THE EFFECT OF DIGITAL MARKETING ON PERFORMANCE OF COMMERCIAL BANKS IN RWANDA (2013-2017)

The main purpose of this study was to assess the effect of digital marketing on performance of commercial banks in Rwanda. The specific objectives were to identify the common digital marketing platforms used by the commercial banks in Rwanda; to determine the extent to which the application of digital marketing has improved customers convenience as channel of performance of commercial banks in Rwanda; and to assess how the application of digital marketing help in reducing marketing cost against traditional marketing in commercial banks in Rwanda. This study employed a descriptive cross sectional survey design where it was used to gather information on a population of 243 employees. The sample sizes were 46 employees from BPR and the 25 employees from Equity Bank. In addition, the data analysis was done with the help of SPSS to show the relationship between digital marketing and performance of BPR Atlas Mara and Equity Bank Rwanda. The findings revealed that common digital marketing platforms used by commercial banks in Rwanda were Google Ad, Blogger; E-mail, and Tweeter as confirmed by respondents selected from BPR Atlas Mara, Equity Bank Rwanda. The application of digital marketing at BPR Atlas Mara, and Equity Bank Rwanda improved the customers’ convenience as channel of performance where Mobile banking, account management, Card Payments, and Money transfers were done through application of digital marketing at BPR Atlas Mara and Equity Bank-Rwanda. According to the findings there is significant effect of digital marketing on performance of commercial banks in Rwanda.