Effects of Digital Marketing Channels on Market Performance of Micro, Small and Medium Enterprises: The Case of Ambo, West Shewa, Ethiopia

In the ever-changing global economy, digital marketing channel has emerged as a crucial strategy for businesses seeking to enhance their market presence, engage with customers, and promote growth. This presence and engagement have shown significant impact performance of marketing of Micro Small and Medium enterprise. The paper has included the effect of social media marketing, email marketing, content marketing and mobile marketing effects of the marketing performance of MSMEs. Both descriptive and explanatory research design has employed with the total population of 311 MSMEs sector with the employees of 1,108 from Ambo town Ethiopia. 173 of MSMEs were selected with 286 sample representatives of employees. Surveys were collected from these using five-point Likert Scale. Both descriptive and inferential statistics were analysed. The finding indicate that social media marketing has strong positive relationship with marketing performance of business enterprise and using content marketing results in increase in marketing performance of MSMEs. The researcher has recommended that using email marketing in addition to other variables will bring more profit for MSMEs.