Marketing promotion method and system based on Internet insurance

Abstract

The invention discloses a marketing promotion method and system based on Internet insurance. The method comprises the following steps: S1, market investigation and target customer positioning; s2, making a personalized product popularization strategy; s3, content marketing and brand construction; s4, social media marketing and KOL cooperation; s5, using big data and precision marketing; s6, carrying out online and offline combined omni-channel marketing; s7, optimizing user experience and improving the conversion rate; s8, performing online activity and promotion marketing; s9, performing customer relationship management and after-sales service; and S10, evaluating and optimizing the effect. According to the invention, the marketing effect, the customer experience and the company income can be greatly improved through the characteristics of accurate data analysis, automatic operation, low-cost and efficient propagation and the like; meanwhile, due to the characteristics of flexibility, expandability and intelligence, the system can better adapt to market changes and requirements, and the brand competitiveness is enhanced.

Description

Technical Field

[0001] The present invention relates to the technical field of Internet insurance, and in particular to a marketing and promotion method and system based on Internet insurance. Background Art

[0002] Internet insurance products are insurance products sold and managed through Internet channels. They usually rely on online platforms or apps to provide insurance services to consumers in a digital way, featuring convenience, transparency and efficiency. Common Internet insurance products include health insurance, auto insurance, life insurance, accident insurance, pet insurance, travel insurance, etc.

[0003] Although traditional insurance marketing has accumulated rich experience and a certain market foundation in its long-term development, its shortcomings and limitations have gradually emerged, such as high marketing costs, low efficiency, reliance on the professional capabilities of sales staff, limitation to offline channels, and limited market coverage. Especially in the digital age, consumer needs and behaviors have changed, and traditional marketing methods need to be transformed and upgraded to adapt to the new environment. Summary of the invention

[0004] The purpose of the present invention is to solve the shortcomings of the prior art and to propose a marketing and promotion method and system based on Internet insurance.

[0005] In order to achieve the above object, the present invention adopts the following technical solutions:

[0006] A marketing and promotion method based on Internet insurance, comprising the following specific steps:

[0007] S1: Market research and target customer positioning:

[0008] S1a: Market research: Understand the needs, competition, consumer preferences and behavioral characteristics of the target market through market research;

[0009] S1b: Customer segmentation and positioning: Based on the survey results, segment the customer groups and select the main target groups for precise positioning;

[0010] S1c: Establish customer portraits: Establish detailed customer portraits through data analysis and research to provide support for subsequent marketing strategies;

[0011] S2: Develop personalized product promotion strategies:

[0012] S2a: Product customization: Based on the needs of target customers, design personalized insurance products or plans, allowing customers to freely choose the coverage, insured amount, additional insurance, etc. according to their own needs, thereby increasing customer participation and stickiness;

[0013] S2b: Diversified product portfolio: Provide a variety of product options for different customer groups, such as term insurance, whole life insurance, short-term insurance, and supplementary insurance to meet various insurance needs;

[0014] S2c: Price optimization: Through big data and intelligent pricing engines, customized pricing is provided based on customer profiles to ensure that products are competitive in price;

[0015] S3: Content Marketing and Brand Building:

[0016] S3a: Create valuable content: Publish high-quality content through the Internet platform, such as insurance knowledge popularization, financial advice, case analysis, industry trends, etc., to establish a professional image through content and increase consumers' trust in the brand;

[0017] S3b: Video and interactive content: Use short videos, live broadcasts and other highly interactive forms to promote insurance products, and use graphic, text and humorous content to attract consumers' attention;

[0018] S3c: SEO and search engine marketing: SEO optimization can improve the ranking of the official website and related pages in search engines, ensuring that potential customers can find the company's website when searching for relevant insurance information; search engine marketing can also be used to place targeted advertisements to attract potential customers to click;

[0019] S4: Social Media Marketing and KOL Cooperation:

[0020] S4a: Social media promotion: Post advertisements, tweets and interactive content on social platforms to increase brand exposure and interactivity, and continuously interact with potential customers through social media to build brand loyalty;

[0021] S4b: KOL and Internet celebrities cooperation: cooperate with KOL or Internet celebrities in the industry and use their fan effect to promote insurance products;

[0022] S4c: User-generated content: Encourage users to share their insurance purchase experience and claims stories on social platforms to create positive word-of-mouth communication and attract more potential customers;

[0023] S5: Utilize big data and precision marketing:

[0024] S5a: Data-driven precision marketing: Through big data analysis of customer behavior data, interest preferences, and social media interactions, accurate advertising and personalized recommendations are made to improve conversion rates;

[0025] S5b: Automated marketing: Use automated marketing tools to keep in touch with customers regularly;

[0026] S5c: A / B testing and optimization: Through A / B testing, we continuously optimize advertising content, email templates, and landing page design to ensure that marketing strategies can achieve the best results.

[0027] S6: Omni-channel marketing combining online and offline:

[0028] S6a: Multi-channel integration: Utilize the Internet platform and traditional channels to carry out online and offline simultaneous marketing;

[0029] S6b: O2O marketing model: An O2O model that provides online purchases and offline services, attracting customers to learn about products and consult information online, and finally complete the purchase and experience offline;

[0030] S7: User experience optimization and conversion rate improvement:

[0031] S7a: Simplify the purchase process: Simplify the customer's purchase process by optimizing the user interface of the website and APP;

[0032] S7b: Personalized recommendation system: Use recommendation algorithms to push the most suitable insurance products to customers to improve conversion rates;

[0033] S7c: Improve user retention rate: Improve user activity and loyalty and increase customer return rate through membership points, coupons, and regular push of insurance-related information;

[0034] S8: Online activities and promotional marketing:

[0035] S8a: Limited-time discounts and promotions: Regularly launch limited-time discounts, group purchase discounts, and free trial promotions to attract users to participate in purchases;

[0036] S8b: Sweepstakes and Giveaways: Increase user engagement through sweepstakes, giveaways, or other incentive activities;

[0037] S9: Customer Relationship Management and After-Sales Service:

[0038] S9a: Establish a CRM system: Through the customer relationship management system, continuously track the data of customers' purchasing behavior, changes in insurance needs, and claims records;

[0039] S9b: Provide high-quality after-sales service: ensure that customers can enjoy high-quality after-sales service after purchasing insurance;

[0040] S10: Effect evaluation and optimization:

[0041] S10a: Data analysis and effect monitoring: Monitor the effectiveness of marketing activities through data analysis tools;

[0042] S10b: Continuous optimization: Based on the results of effect evaluation, continuously adjust and optimize marketing strategies to ensure that marketing activities at each stage can maximize conversion rates and reduce marketing costs.

[0043] As a further technical solution of the present invention, in S1, market research can obtain key information about consumers through data analysis, industry reports, and competitor analysis; customer segmentation and positioning can determine the target customer group based on factors such as age, gender, income level, region, lifestyle, and health status; customer portraits such as financial management customers and customers with health insurance needs.

[0044] As a further technical solution of the present invention, in S6a, potential customers can be guided to offline stores or service centers for face-to-face consultation and signing through online advertising and social media.

[0045] As a further technical solution of the present invention, in S9b, whether it is claim service, renewal reminder or policy change, it is necessary to ensure the smoothness and efficiency of the service process to enhance customer experience.

[0046] As a further technical solution of the present invention, in S10a, data analysis tools such as Google Analytics and social media analysis tools; key indicators of marketing campaign effectiveness include advertising click-through rate, conversion rate, and user growth.

[0047] A marketing and promotion system based on Internet insurance, including market research and customer analysis module, product management and pricing module, content marketing and brand promotion module, advertising and precision marketing module, social media and KOL marketing module, customer relationship management module, user behavior tracking and data analysis module, online conversion and payment module, after-sales service and customer support module and effect evaluation and optimization module.

[0048] As a further technical solution of the present invention, the functions of the market research and customer analysis module include market research, user data analysis, customer portrait establishment and demand forecasting; the functions of the product management and pricing module include product configuration, pricing engine, product portfolio recommendation and promotional activity management; the functions of the content marketing and brand promotion module include content creation and management, SEO and SEM optimization, social media management and video and live broadcast promotion.

[0049] As a further technical solution of the present invention, the functions of the advertising delivery and precision marketing module include advertising delivery management, precision marketing algorithm, A / B testing and multi-channel linkage; the functions of the social media and KOL marketing module include social media marketing, KOL and Internet celebrity cooperation and user-generated content; the functions of the customer relationship management module include customer data management, customer life cycle management, customer stratification and segmentation and automated marketing.

[0050] As a further technical solution of the present invention, the functions of the user behavior tracking and data analysis module include user behavior tracking, data analysis and reporting, data visualization, and effect evaluation and optimization; the functions of the online conversion and payment module include online insurance process, payment integration, user verification and risk control, and electronic policy management.

[0051] As a further technical solution of the present invention, the functions of the after-sales service and customer support module include customer support and consultation, claims management, renewal reminders and policy management, and customer satisfaction surveys; the functions of the effect evaluation and optimization module include marketing effect evaluation, channel effect monitoring, and A / B testing and optimization.

[0052] The beneficial effects of the present invention are: it can greatly improve marketing effectiveness, customer experience and company profits through accurate data analysis, automated operation, low-cost and efficient communication, etc.; at the same time, its flexibility, scalability and intelligence also enable it to better adapt to market changes and demands and enhance brand competitiveness. BRIEF DESCRIPTION OF THE DRAWINGS

[0053] Figure 1 A flowchart of a marketing and promotion method based on Internet insurance proposed by the present invention;

[0054] Figure 2 This is a schematic diagram of a marketing and promotion system based on Internet insurance proposed by the present invention. DETAILED DESCRIPTION

[0055] In order to make the technical means, creative features, objectives and effects achieved by the present invention easy to understand, the present invention is further explained below in conjunction with specific implementation methods.

[0056] Please see attached Figure 1 , a marketing and promotion method based on Internet insurance, including the following specific steps:

[0057] S1: Market research and target customer positioning:

[0058] S1a: Market research: Market research can be used to understand the needs, competitive situation, consumer preferences and behavioral characteristics of the target market. Market research can obtain key information about consumers through data analysis, industry reports and competitor analysis;

[0059] S1b: Customer segmentation and positioning: Based on the survey results, customer groups are segmented and the main target groups are selected for precise positioning. Customer segmentation and positioning can determine the target customer groups based on factors such as age, gender, income level, region, lifestyle, and health status;

[0060] S1c: Establish customer portraits: Through data analysis and research, establish detailed customer portraits to provide support for subsequent marketing strategies. Customer portraits include financial management customers and customers with health insurance needs;

[0061] S2: Develop personalized product promotion strategies:

[0062] S2a: Product customization: Based on the needs of target customers, design personalized insurance products or plans, allowing customers to freely choose the coverage, insured amount, additional insurance, etc. according to their own needs, thereby increasing customer participation and stickiness;

[0063] S2b: Diversified product portfolio: Provide a variety of product options for different customer groups, such as term insurance, whole life insurance, short-term insurance, and supplementary insurance to meet various insurance needs;

[0064] S2c: Price optimization: Through big data and intelligent pricing engines, customized pricing is provided based on customer profiles to ensure that products are competitive in price;

[0065] S3: Content Marketing and Brand Building:

[0066] S3a: Create valuable content: Publish high-quality content through the Internet platform, such as insurance knowledge popularization, financial advice, case analysis, industry trends, etc., to establish a professional image through content and increase consumers' trust in the brand;

[0067] S3b: Video and interactive content: Use short videos, live broadcasts and other highly interactive forms to promote insurance products, and use graphic, text and humorous content to attract consumers' attention;

[0068] S3c: SEO and search engine marketing: SEO optimization can improve the ranking of the official website and related pages in search engines, ensuring that potential customers can find the company's website when searching for relevant insurance information; search engine marketing can also be used to place targeted advertisements to attract potential customers to click;

[0069] S4: Social Media Marketing and KOL Cooperation:

[0070] S4a: Social media promotion: Post advertisements, tweets and interactive content on social platforms to increase brand exposure and interactivity, and continuously interact with potential customers through social media to build brand loyalty;

[0071] S4b: KOL and Internet celebrities cooperation: cooperate with KOL or Internet celebrities in the industry and use their fan effect to promote insurance products;

[0072] S4c: User-generated content: Encourage users to share their insurance purchase experience and claims stories on social platforms to create positive word-of-mouth communication and attract more potential customers;

[0073] S5: Utilize big data and precision marketing:

[0074] S5a: Data-driven precision marketing: Through big data analysis of customer behavior data, interest preferences, and social media interactions, accurate advertising and personalized recommendations are made to improve conversion rates;

[0075] S5b: Automated marketing: Use automated marketing tools to keep in touch with customers regularly;

[0076] S5c: A / B testing and optimization: Through A / B testing, we continuously optimize advertising content, email templates, and landing page design to ensure that marketing strategies can achieve the best results.

[0077] S6: Omni-channel marketing combining online and offline:

[0078] S6a: Multi-channel integration: Utilize the Internet platform in combination with traditional channels to carry out online and offline simultaneous marketing. Through online advertising and social media, potential customers can be directed to offline stores or service centers for face-to-face consultation and order signing.

[0079] S6b: O2O marketing model: An O2O model that provides online purchases and offline services, attracting customers to learn about products and consult information online, and finally complete the purchase and experience offline;

[0080] S7: User experience optimization and conversion rate improvement:

[0081] S7a: Simplify the purchase process: Simplify the customer's purchase process by optimizing the user interface of the website and APP;

[0082] S7b: Personalized recommendation system: Use recommendation algorithms to push the most suitable insurance products to customers to improve conversion rates;

[0083] S7c: Improve user retention rate: Improve user activity and loyalty and increase customer return rate through membership points, coupons, and regular push of insurance-related information;

[0084] S8: Online activities and promotional marketing:

[0085] S8a: Limited-time discounts and promotions: Regularly launch limited-time discounts, group purchase discounts, and free trial promotions to attract users to participate in purchases;

[0086] S8b: Sweepstakes and Giveaways: Increase user engagement through sweepstakes, giveaways, or other incentive activities;

[0087] S9: Customer Relationship Management and After-Sales Service:

[0088] S9a: Establish a CRM system: Through the customer relationship management system, continuously track the data of customers' purchasing behavior, changes in insurance needs, and claims records;

[0089] S9b: Provide high-quality after-sales service: Ensure that customers can enjoy high-quality after-sales service after purchasing insurance, whether it is claim service, renewal reminder or policy change, to ensure smooth and efficient service process and improve customer experience;

[0090] S10: Effect evaluation and optimization:

[0091] S10a: Data analysis and effect monitoring: Monitor the effect of marketing activities through data analysis tools, such as Google Analytics and social media analysis tools; key indicators of marketing activity effectiveness include ad click-through rate, conversion rate, and user growth;

[0092] S10b: Continuous optimization: Based on the results of effect evaluation, continuously adjust and optimize marketing strategies to ensure that marketing activities at each stage can maximize conversion rates and reduce marketing costs.

[0093] Please see attached Figure 2 , a marketing and promotion system based on Internet insurance, including market research and customer analysis module, product management and pricing module, content marketing and brand promotion module, advertising and precision marketing module, social media and KOL marketing module, customer relationship management module, user behavior tracking and data analysis module, online conversion and payment module, after-sales service and customer support module and effect evaluation and optimization module.

[0094] In a preferred embodiment, the functions of the market research and customer analysis module include market research, user data analysis, customer portrait establishment and demand forecasting; the functions of the product management and pricing module include product configuration, pricing engine, product portfolio recommendation and promotional activity management; the functions of the content marketing and brand promotion module include content creation and management, SEO and SEM optimization, social media management and video and live broadcast promotion.

[0095] Market research and customer analysis module functions:

[0096] Market research: collect, organize and analyze industry dynamics, competition situation and consumer demand to help companies understand market trends and consumer preferences;

[0097] User data analysis: Through big data analysis technology, in-depth analysis of user behavior, interests, purchasing habits, etc. is carried out to accurately locate potential customers;

[0098] Customer profile building: Building detailed customer profiles based on data analysis to help companies better understand the characteristics of target customers (such as age, income, region, health status, etc.);

[0099] Demand forecasting: Predict possible changes in customer demand through data modeling and optimize insurance product portfolio and marketing strategies.

[0100] Product management and pricing module features:

[0101] Product configuration: Supports multi-dimensional configuration of insurance products, allowing the design of personalized insurance plans based on different customer needs, such as selecting different protection contents, insured amounts and additional insurances;

[0102] Pricing engine: Use intelligent pricing algorithms to dynamically adjust product pricing strategies based on user profiles, market demand, etc. to ensure that prices are competitive in the market;

[0103] Product portfolio recommendation: Based on customer needs and profiles, the most suitable insurance product portfolio is automatically recommended to improve purchase conversion rate;

[0104] Promotion management: Manage and customize promotions, such as discounts, coupons, and gifts, to stimulate users' desire to buy.

[0105] Content marketing and brand promotion module functions:

[0106] Content creation and management: Create and manage high-quality insurance-related content, including articles, blogs, white papers, case studies, etc., to enhance the brand's professional image;

[0107] SEO and SEM optimization: Optimize the search engine rankings of websites and content to ensure that potential customers can find company information through keyword searches. At the same time, precise advertising is carried out through search engine marketing (SEM);

[0108] Social media management: managing the company's accounts on major social media platforms, publishing advertisements, tweets, videos and other content to increase brand exposure and user interaction;

[0109] Video and live broadcast promotion: Use short videos and live broadcasts to showcase insurance products to potential customers, answer questions, share customer stories, etc., to enhance the brand's interactivity and appeal.

[0110] In a preferred embodiment, the functions of the advertising and precision marketing module include advertising management, precision marketing algorithms, A / B testing and multi-channel linkage; the functions of the social media and KOL marketing module include social media marketing, KOL and Internet celebrity cooperation and user-generated content; the functions of the customer relationship management module include customer data management, customer life cycle management, customer stratification and segmentation and automated marketing.

[0111] Advertising and precision marketing module functions:

[0112] Advertisement management: placing advertisements through search engines, social media, apps and other platforms, and targeting advertisements according to different customer groups (such as age, gender, interests, etc.);

[0113] Precision marketing algorithm: Based on user behavior analysis and big data, formulate personalized advertising and recommendation strategies, and push insurance products and preferential information related to customer needs;

[0114] A / B testing: Continuously optimize ad content, landing pages, ad placements, etc. through A / B testing to improve ad conversion rates;

[0115] Multi-channel linkage: Integrate online advertising, social media, email and other multi-channel advertising to maximize cross-platform marketing effects.

[0116] Social media and KOL marketing module features:

[0117] Social media marketing: managing and operating brand accounts on mainstream social platforms (such as WeChat, Weibo, Douyin, Kuaishou, etc.), publishing interactive content, and attracting fans' attention;

[0118] KOL and Internet celebrities cooperation: by cooperating with KOLs or Internet celebrities in the industry, using their influence to promote insurance products and enhance the brand's credibility;

[0119] User-generated content: Encourage customers to share their purchase experiences, claims cases, etc. on social platforms to enhance brand credibility and user stickiness through word-of-mouth communication.

[0120] Customer relationship management module functions:

[0121] Customer data management: store and manage customers’ basic information, purchase history, browsing history, interaction behavior, etc., and establish a comprehensive customer database;

[0122] Customer lifecycle management: Implement precise marketing activities based on the customer's purchase stage and demand changes, including guiding new customers, activating existing customers, maintaining long-term customers, etc.;

[0123] Customer stratification and segmentation: Manage customers in different levels based on their behavior, purchasing power, loyalty and other indicators, and push customized products and services to customers at different levels;

[0124] Automated marketing: Implement automated marketing through the CRM system, such as automatically sending emails, SMS notifications, and discount information, to increase customer interaction frequency and conversion rate.

[0125] In a preferred embodiment, the functions of the user behavior tracking and data analysis module include user behavior tracking, data analysis and reporting, data visualization, and effect evaluation and optimization; the functions of the online conversion and payment module include online insurance process, payment integration, user verification and risk control, and electronic policy management.

[0126] User behavior tracking and data analysis module functions:

[0127] User behavior tracking: Track users’ browsing behavior, search history, click history, etc. through websites, apps and other platforms to provide data support for precision marketing;

[0128] Data analysis and reporting: Generate real-time reports through data analysis tools to help marketing teams understand key indicators such as advertising effectiveness, website traffic, conversion rate, etc.

[0129] Data visualization: Convert complex user behavior data into charts or dashboards to help decision-makers quickly understand market trends and marketing effects;

[0130] Effect evaluation and optimization: Evaluate the effects of different marketing channels, activities and strategies, and adjust and optimize marketing strategies in a timely manner to improve the return on investment (ROI).

[0131] Online conversion and payment module functions:

[0132] Online insurance application process: Simplify the insurance application process for customers, including product selection, quotation, policy filling, payment, etc., so that customers can complete insurance purchase smoothly;

[0133] Payment integration: Integrate multiple payment methods (such as credit cards, bank transfers, third-party payments, etc.) to facilitate customers to complete online payments;

[0134] User verification and risk control: conduct identity verification and risk assessment to ensure the legitimacy of users and avoid potential fraud;

[0135] Electronic policy management: Generate electronic policies and send them to customers, provide convenient policy viewing and management functions, and improve user experience.

[0136] In a preferred embodiment, the functions of the after-sales service and customer support module include customer support and consultation, claims management, renewal reminders and policy management, and customer satisfaction surveys; the functions of the effect evaluation and optimization module include marketing effect evaluation, channel effect monitoring, and A / B testing and optimization.

[0137] After-sales service and customer support module functions:

[0138] Customer support and consultation: Provide multiple customer support channels such as online customer service, telephone support, FAQ, etc. to answer customers' questions and problems;

[0139] Claims management: Provide online claims application, progress inquiry, material submission and other functions to optimize the claims process and improve customer satisfaction;

[0140] Renewal reminders and policy management: remind customers to renew their insurance through SMS, email, etc., and provide online renewal functions to ensure that customers maintain insurance coverage;

[0141] Customer satisfaction survey: Collect customer feedback and suggestions, and improve service quality and product optimization through customer satisfaction survey.

[0142] Effect evaluation and optimization module functions:

[0143] Marketing effectiveness evaluation: Evaluate the effectiveness of various marketing activities based on indicators such as conversion rate, customer retention rate, and return on investment (ROI);

[0144] Channel effect monitoring: real-time monitoring of the effects of various marketing channels (such as search engines, social media, email marketing, etc.) to optimize resource allocation;

[0145] A / B testing and optimization: Through A / B testing, we continuously adjust advertising content, page layout, marketing strategies, etc. to optimize the overall marketing effect.

[0146] From the above description, it can be seen that the above embodiments of the present invention achieve the following technical effects:

[0147] 1. High accuracy

[0148] Big data analysis and customer profiling: Through big data analysis technology, a large amount of user behavior data can be obtained to accurately build user profiles and identify the needs of potential customers, which makes marketing activities more targeted and reduces resource waste;

[0149] Precise advertising: Based on multi-dimensional data such as user interests, behaviors, regions, age, gender, etc., precise advertising can be implemented to make the promotion of insurance products more effective and improve conversion rates;

[0150] Personalized recommendations: Based on user portraits and behavioral habits, the most suitable insurance products or services can be automatically recommended to increase users' purchasing desire and satisfaction.

[0151] 2. Automation and high efficiency

[0152] Marketing automation: It can automate a large number of processes, thereby reducing manual intervention and improving efficiency. It can also automatically trigger corresponding marketing activities based on customer interaction behaviors.

[0153] Intelligent customer service: Through tools such as chatbots and automated customer service systems, insurance companies can provide 24-hour uninterrupted customer service, quickly respond to customer needs, and improve service quality and customer experience;

[0154] Data reporting and analysis: Ability to generate detailed marketing reports in real time, helping the team to quickly understand the effectiveness of various marketing activities, so as to adjust strategies in time and improve results. There is no need for manual statistical data, saving a lot of time and energy.

[0155] 3. High cost-effectiveness

[0156] Low-cost and efficient promotion: Large-scale promotion can be achieved at a lower cost. Social media platforms, search engine advertising, content marketing and other methods can greatly reduce the cost of ineffective advertising through precise delivery;

[0157] Centralized resource management: All marketing activities can be centrally managed on one system platform, including advertising, customer management, content publishing, etc., reducing resource waste and coordination costs between different systems;

[0158] Flexible budget adjustment: Supports real-time monitoring of advertising effects, and can dynamically adjust the budget based on the advertising effects, thus ensuring that every penny invested can get the maximum return.

[0159] 4. Good customer experience

[0160] Seamless online purchasing experience: With a complete online insurance application process, customers can select, purchase and pay for insurance products at any time and any place. This convenient purchasing process greatly improves the user experience and also lowers the purchase threshold for customers;

[0161] Information transparency: Through the Internet platform, customers can easily understand the detailed information, coverage, claims process, etc. of various insurance products. This information transparency helps to enhance customer trust and reduce the uncertainty of purchase decisions;

[0162] Interactivity and engagement: Through social media, online live broadcasts, customer feedback and other means, insurance companies can establish closer interactive relationships with customers and enhance customer engagement and brand loyalty.

[0163] 5.Flexibility and adaptability

[0164] Rapidly adjust marketing strategies: Support flexible strategy adjustments, and be able to quickly adjust marketing strategies, advertising content, and product pricing based on changes in market demand, customer feedback, and competitive situations;

[0165] Cross-channel integration: Supports the integration of multiple channels. Marketing activities can be carried out simultaneously on multiple channels such as websites, apps, social platforms, search engines, etc. to ensure coverage of different types of customer groups. Cross-channel integration can also increase customers' brand awareness and interaction frequency, and enhance brand influence.

[0166] 6. Improve customer conversion rate

[0167] Automated marketing follow-up: follow up with potential customers through automated means;

[0168] Diversified marketing methods: Through various forms of marketing methods (such as content marketing, social media interaction, short video promotion, KOL cooperation, etc.), we can continuously stimulate customer interest and improve customer conversion rate;

[0169] Refined conversion funnel management: Ability to manage the conversion funnel of each customer in detail, track and optimize every step from potential customers, active customers to final purchasing customers, and improve the efficiency of the entire conversion process.

[0170] 7. Scalability and data accumulation

[0171] Strong scalability: As the company's business grows, it can support increasing marketing activities, customer data and advertising channels. The system can be easily expanded to adapt to new business needs, such as adding new insurance products, launching new marketing activities, etc.

[0172] Data accumulation and optimization: The system can continuously accumulate user behavior data, advertising effect data, etc., providing valuable reference for subsequent marketing activities. As the data accumulates, the system can optimize marketing strategies through machine learning and artificial intelligence technology and continuously improve the results.

[0173] 8. Enhance brand awareness and credibility

[0174] Brand communication and word-of-mouth marketing: Social media and content marketing can help brands build a good market reputation and increase brand awareness;

[0175] Social sharing and recommendations: Customers can share the insurance products they purchased or their claims experience on social platforms to further expand the brand's exposure and influence. Word-of-mouth communication and user recommendations are effective means to improve brand credibility and customer loyalty.

[0176] Those skilled in the art should understand that the discussion of any of the above embodiments is merely illustrative and is not intended to imply that the scope of the present invention (including the claims) is limited to these examples. Under the concept of the present invention, the technical features in the above embodiments or different embodiments may be combined, the steps may be implemented in any order, and there are many other variations of the different aspects of the present invention as described above, which are not provided in detail for the sake of simplicity.

[0177] The present invention is intended to cover all such substitutions, modifications and variations that fall within the broad scope of the claims. Therefore, any omissions, modifications, equivalent substitutions, improvements, etc. made within the spirit and principles of the present invention should be included in the protection scope of the present invention.

Claims

1. A marketing and promotion method based on Internet insurance, characterized in that: The specific steps include: S1: Market research and target customer positioning: S1a: Market research: Understand the needs, competition, consumer preferences and behavioral characteristics of the target market through market research; S1b: Customer segmentation and positioning: Based on the survey results, segment the customer groups and select the main target groups for precise positioning; S1c: Establish customer portraits: Establish detailed customer portraits through data analysis and research to provide support for subsequent marketing strategies; S2: Develop personalized product promotion strategies: S2a: Product customization: Based on the needs of target customers, design personalized insurance products or plans, allowing customers to freely choose the coverage, insured amount, additional insurance, etc. according to their own needs, thereby increasing customer participation and stickiness; S2b: Diversified product portfolio: Provide a variety of product options for different customer groups, such as term insurance, whole life insurance, short-term insurance, and supplementary insurance to meet various insurance needs; S2c: Price optimization: Through big data and intelligent pricing engines, customized pricing is provided based on customer profiles to ensure that products are competitive in price; S3: Content Marketing and Brand Building: S3a: Create valuable content: Publish high-quality content through the Internet platform, such as insurance knowledge popularization, financial advice, case analysis, industry trends, establish a professional image through content, and increase consumers' trust in the brand; S3b: Video and interactive content: Use short videos, live broadcasts and other highly interactive forms to promote insurance products, and use graphic, text and humorous content to attract consumers' attention; S3c: SEO and search engine marketing: SEO optimization can improve the ranking of the official website and related pages in search engines to ensure that potential customers can find the company's website when searching for relevant insurance information; search engine marketing can also be used to place targeted advertisements to attract potential customers to click; S4: Social Media Marketing and KOL Cooperation: S4a: Social media promotion: Post advertisements, tweets and interactive content on social platforms to increase brand exposure and interactivity, and continuously interact with potential customers through social media to build brand loyalty; S4b: KOL and Internet celebrities cooperation: cooperate with KOL or Internet celebrities in the industry and use their fan effect to promote insurance products; S4c: User-generated content: Encourage users to share their insurance purchase experience and claims stories on social platforms to create positive word-of-mouth communication and attract more potential customers; S5: Utilize big data and precision marketing: S5a: Data-driven precision marketing: Through big data analysis of customer behavior data, interest preferences, and social media interactions, accurate advertising and personalized recommendations are made to improve conversion rates; S5b: Automated marketing: Use automated marketing tools to keep in touch with customers regularly; S5c: A / B testing and optimization: Through A / B testing, we continuously optimize advertising content, email templates, and landing page design to ensure that marketing strategies can achieve the best results. S6: Omni-channel marketing combining online and offline: S6a: Multi-channel integration: Utilize the Internet platform and traditional channels to carry out online and offline simultaneous marketing; S6b: O2O marketing model: An O2O model that provides online purchases and offline services, attracting customers to learn about products and consult information online, and finally complete the purchase and experience offline; S7: User experience optimization and conversion rate improvement: S7a: Simplify the purchase process: Simplify the customer's purchase process by optimizing the user interface of the website and APP; S7b: Personalized recommendation system: Use recommendation algorithms to push the most suitable insurance products to customers to improve conversion rates; S7c: Improve user retention rate: Improve user activity and loyalty and increase customer return rate through membership points, coupons, and regular push of insurance-related information; S8: Online activities and promotional marketing: S8a: Limited-time discounts and promotions: Regularly launch limited-time discounts, group purchase discounts, and free trial promotions to attract users to participate in purchases; S8b: Sweepstakes and Giveaways: Increase user engagement through sweepstakes, giveaways, or other incentive activities; S9: Customer Relationship Management and After-Sales Service: S9a: Establish a CRM system: Through the customer relationship management system, continuously track the data of customers' purchasing behavior, changes in insurance needs, and claims records; S9b: Provide high-quality after-sales service: ensure that customers can enjoy high-quality after-sales service after purchasing insurance; S10: Effect evaluation and optimization: S10a: Data analysis and effect monitoring: Monitor the effectiveness of marketing activities through data analysis tools; S10b: Continuous optimization: Based on the results of effect evaluation, continuously adjust and optimize marketing strategies to ensure that marketing activities at each stage can maximize conversion rates and reduce marketing costs.

2. The marketing and promotion method based on Internet insurance according to claim 1, characterized in that: In S1, market research can obtain key information about consumers through data analysis, industry reports, and competitor analysis; customer segmentation and positioning can determine the target customer group based on factors such as age, gender, income level, region, lifestyle, and health status; customer portraits include financial management customers and customers with health insurance needs.

3. The marketing and promotion method based on Internet insurance according to claim 1 is characterized in that: In S6a, potential customers can be directed to offline stores or service centers through online advertising and social media for face-to-face consultation and order signing.

4. The marketing and promotion method based on Internet insurance according to claim 1, characterized in that: In S9b, whether it is claim service, renewal reminder or policy change, it is necessary to ensure the smoothness and efficiency of the service process to enhance customer experience.

5. The marketing and promotion method based on Internet insurance according to claim 1, characterized in that: In S10a, data analysis tools include Google Analytics and social media analysis tools; key indicators of marketing campaign effectiveness include ad click-through rate, conversion rate, and user growth.

6. A marketing and promotion system based on Internet insurance, characterized in that: It includes market research and customer analysis module, product management and pricing module, content marketing and brand promotion module, advertising and precision marketing module, social media and KOL marketing module, customer relationship management module, user behavior tracking and data analysis module, online conversion and payment module, after-sales service and customer support module and effect evaluation and optimization module.

7. The Internet insurance-based marketing and promotion system according to claim 6 is characterized in that: The functions of the market research and customer analysis module include market research, user data analysis, customer portrait establishment and demand forecasting; the functions of the product management and pricing module include product configuration, pricing engine, product portfolio recommendation and promotional activity management; the functions of the content marketing and brand promotion module include content creation and management, SEO and SEM optimization, social media management and video and live broadcast promotion.

8. The Internet insurance marketing and promotion system according to claim 6 is characterized in that: The functions of the advertising and precision marketing module include advertising management, precision marketing algorithms, A / B testing and multi-channel linkage; the functions of the social media and KOL marketing module include social media marketing, KOL and Internet celebrity cooperation and user-generated content; the functions of the customer relationship management module include customer data management, customer life cycle management, customer stratification and segmentation and automated marketing.

9. The Internet insurance-based marketing and promotion system according to claim 6, characterized in that: The functions of the user behavior tracking and data analysis module include user behavior tracking, data analysis and reporting, data visualization, and effect evaluation and optimization; the functions of the online conversion and payment module include online insurance process, payment integration, user verification and risk control, and electronic insurance policy management.

10. The Internet insurance marketing and promotion system according to claim 6, characterized in that: The functions of the after-sales service and customer support module include customer support and consultation, claims management, renewal reminders and policy management, and customer satisfaction surveys; the functions of the effect evaluation and optimization module include marketing effect evaluation, channel effect monitoring, and A / B testing and optimization.

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