O comportamento do consumidor B2B em plataformas de seguros imobiliários: a influência do marketing digital na jornada de compra de Corretoras de Seguros

Abstract

Digital insurance platforms have emerged in the context of the digital transformations within the insurance market and have been consolidating themselves as one of the main channels for the offering and contracting of policies. With increasing competition, this scenario demands new approaches and strategies from insurance brokers for acquiring new clients. Thus, the implementation of effective marketing strategies becomes essential to attract clients in the digital environment. This study aims to analyze how digital marketing influences the decision-making process of insurance brokers on B2B platforms specialized in real estate insurance, with a focus on the company Seg Imob. The research adopted a mixed approach, combining quantitative and qualitative methods. Data collection was carried out with 38 partner brokers of Seg Imob through an online questionnaire containing multiple-choice and open-ended questions, which were analyzed through content analysis and frequency distribution. The results indicate that digital marketing has a significant impact on the decision-making process, especially in the stages of need recognition, information search, and post-purchase behavior. The study also highlighted that, although digitalization is advancing, the advisory and trust-based role of the insurance broker remains essential. The research contributes both to Seg Imob and to other digital platforms in the insurance sector by indicating pathways for optimizing digital marketing strategies. In the academic field, it advances the understanding of B2B consumer behavior in the real estate insurance segment, offering a foundation for future investigations and business practices.