THE INFLUENCE OF DIGITAL MARKETING ON SALES STRATEGIES
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THE INFLUENCE OF DIGITAL MARKETING ON SALES STRATEGIES
This study explores the influence of digital marketing on sales strategies. Objectives include: (1) examining the impact of digital marketing on sales performance, (2) identifying the most effective digital marketing channels, and (3) analyzing the role of digital marketing in reaching target audiences. A survey design is employed to gather data from a broad population, essential for drawing general conclusions. Using Taro Yamane's formula, a sample size of 450 is derived to ensure representativeness. The case study focuses on the e-commerce industry in Abuja, Nigeria, where digital marketing is pivotal. The reliability coefficient score is 0.87, ensuring data reliability. Findings reveal that digital marketing significantly boosts sales performance, with social media and email marketing identified as the most effective channels. Recommendations include increasing investment in digital marketing and regularly updating strategies to keep pace with changing consumer behaviors.
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