The Role of Digital Marketing in the Performance of Small and Medium-Sized Enterprises in Imo State, Nigeria.

Abstract:

This study examined the role of Digital Marketing in the Performance of Small and medium-scale enterprises in Imo State. Guided by four key objectives, the study explored the impact of social media marketing on brand visibility, the influence of search engine optimization (SEQ) on market expansion, the implications of email marketing on customer engagement, the effect of content marketing on customer base growth of small and medium enterprises (SMEs) in Owerri Imo state. A survey design was adopted, and data were collected from 80 employees from 10 purposively selected SME,s that have been in existence for the past four years in Owerri Municipal. Imo State.. Data analysis was conducted via Descriptive Statistics of Mean and Percentages. And the hypothesis was tested using Chi Square with the aid of SPSS version 22.0 The results revealed a positive and significant relationship between the dimensions of Digital Marketing and the Measures Performances of Small and Medium Enterprises (SME's) The study recommends that SME's in IMO State should integrate the Digital Marketing tools into their Performance and Growth strategies, particularly Brand visibility and customer Engagement, Market Expansion and Customer base Growth.