Abstrakt
Marketing communication on the market in the 21st century is dominated by social media. We can’t imagine functioning in the real world without being constantly present in them. The potential of social media is more and more often recognized by companies, which reach their audience faster with their message in precisely such a manner.
The classic model of marketing communication described, for example, by P. Kotler is still up-to-date. However, it takes on a different character, because the speed of the transmission has an impact on immediate feedback. Therefore, social media constitute a challenge for companies selling their standardized products and services on the market. On the one hand, the message reaches current and potential recipients, on the other hand, we immediately receive feedback sent consciously in response to the message. If the answer is missing, we can – taking advantage of social media – find out what the recipient did with “our” message.
Speaking about social media, we usually don’t go into details, treating the audience almost uniformly (the distance barrier does not exist). From a different point of view, it seems that it is the consumers – local and large-scale recipients – that constitute the base of such activities. Perhaps this is true, as can be proven by effective campaigns and the financial results of companies representing different sectors. However, it seems that omitting other recipients is a mistake. According to the authors, insurers offering their products in the agricultural segment do not fully benefit from the potential of social media.
The article aims to indicate unused possibilities of social media concerning the sale of insurance products in the agricultural segment. To achieve the goal, the authors will explain the essence of social media and how important are social media relations. They will take advantage of their own research carried out in this segment in 2020. In addition to describing insurance, these studies also addressed the use of social media (the extent of using them by farmers).
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