ASSESSING THE EFFECTIVE OF DIGITAL MARKETING ON THE PERFORMANCE OF ENTREPRENEURS IN THE CONTEMPORARY BUSINESS CONTEXT IN BENIN CITY, EDO STATE, NIGERIA

ABSTRACT

Digital marketing is basically the use of online or internet based digital channels to promote a company's brand of goods as a more engaging and informative substitute. This is consistent with the accessibility of internet technology, which makes it possible to carry out a variety of marketing techniques digitally. Entrepreneurs are urged to make the most use of this medium in order to develop more innovative and aggressive business practices. The objectives of this study were to determine the influence that digital marketing has on the entrepreneurial business process in Benin City, Edo State, the nature of the link between entrepreneurial productivity and digital marketing in the contemporary business context and  to ascertain the impact that digital marketing has on an entrepreneur's business process. To further comprehend the theoretical framework of this research, relevant literature was reviewed.

 A survey research design was used, and questionnaires—the study's primary research instrument—were distributed. The respondents provided a total of 60 questionnaires, which were then collected. The sample comprises 60 entrepreneurs in Benin City, Edo state, who are between the ages of 20 and above 50. The data was analyzed using the Statistical Package for the Social Sciences (SPSS, version 23). The results collected indicated that there is no major impact of digital marketing on the business processes of entrepreneurs and that there is a substantial and favorable relationship between online marketing applications and entrepreneurial business processes.The study concluded digital marketing plays a crucial role in the strategies used by many entrepreneurial firms. Currently, small business owners still have a highly viable and cost-effective choice to advertise their products or services to potential customers, thanks to digital marketing. The study recommended that certain provisions like regular power supply, stable and less expensive internet services, online security against cyber crimes and training of entrepreneurs should be provided by the government to promote an effective use of digital marketing.