Digital Marketing and Customer Engagement of Selected Small and Medium Scale Enterprises in Benin City

Abstract

This study examined the relationship between digital marketing and the performance of selected small and medium enterprises (SMEs) in Benin City, Edo State, Nigeria. The specific objectives analysed the impact of e-mail marketing, content marketing and social media marketing on customer engagement of selected small and medium scale enterprises in Benin City. The study applied structured questionnaires to the entire population of 137 respondents. The data generated was analyzed using both descriptive and inferential statistics. Descriptive statistics such as frequencies and means were used; inferential statistics such as Pearson Product Moment Correlation Coefficient was also used. The findings of the study showed that there was a statistical significant relationship between e-mail marketing and customer engagement, while there was no statistical significant relationship between content marketing, social media marketing and customer engagement of selected small and medium scale enterprises in Benin City. Based on the findings of this study, and in line with its specific objectives, SMEs should use their resources in developing effective e-mail, content and social media marketing strategies that could enhance customer engagement.