The Role of Digital Marketing in Enhancing Small-Scale Enterprises in Dikwa LGA, Borno State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the Study
Small-scale enterprises (SSEs) are pivotal to economic development, particularly in rural regions like Dikwa LGA, Borno State. These businesses provide vital services, create employment opportunities, and contribute to the overall local economy. However, many small-scale enterprises face significant challenges in marketing their products or services due to limited resources, lack of exposure, and inadequate access to traditional marketing platforms. The advent of digital marketing, which encompasses the use of online tools like social media, websites, and email marketing, presents a new avenue for promoting small businesses. Digital marketing can help SSEs overcome barriers related to limited reach and high advertising costs by providing more affordable and targeted marketing strategies. Research by Umar (2024) highlights that digital marketing has revolutionized the way small businesses in developing regions can attract customers and enhance brand visibility. This study explores how digital marketing contributes to enhancing the performance of small-scale enterprises in Dikwa LGA, Borno State, by investigating the benefits, challenges, and strategies involved.
1.2 Statement of the Problem
In Dikwa LGA, small-scale enterprises often struggle to reach wider markets and expand their customer base due to limited marketing knowledge and resources. Traditional marketing methods are either too costly or ineffective in reaching a larger audience. Digital marketing offers a cost-effective solution, but many small businesses in the area are still underutilizing these tools, often due to a lack of awareness, digital literacy, or infrastructure. This study aims to investigate the role of digital marketing in enhancing the growth and sustainability of small-scale enterprises in Dikwa LGA and identify the barriers preventing its widespread adoption.
1.3 Objectives of the Study
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To assess the role of digital marketing in enhancing the growth and performance of small-scale enterprises in Dikwa LGA, Borno State.
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To evaluate the challenges faced by small-scale enterprises in Dikwa LGA in utilizing digital marketing tools.
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To explore the benefits of digital marketing for small-scale enterprises in Dikwa LGA, Borno State.
1.4 Research Questions
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How does digital marketing enhance the growth of small-scale enterprises in Dikwa LGA, Borno State?
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What are the challenges faced by small-scale enterprises in Dikwa LGA in utilizing digital marketing tools?
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What are the perceived benefits of digital marketing for small-scale enterprises in Dikwa LGA?
1.5 Research Hypotheses
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Digital marketing positively influences the growth and sustainability of small-scale enterprises in Dikwa LGA.
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Small-scale enterprises in Dikwa LGA face significant challenges in adopting digital marketing due to a lack of digital literacy and access to technology.
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The use of digital marketing tools increases the visibility and customer base of small-scale enterprises in Dikwa LGA.
1.6 Significance of the Study
This study will provide critical insights into how digital marketing can be leveraged by small-scale enterprises to overcome challenges in market access, customer acquisition, and brand visibility. The findings will inform policymakers, entrepreneurs, and digital marketing practitioners in designing strategies to facilitate the adoption of digital marketing among SSEs in Borno State and similar regions.
1.7 Scope and Limitations of the Study
The study is focused on small-scale enterprises in Dikwa LGA, Borno State, and investigates how digital marketing can contribute to their growth. The limitations include potential biases in self-reported data from business owners and challenges related to internet access and digital infrastructure in the region.
1.8 Operational Definition of Terms
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Digital Marketing: The use of digital channels such as social media, websites, and email marketing to promote products, services, or brands.
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Small-Scale Enterprises (SSEs): Businesses that operate on a small scale, typically with fewer employees and lower capital investment, serving local or regional markets.
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Customer Acquisition: The process of gaining new customers or clients through marketing and promotional efforts.
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