research paper on marketing management in ethiopia

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The Effects of Digital Marketing on Business Performance: The Case of Ethio-telecom

2023, The Effects of Digital Marketing on Business Performance: The Case of Ethio-telecom

This study investigates the effect of digital marketing on business performance in Ethio-telecom. Data was collected from a sample of 195 employees working as managers, team leaders, supervisors, and professionals in Ethio-telecom using a well-structured questionnaire. The study uses inferential statistics and quantitative analysis to analyze the data. The results indicate that digital marketing has a positive impact on the organization's business performance, with certain tools having a more significant effect than others. Specifically, the study finds that search engine optimization, social media, email, mobile marketing, website, and online advertising all contribute positively to the organization's business performance. The findings suggest that utilizing various digital marketing tools can enhance business performance, and organizations should focus on the most effective tools for better results. This study provides valuable insights for managers and marketers in Ethio-telecom to make informed decisions regarding digital marketing strategies and improve business performance. It contributes to the existing literature on digital marketing and business performance by examining the case of Ethio-telecom and its unique context.

Related Papers

Felix chille

The objective of the paper was to find out the impact of the digital marketing in business Performances on online Food marketing Company namely Jumia Food Tanzania Limited and Mobile telecommunication company namely, Vodacom Tanzania Limited in Dar es Salaam. The nature of this study was descriptive as the research design was cross sectional research, which was applied due to the fact that, it allows economies of scale in data collection, minimizes time and resources and undertakes in-depth data collection. Social media and Brand equity were found to be important elements in adoption and influencing effective digital marketing communication platform for better business performances, whereas attributes which did not influence digital marketing were Search Engine Optimization, LinkedIn, text messaging and affiliate marketing. Public and Private Sector in Tanzania should cooperate and find out means and methods of promoting the digital marketing applications to the Tanzanian Community,...

Journal of Research and Innovation for Sustainable Society

Tawanda Mushayavanhu

Changes in the past few years has seen digital marketing becoming very active in communication, online advertising and sales growth. Customers value brands that provide convenience, dependability and personalisation at all times and everywhere. Medical aid companies have not been spared from these changes. These companies need to keep an eye on the paradigms of digital marketing as the fastest growing marketplace, so that they design robust strategies that leverage on the opportunities available in the digital space. A cross-sectional survey was carried out on 30 medical aid companies in the capital city Harare, Zimbabwe. An expert sampling strategy was used with a sample of 30 managers selected being experts in area under study. Data was collected using a closed-ended questionnaire. Statistical Package for the Social Sciences (SPPS) was used to analyse data and regression model indicate a significant contribution of each digital marketing strategy on market performance of medical aid companies in Zimbabwe. Significantly, the findings indicated that only Search Engine Optimisation (SEO) has a strong positive relationship with market performance. This suggests that medical aid companies should leverage on SEO and find ways to optimise the other digital marketing strategies so that they contribute more to their market performance. Keywords: digital marketing strategies, market performance, medical aid companies

Benson James Lyimo

The purpose of this study was to assess the influence of digital marketing on performance of banking industry, a case of Barclays Bank, Tanzania. The specific objectives were to determine the influence of social media marketing on the performance of the banking industry, to analyse whether the use of web solutions lead into the performance of the banking industry and to examine the usage of mobile phone marketing on the performance of the banking industry. This research employed descriptive research design because the nature of this study is to evaluate and describe the effect of digital marketing tools on performance of banking industry. Simple Random Sampling was used to select respondents and questionnaires was developed and distributed to all members who were involved in the study. Data was collected using questionnaires distributed to a sample of 100 respondents. The data was analysed through multiple regressions by using Statistical Package for Social Science (SPSS) version 25 for windows. The results from the analysis revealed that social media provide customers with personalized, location-and time-sensitive information and increase brand awareness. Also, mobile phone marketing increase level of ease of data handling and level of ease of reach-ability to client. Moreover, study findings revealed that web solutions increase ability to quickly access information through use of search engines. The study recommends that Barclays bank should fully embrace digital marketing tools and services so as to have competitive edge and improve service delivery to its customers.

European Journal of Business and Management

francis kibera

The objective of the study was to establish the influence of e-marketing practices on the performance of telecommunications companies in Kenya. The population of the study comprised all telecommunications companies licensed by the Communications Authority of Kenya. Primary data were collected from managers using a semi-structured questionnaire while secondary data were obtained from industry performance reports. Data analysis involved descriptive statistics, factor analysis and regression analysis. The results revealed statistically significant relationship between e-marketing practices and organizational performance. Organizations that are able to adopt novel strategies that include e-marketing practices are capable of reporting better performance. Keywords: e -marketing practices, offline marketing, online marketing, organizational performance, telecommunications companies, kenya

Dr. Theodore J Bagwell

Social media has altered how people lives and institutions in ways that people are only beginning to comprehend. The main objective of this study was to examine the effect of social media marketing on the marketing performance of telecommunication firms in Kenya, Safaricom Limited. Primary data were collected from 168 employees of Safaricom Limited using a questionnaire. Data analysis was done using simple regression in the Statistical Package for the Social Sciences (SPPS) and Microsoft excel to generate quantitative reports. Consequently, the study found that Facebook marketing, Instagram marketing, Twitter marketing, and YouTube marketing had significant positive effects on the sales performance of Safaricom Limited in Kenya. The study also found that social media improved the performance of the organization as it offered a platform for marketing at a cheaper cost compared to other forms of marketing available. As a result of improvement in technology, the study established that social media increased the competitiveness of the firm. The study also established that promotional campaign boosted performance of telecommunication firms in Kenya as it increased sales and revenue beyond the promotion period. As a result of real-time customer feedback facilitated by social media, the study established that customer feedback on social media enabled the firm in understanding the needs of customers hence meet them better thereby promoting customer loyalty.

International Journal of Academic Research in Business and Social Sciences

UMMI MUNIRAH SYUHADA MOHAMAD ZAN

The objective of the study was to ascertain the effect of e-marketing practices on the performance of telecommunications companies in Kenya. The population of the study was drawn from all telecommunications companies Kenya. Primary and secondary data were used where a semi-structured questionnaire was used to collect primary data while secondary data was extracted from industry performance reports. Data was analyzed using descriptive statistics, factor analysis and regression analysis. The findings showed statistically significant relationship between e-marketing practices and organizational performance. Results of the moderating effect of competitive environment on the relationship were equally statistically significant. The results imply that organizations that have adopted e-marketing practices have also been able to record better performance. This relationship is however moderated by competitive environment meaning that while e-marketing practices contribute to organizational pe...

Zenodo (CERN European Organization for Nuclear Research)

Gideon Uboegbulam

IJSSIT Publication

More people are relying on sources they trust such as e-marketing than trusting commercially driven institutions such as news broadcasting agencies and advertisers. Hence, being truthful and genuine on platforms such as Facebook, Twitter, LinkedIn and Twitter can help a business build a huge base of loyal customers. This study aimed at establishing the effect of e-marketing marketing on performance of the fruit processing industry in Kenya. The study was guided by four objectives. The study established that social networks influenced organizational performance to a great extent. The study also found out that technology influenced the performance of the organization to a great extent. Further the study established that promotional campaign influenced the performance of the organization to a great extent. The study also found out that customer collaboration influenced the performance the organization to a great extent. The study concluded that social networks influenced organizational performance to a great extent. The study also concluded that technology influenced the performance of the organization to a great extent. Further the study concluded that promotional campaign influenced the performance of the organization to a great extent. The study also concluded that customer collaboration influenced the performance the organization to a great extent. Based on the findings the study recommends that organizations should create social networks, in the form of online brand communities, with customers as members which will allow them to interact with the customers and help in the exchange of information thereby allowing them to get a valuable feedback regarding their products and merchandise. The study also recommends that organizations adopt e-marketing to generate innovations and translate them into actionable ideas with the aid of their customers. The study also recommends that organizations should adopt e-marketing so as to increase the collaboration and learning from customers in various ways, for instance by novel social ways of providing and receiving feedback from new products and concepts.

Nickenson Cauilan

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms' sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm's sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

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Marketing Management

College/Institution : CBE

Department/School/Center : School of Commerce

Program title: BA in Marketing Management

Program duration (in years) : Three for regular and Four for extension

Study Language: English

Credits and the equivalent ECTS :     ECTS – 180 and Credit 110

Mode of delivery: Regular and Extension

Program Objective:

General Objectives – students of this program will get an exciting opportunity to combine business knowledge with professional expertise and develop the confidence to look forward to a career to understand, create, communicate, and deliver value and satisfaction to customers. The program is designed to provide students an in-depth understanding of how to achieve total customer satisfaction through the use of appropriate marketing skills. It is also aimed to develop flexibility, adaptability and independence to enable our graduates to cope in a rapidly changing economic, social and technological environment in an innovative way. Finally, the program aims at producing marketing professionals that can contribute a lot to the development of modern marketing practices in Ethiopia.

Specific Objectives – students will be able to:

• Be Familiar to the theories, concepts and models of marketing management.
• Apply the fundamental terms, concepts and theories of contemporary marketing activities in selected marketing situations.
• Comprehend behavior of customers that are relevant for marketing decision.
• Carry out marketing management functions in global environment where influences flow across international borders.
• Perform marketing research to generate market information that can facilitate effective marketing decisions.
• Make ethical decisions with respect to marketing activities.
• Manipulate marketing mix variables to achieve organizational objectives.
• Contribute their own share to the development of marketing practices.

Admission requirements – Admission to all regular degree programs is based on:

• 12th grade completion at least with minimum qualification to join higher education
• Having minimum diploma in related fields and with two years work experience as an advance standing and CoC certified.
• And others as per   the national admissions requirements set by the MoE.

Graduation requirement

• 180 ECTS (110 credits); a minimum CGPA & MGPA of 2.00, no Fx, F, NG, I grades in any course and compliance with other regulation of the University.

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