Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya
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Date
2024
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IJARKE Business & Management Journal Vol. 6, Issue 4
Abstract
The effect of digital marketing on success of Small and medium enterprises serve in Kenya is not clear and most studies have
presented contextual gaps, conceptual gaps and methodological gaps. The general objective was to ascertain the effect of
digital marketing on the performance of SMEs in Nairobi City County, Kenya. The specific objectives were to determine the
influence of search engine marketing, content marketing, data-driven marketing and social media marketing on performance of
Small and medium enterprises serve in Nairobi City County, Kenya. The research was underpinned on technology acceptance
model, marketing equity theory, social penetration theory and innovation diffusion theory. Descriptive research design was
used where 17,116 SMEs were targeted. Stratified sampling was used to cluster the SMEs into seven categories. Krejcie and
Morgan sampling technique was used to sample 290 SME owners. Primary data was gathered through a questionnaire. A pilot
study was done in Nairobi City County and targeted 29 SMEs owners, at least five from each the seven categories. The
research analyzed data through SPSS where descriptive and inferential statistics was generated. Data was displayed in tables
and figures. The study concluded that search engine marketing, content marketing, data-driven marketing and social media
marketing affected the performance of SMEs in Nairobi City County, Kenya and that search engine marketing, content
marketing, data driven marketing and social media marketing all had a favorable and substantial effect on the performance of
SMEs in Nairobi County. The research recommended that these organizations should prioritize achieving high search engine
rankings for their website and ensuring that the website is easily accessible which would improve the overall performance of
the agencies. Organizations, regardless of their overall effectiveness in content marketing, should prioritize the creation of an
audience. Analyze the coherence and retention of their ideas to enhance their overall effectiveness. businesses should give
priority to conversion rather than leads. In the current market, this involves analyzing data to identify the specific locations
where prospective clients allocate their time, and then tailoring relevant material to target them. organizations should
determine the social media platform on which their target audience allocates the most amount of time.
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