THE EFFECT OF VIDEO MARKETING ON BRAND AWARENESS (CASE STUDY OF SMALL BUSINESS IN BAUCHI METROPOLIS)

This study investigates the impact of digital marketing strategies on the sales performance of SMEs in Bauchi Metropolis. Utilizing a structured Likert-scale questionnaire distributed to 141 SMEs, the research evaluates the effectiveness of Social Media Marketing (SMM), Affiliate Marketing, and Search Engine Marketing (SEM) on sales outcomes. The findings reveal that Instagram Marketing and SEM significantly enhance sales performance, with Instagram showing the strongest positive impact. Conversely, Affiliate Marketing demonstrates a negative effect on sales performance, suggesting potential issues in its implementation or effectiveness for SMEs in this context. The study employs multiple regression analysis to confirm the significance of these relationships and uses ANOVA to validate the overall model. Recommendations for SMEs include prioritizing Instagram Marketing, optimizing Facebook strategies, reevaluating Affiliate Marketing approaches, and investing in professional SEM services. The research highlights limitations such as the sample size and self-reported data biases, and suggests future studies explore additional marketing strategies, regional comparisons, and emerging technologies. This work contributes to a deeper understanding of digital marketing’s role in SME sales performance and provides actionable insights for improving marketing practices.