Application of Internet in Life Insurance Marketing

The use of information technology (IT) and e-business in insurance industry has resulted in fundamental changes in the way insurance products are offered. Application of internet in marketing of insurance products is one way of utilizing IT. The development of insurance industry in Iran, despite capacity and various capabilities are facing numerous obstacles, which are the most significant drawbacks of these technologies. In addition, there are other obstacles that challenge life insurance products. In order to provide required resources, meeting various needs and public access to diverse advantages of life insurance, now more than any time before, we need appropriate methods of marketing in this industry. This paper aims to study and measure use of the internet in insurance industry in Iran, and particularly its effect on the performance and efficiency of life insurance marketing. To do so, use of the internet as a tool for communication, marketing, sales, improving brand image, cost reduction and competitive advantages were analysed. The study results show that use of the internet will lead to higher efficiency of life insurance marketing. Moreover, it is shown that the most significant items for improving the efficiency of life insurance marketing using the internet are data bases and human resources.