The Influence of Digital Marketing Strategies on Competitive Advantage Among Large Media Houses in Nairobi County Kenya

Abstract

A growing number of firms are turning to digital marketing to reach their particular target audiences as the internet's impacts have permeated every facet of everyday life. As more prospective users join the digital age, a rising number of consumers are turning to digital marketing. Rise in digital marketing methods has been fueled by the proliferation of low-cost web-enabled phones as well as Internet-enabled devices being used in practically every facet of everyday life. Research was conducted with the overarching goal of learning how digital marketing tactics are changing the competitive landscape for Kenya's biggest news organizations. The theoretical frameworks for this research were Michael Porter's theory of competitive advantage, the disruptive innovation theory, and the technology adoption model. A cross-sectional descriptive research strategy was adopted for this investigation. While social media and online marketing were shown to have a substantial influence on digital marketing strategies, they were also found to have a substantial impact on digital marketing strategies. A favorable association between digital marketing and competitive advantage was discovered. According to the findings, most of Kenya's main media outlets are successfully using digital marketing to get an edge over the competition. The success of digital marketing tactics may be seen in the aforementioned examples of digital applications. The big media organizations in Kenya have seen an increase in brand quality as a consequence of the implementation of digital initiatives, giving them an edge in the market. According to the findings, significant media organizations may increase the quality of their service delivery not only via the use of digital marketing methods, but also by hiring employees who are fully invested in providing the best possible customer care.