0704-883-0675     |      dataprojectng@gmail.com

A Comparative Study of Traditional vs. Digital Marketing Strategies on Brand Growth: A Case Study of SMEs in Jigawa State

  • Project Research
  • 1-5 Chapters
  • Abstract : Available
  • Table of Content: Available
  • Reference Style:
  • Recommended for :
  • 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

  1. To compare the effectiveness of traditional and digital marketing strategies on brand growth of SMEs in Jigawa State.
  2. To assess the challenges SMEs face when implementing digital marketing strategies.
  3. To explore how SMEs in Jigawa State can integrate traditional and digital marketing strategies to enhance brand growth.

Research Questions

  1. How do traditional marketing strategies influence brand growth for SMEs in Jigawa State?
  2. How do digital marketing strategies affect brand growth for SMEs in Jigawa State?
  3. What are the challenges SMEs face in adopting digital marketing strategies, and how can these challenges be overcome?

Research Hypotheses

  1. Traditional marketing strategies have a positive but limited impact on brand growth for SMEs in Jigawa State.
  2. Digital marketing strategies significantly contribute to brand growth for SMEs in Jigawa State.
  3. 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.




Related Project Materials

IMPACT OF COVID-19 ON TELECOMMUNICATION INDUSTRIES IN NIGERIA

BACKGROUND OF THE STUDY

On January 30, the World Health Organization (2020) declared the novel coronavi...

Read more
The impact of herdsmen-farmer conflicts on social stability in Agatu Local Government Area, Benue State

Chapter One: Introduction

1.1 Background of the Study
The herdsmen-farmer conflict in Nigeria, p...

Read more
The impact of early childhood education teacher exchange programs on teaching methodologies in Gwale Local Government Area, Kano State

Background of the Study
Early childhood education has long been recognized as a critical stage in the dev...

Read more
An Appraisal of the Effectiveness of Judicial Reviews in Ensuring Political Accountability in Potiskum LGA, Yobe State: A Case Study of Election Petition Tribunals

Chapter One: Introduction

1.1 Background of the Study
Judicial reviews, particularly through ele...

Read more
THE IMPACT OF STAKEHOLDER MANAGEMENT ON PROJECT SUCCESS

Abstract: This research investigates the impact of stakeholder management on project success, with objective...

Read more
The effect of transparent debit fee practices on improving customer trust in banking: a case study of United Bank for Africa

Background of the Study
Transparency in fee practices has emerged as a critical factor influencing customer trust and loya...

Read more
Evaluation of Quantum Computing for Optimizing Power Distribution Networks at Nigerian Electricity Regulatory Commission, Abuja

Background of the Study

The efficient management of power distribution networks is essential for ensuring reliable elect...

Read more
An Examination of Public Relations and Its Influence on Public Opinion During Crises: A Case Study of Bama LGA, Borno State

Chapter One: Introduction

1.1 Background of the Study
Crises often test the resilience of commun...

Read more
EFFECT OF AUTOMOBILE TECHNOLOGY ON ENTREPRENEUR FOR SUSTAINABLE DEVELOPMENT

1        Background of the study

Over the years there have been many definitions of&n...

Read more
FISCAL FEDERALISM AND MACROECONOMIC PERFORMANCE IN NIGERIA

Background to the Study

Fiscal decentralization, which mirrors the amount of fiscal autonomy and responsibility accorded...

Read more
Share this page with your friends




whatsapp