Digital Marketing Contributions on Performance of commercial Banks in Rwanda .Acase study of Bank of Kigali.

Abstract

The study assess the the digital market  contributions on performance of commercila Banks in Rwanda.The study employed  a descriptive cross- section survey design where it was used to gather information on the population of 10 customers and 23 employees at asingle point in time. The sample populatin included 10 staffin sales department, 23 employees of marketing department at BK. It was established that application of diital marketing  helps in reducing costs against the tradtional marketing methods in commercial banks in Rwanda, where 30 %  of the respondents at Bk affirmed that digital marketing reduces costs for Banks  at a  higher  a  level; while 70%  of the respondents at BK  said that digital  of marketing  reduces costs of marketing at a very  high level. In a nut shell,  the  findings from this study, concludes that there is a sgnificant contribution of digital marketing on performance of commercial Banks in Rwanda and Bank of Kigali in particular. And thus recommends, that commercial banks in Rwanda should invest more in digital platforms  so as to be in position  to take  full advantage of the digital marketing potential.