THE INFLUENCE OF DIGITAL MARKETING ON SMES: STUDY OF CHOWDECK AND INDRIVE

This study investigates the influence of digital marketing on the growth and performance of Small and Medium Enterprises (SMEs) in Nigeria, with a specific focus on Chowdeck and InDrive. As digital transformation continues to reshape business landscapes globally, Nigerian SMEs are increasingly adopting digital marketing tools to boost visibility, engage customers, and enhance operational efficiency. However, despite its potential, many SMEs still struggle with strategic implementation due to infrastructural, financial, and human capacity limitations. The primary objectives of this research were to examine the types of digital marketing tools used by SMEs, assess their impact on operational efficiency and customer engagement, evaluate customer perception of digital campaigns, and identify key challenges in the integration process. The quantitative research method was used, involving the distribution of structured questionnaires to a sample of 200 respondents, 50 employees from the operational teams of Chowdeck and InDrive in Lagos and 150 customers, primarily undergraduate students of Ajayi Crowther University, Oyo. Findings revealed that digital marketing plays a crucial role in driving customer acquisition, improving brand awareness, and streamlining service delivery. Nonetheless, challenges such as limited budgets, lack of digital marketing expertise, and difficulty in tracking return on investment (ROI) persist across the SMEs studied. The study concludes that when strategically implemented, digital marketing has the capacity to significantly influence SME growth in Nigeria. It recommends increased investment in digital tools, continuous staff training, and the deployment of analytics and automation systems to enhance campaign effectiveness and long-term performance measurement.