Digital marketing and performance of SMEs in Nigeria

Abstract

This study specifically determines the combined influence of digital marketing (social media marketing, email marketing, search engine marketing, mobile marketing, and internet marketing) on the performance of SMEs in Nigeria. A descriptive survey research design was adopted. The sample size of 397 was derived with the use of the Taro Yamane formula and a convenient sampling technique for data collection was equally employed. The study retrieved 374 properly filled questionnaires out of 397 questionnaires distributed to selected SMEs. The data were analysed using inferential statistics. The results revealed that Social Media Marketing, e-mail marketing, Search Engine Marketing, Mobile Marketing, and Internet
Marketing have a collective significant and positive influence on SMEs' Performance. The study concluded that SMEs that effectively leverage digital marketing strategy experience improved performance. The study recommended that SMEs should consider adopting an integrated digital marketing strategy that combines various channels to create a synergistic effect on performance.