Enhancing Sales Revenue in Tanzania Small and Medium - Sized Enterprises (SMEs): A Comparative Analysis of Digital Marketing Impact in Morogoro Municipality

Abstract

The purpose of this study was to conduct a comparative study of sales revenue among Small and Medium - Sized Enterprises (SMEs) utilizing digital marketing and those not employing digital marketing in Tanzania by using Morogoro Municipality as a case study. The study employed mixed research approach and a cross - sectional research design. A total of 100 SMEs were involved in the study. Data were collected by using questionnaires. The collected data were analyzed by using descriptive statistics. SMEs employing digital marketing strategies experienced significant increases in sales revenue, while those without digital marketing observed declines. The study emphasized the importance of embracing digital marketing, tailoring strategies to target audiences, and staying adaptable to market trends. Recommendations of the study included investing in training programs, allocating sufficient budget for digital marketing activities, adopting a multi - channel approach, monitoring effectiveness, staying up - to - date, and seeking professional assistance. These findings contribute insights for SMEs in Morogoro Municipality to optimize their digital marketing efforts, enhance revenue generation, and maintain competitiveness in the digital real.