insurance company’s humorous and personable Twitter comments not only address consumer concerns but also strengthen opinions of the companies’ approachability. However, Ebrahim (2020) argued that Social networks may be utilized for marketing, but when it's abused, they can alienate clients with invasive or fake information, which erodes faith and loyalty.
According to the views of Ting (2021) Email marketing is a useful technique for promoting loyalty and sustaining constant connection. Customized emails and alerts may provide insightful information, special offers, and a feeling of community. For instance, the insurance provider reinforces an image of care and dedication by using email advertising to distribute new policies as well as security advice. However, Sundaram (2020) stated that heavy email advertising can result in unsubscribed and the impression that it is spam, harming brand image and loyalty from clients. For email advertising to succeed, frequency and relevancy have to be balanced.
Makrides (2020) stated that Insurance businesses may establish themselves as experts in their field by using Content marketing, which has a number of advantages. Insurance companies may demonstrate their knowledge, build trust, and encourage steadfast client loyalty with instructive blog articles, educational films, and in-depth manuals. As an example, insurance providers are committed to protecting their clients’ wellness and offer a multitude of information on subjects such as vehicle advice and home security. On the critical note, Gordiyevskaya (2020) said that if content advertising is done incorrectly, there might be a detrimental effect. The legitimacy of the company may be harmed, and initiatives to foster loyalty may be hampered by content that lacks depth or significance. In content advertising, preserving quality as well as relevance is crucial.
López García, et al., (2019) identified in their study that Insurance firms may gain a lot from Search Engine Optimization (SEO), which increases their exposure and authority. Clients are more likely to have faith in and regard an insurer if it regularly ranks at the forefront of search engine outcomes. For instance, insurance firms made significant investments in SEO to keep high up on the results page for vehicle insurance, bolstering their standing as a reliable supplier. However, Das (2021) argued that if quality is neglected in favor of SEO, there might be a bad outcome. An excessive focus on SEO may result in material that is produced primarily for search engines, thereby separating it from consumer demands and eroding loyalty to clients. Achievement depends on finding the right mix between SEO and customer-focused content.
Dastane (2020) assessed Insurance firms may have a beneficial impact through influencer advertising by utilizing the authority of prominent people. Clients frequently see insurance goods as more dependable and deserving of loyalty whenever these individuals support them. Nevertheless, Saura (2020) stated that if influencer advertising is unauthentic, there is a chance of detrimental effects. The trust of clients may be damaged if they believe it to be deceptive or fake, which might reduce their loyalty to the company. Effective influencer advertising within the insurance sector requires upholding originality and matching influencer collaborations with the companies’ values.
Jami (2022) examined Pay-per-click (PPC) ads may successfully direct targeted visitors to a company’s website, which is a benefit. Clients are more likely to see an organization as relevant as well as reliable when they routinely discover it at the forefront of the results pages for insurance-linked terms. For example, by strategically utilizing PPC advertisements, insurance businesses are able to keep a prominent position in searches, which improves how competent and trustworthy the company is perceived by customers. Yet, the Peter (2021) said that if PPC is overused without a thorough marketing plan, there might be a detrimental effect. An over-reliance on PPC only results in weak online visibility, which may lead clients to see the business as being exclusively driven by marketing, which undermines faith and loyalty. To maximize PPC’s advantages, other forms of advertising must be balanced with it.
According to the Hall (2023) the social identity theory, a person’s identity is partially derived from the networks to which they belong. The use of social media especially is an aspect of Internet marketing. It enables firms to build networks and include clients in a broader group. Clients' feeling of belonging is strengthened when they relate to a company's values or story, which increases loyalty to the company. However, Veleva (2020) argued that whereas this theory emphasizes how online advertising platforms have the ability to build communities for companies, if they are not used correctly, they might result in partisanship and echo chambers. An excessive focus on social groupings runs the danger of losing consumers who disagree with the companies' guiding principles, which might reduce loyalty.
Polanco-Diges (2020) described The Attribution Theory, people assign particular causes internal, like initiatives to build a brand, or outside, like market circumstances to events or results. By portraying company-related activities and results as the product of the company's initiatives, online advertising platforms affect customers' views of brand loyalty. Attributions that are favourable improve loyalty. On the critical note, Huang (2021) said that in digital advertising this theory places a strong emphasis on the value of interaction and positioning. However, it may be misleading if businesses only credit their initiatives for successful results while ignoring outside considerations. This might damage the credibility and faith of marketing campaigns.
According to the views of Kemp (2019) the Technology Acceptance Model (TAM), a technology's acceptability is influenced by how simple and beneficial it is judged to be. A fluid and easy-to-use experience may enhance client opinions and promote loyalty to a company in the setting of online advertising platforms. Nevertheless, Cai (2020) argued that TAM emphasizes the value of the consumer's experience. It could not completely take into consideration the cognitive as well as emotional variables that affect loyalty to a company. Besides basic use and usefulness, loyalty frequently entails higher emotional ties that the model can't adequately represent.
Conclusion
By summing up the LR, in the field of insurance, online marketing has become a potent influence in determining consumer choices. Its advantages, including greater ease, personalization, and openness, encourage loyalty to the brand. Nevertheless, difficulties including overload of data, privacy issues, and an absence of the human touch has to be properly handled. For insurers looking to develop and sustain strong consumer views of company loyalty within the age of digitization, utilizing a variety of online marketing tools successfully while taking into account their drawbacks is essential.
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