EFFECT OF MARKETING INNOVATION STRATEGIES ONPERFORMANCE OF NATIONAL MEDIA COMPANIES IN NAIROBI CITYCOUNTY, KENYA

Abstract

Purpose of Study: The study examined the effect of marketing innovation strategies on the performance of national media companies in Nairobi City County, Kenya. Specifically, it assessed how digital marketing platforms, social media campaigns, audience analytics, innovative promotional strategies, and new communication channels influence organisational performance, including audience engagement, operational efficiency, competitiveness, revenue growth, and content delivery.

Methodology: The study adopted a descriptive survey research design and used a census sampling technique. The target population comprised 110 key decision-makers and section heads from national media companies in Nairobi City County. Primary data were collected using semi-structured questionnaires, with 102 completed questionnaires returned, representing a 92.7% response rate. Data were analysed using descriptive statistics, Pearson correlation, and regression analysis in SPSS version 28.

Findings: The findings revealed that marketing innovation strategies were widely adopted among national media companies, with an overall mean score of 4.138. Digital marketing platforms recorded the highest mean score (M = 4.210), followed by social media campaigns (M = 4.180), new communication channels (M = 4.150), innovative promotional strategies (M = 4.100), and audience analytics(M=4.050). Organisational performance also recorded a high overall mean of 4.218. Pearson correlation showed a strong positive and statistically significant relationship between marketing innovation and organisational performance (r = 0.642, p < 0.01). Regression analysis indicated that marketing innovation explained 41.2% of the variation in organisational performance (R² = 0.412), while the regression coefficient was positive and significant (β = 0.712, p < 0.001). The regression model was statistically significant (F = 70.113, p < 0.001).

Conclusion: The study concludes that marketing innovation strategies significantly enhance the performance of national media companies in Nairobi City County. Investment in digital marketing platforms, social media campaigns, audience analytics, innovative promotional strategies, and new communication channels strengthens audience engagement, operational efficiency, competitiveness, and content delivery. Media companies should therefore sustain investment in marketing innovation and related organisational capabilities.