MITIGATING RISKS FOR INSURANCE COMPANIES ACTIVITIES IN WAR CONDITIONS THROUGH INSURANCE MARKETING TOOLS

Abstract

The article examines the activities of insurance companies during martial law, considering the significant changes to the economic landscape caused by war. It identifies insurance marketing as a crucial tool for balancing the insurance sector under these challenging conditions. The study aims to analyze the potential of insurance marketing in ensuring the effectiveness of insurance companies’ operations during martial law. It specifically focuses on the role of insurance marketing in overcoming threats and risks resulting from military actions in Ukraine, which contribute to the crisis state of the insurance industry due to the ongoing economic crisis. The research emphasizes the importance of having a well-defined marketing strategy, a comprehensive marketing plan, and market segmentation strategies tailored to the war-affected market. Additionally, the study identifies and analyzes various insurance marketing tools, such as digital advertising, content marketing, video marketing, and innovative solutions, that can help insurance companies counter existing risks during prolonged periods of war. The findings highlight the synergistic effects of integrating these marketing tools to effectively address the crisis challenges posed by war.