Digital marketing strategies and consumer purchase decision of online stores within Nairobi City County

Abstract

Currently, a big population use internet and computer devices as part of their essential daily need which also include emails and smart phones as well as accessing social media sites such as LinkedIn, Face book or twitter. However, few studies have shown the link between digital marketing strategies and purchase decision of online stores. The objective of the study was to determine the influence of digital marketing strategies on purchase decision from online stores within Nairobi city County. This study was anchored on Technology Acceptance model and Engel Kollat Blackwell. A questionnaire was used for data collection and descriptive statistics were used to analyse data. Drawing from the results, it’s evident that most of the online stores within Nairobi County used social media to launch new products and nearly all the organizations used social media to remind customer about existing products. Marketing over social media allows for targeted campaigning where ads are presented to customers based on their preferences or initial action and that many inquiries are received via social media about new and existing product. The study concluded that1digital marketing strategies1had a positive influence on purchase decision from online stores within Nairobi County. Social media had1sharing capabilities that allow1campaigns and articles to1be shared with multiple1followers and this helps to1create a multiplier effect1and has the capacity to1tremendously improve1sales results. Through online marketing, firms can concentrate their efforts on the audience that they truly want to offer their products or services to and gain more customers in the process. Online stores within Nairobi city County should also embrace continuous blogging, this will Keeping customers informed through daily articles can be a sure way of maintaining client base following however this is highly dependent on skill full writing and consistency with the content. It’s important to remain accessible online 2/47, Online stores within Nairobi County must create social media marketing platforms such as Facebook, twitter, Instagram etc. Online stores within Nairobi County must adopt, email marketing funnel; to maintain competitive lead, firms must embrace email marketing strategy. There is need to optimize on search engine optimization; this aim to draw internet traffic, taking advantage of this function can a go long way in building a hierarchy of followers. The study suggests that further research to be done on why specific countries are more receptive to specific digital marketing strategies and what can be done to improve on digital strategies at the firm level. The study also suggests that same study be done focusing on other physical shops such as supermarkets in Kenya in order to give factual position that reflects on overall impact of digital marketing in the sector.