The Role of Internet Marketing Strategies in Lead Generation to Small Enterprises in Nairobi Central Business District, Kenya

Abstract

This study focused on the role of internet marketing in lead generation to small enterprises in Nairobi Central Business District. The study objectives were to establish the extent to which small businesses are using different marketing strategies to generate leads and to identify the key challenges small businesses, face while implementing internet marketing strategies for lead generation. The research was a descriptive survey with a sample size of 52 small enterprises. Primary data was collected using questionnaires from small enterprises along Moi Avenue, Nairobi Central Business District. The collected data was analyzed using frequencies, percentages, means and standard deviation. The results of the study revealed the extent of internet marketing and its usage for generating sales leads for small enterprises. The study established that whilst businesses understand the value it brings for new customers, they do not put in place internet marketing strategies for sophisticated use other than using it for interacting with customers. Accordingly, the lack of finances to invest in internet marketing integration as well as lack of skilled IT personnel topped the challenges highlighted in the study. The findings of the study may influence a positive business practice to enterprises by contributing to more effective internet marketing strategies towards boosting business growth by attracting customer traffic. This will affect the larger economic system by stimulating growth.