An assessment of digital marketing in telecom companies : a case of Lycamobile Uganda

Abstract

The purpose of the study was to assess digital marketing in telecom companies in Uganda basing on the following specific objectives; to establish the extent to which digital marketing has been adopted by Lycamobile Uganda, to assess the challenges of digital marketing by Lycamobile Uganda, to design a strategic framework that promotes digital marketing adaption by Lycamobile Uganda. The research design adopted for this study was cross-sectional. However, both quantitative and qualitative approaches were used in order to get a clear understanding of the variables under study. The sample size of the study population was59 employees from the stratified population of 73 and this was based on the statistical model of Krejice and Morgan (1970) table used to establish the sample size. Stratified sampling was used in selecting the samples. Respondents were stratified in different groups and purposive sampling was used to select managers and simple random sampling was used to select support staff. Data was collected by the use of questionnaire and interview guide. Analysis was done basing on descriptive statistics such as Frequency tables and graphs. Interpretation was done basing on their respective percentages. The researcher used thematic and content analysis for qualitative data collected by interview guide. LYCAMOBILE Uganda has to the low extent adopted digital marketing. This is because it does not always deliver messages about its services through internet and emails; it does not always send information in the form of text, pictures, video or audio about its services from cellular and smart phone devices. Besides that LYCAMOBILE Uganda website does not attract a big number of customers. It was recommended that LYCAMOBILE Uganda should put more emphasis on deliverance of messages about its services through internet, and LYCAMOBILE Uganda should put more emphasis on sending messages about its services through emails.