Perceived Influence of Digital Marketing on Marketing Performance of Jumia Kenya

Abstract

Digital marketing sprung in the past decade and provided organizations and customers with various social media networks geared towards attaining both branding goal and marketing communication. Digital marketing strives to offer more inclusive techniques regarding customer relationship. The usage of the internet for advertising through e-mail, splash display, banners, and viral marketing have provided new communication channels that can be explored by organizations to improve on their marketing capabilities. Digital advertising essentially refers to various forms of marketing media that are digitally displayed for instance on the smart phones, internet as well as on other hand-held media devices. The aim of the study was to assess the perceived influence of digital marketing on the marketing performance of Jumia Kenya. A descriptive cross-sectional design was employed, and a questionnaire was used to collect data from the target population which comprised all the 31 employees working in the digital and the sales and marketing departments of Jumia Kenya. Data was analyzed quantitatively. The study found that to a great extent online advertising was the most used digital marketing platform and that digital marketing had increased brand awareness and recognition. The study established that the sales revenue grows every year by over 30%. Amidst all these successes, some of the challenges facing Jumia included lack of adequate infrastructure to promote digital marketing, lack of adequate training on the operation of the online platform and keeping up with the digital trends. The study concluded that online advertising was the most used digital marketing platform and that digital marketing had increased brand awareness and recognition. The company therefore needs to leverage further on the key digital marketing tools that greatly impact on its performance in order to be competitive