The application and efficiency of digital marketing strategies of life insurance market in Thailand

Abstract

Purpose: The proposed of this study is to explore digital marketing strategy used by leading life insurance company in Thailand by focusing on company website SEO analysis and the financial performance to identify how insurer digital marketing strategy work efficiently. Design/ methodology/ approach: Data gathering and analysis, Netnographic Finding: the results suggest that organization digital strategy strategy is depend on objective along with market positioning and deep understanding of competitive advantage of the firm technology capability, i.e. new product development in response to the behavior change, the service distribution channel, upgrading and transfer efficient communication are proposed.