EFFECT OF DIGITAL MARKETING ON THE GROWTH OF SMALL AND MEDIUM SCALE ENTERPRISE IN MAKURDI - METROPOLIS

This study investigates the impact of digital marketing on the growth of Small and Medium-sized Enterprises (SMEs) in Makurdi Metropolis, Nigeria. The study's objectives are to examine the effects of digital marketing on SME growth, identify the digital marketing channels used by SMES, and explore the challenges hindering effective digital marketing adoption. The study is grounded in the Theory of Consumer Engagement (TCE), which emphasizes the importance of consumer engagement in driving business growth. A mixed-methods research design is employed, combining both quantitative and qualitative approaches. The sample size for the study is 385 SMEs in Makurdi Metropolis. A structured questionnaire is used as the research instrument. Relevant statistical tools, including chi-square analysis and descriptive statistics, are used to analyze the data. The findings reveal that digital marketing has a positive impact on SME growth, with social media, email marketing, and content marketing being the most widely used digital marketing channels. However, SMEs face challenges such as lack of technical expertise, limited financial resources, and difficulty in measuring digital marketing effectiveness. The study recommends that SMEs in Makurdi Metropolis should invest in digital marketing training, infrastructure, and expertise to overcome these challenges and reap the benefits of digital marketing. The findings of this study contribute to the existing literature on digital marketing and SME growth, and provide valuable insights for policymakers, SME owners, and digital marketing practitioners