Effect Of Digital Marketing Strategies On Organizational Performance Of Soft Beverage Manufacturing Companies In Nairobi County, Kenya

Abstract

Digital marketing strategies are important for enhancing brand visibility, engaging with a wider audience, and driving consumer loyalty, making them essential in competitive markets. However, soft beverage manufacturing firms in Nairobi County face challenges such as integrating new technologies, measuring the effectiveness of campaigns, and managing the rapid pace of digital trends. These obstacles hinder the full realization of digital marketing's potential, limiting its impact on growth and customer retention. This study seeks to examine the effects of digital marketing strategies on the organizational performance of soft beverage manufacturing companies in Nairobi County. The study’s specific objectives are: to establish the effect of digital advertising strategy, content marketing strategy, social media marketing, and e-mail marketing strategies on the performance of soft beverage manufacturing companies in Nairobi County. The study was grounded on the; dynamic capability view which was the anchoring theory, the diffusion of innovation theory, and the technology acceptance model. A descriptive research design was used. The study targeted 10 soft drinks manufacturing companies in Nairobi County as the unit of analysis while 127 employees in the soft drinks companies were the unit of observation. The study applied the Taro Yamane formula to obtain a representative sample size of 97 participants with a 95% confidence level and an error margin of 0.05. The research used self-administered questionnaires in the primary data collection. The drop-and-pick method is used because it enables the target respondents to have ample time to answer the questions. Results were presented in tables and graphs. There were measures of dispersion, which included standard deviation that were utilized in the study. Inferential statistics were also used in data analysis involving regression analysis to examine the relationship between digital marketing strategies and organizational performance. The response rate was 91%. Digital advertising and Organizational performance revealed a β= 0.389, and a p-value of 0.001. Content marketing and organizational performance revealed a β= 0.258, and a p-value of 0.001. Social media marketing and organizational performance revealed a β= 0.270, and a p-value of 0.015. Email marketing and organizational performance revealed a β= 0.217, and a p-value of 0.007. The study concluded that digital advertising, content marketing, social media marketing, and email marketing had a positive and significant influence on organizational performance. The study recommends that soft beverage companies prioritize digital advertising by leveraging data analytics and interactive features. Marketing teams should be trained on current digital trends and strategies and continuously monitored for improvement. High-quality, SEO-optimized content marketing, including blogs and videos, should be created and shared via targeted social media campaigns. Maintaining fresh, engaging content is key to sustaining visibility and sales. Email marketing should be enhanced through personalization, interactivity, and targeted messaging. Consistency and feedback integration are vital to strengthening customer relationships and boosting performance.