The effectiveness of digital marketing at Centenary Rural Development Bank : a case of Mapeera Branch

Abstract

This study assessed the effectiveness of digital marketing at Centenary Rural Development Bank, Mapeera Branch. The study was guided by three objectives which included examining identifying the different forms of digital marketing used by Centenary Rural Development Bank, examining the challenges affecting the use of digital marketing at by Centenary Rural Development Bank and suggesting strategies that can be adopted to improve use of digital marketing at by Centenary Rural Development Bank The study used cross-sectional survey design while considering quantitative approach. The study targeted 74 participants but 65 managed to respond registering the 88.0% response rate. Data was collected from the field using a questionnaire. The study revealed that Centenary Rural Development Bank actively utilizes various digital marketing strategies to engage customers and enhance its online presence. Social media engagement and mobile marketing techniques were highly recognized and effective, while the production of online content, influencer marketing, affiliate collaborations, and Pay-PerClick advertising were also positively perceived. However, strategies such as Search Engine Optimization, personalized email campaigns, native advertising, and the use of Artificial Intelligence tools were less consistently recognized, suggesting that while these initiatives exist, their visibility and impact are still limited among some customers. Furthermore, Centenary Rural Development Bank faces several challenges in effectively utilizing digital marketing. Key issues include concerns about customer data privacy and security, rapid technological changes, shifting customer preferences, inconsistent branding across platforms, frequent algorithm changes, high competition from online advertisements, limited financial resources, and inadequate technical expertise among staff. Then, several strategies can be adopted to improve the use of digital marketing at Centenary Rural Development Bank. Key strategies include developing a structured digital marketing strategy with clear goals, implementing audience segmentation, offering personalized digital services, utilizing data analytics tools, applying SEO best practices, selecting appropriate social media platforms, maintaining active digital engagement, using personalized and automated email campaigns, partnering with credible influencers, integrating Artificial Intelligence, improving user-friendly digital platforms, regularly monitoring performance metrics, and providing continuous staff training on emerging technologies.