Conceptualization of Digital Marketing Development Capabilities indicators of Insurance Industry in Iran

AbstractThe aim of present study is to identify indicators for development capabilities of digital marketing insurance industry indexes in Iran. It is a development- applied research and it is a descriptive- survey by nature and it is also the mixed type of qualitative and quantitative approach. In this study, extraction of indicators for development capabilities of digital marketing with the help of textual content analysis method is performed and then these indicators are screened in the insurance industry by using Delphi technique and finally, the indicators have been categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes documents and upstream records related to the development of digital marketing capabilities and the sampling method is purposeful. In Delphi section, the statistical population of the study was 10 insurance industry experts who were selected using purposive sampling and the statistical population in the exploratory factor analysis section is 384 insurance industry experts who were selected by using random sampling method. The field study tool of this research is a questionnaire. Findings show that knowledge of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very important for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, and etc. Finally, according to the indicators, indicators were categorized in the three dimensions of marketing research, organization's digital organization, and customer-related factors. IntroductionThe global community is rapidly digitalizing, and consequently the digitalization of businesses and their marketing processes is under expansion. The insurance industry, as one of the most important industries of the country, requires the use of information and communication technology in order to gain more competitive ability and better response to the changing needs of today's customers. Due to the theoretical gap and the practical importance of this issue in the insurance industry, the present research has studied insurance industry aiming the identification of indicators for development of digital marketing capabilities of the insurance industry in Iran.MethodologySince the main purpose of the present research is to identify indicators for development of digital marketing capabi