THE IMPACT OF DIGITAL MARKETING ON BUSINESS PERFORMANCES IN ONLINE FOOD MARKETING AND TELECOMMUNICATION INDUSTRIES, THE CASE OF DAR ES SALAAM, TANZANIA
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Abstract
The objective of the paper was to find out the impact of the digital marketing in business Performances on online Food marketing Company namely Jumia Food Tanzania Limited and Mobile telecommunication company namely, Vodacom Tanzania Limited in Dar es Salaam. The nature of this study was descriptive as the research design was cross sectional research, which was applied due to the fact that, it allows economies of scale in data collection, minimizes time and resources and undertakes in-depth data collection. Social media and Brand equity were found to be important elements in adoption and influencing effective digital marketing communication platform for better business performances, whereas attributes which did not influence digital marketing were Search Engine Optimization, LinkedIn, text messaging and affiliate marketing.Public and Private Sector in Tanzania should cooperate and find out means and methods of promoting the digital marketing applications to the Tanzanian Community, through Public and Private Participation in investment on digital marketing communications. This will enhance better business performances for the better national development
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