Assessment of the Effectiveness of Digital Tools in Promoting Online Insurance Services in Ukraine

Abstract

Purpose. The aim of the study is to assess the effectiveness of applying digital tools in promoting online insurance services in Ukraine, taking into account the current challenges of economic digitalization and changes in consumer behavior regarding insurance products. Special attention is given to a practical case of implementing a digital strategy within the operations of the hotline.finance service. Methods. To achieve the stated goal, a set of methods was applied: analysis of scientific literature and recent publications on digital marketing, comparative analysis of the effectiveness of tools (SEO, contextual advertising, email marketing, SMM, affiliate programs), as well as empirical analysis of the performance of marketing activities based on the example of a real online service. The study also considered modern software tools for digital marketing analytics (Google Analytics, Facebook Ads Manager, Google Search Console, among others) and their role in marketing decision-making. Results. The research revealed that under conditions of growing competition in the Ukrainian online insurance market, the effective use of digital tools enables achieving significant results through targeted communication, personalized offers, and optimization of customer acquisition costs. The case analysis of hotline.finance demonstrated that combining SEO promotion, email campaigns, and sales funnel automation leads to an increase in conversion rates and a reduction in sales costs. The study also identified limitations of certain digital channels and suggested approaches to their combination depending on campaign objectives. Conclusions. The results indicate the feasibility of systematic application of digital tools in online insurance as a means of enhancing the market efficiency of insurance companies. The further development of digital marketing in this field requires deeper substantiation of integration strategies, personalized channels of customer interaction, and continuous monitoring of key performance indicators. Recommendations are provided for improving digital strategies in the sphere of online insurance in Ukraine.