EFFECT OF DIGITAL MARKETING ON THE SALES VOLUME OF FIRMS IN NIGERIA (A STUDY OF SHOPRITE, ENUGU)
Abstract
he widespread adoption of smartphones and mobile devices has shifted
and location- consumer behaviour towards mobile-first interactions. Mobile optimization apps,
hased marketing have become crucial components of digital strategies. Artificial intelligence and
machine learning are revolutionizing digital marketing by enabling sophisticated data analysis,
personalization, and automation. Chatbots, predictive analytics, and recommendation engines are
examples of Artificial Intelligence applications in marketing. The ability to collect and analyze
vast amounts of data allows businesses to gain deep insights into consumer behaviour,
preferences, and trends. Data-driven decision-making has become essential for optimizing
marketing strategies and measuring perfdrmance. Consumers increasingly rely on digital
channels for information, shopping, and communication. This shift has led to the growth of ecommerce,
social media, and digital content consumption.
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