DIGITAL MARKETING: A TOOL FOR BUSINESS EXPANSION (A CASE STUDY OF SMEs IN ABEOKUTA METROPOLIS)

Abstract

This research examined digital marketing as a tool for achieving SME business expansion in Abeokuta Metropolis. The study adopted analytical data of frequency of counts converted to percentages to analyze 100 random sampled respondents' demographic information while chi-square method at 0.05 significant levels was used to analyze the research hypothesis. The study revealed a significant relationship between the digital marketing channel adoption and SME business expansion, between digital marketing, SME business expansion and satisfying their customers’ needs and there are significant barriers or strategies for SME to use digital marketing in achieving business expansion. The study recommended among others that SME body should organize regular training on digital media knowledge and awareness of digital marketing techniques, government should aid the SMEs in adequate capital for digital expenses.