Digital technologies in the promotion of insurance products on the market

In the context of martial law, it is important for clients of insurance companies to be informed and to be able to purchase insurance products remotely, as this requires the least amount of time and does not bind them to a specific place of purchase. It has been established that it is important for them to have a modern insurer's website where they can obtain the necessary information, select and purchase the necessary insurance products. An important factor in ensuring the efficient operation of an insurance company is to ensure the attendance of its own website, i.e., to establish an efficient mechanism for ensuring constant Internet traffic. Based on the study of traffic and the main sources of traffic of the largest insurance companies in July 2024, it was found that the largest number of visits was observed for the websites of ARX, UNIQA, ORANTA, PZU UKRAINE, while ARSENAL INSURANCE, KNIAZHA, and UNIVERSALNA managed to attract the fewest visitors. The highest direct traffic is observed for such insurers as ORANTA, INGO, VUSO, and USG, but this figure is quite high for other insurance companies as well. This indicates their significant efforts to form and maintain a circle of loyal customers. Referral traffic is characterized by medium stability. UNIVERSALNA, ARSENAL INSURANCE, VUSO and ARX pay the most attention to this type of traffic. The highest organic traffic is observed for the websites of TAS SG, ARSENAL INSURANCE, PZU Ukraine, KNIAZHA, and USG, which are trying to form a circle of loyal customers through it. In July 2024, the most active paid advertising campaigns were conducted by insurance companies UNIVERSALNA, ARX, UNIQA, INGO, and VUSO. In order to reach a wider range of potential customers, insurers should use banner advertising by placing it on third-party websites. To this end, they need to use high-traffic resources with interesting and useful content for visitors. In this case, the subject matter of the banners and the websites where they will be placed should be similar. The study also showed that social and email traffic is used by insurers to a very limited extent. To improve the traffic of domestic insurance companies, it is recommended that they expand their presence in social networks and offer potential and existing customers interesting, useful, personalized, relevant newsletters.