DIGITAL MARKETING AND THE GROWTH OF SMEs IN NIGERIA

ABSTRACT

This study examined the ef ect of digital marketing on the growth of SMEs in Nigeria. To achieve this, several digital channels were used such as content, pay per click, email, mobile and online af iliate marketing were understudied in respect to growth of SMEs. A sample size of 105 respondents were selected from Egor and Ovia North East local government area, Edo state, through a convenient sampling method, in structured questionnaires were formulated and administered via a link to respondents. The data collected were examined using both descriptive and inferential statistics. Descriptive statistics such as frequencies, means, percentage and cumulative percentage were used; inferential statistics such as regression analysis and Pearson product moment correlation Coef icient were also used to analyze the data through the use of statistical package for social sciences (SPSS) v.24.00 software. The study’s findings revealed digital marketing channels such as content marketing, pay per marketing, email marketing, mobile marketing and online af iliate marketing have a statistically significant relationship with the growth of SMEs in Nigeria. It was recommended SMEs should adopt digital marketing tools such as content marketing, pay per marketing, email marketing, mobile marketing and online af iliate marketing in creating awareness, nurturing leads and to compete in their dynamic and competitive market.