E-Marketing for Insurance Services - CAAT Case Study

Abstract

This study aimed to examine the reality of electronic marketing within the CAAT insurance company in the Wilaya of El Oued. The research adopted a descriptive and analytical approach for the theoretical component, while the practical component relied on a case study methodology applied to the Algerian Insurance Company (CAAT). The findings revealed the existence of electronic marketing practices at the company under study through its website and the use of some social media platforms. The study confirmed the presence of various elements of the electronic marketing mix, including e-services, e-pricing, and e-promotion for the company’s insurance services, with the exception of e-distribution. This limitation is due to the nature of the services provided, which require inspection and assessment of the items to be insured and the necessity of in-person signing of insurance contracts by the customer. Nonetheless, the application of electronic marketing remains relatively weak compared to its potential in this field.