INFLUENCE OF DIGITAL MARKETING STRATEGIES ON SME GROWTH & COMPETITIVE ADVANTAGE IN BAUCHI STATE

ABSTRACT This study investigates the influence of digital marketing on the growth and competitive advantage of Small and Medium Enterprises (SMEs) in Bauchi State, Nigeria. In a rapidly evolving digital economy, SMEs must leverage digital platforms to remain competitive. The research examines four major digital marketing strategies: social media marketing, search engine optimization (SEO), email marketing, and paid online advertising. Using a quantitative approach, the study collected data from 385 SME operators in Bauchi State, determined using Krejcie and Morgan’s (1970) sample size table. The data were analyzed through SPSS and multiple regression to assess the relationship between digital marketing practices and business growth, as well as their impact on competitive positioning. The findings reveal that all four digital marketing strategies positively influence SME growth and competitive advantage, with paid advertising having the most significant effect on brand visibility and customer acquisition. Social media marketing, SEO, and email marketing also contributed to increasing customer engagement, improving market positioning, and fostering brand loyalty. This study underscores the crucial role of digital marketing in helping SMEs in Bauchi State thrive in a competitive marketplace. The research recommends that SME owners prioritize digital marketing training, explore cost-effective digital tools, and advocate for government initiatives to enhance digital literacy and resources for local businesses. Further studies are suggested to explore the long-term impact of digital marketing on SME sustainability in different sectors across Nigeria.