Analyzing digital marketing effectiveness in the pay TV industry a case study of multichoice Uganda Ltd

Abstract

The purpose of this study was to analyze the effectiveness of digital marketing strategies in the Pay TV industry, with MultiChoice Uganda Ltd as the case study. The objectives were to explore the digital marketing strategies used by the company, identify challenges in their implementation, and investigate recommendations for more effective use. An exploratory research design employing a qualitative approach was used to gain deeper insights into participants’ perceptions and experiences. The study population comprised 15 marketing professionals at MultiChoice Uganda including 4 digital marketing managers, 4 social media specialists, 3 content creators, and 4 marketing analysts who were purposively sampled, with all participating in the interviews. Purposive sampling was used, and all 15 respondents (100%) participated in the interviews. Findings indicated that most respondents emphasized segmentation as vital for delivering targeted messages, such as exclusive international content for premium subscribers and affordability focused messages for GOtv customers. However, network instability, unclear package details, and budget constraints restricted campaign reach and customer engagement, while skills gaps, outdated infrastructure, and technological challenges limited marketing innovation and execution. Externally, strong market competition, regulatory delays, and preferences for traditional media reduced digital impact. Respondents suggested personalizing campaigns using advanced analytics and AI, adopting emerging platforms like TikTok, and leveraging influencer marketing to engage younger audiences. Short-form videos and interactive content were recommended to enhance brand relevance. The study concluded that, alongside segmentation and multichannel communication, addressing budgets, staff training, and technology upgrades was crucial for improving engagement and retention. Subject keywords; Digital marketing, Pay TV industry, Multichoice Uganda Ltd