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<p style="text-align:justify;">Since 2015, Botswana&nbsp;Human Resource Development Council (HRDC) has been using digital marketing&nbsp;platforms to promote its services and reach out to its stakeholders, customers&nbsp;and clients. This was meant to augment traditional marketing platforms such as&nbsp;television, radio and newspapers, which were not reaching out to all&nbsp;stakeholders due to geographical spread. As a result, the Botswana HRDC decided&nbsp;to incorporate digital marketing in its Marketing Communications Strategy.&nbsp;After this shift, it became necessary to know whether digital marketing&nbsp;platforms, mainly Facebook and Twitter, were achieving the intended results.&nbsp;The study sought to investigate the effectiveness and efficiency of digital&nbsp;marketing on the promotion of Botswana HRDC’s services. The study targeted&nbsp;Botswana HRDC stakeholders, customers and clients. A mixed-methods research&nbsp;approach was used. Purposive sampling was used to select 420 respondents, of&nbsp;which 348 answered a questionnaire, while 26 participated in interviews, and&nbsp;two focus–group discussions were conducted with seven and 13 respondents, respectively.&nbsp;The response rate was 82.4 per cent.&nbsp; The&nbsp;findings suggest that participants generally preferred to use digital&nbsp;marketing; however, due to the unaffordability of data to some and&nbsp;inaccessibility of the internet in rural areas, some still preferred&nbsp;traditional marketing platforms. The findings also showed a relationship&nbsp;between the use of digital marketing platforms and the type of stakeholder,&nbsp;age, position, location and level of education. The findings further&nbsp;recommended the use of Instagram, WhatsApp and Pinterest. The significance of&nbsp;this study is that the research findings inform Botswana HRDC on how to plan&nbsp;for its next strategic plan of 2021–2026 on digital capacity building, agility,&nbsp;management, budgeting and how best to exploit digital marketing for reaching&nbsp;out to all types of stakeholders.</p>

mbrq.2021.18.04.pdf

Original Research 

mbrq.2021.18.04.xml

Effectiveness of Digital Marketing on the Promotion of the Botswana Human Resource Development Council’s (HRDC) Services