|PROBLEMS OF MODERN ECONOMICS, N 2 (78), 2021|
|ECONOMICS AND MANAGEMENT IN THE SPHERE OF SERVICES|
|Blagikh Ivan A.|
Assistant Professor, Department of Management Technology and Innovations, National Research University ITMO (Information Technologies, Mechanics and Optics), PhD (Economics), Professor
Arkadjev V. A.
MA student, Department of Risk Management and Insurance, Department of Economics, St. Petersburg State University
Riabukhina A. A.
Director General, BK-Consulting
|The authors analyze innovative methods used by insurance companies to increase the efficacy of their advertisement in the Internet. For this, they need to improve the existing advertisement strategy and increase the number of clients with the lowest financial cost possible. The research showed that Internet-based advertisement campaign is insufficiently effective without the application of end-to-end analytics. On the basis of their study, authors offer a complex of measures that can increase the efficacy of the Internet-based advertisement campaign through improving the context advertisement, adding as many as possible low-frequency Internet searches for insurance into the semantic nucleus, and developing of multi-lending for targeted advertisement. Particular attention is given to one type of multi-lending, which informs clients about the insurance produce with regard to specific searches and potential insurance companies.|
|Key words: insurance, insurance product, advertisement campaign, internet, multi-lending|
| Pages: 156 - 162|