DIGITAL MARKETING AND ITS PERFORMANCE ON SMALL AND MEDIUM SCALE ENTERPRISES

ABSTRACT

The purpose of this study was to determine the effect of Digital Marketing in the performance of
small and medium scale enterprises in Benin City, Edo State. To actualize the objectives of this
study, the study raised five research questions which was aligned around the digital marketing
platforms and those factors and challenges associated with digital marketing. The study covered
a sample size of One Hundred, of which same number of questionnaire was distributed a total
number of One Hundred was retrieved and used for data analysis. The data was analyzed using
descriptive survey design.
Based on the analysis it was discovered that: there is a significant relationship between social
media platforms, email marketing, search engine optimization and SMEs performance. It also
revealed that there are factors and challenges affecting the adoption of digital marketing in SMEs
performance.
As a result of these findings the following recommendations were presented: Embrace and
optimize Social media platforms, Integrate email marketing campaigns, Prioritize search engine
optimization, invest in skill development, create engaging digital content and engage stakeholders
for support.