Digital Marketing Practices in CANAL+ Ethiopia

Abstract

The purpose of the study is to identify the practices used in digital marketing and how these practices are implemented in CANAL+ Ethiopia. The study used qualitative and quantitative research approaches and data was collected from primary source. To oversee the objectives of the research, descriptive research design was implemented. Data was collected in the form of paper-based and online form using Google forms. A sample size of 384 customers were selected using convenience sampling. A questionnaire with three section was distributed. The data collected from the questionnaire was then analyzed using descriptive statistics. Descriptive statistics such as percentages, frequencies, mean and standard deviation were employed to analyze the data. This research focus on digital marketing practices. These practices are Brand Awareness, Search Engine Optimization, Online PR, and Interactive Ads. The result of the study showed most of the subscribers at CANAL+ Ethiopia have access to internet. Regarding to age, gender, and occupation the reachability of CANAL+ brand and logo was synonymous. The key findings also show that subscribers’ awareness to CANAL+ Ethiopia brand and is very accessible on online media. For interactive Ads and online PR, subscribers tend to lean to these practices because of the interactive and engaging content of this digital marketing practices. The research concluded that these digital marketing practices implemented by CANAL+ Ethiopia are very important for the company’s growth to overtake the number one Pay TV services provider in Ethiopia.