DIGITAL MARKETING MODELS IN INSURANCE: INTERNATIONAL PRACTICES AND ADAPTATION FOR UKRAINE

Abstract

The article provides a comprehensive examination of contemporary digital marketing models applicable to insurance services, drawing on global best practices to determine effective strategies that can be adapted for the Ukrainian insurance market. The research involves a comparative analysis of five leading frameworks: the "7 Pillars of Digital Marketing for Insurance Agents," the Omnichannel Insurance Marketing Model, the Value-Based Digital Funnel Model, the Digital Customer Experience Model (DCX), and the McKinsey Insurance Digital Marketing Framework. Each model is analyzed for its structure, implementation feasibility, and potential contribution to marketing performance. The analysis reveals core advantages such as enhanced customer engagement, streamlined digital touchpoints, and increased personalization through data analytics. Synthesizing these insights with the specific needs and limitations of the Ukrainian insurance environment, the author introduces an original concept – the SMART-insure model. This model emphasizes Simplicity, Multichannel reach, Audience focus, Responsiveness, and Technology-driven management. It is particularly tailored to function effectively in markets with constrained resources, evolving digital infrastructure, and relatively low levels of financial literacy. The article further discusses the practical benefits of adopting the SMART-insure model, such as improved customer trust, operational efficiency, and adaptive marketing strategies. Additionally, it addresses potential challenges in implementation, including technological barriers and resistance to change, while proposing avenues for future academic and industry research to refine digital marketing methodologies within the insurance sector.