Effects of digital marketing practices on performance of insurance sector

A critical approach with a review


  • Ben Kajwang PhD, ACII(UK), AIRM(UK), FIIU, FIIK, CPT, Chartered Insurer, Chief Executive Officer, College of Insurance, Nairobi, Kenya




Digital marketing practices, Performance, Insurance sector, Kenya


Digital marketing practices have had explosive growth in the past decade, especially in the insurance sector of developing countries. In particular, the internet has been instrumental in providing digital marketing services to customers from the insurance sector. The purpose of this study, therefore, is to assess the effect of digital marketing practices on the performance of the insurance sector. A desktop literature review was used for this purpose. Relevant seminal references and journal articles for the study were identified using Google Scholar. The inclusion criteria entailed papers that were not over ten years old. The study found that the use of digital marketing strategies has a positive effect on the insurance sector's performance. Profitability improved, market share grew, and they expanded their market share. Increased customer loyalty and access to new markets are benefits of internet marketing for insurance companies. According to the findings, insurance companies should make IT infrastructure investments and implement technology-enhanced processes. Employers require adequate training on the use of e-business platforms, as well as collaboration with providers of digital services to enable them to store and market their products and services online. Aside from using traditional marketing methods (such as direct mail), the study advises general insurance companies to be innovative by implementing new strategies, such as digital marketing, to gain a larger share of their target market. This is because strategies for digital marketing have a positive impact on the overall performance of the insurance industry.


Download data is not yet available.


Adede, O. A., Kibera, F. N., & Owino, J. O. (2017). Electronic marketing practices, competitive environment and performance of telecommunications companies in Kenya. British journal of marketing studies, 5(5), 60-67.

Ahadi, P., & Saberian, F. (2021). Comparative study of the effect of Content Marketing use on Social Networks and Traditional Marketing on Consumer Behavior (Study: Life Insurance). Consumer Behavior Studies Journal, 8(2), 200-215.

Aksoy, T., & Hacioglu, U. (2021). Auditing Ecosystem and Strategic Accounting in the Digital Era. Springer International Publishing. https://doi.org/10.1007/978-3-030-72628-7 DOI: https://doi.org/10.1007/978-3-030-72628-7

Chepkwony, C. (2018). Influence of E-business Strategies on the Performance of Insurance Companies in Nairobi County Kenya (Doctoral dissertation, University of Nairobi). http://erepository.uonbi.ac.ke/handle/11295/104780

Davhana, S. A. (2019). The influence of mobile internet on advertising to consumers in the short–term insurance industry (Doctoral dissertation, North-West University). http://repository.nwu.ac.za/handle/10394/4479

Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 28-39. https://doi.org/10.3390/su11102839 DOI: https://doi.org/10.3390/su11102839

Emanuelsson, S. (2019). The impact of the internet of things on established business models-A multiple case study of Swedish insurance companies. https://tesi.luiss.it/id/eprint/24943

Esfidani, M. R., Daghighi, A. A., & Esmaeeli, A. K. E. (2019). Application of internet in life insurance marketing. 26(102) 83-113 https://www.sid.ir/paper/100897/en

Hacioglu, U., & Sevgilioglu, G. (2019). The evolving role of automated systems and its cyber-security issue for global business operations in Industry 4.0. International Journal of Business Ecosystem & Strategy (2687-2293), 1(1), 01–11. https://doi.org/10.36096/ijbes.v1i1.105 DOI: https://doi.org/10.36096/ijbes.v1i1.105

Hacioglu, U. (Ed.). (2019). Digital Business Strategies in Blockchain Ecosystems: Transformational Design and Future of Global Business. Springer Nature. https://doi.org/10.1007/978-3-030-29739-8 DOI: https://doi.org/10.1007/978-3-030-29739-8

Hacioglu, U. (Ed.). (2019b). Handbook of research on strategic fit and design in business ecosystems. IGI Global. https://doi.org/1010.4018/978-1-7998-1125-1

Hacioglu, U., & Aksoy, T. (Eds.). (2021). Financial Ecosystem and Strategy in the Digital Era: Global Approaches and New Opportunities. Springer Nature. Accounting. https://doi.org/10.1007/978-3-030-72624-9 DOI: https://doi.org/10.1007/978-3-030-72624-9

Jayadeva, S. (2022). Impact of Digital Marketing on Customer’s Purchase. ECS Transactions, 107(1), 15165. https://iopscience.iop.org/article/10.1149/10701.15165ecst/meta DOI: https://doi.org/10.1149/10701.15165ecst

Kasimu, G. M. (2017). Digital marketing strategies and marketing performance of top 100 small and medium enterprises (SMEs) in Kenya (Doctoral dissertation, University of Nairobi). http://erepository.uonbi.ac.ke/handle/11295/102901

Kihanya, K. (2018). Effects of Integrated Marketing Communication on Business Performance in the Insurance Industry a Case Study of the Kenya Orient Insurance Limited (Doctoral dissertation, United States International University-Africa). http://erepo.usiu.ac.ke/handle/11732/2471

Kithinji, L. W. (2016). Internet marketing and Performance of Small and medium Enterprises in Nairobi County (Doctoral dissertation, University of Nairobi).

Mathews, S., Bianchi, C., Perks, K. J., Healy, M., & Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International business review, 25(4), 820-830. https://doi.org/10.1016/j.ibusrev.2015.10.007 DOI: https://doi.org/10.1016/j.ibusrev.2015.10.007

Manyaga, F., & Hacioglu, U. (2021). Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda. International Journal of Research in Business and Social Science (2147- 4478), 10(6), 19–33. https://doi.org/10.20525/ijrbs.v10i6.1382 DOI: https://doi.org/10.20525/ijrbs.v10i6.1382

Mobydeen, W. A. O. (2021) The impact of digital marketing practices on the organizational performance in the mobile phone companies in Jordan. http://docs.neu.edu.tr/library/9292951663.pdf

Mustafa, A., Mohd, A., Adiman, R., Yusof, K., Silim, A., & Mohamood, M. (2018). The Effect of Marketing Strategies on the Performance of Travel Insurance. International Journal of Business and Management, 2(5), 01-08. https://doi.org/10.26666/rmp.ijbm.2018.5.1 DOI: https://doi.org/10.26666/rmp.ijbm.2018.5.1

Nikanloo, N., & Zendehdel, A. (2017) Impact of Using Marketing Strategies on Performance through Supply Chain Performance in Insurance Industry. International Journal of Advanced Studies in Humanities and Social Science, 1(2), 129-136. http://www.ijashss.com/article_83358_211e48d7cb1f0b06e668f8535e76a3dc.pdf

Rezvani, M., Parsaei, M. R., & Fathollahzadeh, Z. (2018). The impact of viral marketing on successful development of new financial services in life insurance. International Journal of Electronic Business, 14(3), 238-255. https://doi.org/10.1504/IJEB.2018.095960 DOI: https://doi.org/10.1504/IJEB.2018.095960

Vijay, P. (2019). Impact of digital marketing services on banking and insurance sectors in India. International Journal of Research and Analytical, 61. http://ijrar.com/uploads/conference/ijrar_37.pdf

Wambugu, H., Maina, E., & Ndung’u, P. (2021). Strategic Marketing Approaches and Market Penetration by General Insurance Companies in Kenya. http://repository.kyu.ac.ke/123456789/696




How to Cite

Kajwang , B. (2022). Effects of digital marketing practices on performance of insurance sector: A critical approach with a review. International Journal of Business Ecosystem & Strategy (2687-2293), 4(4), 89–95. https://doi.org/10.36096/ijbes.v4i4.357



Leadership, Innovation and Technology