Assessment of the Effect of Digital Marketing on Sme’s in Kaduna Metropolis

Student: Ahmed Nasiru (Thesis, 2025)
Department of SOCIOLOGY and SOCIAL STUDIES
Kaduna State University, Kaduna, Kaduna State

Abstract

This study examines the effect of digital marketing on Small and Medium Enterprises (SMEs) in Kaduna Metropolis. In today’s competitive business environment, digital marketing has become an essential tool for promoting products and services, increasing brand visibility, and expanding customer reach. The study seeks to assess how the adoption of digital marketing strategies influences the growth, sales performance, and customer engagement of SMEs. A descriptive research design was employed, using questionnaires and interviews to collect data from selected business owners and marketing personnel. The findings reveal that the effective use of social media platforms, email marketing, and online advertising significantly contributes to increased customer patronage and improved business performance. The study concludes that digital marketing plays a vital role in enhancing the competitiveness and sustainability of SMEs in Kaduna Metropolis. It recommends that SMEs invest more in digital marketing skills, tools, and strategies to fully harness its potential for business growth

Keywords
assessment effect digital marketing kaduna metropolis
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