Effectiveness of advertising strategies adopted by safaricom in marketing M-pesa services

Abstract

Advertising has been seen as a tool to assist many consumers as possible through a challenging decision making process. In order to exist in the business for a long period of time, Safaricom company must look for effective and efficient ways of advertising its products such as money transfer services to achieve its objectives in the current environmental dynamism and competitiveness markets which has become more difficult and challenging. The main purpose of this study was to establish the effectiveness of advertising strategies adopted by Safaricom in marketing M-Pesa services which faces stiff competitions from Zap Pesa Mkononi, Yu Cash and Orange Money. This study adopted a case study design where the population of interest was Safaricom Company and 54 working staffs from marketing department at Safaricom as the respondents. Descriptive mean standard deviation was used to analyze both primary and secondary data. The study concluded that Safaricom Company effectively used radio, television, internet; billboards in advertising M-Pesa services from the findings, the study established that Safaricom Company adopted advertising strategies for M-Pesa which increased M-Pesa services awareness enabling the optimization and overall effective return on the probability through selling the M-Pesa services persuasively and creatively. The study recommends that businesses should decisively measure effectiveness of advertising strategies to ensure that the main objective of the advertising adopted in organizations is achieved by the intended objectives of promoting and creating product awareness as well as improve the firm financial performance.