EFFECT OF DIGITAL MARKETING ON MARKETING PERFORMANCE: THE CASE AYAT REAL ESTATE, ADDIS ABABA

Abstract

his study aims to investigate the effects of digital marketing strategies on marketing performance in the context of an Ethiopian real estate company. With the increasing importance of digital platforms and the growing digitalization of the real estate industry, it is crucial to understand how digital marketing strategies impact marketing performance. This research explored the specific digital marketing strategies employed by ayat real estate companies and examine them on marketing performance measured in terms of sales, customer satisfaction, revenue. By analyzing data and conducting surveys, the study aims to provide insights for the Ayat real estate to enhance their digital marketing efforts and improve sales outcome. To meet the research subjective survey data were gathered from 349 customers of Ayat real estate company. The research used descriptive and inferential statistics to analyze data. The finding of the study indicated that there is a positive relationship between digital marketing strategies, sales revenue, profitability and customer satisfaction. Moreover, the result of regression analysis reversed that only SEO caused a statically significant positive effects marketing performance. Therefore, are commendations for enhancing marketing performance in the real estate industry. The research outcomes can serve as a guide for other real estate companies and organizations in similar contexts, helping them leverage digital marketing to achieve better marketing outcomes.