DIGITAL MARKETING AS A KEY DRIVER OF SALES IMPROVEMENT AMONG SMALL AND MEDIUM SCALE ENTERPRISES IN NIGERIA

Abstract

One of the clear challenges of small and medium enterprises in achieving its objectives is how to improve sales through adaptation to digital marketing world. Hence, this study investigates existence of relationship between digital marketing and sales improvement of small and medium enterprises in Nigeria. To achieve this objective, Primary data were collected from randomly sampled 387 small and medium enterprises in Nigeria, through structured questionnaire. Data collected covered characteristics of sampled firms, digital marketing strategies in use by the firms and information on sales. In analysing the data, descriptive statistics, percentages, frequencies, regression analysis are used. The result of the analysis show that digital marketing tools such as e-mails, search engine optimization, pay per click and online advertising are related to sales of businesses with significant effect on sales improvement of SMEs. However, the result suggests that for SMEs to sustain improved sales in the sector there is need to take advantage of more than one of the digital tools as part of marketing strategies.