The Role of Digital Marketing In a Ugandan Freelance Artist's Career

Abstract

The research analyses the role of digital marketing in a Ugandan freelance artist’s career. The research is based on the emergence and wide spread use of digital marketing in Uganda during the post Covid-19 environment. During the Covid-19 lockdown, a number of small businesses took up digital marketing as module of attracting more customers for their commodities and the results were quite impressive. It’s for this reason that I set out to determine how digital marketing can affect the career of a freelance artist in Uganda. The research gives a background of marketing in the world and in Uganda and then digests the existence of digital marketing in Uganda and its various forms in Uganda. The research also establishes the most used form of digital marketing method used in Uganda which is social media marketing. The research study examines how freelance artists are utilizing social media marketing to create awareness about their businesses and hence attract more clients and customers. The research also exposes that advantages and benefits of digital marketing in reference to other traditional methods of marketing that freelance artists are used to. The research study also looks at the challenges faced by freelance artists using digital marketing in Uganda and also explores possible measures that can be taken to minimize on these challenges.