Author(s): Alemayehu Bakalo & Chalchissa Amantie
The central purpose of this research is to investigate the role of digital marketing practices in the organizational performance of the commercial bank of Ethiopia. The study used a descriptive research design and an interpretive qualitative research approach was employed in this study. To get reliable and insightful information about digital marketing practices respondents were, 15 interviewees were purposively selected. Data were collected by in-depth semi-structured interviewee questions that were conducted with digital managers and other key managers from a commercial bank. The research findings revealed the role of digital marketing in bank speed operation; it saves time and increases customer satisfaction in our bank, helps to increase customer intention in the bank, increase marketing efficiency of the bank, effective digital tools used in commercial bank telegram, Facebook, Twitter and at the center/ head of commercial bank they used digital marketing. The study concluded that digital marketing has a positive influence on the organizational performance of banks. The study suggests that Bank should use social media like Facebook, Telegram, Twitter, YouTube, and Instagram, for all internal and external communication to desired target customers, Ethio telecom should strengthen the network of banks to advance digital services and impart training for an unskilled customer as well as employees of the bank. Lastly, this study suggests that commercial banks should use the opportunity that exists in our country for digital marketing