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Digital Marketing Tools for the Development of Commercial Strategies to Be Used by Insurance Intermediaries in the City of Bogotá
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Author(s): Oscar Javier Auza Mora (EAN University, Colombia), Sadoth Giraldo Acosta (EAN University, Colombia)and Haidy Johanna Moreno Ceballos (EAN University, Colombia)
Copyright: 2020
Pages: 14
Source title:
Handbook of Research on Increasing the Competitiveness of SMEs
Source Author(s)/Editor(s): Rafael Perez-Uribe (Universidad de la Salle, Colombia), David Ocampo-Guzman (EAN University, Colombia), Carlos Salcedo-Perez (EAN University, Colombia), Lorena Piñeiro-Cortes (EAN University, Colombia)and Maria Del Pilar Ramirez-Salazar (EAN University, Colombia)
DOI: 10.4018/978-1-5225-9425-3.ch018
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Abstract
The increasing importance that has been given to the digital marketing tools to create an identity and project the economic activities of companies in most Latin American countries nowadays, has come to cover almost all sectors of the economy in the region. Specifically, in the city of Bogotá, Colombia, there is a large market for insurance companies and their independent sales force, known as intermediaries or insurance brokers, who, until recently, used traditional commercial strategies to offer their products and services: cross-selling, referencing, word-of-mouth, and advertising in mass media in the case of intermediaries with a larger budget for their marketing activities. However, this scenario has changed lately due to the arrival of new technologies that have facilitated the finding of channels for research, communication, distribution, and commercialization of products and services, offering a wide range of opportunities for the design of commercial strategies that are developed by companies that are based on digital marketing.
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