The Role of Digital Marketing in Achieving Strategic Success: An Applied Study in the Iraqi General Insurance Company

Abstract

The research presented the impact of digital marketing on achieving strategic success. The Iraqi Insurance Company chose to implement and measure this impact by testing the correlation and impact relationship between the independent variable (digital marketing) with its dimensions (attraction, immersion, retention, and communication) and the dependent variable (strategic success) with its dimensions (survival, adaptation, learning, and growth). The research problem was embodied in the question: Does the company being researched realize the importance of digital marketing in achieving strategic success in a rapidly changing competitive environment? A questionnaire was used as the primary tool for collecting data and information, in addition to utilizing other tools to assist in data collection, such as official documents, annual reports, and statistics. Statistical programs (SPSS V.24 - Excel 2013) were used to analyze the data by analyzing the responses of the research sample, which numbered (seventy) respondents from the employees of the Iraqi General Insurance Company, as the research sample. These included department managers and their assistants, divisions and unit managers, and sales representatives. The researcher also adopted statistical methods from The most important of these are (relative importance, standard deviation, arithmetic mean, Pearson's correlation coefficient, simple linear regression model, and multiple linear regression). Through their research, the researchers reached the following key conclusions: Companies possess highly qualified employees capable of successfully performing the tasks assigned to them, with technical (insurance) specializations, which supports their capabilities in the process of persuasion, marketing, and building good relationships with customers. This is reflected in the company's sales and market share. The researcher concluded with a set of recommendations, the most important of which is that the management of the company under study should seek the assistance of experts with technical and administrative experience from within or outside the company to obtain their opinion before proceeding with signing a contract or rejecting insurance projects that could benefit the company. It is also necessary to make room for qualified individuals to assume decision-making management positions. In this way, we avoid issuing decisions characterized by bias and prone to errors of bias and favoritism.