Influence of Digital Marketing Strategies On Sales Performance of Mobile Network Operators in Kenya

Abstract

The study examined the influence of digital marketing strategies on sales performance of the mobile network operators in Kenya. The specific objectives sought to examine the influence of social media marketing, content marketing strategy, search engine marketing and digital advertising. The research was guided by technology acceptance, the diffusion of innovation, and agency. A descriptive research approach was employed. The study targeted marketing departments of Safaricom Plc, Telkom Kenya, and Bharti Airtel Kenya. A total of 2223 sales representatives from the marketing division participated in the study. The study employed stratified sampling to select participants, who were then chosen using a simple random technique. Data was gathered using a structured questionnaire. A pilot study was conducted with 22 Safaricom employees to assess the questionnaire's content validity. Reliability was evaluated using Cronbach's alpha. The study analyzed quantitative data using descriptive statistics like percentages, means, and standard deviations, and inferential statistics, including multiple regression and correlation. The findings were presented in tables and figures. Overall, digital marketing strategies significantly boost sales performance for Kenyan MNOs, with social media marketing (β=1.203; p=.000) being the most impactful. The research concludes that social media promotion significantly aids Kenyan mobile network providers by improving sales through direct customer interaction. Digital marketing allows companies to cut costs while attracting more leads. Companies used content marketing to increase brand awareness and build trust, while search engine marketing captured audience interest at key moments. The study recommends that companies develop targeted advertising campaigns focusing on specific demographics and regions. The company needs to capture attention instantly.