EFFECT OF ELECTRONIC MARKETING ON PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES) (A STUDY OF SELECTED SMES IN ADO-EKITI)

ABSTRACT This study is based on the effect of electronic marketing on performance of small and medium scale enterprise (SMEs) in Nigeria (a study of selected SMEs in ado-Ekiti). The study critically look into the following objectives: the effect of personalized e-mail on performance on SMEs; Examine the effect of Search Engine Marketing (SEM) on performance of SMEs; Investigate the effect of telephone marketing on performance of SMEs; the tota1 population of this study was 150, both primary and secondary data sources are used in this study. Primary data is collected through structured questionnaires distributed to the sales personnel of small and medium scale enterprise (SMEs) Nigeria, selected SMEs in Ado-Ekiti while Secondary data is obtained from the company's internal reports, performance records, existing literature on E-Marketing, and relevant academic journals, In conclusion, personalized email campaigns, Search Engine Marketing (SEM) and telephone marketing all contribute significantly to SME performance, particularly when used in a targeted and strategic manner. These marketing channels not only help drive customer engagement and satisfaction but also contribute to revenue growth and competitive advantage. However, challenges such as competition from larger firms and resource limitations must be addressed to unlock the full potential of these strategies for SMEs.