Effectiveness of Digital Marketing on Consumer Buying Decision Process of Insurance Services in Mombasa County, Kenya

Abstract

The study's objective was to assess the extent to which digital marketing affected Mombasa County consumers' decisions about the purchase of insurance services. The study's main pillars were the buyer behavior, reasoned action, and hierarchy of effects theories. Both a quantitative approach and a descriptive research methodology were used in the investigation. The study made use of first-hand data. This information was acquired using the drop-and-pick approach and questionnaires given to participants. The gathered data were examined for consistency, correctness, and redundancy. The study's conclusions show that Mombasa County insurance companies used digital marketing, which had a big impact on how consumers choose their products. Email marketing in particular had a big impact on how customers made purchasing decisions. Insurance companies should improve their email marketing campaigns since they have a significant impact on how consumers decide what to buy. Consumer purchasing decisions were significantly influenced by online advertising. The buying decision-making process among consumers increases as online advertising usage rises. Because online advertising directly affects consumers' purchase decisions, insurance businesses will gain more from it. The way that consumers made purchases was profoundly influenced by social media marketing. The number of consumers making purchases increases as social media marketing usage rises. Insurance companies can utilize social media marketing as a technique to attract new clients. The purchasing decision-making process of consumers was significantly impacted by mobile marketing. The number of consumers making purchases increases as mobile marketing usage rises. Increased use of mobile marketing by insurance companies will inevitably result in more clients. Finally, email marketing, web advertising, social media marketing, and mobile marketing can all successfully forecast customer purchasing decisions for insurance services in Mombasa County, Kenya. The study recommended a policy to be made with sound digital marketing procedures which can be integrated in the day to day operations of businesses so as to be able to boost the sales of fast moving consumer goods and thus improve revenue. Digital marketing is dynamic and vast, there is need for companies to be abreast with the changing modes of marketing. The study suggested further research to be undertaken for insurance firms in other countries. This would allow for a comparison of the study's findings with those of insurance companies operating throughout East Africa. This would also make it possible to generalize the results.