چکیده مقاله
Purpose The purpose of this study was to investigate the effectiveness and efficiency of digital marketing over traditional marketing on Iranian insurance industry and analyze whether there is an impact on enterprise sales Design/methodology/approach the methodology used in this paper was based on statistical primary data analysis procedure that was gathered through structured questionnaires, and a group of 384 customers within the range of 20 to 51 years old having insurance policies at Saman Insurance Company participated in this study Findings After gathering the required data, these associations supported the theory that there was a significant difference between Digital and Traditional Marketing and how digital marketing is the best strategy for enhancing sales and reaching more customers in insurance industry Research limitations/implications The limitations of this research is that the sample may not be representative of all insurance companies who perform digital marketing for their businesses Therefore, future research is needed to determine if further motivations to conduct digital marketing exist and whether other samples produce the same interpretations Originality/value this is one of a kind studies, as there has been no such research done specifically aiming at insurance industry The findings will help the insurer explore and enhance their digital presence by suggesting the appropriate marketing approaches and can be used as a good source for further exploring the perspective of digitalization in similar businesses
کلیدواژهها
نویسندگان
Mehran Heydarimanesh
M A in Markting management
Elham Najafi Vayqan
M A in TEFL
شیوه ارجاع
Heydarimanesh, Mehran and Najafi Vayqan, Elham,1400,A Comparative Effect of Digital Marketing and Traditional Marketing On Iranian Insurance Industry (Case Study: Saman Insurance),28th Insurance and Development Conference,Tehran
ارائهشده در
مجموعه مقالات بیست و هشتمین همایش بیمه و توسعه13 آذر 1400 · تهران