Effect Of Digital Marketing Tools On Performance Of Businesses In Real Estate Sector In Nairobi County

Abstract

As marketing has become a very important tool for every industry to reach the consumer it has become very complex as to decide what the right medium for marketing is. As the world has modernized dramatically in the last decade digital media has reached every home and hence become a very important vehicle for marketing. This project covers digital marketing trends and its future, general problem faced and a few suggestions to overcome it along with few cases. The real estate industry has increasingly attracted the attention of investors in the recent Past. With such increase, it has been expected that the industry will significantly grow and thus fulfill its role in provision of substantive returns as well as the basic need of housing in Kenya. This has not been the case and thus this study sought to establish the effect of digital marketing tools on performance of businesses in real estate sector. The study employed descriptive research design. The questionnaires were used by the researcher as an instrument of collecting primary data. The target population included real estate investors. These included 145 employees, who represented the total number of employees found in Real estate investors, from the real estate in Kenya (Nairobi County). A simple random sampling technique was used to select a sample size of 145 real estate investors. Descriptive statistics and regression inferential statistics were used for analysis with the help of SPSS program. Tables were used in data presentation. The study found out that the probability value of 0.000 indicates that the regression relationship was significant in determining how email marketing, web solutions, mobile marketing and social media affect firm performance. From the ANOVA table, the independent variables were statistically significant predicting the dependent variable since adjusted R square was 0.883 implying that email marketing, web solutions, mobile marketing and social media explains 88.3% variation in Firm performance. The study concluded that web solutions affect the performance of the company greatly and positively, that social media affects performance of the business positively, that mobile marketing affect performance of the business in a very great extent and that email marketing affect performance significantly and greatly. The study recommends that Real estate companies should mix and match various mediums such emails, social media and mobile phones to reach their desired target audience for this will help to spread awareness among them and to influence buyers behavior thus companies must formulate an effective Integrated Marketing Communication plan where they can combine various tools to grasp maximum prospects. The study further recommends that the firms should come up with digital marketing strategies such as driving traffic. This includes keyword strategy where the firms insert related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic.