EFFECT OF DIGITAL MARKETING ON PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN OBI-AKPO LOCAL GOVERNMENTAREA, PORT HARCOURT, RIVERS STATE

This research study was to examine the effect of digital marketing and performance of small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State. This study was restricted to some selected small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State. However, the study objectives were; to determine the effect of email marketing on the performance of small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State, to examine the effect of search engine marketing on the performance of small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State, to evaluate the effect of mass media marketing on the performance of small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State, to assess the effect of social media marketing on the performance of small and medium scale enterprises in Obi-Akpo Local Government Area, Port Harcourt, Rivers State. More so, the study was anchored on Theory of Collective Intelligence, Network/Social Network Theory, The Innovation Adoption Theory and Generational Theory. In the sample and sampling techniques, those interviewed in the small scale and medium scale enterprises consist of all the employees. This was done using the simple random sampling techniques. The data for this study were analyzed using simple percentages and presented through frequency tables. The study concluded that, businesses need the information to succeed in today’s rapidly changing environment because the growth of the Internet has opened up a vast arena, providing more opportunities for businesses. It recommends that, SMEs need to know the digital techniques to use and how to maximize customer reach towards better competitiveness.