Effect of digital marketing on performance of insurance firms in Nairobi County.

Abstract

The general objective of this study was to investigate the effect digital marketing tools have towards the success of insurance in Nairobi County. The leading objectives includes establishing the influence of website marketing, social media marketing, search engine optimization marketing and content marketing on the success of insurance firms in Nairobi County. The researcher conducted a survey on the 62 accredited insurance in Nairobi County. The researcher targeted employees from marketing departments for all sampled insurance firms so as to gather the right and meaningful data concerning the impact by digital marketing tools on outcomes. Data was collected using questionnaires and analyzed with the help of data analysis software, Statistical Packages for Social Sciences version 23 was on the analysis platform and presentation of findings by statistical tables and charts. It was found that the website marketing was satisfactory (M=3.31, SD = 1.18), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .708, p = 0.000 < 0. 5) at 5% level of significance. It was found that the social media marketing was satisfactory (M=3.67, SD = 1.05), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0.954, p = 0.000 < 0. 5) at 5% level of significance. It was found that the search engine optimization was satisfactory (M=2.61, SD = 1.01), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0. 778, p = 0.000 < 0. 5) at 5% level of significance. It was found that the content marketing was satisfactory (M=3.26, SD = 1.22), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .740, p = .000< 0. 5) at 5% level of significance. The study recommended that the insurance firms invest more resources into social media marketing due to its growing popularity of among the younger population. Insurance firms should officiate their digital channels and acquire competent digital managers whose job description is to coordinate communication patterns and vet content before release to maintain quality and ensure timeliness of the release of relevant information. The study also recommended that insurance firms utilize different types of digital communication tools to increase the rate of information spread and reach a wider audience.