Digital strategies in insurance marketing in Portoviejo: An empirical analysis from the technological transformation

Abstract

Digital transformation has redefined the operational and commercial model of the insurance sector by integrating technologies , artificial intelligence, blockchain, and CRM platforms. This article empirically analyzes the impact of these digital strategies on insurance marketing in Portoviejo, Ecuador, from a qualitative, cross-sectional, and non-experimental approach. Through documentary analysis and a SWOT matrix, the study identifies strengths and challenges in the implementation of technology in  local contexts. The findings show that the use of tools such as CRM, robotic process automation, advanced segmentation, and digital channels has accelerated procedures, reduced bureaucracy, personalized offerings, and improved the policyholder experience. Furthermore, the adoption of interactive platforms and simulators has strengthened transparency and trust in the contractual relationship. However, limitations also emerge, such as the rural digital divide, lack of staff technological skills, and high implementation costs. It is concluded that there is a favorable environment for adopting emerging technologies in the city's insurance market, as long as efforts in training, technological sustainability, and cultural adaptation are coordinated. This study offers key recommendations to develop a more efficient, inclusive, and customer-centered insurance ecosystem.