Presenting a Model for Digital Marketing with an Emphasis on Artificial Intelligence in the Insurance Industry
Keywords:
Digital marketing, Artificial intelligence, Insurance industryAbstract
The present study aims to propose a model for digital marketing with an emphasis on artificial intelligence in the insurance industry. This research is categorized as a qualitative study, and the qualitative strategy employed is grounded theory. The statistical population in the qualitative section comprises 20 experts and managers from the insurance industry. The findings of the qualitative section were analyzed using MaxQDA 2020 software and were categorized into causal conditions, central phenomenon, intervening conditions, contextual conditions, strategies, and consequences. The causal conditions for presenting the digital marketing model with a focus on artificial intelligence in the insurance industry include: technological infrastructure, technological innovation, and digital culture. The contextual conditions consist of organizational culture, managerial structure, and legal and economic environment. The central phenomenon includes digital transformation in marketing, artificial intelligence in marketing, and digital integration in the insurance industry. The intervening conditions affecting the proposed model involve human factors, customer insight, and environmental challenges. The strategies include: interactive strategy, service personalization, digital brand development, and data analysis. The consequences are categorized into individual outcomes, organizational outcomes, cultural outcomes, and technological outcomes.
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