Ali Civan the Director of Medasist International mentioned that Turkish consumers are observed to be pretty much open to get into interaction with the brands in the Insurance Industry and they will continue to make such researches forpotential future insurance holders and insurance holders.
THE RESULTS OF THE MEDASIST INTERNATIONAL RESEARCH
Medasist International has made a research in order to get familiar with the potential of the Medasis International users’ online opinion sharing, reviewing the brands (give points/voting), generating an idea the and to analyze the emotional responses.
In this research made in Turkey, there are 1000 samples for each survey. The target market of the research is 50% women who are 16-55 years old, %k men and users who use internet at least once a week.
Medasist international research constructs the profile of the people who take a bright view of online interaction and analyze the emotional reactions of these users and interaction of these reactions with the brands. The research includes the motivations/obstacles that triggers to take action from the internet and the brands over which the consumers has taken action. According to the results of the research AXA and Aviva Insurance are on the list as brands motivating the share with a rate of 11%. %11 of the users in the research mentions Ergo %9 of them Anadolu Insurance is the most effective and motivating brand on the internet.
The Insurance Companies among the top ten are as follows:
Yapı kredi Insurance (% 7 )
Allianz Insurance (% 7)
Generali Insurance (% 6)
Liberty Insurance (% 6)
Ray Insurance (% 5)
HDI Insurance (% 5)
According to the same analysis studies made for the individual pension system in Turkey, AvivaSa, YapıKredi Pension, Anadolu Pension and Garanti Pension shares the first rank with close rates to each other of appr. %20.
It is also observed in the Medasist International Research that the tendency of the Turkish internet users to get into interaction with the brand is quite high. %37 of the users mentioned that they have interacted with another brand before while %29 mentioned that they have a high probability of interacting and the remainder %34 mentioned that their probability of interacting is even higher.
According to the statements of Sercan Vekiloglu who is the executive in charge of the internet technologies of the company in the Medasist İnternational’s research, the most significant features of the insurance and individual pension companies that encourage consumers to generate content on the internet, are being reliable, innovative, different and clear… For brands that succeeded incorporating these features within its constitution to interact with the consumers on the internet happens to be even much simpler. For other companies failing to maintain these features within, their innovative and improving ideas in the online campaigns must be stronger in order to trigger the consumer. Moreover according to the results of this research, More than %60 of Turkish internet users feel positive emotions like change, trust and happiness in 3 interaction types featured. It becomes the participation type with the highest satisfaction value of 33% and the participation type that generates highest appreciation sense takes its place as purchasing with 24%.
In the Medasist International’s research
according to the results of another content study that shared by Editor Funda Civan, %62 of the people interviewed has voting and reviewing potential even they do not know or like the brand , 35% of them share their opinion, 37% of them purchase just by their attitudes and foresight. %13 of whom join and reply the research mentions that they purchase provided that they like and adopt the brand.
THEY LEAN TOWARS INVITATIONS AND THE SOCIAL MEDIA
In case that Insurance and BES companies encourage their consumers on the internet to interaction, the users voting develop more sympathy to the brand and %85 of them has even more positive approach to the brand. This also means that the company has success and confidence and accepted by the actual and future insurance holders. Among the reasons given by respondents, there are opinion sharing, attracting customers, advertisement. %21 thinks that in order to meet the requirements of the insurance holders, encouraging them to generate content and keep sharing on the internet sites, that is to say service production by getting their opinions will be helpful and also necessary for the convergence of the social media with insurance holder-company.
FRIEND MEETINGS RECOMMENDATION OF A RELATIVE OR FRIEND
Friend meetings, recommendations of relatives and friends, one of the most important factors that internet users in Turkey can not ignore triggers the attention on the company’s web site, marketing and sharing information pretty much. Attracting the attention coming by the sponsored activities, supportive image and internet ads takes the second and third places Consecutive factors promoting purchase are mentioned to be the image of the agency or sales supply, clear information about the product, company’s recognition, affiliates and financial structures, ads on the newspapers, magazine ads, billboard and movie ads... |
