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Title
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Dynamics of Digital Marketing Metric for Sustainable Return on Investment of Selected Dry Cleaning Small to Medium Enterprises in Harare Metropolitan Province, Zimbabwe
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Creator
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Takainga Simon
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Prof Dumbu Emmanuel
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Dr Chimwai Ledwin
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Dr Kajongwe Collen
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Abstract
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The study sought to assess the dynamics of digital marketing metrics for sustainable performance of selected dry cleaning Small to Medium Enterprises (SMEs) in Harare Metropolitan Province, Zimbabwe. Using mixed method research designs the sample size of the study was 30 participants in registered dry-cleaning SMEs. Both structured questionnaires and interview guided were used to solicit data which was analyzed using descriptive statistics and thematic analysis. Conversely, major findings of the study demonstrated that digital marketing metrics are used to build dashboards that management or analysts review regularly to maintain performance assessments, opinions, and business strategies which has a positive correlations with Return On Investment and sustainable development of dry-cleaning SMEs. In addition the study results showed that understanding digital metrics linkages is key to improving ROI, allowing businesses to align their marketing strategies more closely with financial performance goals. Based on the study result, conclusions drawn were that integrating digital metrics is essential for business growth of dry-cleaning SMEs. However, it is recommended that SMEs need training strategies to diversify and understand dynamics of metrics systems in measuring business development in the volatile competitive landscape. Therefore, longitudinal study need to be done for all SMEs as they contribute significantly to the global economy.
Keywords: Digital Marketing, Return On Investment, SMEs, Sustainable Growth, Performance
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Date
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2025
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Source
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Journal of African Interdisciplinary Studies (JAIS)
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volume
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9
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issue
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3
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issn
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ISSN 2523-6725
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pages
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47 – 65
