Why firms should invest on Digital Marketing
By Ernest Mwanzi
Marketing firms carry out their business in a dynamic and uncertain environment that calls for firms to adopt strategies in order to survive. Digital marketing is the current trend in the world that firms are adopting to maintain and sustain competitive advantage.
Philip Kotler defines Digital/Electronic marketing as the use of marketing philosophies to communicate about a company’s products and services using internet technology. Digital marketing or e-marketing
integrates creative and technical components of the internet, including design, development and advertising and sales. Firms use internet to enable them to reach out to a wider customer network, to enable them learn about company products and services and lower costs of doing business.
According to studies by Hootsuite, Kenya alone has about 31.99M internet users out of a population of about 47.86M people. Out of this, 6.7M are active Social Media users – a small segments of digital marketing.
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