Salient attributes affecting use of digital marketing in the Tanzanian banking industry: the case of CRDB Bank

The study focuses on assessment of salient attributes affecting use of digital marketing in Tanzanian banking industry. CRDB bank was used as a case study with the study objectives perception of usefulness, accessibility, conveniences, exposure and confidentiality towards effectiveness of its use of digital marketing. The data were collected by using questionnaire from bank customers whereas about 110 were collected and bank employees to which about 25 questionnaires were collected. The findings revealed that majority of respondents have access to internet facilities as well as digital marketing information as agreed by a total of 89 (66.4%) respondents through SMS text, social media, banks website and digital outdoor advertisement. In the multiple regression analyzed the model was statistically significant with R- square value of 0.103 or 10.3% which means that the model accounts for only 10.3% variance for effectiveness of digital marketing in Tanzanian banking industry. Furthermore, accessibility was observed to be more effective in determining the influence of digital marketing in banking followed by perceived usefulness. Other factors influencing effectiveness use of digital marketing but having less effectiveness were exposure, convenience and confidentiality. Eventually the study recommends that banks recognizes the importance of accessibility in DM and hence concentrate in provides customers with information’s that suits customers economic and capabilities situations.