The applicability of digital marketing strategies among SMES in Uganda: a case of Nakawa division

Abstract

This study aimed to analyse the applicability of digital marketing strategies among Small and Medium Enterprises (SMEs) in Nakawa Division, Kampala. The specific objectives were to examine the current digital marketing strategies employed by SMEs, identify the challenges faced in implementing these strategies, and propose strategies for improving the effective use of digital marketing tools. A descriptive research design was employed, using a quantitative research approach. The study targeted a population of 843 SMEs operating within Nakawa Division, comprising restaurants, beauty salons, cleaning service businesses, and grocery businesses, with respondents selected using simple random sampling. The findings revealed that digital marketing adoption among SMEs in Nakawa Division remained generally limited, with social media marketing, website updating, search engine optimisation, customer engagement, and content marketing all underutilised despite recognition of their potential benefits. Major challenges included limited financial resources, the perceived high cost of online advertising, inadequate digital marketing skills, difficulty in using advanced digital technologies, poor internet connectivity, inadequate ICT infrastructure, rapidly changing technologies and social media algorithms, and competition from larger businesses. The study recommended continuous digital skills training, greater use of data analytics to guide marketing decisions, integration of multiple digital marketing channels, development of quality and personalised content, and adoption of affordable digital technologies. Regular monitoring of customer behaviour, website traffic, and campaign performance was also suggested to improve resource allocation and marketing effectiveness. Future research should investigate the effectiveness of digital marketing training programmes for SME owners and employees, with an emphasis on their impact on digital competencies and adoption of advanced digital marketing tools. Key words: Digital Marketing, Small and Medium Enterprises (SMEs), Nakawa Division.