Enhancing Digital Marketing at MK Publishers Limited, Kampala (Uganda).
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Date
2023
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Abstract
The purpose of the study was to explore the strategies of enhancing digital marketing at MK Publishers Limited, Kampala. The study was guided by the following research objectives; To establish the most effective digital marketing tools currently applied by MK Publishers Ltd, to examine the challenges faced by MK Publishers Ltd.’s customers served via digital marketing channels and to propose initiatives to enhance the effectiveness of digital marketing at MK Publishers Ltd.
A population of 252 customers of MK Publishers Ltd was engaged and using purposive, stratified and proportionate sampling techniques, A sample of 148 customers was taken into consideration during the study. After data collection, 132 useable questionnaires were returned representing 89.2%. A cross sectional and quantitative research design was adopted. Findings from the study revealed that management of MK Publishers Ltd should focus more on how to engage clients and staff on WhatsApp and making the website more interactive by creating options like the question-and-answer sections that everyone can easily access information from. Findings further revealed that management of MK Publishers Ltd needs to look at the highlighted challenges such as generic or automated responses, inconsistent response times and sharing of personal information to find mechanisms to address them. Last but not least findings also revealed that there is a need for clearer guidelines and deadlines especially on query resolution in addition to creating room for training staff in areas of digital marketing.
It is therefore, recommended for management of MK Publishers Ltd to create a clear communication strategy with its customers that use the digital marketing channels, carry out staff capacity building programmes such as digital training and literacy that will enable them and their customers understand digital adoption strategies, create a well-defined framework for recognizing and tackling performance related challenges across different levels of digital adoption, prioritize customer queries regarding digital adoption strategies, encourage active involvement of all stakeholders in the planning and designing of digital adoption strategies and lastly set up uniform performance metrics to consistently evaluate and compare the progress of the digital adoption strategies applied at MK Publishers Ltd. This would improve the organization’s performance and sales revenues.
Description
A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN B).
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Samuel, K (2023) Enhancing Digital Marketing at MK Publishers Limited, Kampala (Uganda). Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.