The Effect of Digital Marketing on Organizational Performance in banking sector: In the case of selected Commercial Bank (Addis Ababa Area)
No Thumbnail Available
Date
2024-06-03
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
A.A.U
Abstract
This study delves into the examination of the Effect of Digital Marketing on Organizational
Performance within the banking sector, focusing particularly on three prominent banks
situated in the Addis Ababa area: Commercial Bank of Ethiopia, Bank of Abyssinia, and
Zamzam Bank. The research adopts a quantitative approach, incorporating both descriptive
and explanatory research designs to comprehensively explore the relationship between
digital marketing strategies and overall organizational performance. A total of 252
participants contribute to the study, comprising branch marketing managers and marketing
department employees from the head offices of the selected banks. The sample size is
meticulously determined using a combination of probability and non-probability sampling
techniques. Specifically, 255 respondents are drawn from branch marketing managers, while
an additional 15 participants are selected from the head office marketing departments. The
analysis is conducted using regression analysis techniques implemented in SPSS software.
The findings reveal significant positive correlations between various digital marketing
strategies—such as Search Engine Optimization (SEO), Social Media Marketing, Mobile
Marketing, and Email Marketing—and the overall organizational performance of the
selected banks. Notably, Social Media Marketing emerges as the most influential factor
contributing to organizational success, indicating the critical role of digital platforms in
enhancing bank performance. Based on the study's outcomes, it is recommended that banks
proactively adapt to digital marketing trends to remain competitive in the rapidly evolving
banking landscape. By leveraging digital marketing strategies effectively, banks can achieve
sustainable growth and maintain relevance in the highly competitive financial services
sector. This research contributes to the existing body of knowledge by providing valuable
insights into the transformative potential of digital marketing in the banking sector.