IMPACT OF DIGITAL MARKETING ON PERFORMANCE OF BUSINESSES IN MAIDUGURI, BORNO STATE.

ABSTRACT This study examines the impact of digital marketing on the performance of businesses in Maiduguri, Borno State, Nigeria. The rapid growth of digital technologies has transformed the way businesses promote their products and services, making digital marketing an essential tool for business growth and sustainability. Despite its increasing relevance, many businesses in Maiduguri are yet to fully adopt or effectively utilize digital marketing strategies. The study specifically investigates the influence of digital marketing tools such as social media marketing, email marketing, and online advertising on business performance indicators including sales growth, customer satisfaction, and profitability. A survey research design was adopted for the study, and data were collected through structured questionnaires administered to selected business owners and managers within Maiduguri. The data collected were analyzed using descriptive statistics and inferential techniques. Findings from the study reveal that digital marketing has a significant positive impact on business performance. The results show that businesses that actively engage in digital marketing experience increased customer reach, improved customer engagement, and higher sales turnover compared to those relying solely on traditional marketing methods. However, the study also identifies challenges such as limited digital skills, poor internet connectivity, and inadequate financial resources as major barriers to effective digital marketing adoption. The study concludes that digital marketing plays a crucial role in enhancing business performance in Maiduguri. It therefore recommends that business owners should invest in digital marketing tools and training, while relevant stakeholders should provide support through improved digital infrastructure and awareness programs.