Estratégias de marketing digital utilizadas durante a pandemia de covid-19: o caso de uma corretora de seguros

Abstract

Insurance companies have also been affected by the Covid-19 pandemic and have had to adapt to technology to stay in business. The overall aim of this study is to evaluate the digital marketing strategies used by an insurance and health insurance company in the city of Fortaleza/Ceará during the Covid-19 pandemic. A descriptive case study was carried out. The stages of data collection, analysis and interpretation were followed to develop the case study. Firstly, secondary data was collected from the organization, such as account reports, client files and studies carried out on clients and digital marketing. The companies hired to advertise the brokerage provided monthly analytical reports by type of advertising platform used, as well as the return from each one. The aim is to fulfill the quantitative aspect of the research by measuring the financial return on investment in the company's digital marketing campaigns. As a complementary tool, an interview was conducted with the company's managers regarding their perception of e-commerce and digital marketing tools. The interpretation of the interviews revealed a shake-up in the digital marketing market as an effect of the pandemic, with a general reduction in costs, including investments in digital marketing, and a consequent drop in prices for this service. The company under study, however, maintained investments during the period and achieved surprising returns. After the pandemic, investments in digital marketing campaigns were increased, as were the returns on turnover. It was concluded that investing in digital marketing is a competitive advantage for commercial organizations, a fact corroborated by the statistical analysis and the views of both managers, who highlighted the importance of digital marketing as a key tool for business success.