Mr Study On The Awareness And Adoption Of Digital Marketing Strategies
Case Study Of Smes In Lagos State Nigeria
Nduneche Ezurike
Ligs University Hawaii
Keywords: Digital Marketing, SMEs, Adoption of Digital Marketing Strategies
Abstract
Abstract
The application of digital marketing strategies such as content marketing, email marketing, social media marketing and search engine optimization amongst SMEs can aid visibility and guarantee business transactions. It can also enable a business to customer (B2C) communication thereby enhancing customer patronage and profits for SMEs. Hence, this study investigates the awareness and adoption of digital marketing strategies among Small and Medium Enterprises (SMEs) in Lagos State, Nigeria. This study was anchored on the Technology Acceptance Model (TAM) whilst the Survey Research Method was used with the questionnaire serving as the instrument of data collection. The population of this study comprised of SMEs in Lagos State and the Taro Yamane formula was used to calculate a sample size of 398 respondents for this study. Purposive sampling technique was used to select respondents who partook in this study. Findings showed that a lot of SMEs operators in Lagos State are aware of digital marketing strategies. Findings also revealed that there is a low rate of adoption of digital marketing strategies among SMEs in Lagos State. The paper provides valuable insight and recommends that SMEs in Lagos State should adopt digital marketing strategies as this would help in increasing business visibility, play pivotal roles in customer acquisition and retention and also improve sales.