| dc.description.abstract | Digital marketing is one of the strategies used by firms for marketing communication and
products promotion. Digital marketing contributes to the marketing mix by connecting with
clients and creating leads to new business opportunities. Digital marketing creates
prospects for firms to interconnect and engage their target clients in a more efficient and
effective way. Nevertheless, the prospects of this tool have remained unexploited to the
full. The purpose of this research was to determine the extent of adoption of digital
marketing and its influence on the performance of cut flowers exporting firms in Kenya. A
qualitative and quantitative research was conducted using semi-structured interviews
targeting 30 cut flowers exporting firms in Kenya. The outcomes show that Digital
Marketing has an incredible impact across all elements of firms’ performance. It’s noted
that digital marketing significantly improved revenue, improved market share, and
increased profitability. Firms using digital marketing have shown better performance than
their counter parts using conventional marketing strategies. Its major benefit emanates in
its exceptional capability to provide information in a personalized and interactive way
without the restriction of time and place. Digital marketing is a genuine strategy for
marketing communication. Companies that invested to harness the power of Digital
Marketing claim better returns, more customers and more sales. E-mail marketing, digital
displays, websites and online advertising are the most commonly used digital strategies in
cut flowers exporting firms in Kenya. For cut flower firms to remain competitive and
maintain their position in the market, they should use digital marketing strategies. The
study findings concludes that there is a strong correlation between digital marketing and
performance of flower firms and therefore recommends that cut flower firms that have not
been using digital marketing should to a large extent adopt digital marketing to be
competitive and enhance organizational performance. The study recommends that further
research to be done on why specific countries are more receptive to specific digital
marketing strategies and on what need to be done to improve on digital marketing at the
firm leve | en_US |
