Digital Marketing Strategies and Performance of Top 100 Medium Sized Companies in Nairobi City County, Kenya
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Date
2022
Authors
Ndung’u, Joseph Muragu
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The value and importance of medium-sized businesses in a knowledge-based economy has long
been recognized. Medium-sized businesses, on the other hand, face enormous difficulties and
dangers in order to thrive in a competitive climate. For many of such aforementioned businesses,
digital marketing is unfamiliar territory, and because technology is continuously improving,
previous techniques must be updated to fit the current market. As a result, medium-sized
businesses confront numerous obstacles when it comes to online marketing. This study therefore,
investigated the effects of digital marketing strategies on performance of top 100 medium sized
companies in Nairobi City, Kenya. The specific objectives were to establish the effect of search
engine marketing, digital advertising, viral marketing and social media marketing on
performance of top 100 medium sized companies in Nairobi City County, Kenya. The study
would be useful to the management of top 100 medium sized companies in Kenya in establishing
how digital marketing strategies influence their performance and the national government and
policy makers in formulating policies geared to effective implementation of digital marketing
strategies on performance of medium sized companies sector. The study was guided by balance
score card model, technology acceptance model and marketing equities theory. Descriptive
research design was employed. The population consisted of marketing managers of these
medium size enterprises within Nairobi City County, Kenya as observed by an annual survey
done by KPMG together with the nation media group year 2020. A census of 100 companies was
done. The collection of data was done using questionnaires that was in a structured form. Since
the study population comprises of 100 respondents, 10 respondents, marketing managers of the
medium sized companies, were involved in the pilot study to ensure in case any errors or items
have been left are identified and solved. Content validity was used since it has the capability of
measuring the level at which a collection of a number of items is representative of what the
instrument is intended to achieve. The study assessed the instruments reliability using Cronbach's
alpha coefficient. In regard to this, the study achieved a coefficient at 0.785. Analysis of the
qualitative data was done using content analysis method. Analysis of quantitative was done
descriptively by using mean and standard deviation. The determination of the level at which
variables link to one another was achieved through inferential analysis involving correlation and
regression analysis. Search engine marketing, viral marketing, digital advertising and social
media marketing were found to have a significant influence on the performance of Kenya’s top
100 medium-sized companies with a combined R2 value of 0.744. The study concluded that
search engine marketing captures the audience's attention at the right time, which means the
organization gets content and ads in front of a highly engaged target audience that is actively
looking for similar offers, all at a low cost and without having to impose on them. Through
messages that spread quickly from person to person, viral marketing generates interest in a brand
or product and thus potential sales. Digital advertising allows the organization to save money
while also generating more leads and the study also concluded that social media marketing is one
of the most cost-effective digital marketing methods for syndicating content and increasing
business visibility. The study recommended that the organizations should publish relevant,
authoritative content because quality content created specifically for the intended user increases
site traffic, which improves the authority and relevance of the organization's site. The
organization should have an immediate attention-grabber that stops them in their tracks. The
organization should prioritize conversion over leads. a follower persona is necessary for the
organization because it provides the focus required to share relevant, useful content and to guide
your social media strategy, and the same can be said for goals.
Description
A Research Project Submitted to the School of Business,
Economics and Tourism in Partial fulfilment of the Requirement
for The Award of the Degree of Master of Business
Administration (Marketing Option) of Kenyatta University
Keywords
Digital, Marketing Strategies, Performance, Medium Sized, Companies, Nairobi City County, Kenya