ONLINE MARKETING AND SME's PERFORMANCE

ABSTRACT

Electronic marketing involves using Information and Communication Technology (ICT) to reach diverse customers, even in their comfort and distant zones. Electronic marketing is to identify the important elements of electronic marketing and strategic issues, organizational and operational efficiency for businesses operating in the e-commerce market. As a result of this, this study focused on online marketing and SME’s Performance. In order to achieve this, a descriptive survey research design was used in eliciting response gotten from respondents. A structured questionnaire was administered to collect data from all working staffs in all SMEs within Benin City, Edo State. While the sample size was restricted to 360 employed workers. The collected data was analyzed using the simple percentage table. In the findings, it was revealed there is a significant effect of online marketing on small and medium enterprises, in respect to brand awareness. It was also revealed that there is a significant relationship between information and communication technology (ICT) and performance of small and medium enterprises in Benin City, Edo state, Nigeria. The study recommends thatSMEs that have not been using Email marketing to a large extent should do so in order to be competitive and enhance their performance, it was also recommended that advertising campaign should be emphasized more on search engine since a good number of the population makes us of this platform.