Effect of Digital Marketing Strategies on Business Growth in the Manufacturing Sector in Kenya: A Case of Selected Fast- Moving Consumer Goods Companies in Nairobi County

Abstract

Marketing involves all actions taken by a company to attract customers and maintain relationships with them. It plays a significant role in elaborating strategies that highlight publicity activities on product promotion to achieve growth. The purpose of this study is to establish the effect of digital marketing strategies on business growth in selected fast-moving consumer goods organisations in the manufacturing sector in Nairobi County. The objectives of the study were to identify digital marketing strategies consumers are accustomed to in selected fast-moving consumers goods companies in Nairobi County, assess business growth in the last two years (2020 and 2021) in selected Fast-Moving Consumer Goods companies and establish the effect of digital marketing strategies on business growth in selected Fast-Moving Consumer Goods companies. The study employed a research design based on primary and secondary data, with a structured questionnaire and selected financial reports. The sample size of the study was 235 customers. Data analysis was done with the help of Statistical Package for the Social Sciences 19 (SPSS 19). The study established that social media was the most known at 98.7%, followed by e-mail marketing at 89.8%, mobile marketing at 89.4%, and blog at 86.4%. The study found that Unga Limited, Procter and Gamble, and Sasini Limited are financially doing well despite the challenges faced due to Covid-19. The study also found that social media and relationship marketing had a positive and significant effect on business growth with a p-value p<0.05. From the research findings, the study recommends that Unga Limited, Procter and Gamble, and Sasini Limited should implement digital marketing strategies customers are aware of and consume the most such as social media (YouTube and Facebook) and relationship marketing, in order to come up with focused, timely and money saving strategies that generate effective results.