An evaluation of the effectiveness of digital marketing in the Zimbabwean fuel retailing sector: The case of Petrotrade

Abstract

From prior literature it was generalised that digital marketing can improve business operations through customer acquisition, retention and satisfaction. However, the available literature is based on studies conducted mainly focusing in Europe and North America; hence this attempt to fill the research gap by evaluating the effectiveness of digital marketing from a Zimbabwean petroleum industry perspective. This study was based on a single case design of Petrotrade. The research study adopted an interpretivist research philosophy using qualitative research approach. The researcher administered personal interviews using semi-structured questionnaires. Purposive sampling was used to draw up respondents from the organisation’s staff and customers. Analytical tables were used to display gathered data and all responses from questions were analysed to determine co-themes, relationships and patterns. It was established that Petrotrade was not realising the full benefits on the use of digital marketing channels as brand awareness was noted to be very low. Petrotrade brand was not viewed as a household brand. Furthermore, it was discovered that the macro environment was pushing Petrotrade in the implementation of smart payment system. Despite Petrotrade’s use of Digital Marketing tools, it was established that the management lacked appreciation and commitment to integrate and coordinate the effective utilisation of the tools. Budgetary constraints were also cited as another hindrance to the exploration of digital footprints. In line with these findings, the study recommends that Petrotrade fully integrates DM channels that are in use to redeem lost market share. It is also recommended that the company embrace the use of social media and the engagement of backward integration.