Impact of Digital Marketing on the Performance of Smes (A Case Study of Selected Smes in Ikeja, Lagos State)

The study examined the effect of digital marketing on the performance of SMES (a case study of selected SMES in Ikeja, Lagos State). The study adopted a descriptive research design. The population of the study included all employees of SMES at Ikeja, Lagos State. A total of 158 respondents were selected using the Quota sampling technique. Hypotheses were tested using the Pearson correlation coefficient to determine whether to accept or reject the null hypothesis. For the first hypothesis, the correlation between Social Media Marketing and Performance of SMES is 0.617, which shows a strong positive correlation. The p-value (0.000) is less than 0.01, confirming this correlation is statistically significant. Also, for hypothesis two, the correlation between Email Marketing and the SME performance is 0.815, showing a very strong positive correlation. The p-value (0.000) is less than 0.01, indicating that this correlation is statistically significant as well. The study recommends that businesses should leverage digital marketing strategies to enhance their performance by creating a well-defined digital marketing strategy that aligns with their business goals and target audience, and establish a strong presence on relevant social media platforms where their target audience is active.