Digital Marketing and Performance of Small and Medium Scale Enterprises in Kogi State, Nigeria
Abstract
Small and medium scale enterprises (SMEs) play a critical role to the socio-economic development of Nigeria considering its potentials in job creation, reduction of poverty, enhancing entrepreneurial skills and mitigation of rural-urban migration but for the SMEs to strive it requires to apply an aggressive marketing tool owing to the reality of stiff competiveness in such a market. This study on digital marketing and Performance of small and medium scale enterprises in Kogi State examine the relationship between the application of digital market tools and performance of SMEs in Kogi State. Specifically, the objective is to examine the impact of social media marketing, email marketing, internet marketing and mobile marketing on the performance of SMEs in Kogi State. The population was an infinite population which comprised of all the owner Managers of SMEs in Kogi State. The sample size was determined using the Godden sample size determination formular and a sample size of 384 was reached. The study adopts a descriptive research survey design, and correlation analysis were used to test the four hypotheses. The study concluded that digital marketing adoption by SMEs enhances performance and that digital marketing has a positive effect on SMEs sales growth in Kogi State. Based on the findings and conclusion, the study recommends that there should be proper sensitization and training of SMEs on the available digital marketing options and how it can be utilized. And the application of digital marketing tools like social media marketing, email marketing, internet marketing and mobile marketing should be properly integrated by SMEs as the major means of carrying out their transactions thus through such measures the performance of SMEs will not only be improved but it will be sustained.