Abstract:
The purpose of this study was to look at the effects of digital marketing on advertising firms in Harare Metropolitan Province of Zimbabwe. A lag in incorporating digital advertising technology like social media marketing, Online Marketing, Email Marketing and Affiliate Marketing by advertising firms and how they impact firm performance in this digital era necessitated the study. The study reviewed digital advertising-related literature from various authors. The study focused on advertising professionals' experiences, a quantitative, interpretive approach was used as a case study approach. A total population of 200 firms were randomly selected and questionnaires were sent through WhatsApp and Emails. The researcher used judgemental sampling in drawing respondents for participation in the study from employees of advertising firms. Most preferred were those at managerial levels. Data drawn from respondents were presented using tables, pie charts, and bar graphs before they were analysed and interpreted using SPSS and SEM. The study found that most firms now preferred digital advertising to traditional advertising because of its ability to reach out to clients faster and employees required additional training to use digital advertising channels and platforms to be efficient and progressive. It was discovered that advertising firms need to boost their investment in digital marketing and improve graphics, content and access to attract more customers, increase sales volume and boost profitability. The study concludes that digital advertising firms have increased firm performance. The study recommends that for advertising firms to remain competitive, and profitable, regain their market share, and build a strong competitive advantage, they must put in place adequate structures for the successful implementation of digital advertising strategies. A multi-stakeholder approach is required to improve advertising revenue, there is a need to search brilliant ideas from its employees, competitors, universities and advertising clients. Finally, the company should regularly conduct training workshops on digital advertising usage to equip its employees to improve efficiency and productivity.
