Abstract: The value and importance of medium-sized businesses in a knowledge-based economy has long been recognized. Medium-sized businesses, on the other hand, face enormous difficulties and dangers in order to thrive in a competitive climate. For many organizations, digital marketing for small businesses is unfamiliar territory, and because technology is continuously improving, previous techniques must be updated to fit the current market. As a result, medium-sized businesses confront numerous obstacles when it comes to online marketing. This study therefore, investigated the effects of search engine marketing on performance of top 100 medium sized companies in Nairobi City, Kenya. Descriptive research design was employed. The population consisted of marketing managers of these medium size enterprises within Nairobi City County, Kenya as observed by an annual survey done by KPMG together with the nation media group year 2020. The respondents were sampled using stratified method on the basis of the company category. The respondents were purposively selected. The collection of data was done using questionnaires that was in a structured form. Content validity was used since it has the capability of measuring the level at which a collection of a number of items is representative of what the instrument is intended to achieve. The study assessed the instruments reliability using Cronbach's alpha coefficient. Analysis of the qualitative data was done using content analysis method. Analyses of quantitative was done descriptively by using mean and standard deviation. The determination of the level at which variables link to one another was achieved through inferential analysis involving correlation and regression analysis. Search engine marketing, was found to have a significant effect on the performance of Kenya’s top 100 medium-sized companies. The study concluded that search engine marketing captures the audience's attention at the right time, which means the organization gets content and advertisements in front of a very interested target audience that is actively looking for comparable deals, all for a low cost and without having to impose on them. The study recommended that the organizations should publish relevant, authoritative content because more people visit sites with high-quality content that is tailored to their needs, which raises the authority and relevance of the organization's website.
Keywords: Search Engine Marketing, Performance.
Title: EFFECT OF SEARCH ENGINE MARKETING ON THE PERFORMANCE OF KENYA'S TOP 100 MEDIUM-SIZED COMPANIES
Author: Joseph Muragu Ndung’u, Dr. John Mutinda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 1, April 2022 - September 2022
Page No: 502-508
Research Publish Journals
Website: www.researchpublish.com
Published Date: 21-September-2022
