Research on SMM marketing of domestic insurance companies

The aim of the article is research into the presence and activity of large insurance companies in Ukraine on social networks and submission of proposals for their strengthening. Analysis results. The use of digital marketing tools by insurance companies provides them with significant advantages, simplifying the registration of insurance policies by customers, managing interactions with existing and potential customers and forming stories of such interaction, provides the opportunity to establish and maintain effective feedback with customers, opens up new opportunities for insurers in the field of sales and promotion of their products, information support, the formation of effective affiliate programs, increasing the capital of their brands, and increasing market share. We are talking primarily about various Internet marketing tools, among which the insurance company's website and pages on social networks play an important role. The prospects of the latter are determined primarily by the large number of their users. The study collected and analyzed information on the presence and activity of various insurance companies in Ukraine on social networks. Its results show that such an insurer as ARX, which has its pages on seven social networks, is significantly active in the field of SMM marketing. Insurers such as SK VUSO and SK INGO have pages in six social networks, and SK KNYAZHA and SK ARSENAL INSURANCE have pages in five social networks. The activity of SMM marketing by insurers is also evidenced by the frequency with which they update information on their pages in social networks. The leader in this indicator among the insurance companies studied is SK TAS SG, which updates its posts on Facebook on average within 1-2 days. Insurance companies such as SK ARX, SK INGO, and SK UNIVERSALNA actively update information on pages in social networks every 2-3 days, arousing the interest of subscribers. The quality of content on pages in social networks, the variety of information provided there, and the availability of practical recommendations for subscribers are also important. From this point of view, insurance companies such as SK UNIVERSALNA and SK ARX should be noted. The results of the study also show that the most popular social network among domestic insurance companies is Facebook, and other social networks are given much less attention. In Ukraine, almost 60% of users are registered on the Facebook social network, slightly inferior to it in popularity are the social networks YouTube and Instagram. According to Kantar Ukraine, Facebook and Instagram have been developing rapidly in recent years. The Ukrainian Facebook audience has slightly higher activity rates than in the world as a whole. It is more willing to interact with advertising and posts, in particular, on average, a domestic user clicks on 18 advertising posts in 30 days. Based on the collected secondary and primary marketing information, it was found that the activity of insurance companies in social networks has a significant impact on their net insurance payments and financial results, which confirms the importance of using SMM marketing in modern conditions. The article also provides suggestions for recommended content and posts by insurers in social networks to attract the attention of subscribers. To attract the attention of readers, insurers need to offer diverse and interesting content, developed in a corporate style and taking into account the specifics of each social network. Current advice in the field of insurance, news of the insurance market, information about the benefits of insurance products should prevail among the posts. The style of communication should be light, with humorous notes. Insurer staff should respond quickly to customer questions, and their answers should be personalized and complete. Special attention should be paid to comments and steps should be taken to improve the situation in the event of negative feedback. Conclusions and directions for further research. When determining the areas for improving their activities, insurance companies should take into account modern trends in digitalization. Their use depends on the qualifications of its IT specialists, the collected information about customer preferences, the competitive environment, and the development of technological progress. Prospects for further research are related to the analysis of the use of influence marketing by insurance companies in Ukraine.