ROLE OF DIGITAL MARKETING STRATEGIES IN ENHANCING PROJECT PERFORMANCE: A CASE OF EAZZY DIGITAL BANKING PROJECT IMPLEMENTED BY EQUITY BANK RWANDA LTD.

Abstract

The general objective of this study was to examine the role of digital marketing strategies in enhancing the performance of the Eazzy Digital Banking Project. The population consisted of 321 employees of Equity Bank Rwanda Ltd. The sample size of 178 participants was determined using the Slovin formula. This study used simple random sampling to ensure that every individual in the target population has an equal chance of being selected. Data were analyzed using SPSS version 28 to provide meaningful conclusions on how digital advertising, technology adoption, digital collaboration, and digital research strategies influence the performance of the Eazzy Digital Banking Project implemented by Equity Bank Rwanda Ltd. The study presents the coefficients for each variable. For Digital Advertising Strategy, the coefficient (B) is 0.188 and a Sig. of 0.000. Since the p-value is less than 0.05, the researchers rejected the null hypothesis and concluded that digital advertising has a significant positive effect on project performance. For the technology adoption strategy, the B value is 0.466 and a Sig. of 0.000. With a p-value less than 0.05, the null hypothesis is rejected. This variable has the highest beta coefficient, indicating it has the most significant positive impact on the project's performance. For the digital collaboration strategy, the B value is 0.179 and the Sig. is 0.000. The p-value is less than 0.05, leading to the rejection of the null hypothesis. This signifies that digital collaboration strategies significantly enhance project performance. For Digital Research Strategy, the B value is 0.141 and a Sig. of 0.008. The p-value is less than 0.05, so the null hypothesis is rejected. The study concludes that the implementation of digital marketing strategies has a profound and positive impact on the performance of the Eazzy Digital Banking Project. Equity Bank Rwanda Ltd should increase its investment in digital advertising platforms to further promote awareness of its digital services.