Assessment Factors Affecting Digital Marketing Effectiveness: In the case of Ethiotelecom
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Date
2024-01-18
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A.A.U
Abstract
This study described the assessment factors affecting digital marketing effectiveness in the Ethiotelecom. It focused on four key independent variables: infrastructure, search engine optimization (SEO), brand awareness, and organizational dimension. The research aimed to predict how advancements in infrastructure would affect digital marketing performance, assess the impact of evolving SEO strategies on visibility and effectiveness, evaluate the growing significance of brand awareness in customer engagement, and analyze how changes in organizational dimension might influence marketing success. Data were collected through a survey from 384 respondents to gain quantitative insights into the anticipated effects of these factors on digital marketing performance. A qualitative approach was also employed, conducting a thorough literature review of relevant academic, articles and published thesis. Additionally, secondary data from reports and case studies on digital marketing practices and similar contexts were included to enhance the findings and provide a broader perspective. By integrating both primary and secondary data, the research aimed to establish a comprehensive framework for understanding the evolving dynamics of digital marketing in the Ethiopian Ethiotelecom . The findings were expected to offer valuable recommendations for refining digital marketing strategies, particularly in boosting online sales and customer engagement over time. Ultimately this study contributed to the existing literature on digital marketing in developing countries and proposed actionable strategies for improving marketing effectiveness. The central research question was to assess what factors affect digital marketing practices at Ethiopia Telecom-Ethiotelecom ?