COMPARATIVE ANALYSIS OF ONLINE INSURANCE MARKETING IN CASE OF INSURANCE COMPANIES ZAVAROVALNICA MARIBOR AND GENERALI

Internet predstavlja medij prihodnosti, saj se število uporabnikov iz leta v leto povečuje. Potrošniki se od klasičnih medijev zatekajo k internetu, zato velja dejstvo, da če podjetje ni prisotno na internetu, praktično ne obstaja. Spletno trženje zavarovanj prinaša zavarovalnicam številne prednosti, ima pa tudi določene slabosti. Slabosti spletnega trženja zavarovanj za zavarovalnice so predvsem v kompleksnosti določenih zavarovalnih storitev, težki dosegljivosti standardizacije reševanja škodnih primerov, neosebnem odnosu in nezaupanju uporabnikov v varnost elektronskega poslovanja. Prednosti spletnega trženja zavarovanj za zavarovalnice so v hitrem prilagajanju tržnim pogojem, ažurnem zajemanju podatkov o številu zavarovancev, globalni prisotnosti in nižjih stroških poslovanja ter oglaševanja. Nakupovanje prek interneta ima prednosti tudi za njegove uporabnike in sicer omogoča neomenjen delovni čas, večjo dostopnost do informacij, hitrejši odzivni čas in anonimnost. Za spletno trženje so primerna zavarovanja, ki so enostavna, neodvisna od preteklega dogajanja, obvezna, ne zahtevajo veliko osebnega svetovanja, imajo relativno nizko zavarovalno premijo, se pogosto obnavljajo, so drugačna po zasnovi, so prilagojena internetni poti in so primerna za masovni trg. V magistrski nalogi smo analizirali spletna portala Zavarovalnice Maribor in Zavarovalnice Generali, pregledali ponudbo njunih spletnih zavarovalnih storitev in predstavili primer sklenitve zavarovanja. Preverili smo na kakšen način zavarovalnici privabljata na svoj spletni portal obiskovalce in kako uspešni sta pri spletnem trženju zavarovanj. Rezultati so pokazali, da imata obe zavarovalnici učinkovit in pregleden spletni portal, na katerem ponujata številne informacije o zavarovanjih in različne spletne storitve. Uspešni sta pri spletnem trženju zavarovanj, vseeno pa smo opazili nekaj slabosti, za katere smo podali predloge za izboljšanje le-teh. Pomembno je, da se zavarovalnici zavedata pomena spletnega trženja zavarovanj in ga neprestano izboljšujeta ter nadgrajujeta, saj bosta tako gradili prepoznavnost blagovne znamke, izboljšali prodajo in povečali število svojih strank.The Internet is established as the medium of the future because of its increasing number of users each year. Consumers resort to the Internet rather than the traditional media, proving the fact that the enterprise practically does not exist, if not present on the Internet. Online insurance marketing brings many advantages to the insurance companies but it also has its diasadvantages. The disadvantages of the online insurance marketing for insurance companies are primarily based in the complexity of certain insurance services, problems with achieving the standardization of solving claims managements, impersonal relationship and the users\u27 lack of trust in the safety of the electronic commerce. The advantages of the online insurance marketing for insurance companies lie in the fast adaptations to market conditions, current collected data on the number of insurants, global reach and lower operating and advertising costs. Online shopping has its benefits also for the Internet users, that being unlimited working office hours, increased asccess to valuable information, faster response time and anonymity. Eligible insurance policies for the Internet markenig are simple, independent of previous events, compulsory, do not require a lot of personal counseling, have a relatively low insurance premium, are often updated, have a different scheme, are adapted to the Internet functions and are suitable for the massive market. In the Masters\u27 thesis, we analyzed the web portals of two insurance companiesZavarovalnica Maribor and Zavarovalnica Generali. We also reviewed their website insurance services and presented an example of effecting an insurance policy. We verified ways in which the insurance companies attract visitors to its web portals and their success in online insurance marketing. The results show that both insurance companies have an efficient and easily scanned website portal which provide numerous information on insurance and various online services. Even though the companies are successful in online insurance marketing, we noticed some weaknesses on which we made some suggestions in order to improve them. It is important that the insurance companies are aware of the significance of online insurance marketing and are constantly improving and updating it because that is how they will also be able to build their brand awareness, improve their sales and increase the number of its customers