AN EXAMINATION ON THE IMPACT OF DIGITAL MARKETING AS A KEY DRIVER OF SALES AMONG SMALL AND MEDIUM SCALE ENTERPRISES

ABSTRACT: The study examined the impact of digital marketing as a key driver of sales among small and medium scale enterprises in Lagos state. The study succinctly explored the effect of digital marketing on sales improvement. 150 small and medium scale enterprises (SMEs) was purposively selected in in Lagos Metropolis. The study made use of primary data via the administration of a questionnaire to generate data from the respondents. The data were analyzed using the descriptive statistical analysis and the Pearson correlation analysis. The results revealed that a positive and significant relationship exists between online advertisement and sales improvement (r=0.772; p<0.05). Also, a positive and significant relationship exists between E-Mail Marketing and Sales Improvement (r=.896; p<0.05). Furthermore, a positive and significant relationship exist between Blog Marketing and Sales Improvement (r=0.772; p<0.05).  And Lastly, a positive and significant relationship exists between Search Engine Marketing and sales Improvement (r=.896; p<0.05). The study suggests that digital marketing should be employed by every SMES, to ensure that sales improvement is guaranteed. this will go a long way in reducing expenses to the barest minimum and ensuring effectiveness in it going concern.