Effectiveness of electronic marketing on business performance case study of MTN-Uganda
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The purpose of the study was to establish the effectiveness of e marketing on business performance of MTN Uganda basing on objectives which included: To find out the e-marketing strategies used by MTN Uganda in increasing product sales. To establish the relationship between e-marketing and the volume of product sales in MTN Uganda. To find out the challenges associated with e-marketing. The study was conducted in MTN Uganda located on MTN towers in Kampala district and focused on how MTN uses e marketing strategies in its operations and how that impacts on its sales volume. Findings revealed that the e marketing strategies used by MTN Uganda include; Phone mobile marketing which involves sending SMSs to their customers about the different products and share more information relevant to the customers on how to access all MTN products and how to use them. It used E mail marketing which involves sending e mails to MTN’s cooperate customers informing them about their new products and guides on how to acquire and use them. MTN also used Conversion optimization is the system of increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. Social media marketing is the marketing of MTN products on different social media platforms for example, Whatsapp Facebook. And lastly personal branding which involves creating new unique brands of MTN products that other telecom companies have not produced. Findings also revealed that there is a strong relationship between e marketing and sales volume at Pearson correlation of 0.087. This means that the introduction of e marketing in MTN has greatly led to the increase in the product sales volume. Findings further more revealed that some of the challenges associated with e marketing in MTN are; Lack of trust from customers for the online products, inadequate infrastructure in some parts of the country like villages for example electricity which make access to the internet difficult, and lastly, the small number of internet literate people compared to the entire population of Uganda.