A Comparative Study of Traditional vs. Digital Marketing Strategies on Brand Growth: A Case Study of SMEs in Jigawa State
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- NGN 5000
Background of the Study
Marketing is a key determinant of business growth, and the strategies adopted by small and medium enterprises (SMEs) play a significant role in brand development and market penetration. Traditionally, marketing strategies involved direct customer engagement through methods such as print media, word-of-mouth, television, and radio advertising. However, the rapid rise of digital technologies has shifted the focus to digital marketing strategies, which include social media marketing, search engine optimization, email campaigns, and influencer partnerships (Chaffey & Ellis-Chadwick, 2024).
In Jigawa State, SMEs are a major economic driver, but many face challenges in adapting to digital transformation. While traditional marketing strategies have been the norm, the potential for digital marketing to reach larger, more diverse audiences presents an opportunity for growth. The gap between traditional and digital marketing strategies and their effect on brand growth is not well understood, especially within the context of SMEs in Jigawa State. This study seeks to compare the effectiveness of traditional versus digital marketing strategies in promoting brand growth, focusing on SMEs in the region.
Statement of the Problem
In Jigawa State, SMEs continue to rely heavily on traditional marketing strategies, despite the growing popularity and success of digital marketing. Many businesses are yet to fully embrace digital platforms, either due to a lack of knowledge or concerns over the effectiveness of such strategies. As digital marketing becomes more pervasive, it is crucial to examine how SMEs can harness both traditional and digital marketing strategies for optimal brand growth. This study aims to compare the impact of both strategies on the brand growth of SMEs in Jigawa State (Oluwaseun & Akinlolu, 2023).
Objectives of the Study
- To compare the effectiveness of traditional and digital marketing strategies on brand growth of SMEs in Jigawa State.
- To assess the challenges SMEs face when implementing digital marketing strategies.
- To explore how SMEs in Jigawa State can integrate traditional and digital marketing strategies to enhance brand growth.
Research Questions
- How do traditional marketing strategies influence brand growth for SMEs in Jigawa State?
- How do digital marketing strategies affect brand growth for SMEs in Jigawa State?
- What are the challenges SMEs face in adopting digital marketing strategies, and how can these challenges be overcome?
Research Hypotheses
- Traditional marketing strategies have a positive but limited impact on brand growth for SMEs in Jigawa State.
- Digital marketing strategies significantly contribute to brand growth for SMEs in Jigawa State.
- SMEs that integrate both traditional and digital marketing strategies experience higher brand growth compared to those using only one strategy.
Scope and Limitations of the Study
The study will focus on SMEs in Jigawa State, comparing the use and effectiveness of traditional and digital marketing strategies. Limitations include a potential bias in self-reported data and the challenge of isolating the impact of marketing strategies from other factors influencing brand growth.
Definitions of Terms
- Traditional Marketing: Conventional marketing techniques such as print media, television, radio, and direct sales.
- Digital Marketing: Online marketing strategies, including social media marketing, search engine optimization, and email campaigns.
- Brand Growth: The process of increasing the brand’s visibility, recognition, and market share.
- SMEs: Small and medium enterprises, typically characterized by limited resources and operations on a smaller scale compared to large corporations.
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