Exploring the Usage of Digital Marketing among Selected Agricultural Marketing Co-operatives in Morogoro, Tanzania

Abstract

Digital marketing has revolutionized the way businesses attract and engage potential customers for their products and services. It has transformed the traditional marketing mix into a sophisticated digital ecosystem capable of executing millions of marketing activities in seconds. However, the extent to which cooperatives leverage digital marketing remains largely unexplored. This research utilized a quantitative descriptive approach, gathering data from 114 members and management teams of Agricultural Marketing Cooperative Societies (AMCOS) in Morogoro, Tanzania. Data were collected through closed-ended questions directed at AMCOS leaders and members in March 2024 and subsequently analyzed using descriptive statistics. The findings reveal that the concept of digital marketing is not well understood among cooperatives, and its usage is minimal. The most used digital marketing tools include mobile marketing via SMS, voice calls, calendar functions, photos, and videos, followed by social media marketing. The study indicates that where digital marketing is applied, it has increased efficiency, expanded reach, and reduced operational costs. These findings highlight a significant opportunity for cooperatives to enhance their marketing strategies by adopting digital tools more effectively. Policymakers and cooperative leaders should prioritize digital literacy and infrastructure development to fully harness the potential of digital marketing in this sector.