| Abstract: | This study investigates the effect of digital marketing on the marketing performance of Ethio
Telecom, a leading telecom provider in Ethiopia, amidst a landscape of rapid digital
transformation. It focuses on how various digital marketing strategies specifically mobile
marketing, website marketing, social media marketing, and email marketing impact the
organization’s marketing performance metrics. Employing a quantitative research approach,
data were collected from 231 employees through structured questionnaires, achieving an
impressive 82% response rate. The analysis utilized descriptive statistics, correlation, and
multiple linear regression techniques via SPSS software, allowing for a comprehensive
examination of the relationships between these digital marketing strategies and marketing
performance outcomes. The findings emphasize the critical importance of robust digital
marketing initiatives to enhance customer engagement, improve brand visibility, and drive sales
growth. Remarkably, effective mobile marketing was found to significantly increase customer
interaction, while optimized email content led to higher conversion rates. Additionally,
increased social media engagement fostered community building and brand loyalty, and a wellstructured website marketing strategy proved essential for attracting and retaining customers.
Based on these insights, recommendations for Ethio Telecom include strengthening mobile
marketing efforts to reach a broader audience, optimizing email content for enhanced relevance
and personalization, increasing social media engagement to build a loyal customer base, and
appraising current website marketing strategies to ensure effective connections with target
audiences. This research contributes to the growing body of knowledge on digital marketing
within the Ethiopian telecommunications sector, offering valuable insights for practitioners
seeking to leverage digital tools for improved marketing outcomes and enhanced performance
in an increasingly digital marketplace. |
