CHAPTER ONE:

Introduction
1.1 Background to the Study
In recent times, firms of different classification in virtually all industrial sectors are
constantly enriching their domain with digital tools (Bokša, Šaroch & Bokšová, 2020).
Digitalization is perceived to be a major topic in all aspects of the society, with a key note on
the effects it poses on political, economic and social elements (Isensee, Teuteberg, Griese &
Topi, 2020). According to Li, Su, Zhang, and (Mao,2017). The introduction of the internet
since the 1960s has propelled many firms to network via multiple computers, reaching out to
each for sole purposes of expansion and growth. In this regard, virtually all management
domains and employees in both large and medium firms, now access the computers via the
internet to constantly create awareness. A brand without an effective digital marketing
strategy is like a car without tires. Its efficiency and essence is bound to be limited. The turn
of the century experienced lots of business brands ditch the Analog medium of conducting
business and embrace diverse digital tools, to solidify their presence in the business
environment and project their brands with a view of increasing their customer base, making a
significant impact on small and medium-sized companies and large companies Lee et al.,
(2011). The application of digital tools on business activities have been found to improve
business competitiveness and opportunity base for Sales to compete on closer terms with
larger organisations (Chapman et al., 2000).Bearing special significance on the projection of
business activities through effective digital marketing strategies with the most prevalent
method of marketing in the Morden technological era ( Kamal,2016). The purpose is not only
to sell products and services, but also to build relationships with customers. A perquisite for
Sales to explore the digital space vial sustainable digital marketing practices which help
access and communicate to a wider range of customers for a better productive output
(Mazzarol., 2015) Digital marketing is at the forefront of every marketing campaign in every
business. Organizations have continued to priorities the need to boost their brand
productivity, increase customer base and realise more turnover applying effective digital
marketing strategies ( Kamal, 2016). Research into Sales and entrepreneurship has grown
immensely at some point of the last decade and studies may have greatly increased focus in
the various economy of the world. Digital platforms provide an excellent ability to grow a
Sales brand (Castells, 2010). A massive majority of corporations compete in various parts of
the world as Sales, even though the performance level of Sales varies, they play a significant
role in the overall performance of the whole economy, despite the challenge of sustained
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performance on the long term (Ates et al., 2013). Digital marketing for Sales need to align
with the target audience marketing plans and strategies in adhering to evolving complexity
customer behaviour. According to (Dwivedi et al.,2020).
1.2 Statement of the Problem
Sales (Sales) are important to maintaining a strong economy. However, maintaining a long-
term presence and viability presents a big challenge (Ates et al.,2013) multi dimensional
transformation brought about what was also known as the information network society
(Castells, 2010). The digital economy impact on Sales performance and the role they play in
the economy. Sales are not just a small, medium corporate vision, but depend on their
operational model on certain characteristics which come within the context of economic,
cultural and political support. They differ from larger firms by operational and market
structure this has a direct impact on the capital and finance as well as the number of
customers they can attract to their brand (Hausman, 2005). Extensive literature on the
significance and opportunities presented by digitalization, with specific attention on brand
building and communication in the business environment, shows limited research on
organisational evolution and strategy for digital marketing. Most publications, books and
related journals on brand digitalization strategy deal with this issue largely on a tactical level.
Hence, the need to grow Sales brand digitally to attract patronage, through quality value offer
and increase sales for better profit returns, becomes paramount. (Fridel,2004). Research
suggests that corporate digitalization and innovation with effective marketing practices are
important in maintaining the long-term performance of Sales. Innovation and transmission
into the digital space, emphasised as a prerequisite to building a brand, as such experience
improves brand awareness and business performance according to (Rogers, 2016). Digital
platforms seek to consistently project brand business to heavily impact consumer buying
behaviour and brand loyalty. (Acker et al., 2015). With proper execution of digital marketing
strategies, consistent growth can be achieved. This process involves building effective
interactions with their target customers by regularly updating their activities and events,
creating their own brand image through digital networking, stimulating quality partnerships
with members from the online community. Hajili et al., (2017). Sales have growth potential
and opportunities to add value to customers through creative products and services with great
value proposition, delivered on the digital network, making it the ultimate marketing platform
in this scenario (Montgomery, 2018)

1.3 Objectives of the Study

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The main objectives of this study are:

1. To examine the impact of digital marketing on sales growth in Kogi State.

2. To identify the most effective digital marketing strategies for businesses in Kogi
State.
3. To assess the level of digital marketing adoption among businesses in the state.
4. To analyze the challenges businesses face in implementing digital marketing.

1.4 Significance of the Study

This study is significant for the following reasons:

 For Business Owners: It provides insights into how digital marketing can enhance sales
and profitability.
 For Marketers: It helps digital marketers understand the most effective strategies for
businesses in Kogi State.
 For Policymakers: It offers recommendations that can aid in formulating policies to
promote digital transformation in businesses.
 For Researchers and Academics: It serves as a reference for further studies on digital
marketing in the region.

1.5 Research Questions

1. How does digital marketing influence sales performance in Kogi State?

2. What are the most commonly used digital marketing strategies among businesses in
Kogi State?
3. What are the challenges businesses face in adopting digital marketing?
4. How can businesses in Kogi State optimize digital marketing for better sales?

1.6 Scope of the Study

This study focuses on the role of digital marketing in promoting sales among businesses in
Kogi State. It covers different digital marketing strategies such as social media marketing,

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search engine optimization (SEO), email marketing, and online advertising. The study
examines small, medium, and large enterprises within Kogi State.

1.7 Definition of Key Terms

Digital Marketing: The use of digital channels such as social media, search engines, and
email to promote products and services.

Sales Promotion: Strategies used to boost short-term sales and attract customers.

Social Media Marketing: The process of using platforms like Facebook, Instagram, and
Twitter to market products or services.

SEO (Search Engine Optimization): Techniques used to improve a website’s ranking

on search engines.

E-commerce: Buying and selling goods or services online.

Target Audience: A specific group of consumers that a business aims to reach with its
marketing efforts.

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CHAPTER TWO:
Literature Review

2.0 Introduction

Digital marketing has become a crucial tool in modern business strategies, significantly
influencing consumer behavior and driving sales. With the rise of the internet, businesses
now use digital marketing techniques such as search engine optimization (SEO), social media
marketing (SMM), email marketing, content marketing, and pay-per-click (PPC) advertising
to reach and engage consumers more effectively (Kotler et al., 2021).

This chapter reviews existing literature on digital marketing and its role in promoting sales. It
explores key concepts, theoretical frameworks, and empirical studies that highlight the
impact of digital marketing strategies on business performance.

CONCEPTUAL FRAMEWORK
Digital marketing plays a crucial role in promoting sales by leveraging online channels and
tactics to reach and engage with customers effectively. It allows businesses to create targeted
marketing campaigns, track and analyze customer behavior, and optimize campaigns for
better results. This ultimately helps in increasing brand awareness, generating leads, and
driving conversions.

Kotler and Keller (2016) emphasize the importance of integrating digital marketing into the
overall marketing strategy to create a seamless customer journey and drive sales. They
highlight the need for businesses to understand their target audience, utilize data-driven
insights, and create personalized experiences to enhance customer engagement and drive
sales.

Similarly, Chaffey and Ellis-Chadwick (2019) emphasize the role of digital marketing in
reaching customers across multiple touchpoints, including social media, search engines, and
email, to create a cohesive and consistent brand experience. They stress the importance of
optimizing digital marketing campaigns through A/B testing, data analysis, and ongoing
measurement to improve sales performance.

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Moreso, Ryan and Jones (2017) underscore the importance of creating valuable content that
resonates with customers and adds value to their lives. They argue that digital marketing can
help build trust and credibility with customers, leading to increased brand loyalty and repeat
sales.
2.1 Sales

Sales refer to the activities involved in selling products or services to customers. Kotler and
Keller (2016) define sales as the process of persuading potential buyers to purchase goods or
services through direct or indirect means. The goal of sales activities is to generate revenue
and sustain business operations. According to Churchill and Peter (2018), sales strategies
have evolved over time from traditional face-to-face interactions to modern digital
approaches, where online platforms play a critical role in engaging customers.

The effectiveness of sales strategies depends on various factors, including market demand,
pricing, customer relationships, and promotional efforts. Jobber and Lancaster (2019)
emphasize that businesses must continuously adapt their sales approaches to changing
consumer behaviors and technological advancements. With the rise of digital technologies,
businesses now integrate digital marketing techniques to enhance sales performance and
customer reach.

2.1.2 Digital marketing

With the passage of time, the term “Digital Marketing” was motivated by a specific term
relating to marketing of products and services using digital platforms. In general terms, it
could be explained or described s the process of integrating digital technology for business
operations to attract customers interest, support brand maintenance and growth, ensure
customer retention and significantly improve sales, in the opinion of (Kanan & Li, 2017).
Hence it can be described as an agile Technology led framework by which organizations
work together with consumer and other stakeholders to develop, generate and retain value of
the brand product and services rendered. Digital technologies in all manners have the
potential to evolve above all manner of traditional media channels and marketing
communication, in the process ensure the marketing mix. The use of digital media in the
process of carrying out marketing practices has seen the application of digital tools such as
emails, mobile marketing, search engine optimization (SEO), pay-per click (PPC), viral
marketing and social media (Scharl, Dickinger & Murphy, 2005). Technological tools help to
improve interaction between customers and service providers. The consumer brand
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relationship enjoys a sustainable growth to creating brand awareness and generating customer
interest Aaker, Benet- (Martinez & Garolera, 2001)
The use of digital media platforms in marketing helps in accelerating and enables more
interaction with customers to get feedback that could be beneficial when making projections
for expanding the target market. This analysis further gives an insight into the different types
of digital marketing that could be practiced for effective brand performance:
Interactive marketing
Interactive marketing is a way to engage with customers through dynamic content like
hierarchical information, personalized content, visual storytelling, bidirectional etc. a primary
goal of interactive marketing is to make a brand content relevant and engaging with
customers. Interactive marketing relies on customers expressing their preferences so that
marketers can create more relevant marketing messages. Unlike past out- band marketing,
interactive marketing creates an interactive dialogue between a company and its customer
Hajli et al., (2017). Advertising is a process that follows customers rather than directing them.
Whenever customers are asked to provide feedback, express their personal preferences, or
provide demographic information that serves as a guide for marketers when making brand
adverts ( Montgomery, 2018). Interactive marketing can take many forms, but search engine
marketing is one of the most common. When a customer enters a search engine, the ad is
served on the search term. For instance when you search for shampoo, you may see ads for
hair care products.
Personalized content
Personalized content uses advanced technology to collect data about customers geographical,
demographic and lifecycle information. The benefit of a personalized content includes
applying a system that creates profiles for various customers and as well can be adopted in
targeting certain individuals to create a personalized, relatable and meaningful experience, as
it motivates customers to interact more with the brand content by sharing their experience or
feeling about the brand with others which can be a massive factor in boosting a brands
marketing strategy and increasing sales (Galetto, 2016)
Layered Information
Layered information is adopted when the purpose of the advertisement is to educate customer
about the brand name, product or services. This method provides detailed information about
certain business activities. It is crucial to deliver detailed information through this process
viewed as small increments with the ability to tell the brand mission and vision applying
small amount of information delivered in a quick easy to read snippets that subsequently
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reveals more information to customers who might be interested. Layered information could
be structured along a two –way interactive process, using tools such as videos and puzzles
which provide a more powerful experience to customers (Galetto, 2016)
Digital marketing and sales
Several research and reviews have shown a significant relationship between digital marketing
and sales. Digital marketing ensures new customers are been reached and provided requisite
personalized communication to the customers, therefore increasing awareness and sales Jain,
(2014, Jagongo & Kinyua, 2016). Small and medium –Enterprises could adopt digital
marketing platforms such as social media, emails and the very latest social technologies
which are relatively cost effective and ensure an easy access to potential customers in
creating product awareness (Kinyua, 2016). Marketing executives should make a conscious
effort to engage target audience by visually portraying the brands product and services as the
intent is to turn your audience or viewers into buyers. Digital selling plays a crucial role for
driving revenue. A well designed digital selling process is structures around maximizing the
opportunities and benefits provided by digital tools.
Measurement of digital marketing effectiveness
A significant observation on the increased measure digital marketing plays on the business
landscape dynamics has increased recently . Digital marketing tools can be applied in
measuring business success through various metrics that are obtained by entrepreneurs.
(Gregorio, 2016). The method used to measure digital marketing effectiveness could be
through analytics which is accustomed in most digital marketing devices (Fernaandez &
Bharathi, 2015). Information derived from sourced data analytics assists businesses with
making a precise driven future decision, by providing the required messages to customers at
the right time, and for the right value. There has been an increase in intuition-driven
marketing, indicating a significant relationship between big data analytics and digital
marketing effectiveness. Data presence and insights complements digital platforms, therefore
offer markets a great opportunity to carry out inference on the applied data and make the right
decisions (Jain, 2014). Sales would continuously learn how to improve their performance
through accurate measurement performance appraisal for each campaigns or advert done on
brand product and services. (Gregorio, 2016). It is very helpful from a business perspective to
connect with the target audience with the aid of touch point and message broadcast.
2.1.3 Digital marketing strategies
Digital marketing strategies are geared towards providing the necessary support needed for
businesses to achieve specific goals through carefully selected marketing channels such as
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paid media, earned media, and owned media respectively. Running a digital marketing
campaign without a strategy is like exploring a new city without G.P.S. many wrong turns
can lead to both frustration and unnecessarily long walks to reach a desired destination. This
analogy could be applied in situations where marketers approach digital marketing without
necessarily mapping out a well defined strategy to promote a brand on the digital space.
Increased success in technology that integrates organizations into marketing strategies
emphasizes the need for an in-depth analysis of digital marketing strategies (Gibson, 2018).
Strategic changes to customer-oriented marketing campaigns provides an opportunity for
companies to participate in a new era of marketing strategies, with the aid of relevant digital
tools in order to meet key marketing expectations. (Gibson, 2018). It has become pertinent
than ever for small and medium scale enterprises to patronize specific digital marketing tools
for utmost performance and cost efficiency. (Partrutiu Baltes, 2016).
2.2 Key factors
Some of the applicable forms of digital marketing include:
Independent variables
Website
Internet usage and application has increased tremendously in the past decades as websites
have become a dependable too for public communication, extensively serving both private
and corporate needs. Websites are basically structured to intensify the business-to-customer
interactions, as a way of engaging brand promotions which is quite synonymous to the
objective of digital marketing.
(Guinaliu, & Gurrea, 2006). Simply put, websites are created by organizations to deliver
information in form of advertisement and enlightenment to existing and prospective
customers. It influences customer’s perceptions of certain brands or products they might be
interested in. (Kolesar & Galbraith, 200).
Pay-per-click
pay-per-click ads on the internet are provided by search engines and social media to help
customers get access to certain brands as well as make reasonable payment in the process.
This service is essential to calculating the number of people who can click on an ad and as
well target specific persons based on demographics or locations. (Barone, 2020). Basically
this is a way to ensure customers buy their way to visiting a company’s site rather than trying
to acquire the visit organically. This allows advertisers to bid on search engine sponsored link
and ad placements when someone searches for keywords that are relevant to their business
offering.
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Content Marketing
(Pulizzi & Barrett, 2009), believes content form of digital marketing applies a format that
includes engaging various customers by creating and sharing of content. These specific
contents are usually disseminated on blogs, videos, E-Books and info graphics. Increase of
traffic on the company’s website to aid brand building is basically responsible for adopting
this digital marketing strategy.
Email Marketing
Email marketing is a powerful marketing channel, a form of direct digital marketing that uses
email to promote a company’s product and services. Integrating with the marketing
automation efforts, it helps customers aware of the latest items and offers. It can also play an
important role in the adopted marketing strategy when it comes to lead generation, brand
awareness; relationship building or retaining customer across different types of marketing
process (Adikesavan, 2014).Email marketing can improve the relationship between the
organization and the customers and promote the reputation of the business and aid customer
loyalty

Social Media Marketing

Social Media
Social media is an interactive technology that enables the generation or sharing of relevant
information, opinions, career goals and other forms of personal expression through virtual
networks and online communities. Social media marketing uses online social media tools to
create products, services, information and ideas for consumers Dahnil, et al., (2014). These
tools empower the organization create lots of information and foster collaboration between
social media users who are already existing or prospective customers to a particular brand. It
is estimated that there are about 3.6 billion social media users’ worldwide (number of social
media users’ worldwide (statista, 2020)
Affiliate Marketing
Affiliate marketing is a partnership programme that allows individuals to become affiliates
and reward their successful referrals to the business. Affiliate marketing programs depend on
what is considered a conversation. This may be in form of a visit, purchase, or registration to
a website or page. Affiliate is typically provided with a commission system that includes
performance levels based on conversations. Affiliate marketing is an inexpensive way for
business to increase brand awareness and customer base (Brown, 2009). It becomes easy to
attract customer’s attention by engaging in unique marketing activities. Affiliates in most
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cases take the risk of marketing brand products and in the process receive commission on
each product ( Duffy, 2005).
Viral Marketing
Marketing is considered viral when it comes to being shared by the general public, not just
the target audience. Once this is done, the message will appear in almost every social media
feed. (Adamic & Huberman, 2007). Viral marketing aims to get people to share their
products using existing social networks with family and friends. Some products and services
are easy to advertise via viral marketing as they could be observed or communicated as part
of a fast digital marketing strategy (Jurvetson, 2000). There are numerous opportunities
attached to viral marketing as it gives effectiveness and visibility to a brand product.
Customers easily make recommendations for others to make patronage especially when the
value proposition matches their expectations (Huberman, 2007).
Blogs
A blog is a website that contains written content about a topic. Most blogs allow readers the
opportunity to comment on blog posts. Blogs offer many benefits to help build up an
effective digital marketing strategy. With the presence of search engine marketing tools like
goggle and yahoo, brand communication becomes easily structured along a direct two-way
communication pattern, whereby a direct conversation between the brand representatives and
customer can be achieved. (Wright, 2006). Blogging allows bloggers to tell many stories
about your brand, which creates a competitive differentiation, therefore helping the company
in setting up a competitive edge ( Jain R., 2014)

Some other forms of digital marketing include:

• E-Commerce Marketing
• Mobile Commerce Marketing
• SMS Advertisement
• Video Marketing
IMPLEMENTATION
Online platforms and other digital media have transformed marketing. Implementing digital
marketing strategies for organizations who are motivated to maximise the vast potentials
availed by digital platforms seek the need to expand the business reach and consistently build
capacity. (Chaffey D., 2006). Implementation of digital marketing is essential for Sales ,
especially when the adopted strategies are in line with massive proportion of vulnerable
internal business characteristic, such as constraint in financial capacity and limited human
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resources , naturally compels them to embrace digital platforms and explore how it adds
value to their business operations Boyd, and (Ellison, N., 2007).it is recommended for Sales
to engage customers by communicating brand products and services in simple and transparent
user friendly approach to aid attraction to their brand. Digital marketing exudes interaction
and reaction, hence becomes pertinent for marketing managers to adopt marketing strategies
that consistently promotes their brand in a positive light.
(Teixeira,2018). There are basic rules when properly applied ensure owners-managers can be
assured of reaping positive benefits on investments. Otero et al., (2014) Sales may struggle to
implement Web 2.0 technology, as a result may lead to competitive disadvantage Kim et al.,
(2014) therefore becomes crucial to adopt and apply relevant digital marketing strategies for
consistent organizational growth.

2.2.1 Relationship between Digital Marketing and Sales models

Further development and application of digital technologies presents a great incentive, yet
typically challenging and tricky for Sales (Mazzarol, 2015). Certain potentials which indicate
the commitment of Sales leveraging on emerging digital technologies that by history have
been dominated by larger firms proves a change in the dynamics, therefore embracing the
prospect of testing their potential in the international market and other competitive business
environment they compete in (Mele, 2013). Sales obviously have constraint of limited
resource, which requires them to be creative when investing in or applying marketing
strategies with the sole intent of reaching out or projecting their brand to a wider consumer
group. (Mazzarol, 2015). At this point the application of an effective digital marketing
strategy, becomes inevitable to their continued business growth as its significantly cheaper
than the conventional marketing. Marketing contents on digital platforms can be very
effective and cost efficient for Sales when properly applied (Brown, 2009). Established
digital marketing platforms such as viral marketing, social media, blogs, etc are propelling
tools when properly applied can connect with a wide range of audience., ensuring new target
interest or audience as well as establishing viable relationships with customers and relevant
stakeholders (Barone, 2020). Digital marketing ensures proper engagement with prospective
customers and perceived investors using different platforms. Evidence which shows the
benefit of Sales adopting the digital marketing business strategy in respect to HMA (2018) is
highlighted below:
• Develop brand awareness
• Boost their visibility
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• Increase sales
• Increase online conversation rate
• Reduce their marketing budget
• Improve customer engagement
• Influence purchasing decisions
• Generate leads
• Track their return on investment

2..2.2 Effects of Digital Marketing in sales

Dependent variables
2.2.3 Growth of a Company
Digital marketing provides companies who fall under the Sales business category with a very
strong growth outlook. (Insight success, 2020). Digital marketing strategies enable Sales to
powerfully portrait and promote their brand products and services using relevant online
medium, which helps in achieving a sustainable amount of success (Chaffey, 2020).Haven
established as the most important way to access the wider audience by showcasing their
brand products and services in an appropriate manner. (Insight success, 2020). Digital
marketing is the essence and core of small and medium –sized enterprises growth and a
realistic way to manage expenses without necessarily limiting product and service exposure
(Chaffey, 2020) The Strategic awareness generation and adequate integration of effective
digital marketing strategies and patterns have the potential to guarantee the competitive,
comprehensive and profitable accomplishments of Sales companies. (Insight success, 2020).
A lot of emphasis should be on the conversation rate between the company and customers.
Such is critical to evaluating certain marketing performance, hence entrepreneurs implore
digital marketing tools to achieve high conversation rate (Jain, 2014) digital marketing
strategy ensures new customer acquisition, business knowledge expansion and improved
sales, contributing to the overall outlook of the business objectives (Jangongo & Kinyua
2016)
2.2.4 Brand Awareness
Brands are more than labels and icons. They reflect consumer expectations, feelings about the
brand products and services. Consequently, the brand really lives in the minds of people
(Kotler et al., 2013). Therefore, a good and profitable brand has a high market reliability,
which indicates that consumers have a comparative influential impact on the brand (Keller,
2003).brand awareness depends on the power of the product links. A memory trace that
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represents the ability of a customer to remember and identify a brand under various
circumstances is quite significant. The most important marketing goal is to create brand
awareness (Bija & Balas, 2014) Digital marketing is very important for rand awareness.
Digital marketing enabled by digital technology raises awareness through innovation,
consumer experience and consumer connections. (Kannan & Li 2007). Validating the
significance for creating a strong online presence, through integrating the required network
and marketing deployments by organizations. (Teixeira et al., 2018). Digital marketing is
known for its revolutionary impact on business and subsequent significant impact on brand
consumers. It becomes pertinent for organizations to facilitate consumer connections at all
times. Makrides, A., et al., (2020). Digital marketing platforms like social media helps Sales
increase brand value through networking, interactions and community development.
Karamian et al., (2015). Through this process, brand names can have significant impact on
customers according to (Bhati & Verm, 2018). Branding attempts need to be balanced with
developing a framework for designing and implementing technological and digital brand
presence. Sales can use digital marketing to build relationships with existing buyers, therefore
influencing their personal view of the brand by sharing their own perceptions in
communicating with potential customers. (Krishnapabha & Tatunika, 2020)
2.2.5 Building Trust
It is essential that Sales build trust among their customers to retain them with their brand
Ruyter et al., (2001). When buying the brand, trust is an essential element, such is the case in
practice consumption. It creates a long term impression in the minds of the customer. Liu et
al., (2012) repeating buying behaviour can be achieved when consumer have trust in a brand,
therefore building consumer trust is crucial to the sustainability of Sales (Enehasse & Saglam,
2020). Brand trust is strongly influenced by digitalized communication channels on purchase
decisions. (Schivinski & Dabrowski 2016). Digital marketing ensures Sales keep in regular
contact with customers, in the process fostering good relationships Akhtar et al., (2016), is of
the opinion that adoption of digital marketing strategies enables Sales to realize significant
benefits and promote competitiveness and increase their investment in visibility through web-
based networking channels. Consumers can now track business activities on new digital
platforms and provide feedback. This two-way interaction process goes a long way in
building consumer trust in a brand. Sales must also respect security and privacy measures to
strengthen consumer confidence in the brand. According to (Steenkamp & Geyskens, 2006)
cited in (Kannan and Li, 2007), one of the key findings is that consumers trusted more in the

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nature of the web with the safety and security of privacy and personalization in their assumed
personal value.
2.2.6 Customer engagement
Businesses and researchers continually show understanding on the value of providing quality
customer service and committed customer network. Optimizing customer’s satisfaction and
engagement are top priorities of marketers Grewal et al., (2017). Customer commitment
requires the strength of the individual’s presence and concern for corporate services. Vivek et
al., (2012) there are many topics related to consumer interaction, such as interpersonal links
between the companies its customers, customer service and shared consumer perception
relating to digital marketing practices Raeisi & Lingjie (2017). Digital marketing is a
transformative platform that enables a complete customer experience from product
information to assisting consumers. Applying a wide range of knowledge, customer
engagement, combined with structured resources, to evaluate consumer preference and
behaviour, therefore enabling a means to identify new patterns, envision new possibilities and
get predictions for the future. (Insight success, 2020). Digital marketing engages customers
and encourages them to interact with the brand through digital channels Yasmin et al.,
(2015).
2.3 Empirical review

Several studies have examined the role of digital marketing in promoting sales across
different industries. Digital marketing, which involves the use of online platforms and digital
tools to reach customers, has been found to enhance sales performance and customer
engagement (Chaffey & Ellis-Chadwick, 2019).

A study by Tiago and Veríssimo (2014) analyzed the impact of digital marketing strategies
on business growth and found that businesses that leverage social media, search engine
optimization (SEO), and email marketing experience higher sales conversions compared to
those relying solely on traditional marketing methods. Similarly, Felix, Rauschnabel, and
Hinsch (2017) discovered that social media marketing significantly improves brand
awareness, customer interaction, and sales performance.

Moreover, a study conducted by Järvinen and Karjaluoto (2015) examined business-to-

business (B2B) digital marketing and found that content marketing and data-driven decision-
making contribute to increased customer acquisition and retention. In the retail sector, Eid

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and El-Gohary (2013) found that e-commerce platforms and digital advertising positively
influence consumer purchase behavior, leading to increased sales.

Additionally, Bala and Verma (2018) highlighted that digital marketing provides cost-
effective advertising solutions that enable businesses to target specific customer segments,
thereby improving sales efficiency. Their research showed that businesses using digital
channels such as Google Ads and Facebook Ads achieved better returns on investment (ROI)
than those relying solely on traditional media.

Overall, empirical findings suggest that digital marketing plays a crucial role in promoting
sales by increasing brand visibility, enhancing customer engagement, and improving
conversion rates. Businesses that integrate digital marketing strategies effectively are more
likely to achieve competitive advantages in their respective industries.

2.4 Theoretical Framework

The purpose of the concept discussed in the literature review is to validate the objective of
carrying out the report, which is largely based on the possibilities of exploring digital
marketing strategies and resources critical to a sustainable growth of Sales and ensure health
competition with larger companies in the market space. A well incorporated digital marketing
strategies help grow business by creating the needed awareness to attract new customers and
retain existing ones (Chaffey, 2020).numerous digital platforms are being set- out to ensure
businesses (Sales) are able to build and keep contact with customers on a regular bases,
receive feedback that helps in making required improvement in their product or service
delivery to respective customers Teixeira et., al (2018) therefore creating a visible online
brand with good value proposition and easily influence the customer buying behaviour
(Schivinski & Dabrowski, 2016). The researcher consulted a few theories that could be
relevant to the study; however would emphasis the theory of consumer engagement as a
connecting factor to justify the need for Sales to engage in digital marketing of their brands,
to create the needed awareness, for effective customer engagement and brand association.
2.4.1 Theory of consumer engagement
According to Van Doorn et al., (2010), consumer engagement is defined as the behavioural
interaction of a customer with a particular brand or company, beyond purchase that motivates
customers association and loyalty in their purchasing journey. The basis of consumer

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engagement is widely used in industry and businesses by managers and consultants around
the world Gambetti, (Graffigina & Biraghi, 2012). When a company succeeds in adapting and
facilitating an innovative approach while building long-term relationships with its customers,
it is called consumer engagement (Sashi, 2012). Customer engagement is focused on being
prioritised especially among competitors in order to gain brand loyalty. Faithful customers
not only remain stakeholders, but also creating great value and high business equity to meet
the needs and wants of customers, (Akhir, 2012). In today’s business environment, social
media is an important channel for online consumer engagement. Although the term
engagement still lacks a clear definition and application, the concept consumer engagement
has received the most attention among entrepreneurs. Digital media is popular and essential
for business as it facilitates a two-way communication, as it reaches all ages and
demographics (Divya & Regi, 2014). Discussion forums, chart rooms bulletin boards, emails
and social media networks are example of networking platforms that create interactions and
customer experiences Brodie et al., (2011). Dedicated customers can also play an important
role in developing new products and services, and co-creating experience and value. (Wang,
2006) believes that consumers can be more sensitive to brands if they are deeply involved in
the media vehicles. Digital media enable companies operating as Sales to consistently grow
their brand because of its low cost implication and minimal technical requirements Ferrer et
al., (2012). Sales owners are in position to maximise the potentials of digital marketing as it
gives market access outside their immediate geographical area, without necessarily requiring
a physical presence (Siamagka, Christodoulides, Michaelidon, 2015).

17
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22
CHAPTER THREE:

RESEARCH METHODOLOGY

3.0 Introduction

This chapter presents the research methodology used in the study, focusing on how data was
collected, analyzed, and interpreted to examine the role of digital marketing in promoting
sales. The chapter outlines the research design, population of the study, sample size, sampling
technique, data collection methods, and analytical tools. The methodology ensures that the
study follows a structured approach in addressing the research objectives while maintaining
reliability and validity.

3.1 Study Area

The study is conducted in Kogi State, located in North-Central Nigeria. Kogi State has a
diverse economy, with sectors such as agriculture, commerce, and services contributing
significantly to economic activities. The state capital, Lokoja, serves as a major commercial
hub, while other towns like Idah, Anyigba, and Kabba also play crucial roles in trade and
business development. The adoption of digital marketing in Kogi State is growing, with
businesses increasingly leveraging social media platforms, online advertisements, and e-
commerce to promote their products and services.

3.2. Study Design

The study adopts a descriptive survey research design. This design is suitable because it
allows for the collection of both qualitative and quantitative data from respondents in various
business sectors using digital marketing.

Sources of Data

The study utilizes both primary and secondary data:

 Primary Data: Information is collected directly from business owners, marketers,

and consumers through questionnaires and interviews.

23
 Secondary Data: Information is gathered from journals, articles, books, and online
sources related to digital marketing and sales performance.

3.3 Population of the Study

The population consists of business owners, digital marketers, entrepreneurs, and customers
in Kogi State. The estimated population size for this study is 70, representing individuals
actively engaged in businesses that incorporate digital marketing strategies.

3.4 Sample Size and Sampling Technique

A purposive sampling technique is used to select businesses and individuals who utilize
digital marketing. The sample size is 50, ensuring adequate representation of various
industries, including retail, hospitality, agriculture, and e-commerce.

N
n= 2
1+ N (e)

Where:

 n = Sample size
 N = Total population (estimated at 200 regular news consumers in Lokoja)
 e = margin of error (0.5 for 90% confidence level)

70 70 70
n 2 = = =59 ≈50
1+ 70(0.05) 1+ 0.175 1.175

Thus, a sample size of 50 respondents was used for this study.

3.5 Data Collection Method

The primary instrument for data collection is a structured questionnaire, which consists of
both open-ended and closed-ended questions. The questionnaire is divided into sections
covering respondents' demographic information, awareness of digital marketing, its adoption,
and its impact on sales performance.

24
3.5 Data Analysis Method

Data collected is analyzed using descriptive and inferential statistics.

 Descriptive Statistics: Includes percentages, mean, and frequency distribution to

summarize the responses.
 Inferential Statistics: A chi-square test is used to determine the relationship between
digital marketing and sales performance.
 Software: The analysis is conducted using SPSS (Statistical Package for the Social
Sciences) and Microsoft Excel for graphical representations.

25
CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0 Introduction

This chapter presents and analyzes the data collected from respondents to assess the role of
digital marketing in promoting sales among small and medium-sized enterprises (SMEs) in
Kogi State. A total of 50 valid responses were obtained through structured questionnaires.
The data is presented in tables and charts for clarity and is followed by interpretation and
analysis based on the study objectives.

Table 4.1: Gender Distribution

Gender Frequenc Percentage (%)
y
Male 30 60.0
Female 20 40.0
Total 50 100%

Table 4.2: Age Range Distribution

Age Range Frequency Percentage (%)
18–25 10 20.0
26–35 20 40.0
36–45 15 30.0
46 and above 5 10.0
Total 50 100%

Table 4.3: Business Type Distribution

Business Type Frequency Percentage (%)
Agriculture 12 24.0
Manufacturing 8 16.0
Services 15 30.0
Retail 10 20.0
Other 5 10.0
Total 50 100%

Table 4.4: Years in Business

Years in Business Frequency Percentage (%)
Less than 1 year 5 10.0
1–3 years 20 40.0
4–6 years 15 30.0
7 years and above 10 20.0
Total 50 100%

26
27
Table 4.5: Use of Digital Marketing
Response Frequenc Percentage (%)
y
Yes 38 76.0
No 12 24.0
Total 50 100%

Table 4.1: Gender Distribution

The data reveals that 60% of the respondents are male, while 40% are female. This indicates
that males constitute the majority of business owners or representatives who participated in
the study on the role of digital marketing in promoting sales in Kogi State.

Table 4.2: Age Range Distribution

The majority of respondents (40%) fall within the age range of 26–35 years, followed by 30%
in the 36–45 age range. Only 10% of the participants are aged 46 and above, while 20% are
within the 18–25 age group. This suggests that most business owners using digital marketing
are relatively young and potentially more digitally inclined.

Table 4.3: Business Type Distribution

Among the respondents, 30% are involved in the services sector, making it the most
represented business type. This is followed by 24% in agriculture, 20% in retail, 16% in
manufacturing, and 10% in other unspecified business types. The data suggests that service-
based businesses are the most engaged in digital marketing practices.

Table 4.4: Years in Business

A significant portion of the businesses (40%) have been operating for 1–3 years, followed by
30% with 4–6 years of experience. 20% of the businesses have been running for 7 years and
above, while 10% are relatively new with less than 1 year in operation. This distribution
shows that digital marketing is being adopted across both new and established businesses in
the state.

Table 4.5: Use of Digital Marketing

The findings indicate that 76% of the respondents use some form of digital marketing, while
24% do not. This suggests a high level of digital marketing adoption among businesses in
Kogi State, reflecting growing awareness and utilization of digital platforms for sales
promotion.

28
Table 4.6: Digital marketing has improved my business sales significantly

Response Frequency Percentage (%)

Strongly Agree 18 36%
Agree 20 40%
Neutral 6 12%
Disagree 4 8%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

A combined 76% of respondents agree that digital marketing has improved their business
sales significantly, indicating a strong positive perception of its effectiveness.

Table 4.7: My business reaches more customers through digital platforms

Response Frequency Percentage (%)

Strongly Agree 22 44%
Agree 18 36%
Neutral 5 10%
Disagree 3 6%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

80% of respondents believe digital platforms help them reach more customers, highlighting
the reach advantage of digital marketing.

Table 4.8: Digital marketing is more cost-effective than traditional marketing

Response Frequency Percentage (%)

Strongly Agree 15 30%
Agree 20 40%
Neutral 7 14%
Disagree 6 12%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

70% of participants find digital marketing more cost-effective, suggesting it is a preferred
option over traditional advertising methods.

29
Table 4.9: Social media marketing is the most effective strategy I use

Response Frequency Percentage (%)

Strongly Agree 20 40%
Agree 17 34%
Neutral 6 12%
Disagree 4 8%
Strongly 3 6%
Disagree
Total 50 100%

Field survey, 2025.

A total of 74% agree that social media is their most effective strategy, reinforcing the
popularity of platforms like WhatsApp and Facebook for business marketing.

Table 4.10: Email marketing helps me retain customers

Response Frequency Percentage (%)

Strongly Agree 8 16%
Agree 15 30%
Neutral 12 24%
Disagree 10 20%
Strongly 5 10%
Disagree
Total 50 100%

Field survey, 2025.

Only 46% agree that email marketing helps retain customers, indicating it may not be widely
adopted or effective for all businesses.

Table 4.11: My business has a defined digital marketing strategy

Response Frequency Percentage (%)

Strongly Agree 10 20%
Agree 14 28%
Neutral 10 20%
Disagree 10 20%
Strongly 6 12%
Disagree
Total 50 100%

Field survey, 2025.

Only 48% of respondents have a defined strategy, showing that while digital marketing is
used, many do so without formal planning.

30
Table 4.12: Many businesses in my area use digital marketing to promote sales

Response Frequency Percentage (%)

Strongly Agree 12 24%
Agree 18 36%
Neutral 10 20%
Disagree 7 14%
Strongly 3 6%
Disagree
Total 50 100%

Field survey, 2025.

60% of respondents believe many local businesses now use digital marketing, suggesting
increasing adoption in Kogi State.

Table 4.13: The adoption of digital marketing among SMEs in Kogi State is increasing

Response Frequency Percentage (%)

Strongly Agree 15 30%
Agree 20 40%
Neutral 8 16%
Disagree 5 10%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

70% believe digital marketing is growing among SMEs, confirming a rising trend in
adoption.

Table 4.14: I believe digital marketing is essential for business success today

Response Frequency Percentage (%)

Strongly Agree 22 44%
Agree 16 32%
Neutral 7 14%
Disagree 3 6%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

A strong 76% consensus that digital marketing is essential today, showing its perceived value
in modern business operations.

31
Table 4.15: High cost of internet/data discourages my use of digital marketing

Response Frequency Percentage (%)

Strongly Agree 18 36%
Agree 15 30%
Neutral 5 10%
Disagree 8 16%
Strongly 4 8%
Disagree
Total 50 100%

Field survey, 2025.

66% cite internet cost as a barrier, highlighting infrastructure and affordability issues in
digital adoption.

Table 4.16: I lack the technical knowledge required to run digital campaigns effectively

Response Frequency Percentage (%)

Strongly Agree 12 24%
Agree 14 28%
Neutral 10 20%
Disagree 8 16%
Strongly 6 12%
Disagree
Total 50 100%

Field survey, 2025.

52% agree they lack the necessary technical skills, pointing to a need for digital marketing
training and education.

Table 4.17: Poor internet connectivity affects my digital marketing efforts

Response Frequency Percentage (%)

Strongly Agree 16 32%
Agree 18 36%
Neutral 7 14%
Disagree 6 12%
Strongly 3 6%
Disagree
Total 50 100%

Field survey, 2025.

68% agree that poor connectivity hinders their efforts, showing how infrastructure directly
impacts marketing efficiency.

32
Table 4.18: I find it difficult to measure the success of my digital marketing efforts

Response Frequency Percentage (%)

Strongly Agree 14 28%
Agree 17 34%
Neutral 9 18%
Disagree 7 14%
Strongly 3 6%
Disagree
Total 50 100%

Field survey, 2025.

62% admit difficulty measuring success, suggesting a lack of access to or training on
analytics tools.

Table 4.19: Digital marketing has improved customer interaction and feedback

Response Frequency Percentage (%)

Strongly Agree 20 40%
Agree 18 36%
Neutral 6 12%
Disagree 4 8%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

76% believe digital marketing has improved customer communication, showing one of its
greatest strengths.

Table 4.20: I plan to invest more in digital marketing in the future

Response Frequency Percentage (%)

Strongly Agree 22 44%
Agree 16 32%
Neutral 6 12%
Disagree 4 8%
Strongly 2 4%
Disagree
Total 50 100%

Field survey, 2025.

76% intend to increase their digital marketing investment, suggesting strong future growth in
adoption.

Discussion

33
The results of this study provide insight into how small and medium enterprises (SMEs) in
Kogi State perceive and utilize digital marketing. A key finding is that a majority of
respondents (76%) agree that digital marketing has significantly improved their sales,
confirming the tool's effectiveness in revenue generation. Additionally, 80% of the
respondents agreed that digital platforms help them reach more customers,
demonstrating the reach and scalability of digital marketing strategies compared to traditional
methods.

The data further reveal that 70% of the business owners perceive digital marketing as
more cost-effective than traditional marketing, aligning with the belief that digital
channels provide better returns on investment, especially for small-scale businesses with
limited marketing budgets. Notably, 74% of respondents prefer social media platforms
like Facebook and WhatsApp, indicating that these platforms dominate SME marketing
strategies due to their accessibility and wide user base.

However, challenges remain. Although digital marketing is seen as essential for success (76%
agree), 66% of respondents claim that the high cost of internet/data limits their usage,
and 68% complain about poor internet connectivity. These issues reflect the infrastructural
barriers hindering full-scale digital transformation in the region.

Another critical observation is that only 48% of the businesses have a defined digital
marketing strategy, suggesting that while digital tools are in use, their implementation may
be unstructured. This is further supported by the fact that 62% find it difficult to measure
the success of their digital efforts, and 52% admit to lacking technical knowledge—
issues that point to the need for more training and digital capacity-building initiatives.

Encouragingly, 76% of SMEs plan to invest more in digital marketing, highlighting a

promising future trend despite current obstacles. The adoption trend is also validated by 70%
of respondents who agree that the use of digital marketing among SMEs in Kogi State is
growing, emphasizing a shift in marketing behavior.

4.2 Summary of the Findings

Based on the analysis of data collected from 50 SME respondents in Kogi State, the
following key findings emerged:

1. Digital Marketing Effectiveness:

A majority (76%) agree that digital marketing has significantly enhanced their
business sales, and 80% believe it helps them reach a broader customer base.
2. Cost and Reach Advantages:
70% perceive digital marketing as more cost-effective than traditional methods, and
74% say social media platforms are their most effective marketing tools.
3. Strategic Gaps:
Only 48% of the respondents have a defined digital marketing strategy, and 62%
struggle to measure the success of their digital campaigns.
4. Challenges in Adoption:
High internet/data costs (66%), poor internet connectivity (68%), and lack of
technical knowledge (52%) were identified as major barriers to effective digital
marketing use.

34
5. Positive Outlook and Adoption Trends:
76% of respondents consider digital marketing essential for business success and plan
to invest more in the future. Also, 70% observe that the adoption of digital marketing
among SMEs in Kogi State is increasing.
6. Customer Engagement:
76% of respondents believe digital marketing has improved customer interaction and
feedback, reinforcing its role in enhancing customer relations.

These findings suggest that while digital marketing is positively impacting SME growth in
Kogi State, there is a strong need for strategic planning, infrastructure improvement, and
capacity-building efforts to maximize its benefits.

35
CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

This chapter presents a summary of the research findings, draws conclusions from
the analysis, and provides actionable recommendations aimed at improving the use
of digital marketing to enhance sales performance in Kogi State. The chapter
reflects on the study objectives and discusses how they have been achieved
through the research process.

5.2 Summary of Major Findings

This study explored the role of digital marketing in promoting sales among businesses in
Kogi State. The findings based on responses from 50 SMEs reveal the following:

 Positive Impact on Sales: A significant majority of businesses agree that digital

marketing has contributed to improved sales and expanded customer reach.
 Cost-Effectiveness: Most respondents perceive digital marketing as a more cost-
effective option compared to traditional marketing channels.
 Popular Strategies: Social media marketing, particularly through platforms like
Facebook and WhatsApp, is the most widely adopted and effective digital marketing
strategy.
 Adoption Level: While many businesses use digital marketing tools, less than half
have a formal digital marketing strategy, indicating room for better planning and
execution.
 Challenges: High internet and data costs, poor network connectivity, and lack of
technical know-how are notable barriers limiting the full utilization of digital
marketing.
 Growing Trend: There is a growing adoption of digital marketing among SMEs in
Kogi State, with many business owners expressing plans to increase investment in
digital marketing efforts.
 Customer Engagement: Digital marketing has enhanced customer interaction and
feedback, which is crucial for business growth.

5.3 Conclusion

The study concludes that digital marketing plays a vital role in promoting sales for businesses
in Kogi State by enhancing visibility, customer reach, and cost-efficiency. However, despite
its benefits, challenges such as infrastructural constraints and inadequate digital skills hinder
its optimal use. For businesses in Kogi State to fully harness the potential of digital
marketing, strategic planning and overcoming technical and infrastructural challenges are
imperative. The positive attitude of SMEs towards adopting and investing more in digital
marketing suggests a promising future for digital marketing-driven growth in the state.

36
5.4 Recommendations

Based on the findings and conclusions, the following recommendations are made:

1. Capacity Building and Training:

Government agencies, business associations, and private sector stakeholders should
organize regular training workshops to equip SME owners and employees with digital
marketing skills and knowledge.
2. Improving Internet Infrastructure:
There is a need for investment in improving internet access and reducing data costs in
Kogi State to remove key barriers to digital marketing adoption.
3. Development of Digital Marketing Strategies:
Businesses should be encouraged to develop clear and structured digital marketing
strategies to maximize effectiveness and properly measure campaign success.
4. Encouraging Adoption through Awareness:
Increased awareness campaigns highlighting the benefits of digital marketing will
motivate more SMEs to adopt these tools and keep pace with the evolving business
environment.
5. Government Support and Incentives:
The state government should consider policies and incentives such as tax breaks or
subsidies to support SMEs investing in digital marketing technologies.
6. Partnerships with Digital Service Providers:
Encouraging collaborations between SMEs and digital marketing firms or platforms
can provide SMEs with expert assistance and affordable digital marketing solutions.

By implementing these recommendations, Kogi State can foster a vibrant digital marketing
culture that drives business growth and economic development.

37
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Questionnaires

Department of Marketing,
School of Business Studies,
P.M.B 1037,
The Federal Polytechnic Idah,
Idah,
Kogi State.
Dear Sir/Madam,

I am an undergraduate student of the above-named Department and Institution

carrying out a research work on the topic “The Role of Digital Marketing in Promoting
Sales in Kogi State”

I therefore, seek for your assistance by answering the attached questionnaire to the
best of your knowledge. I assure you that all information given will be treated confidentially.
Thanks, in anticipation.
Yours Faithfully,

Omale Unekwu

FPI/ND/MKT/23/018

43
Questionnaire

Title: The Role of Digital Marketing in Promoting Sales in Kogi State

Section A: Demographic Information

(Please tick the appropriate box)

1. Gender:
☐ Female ☐ Male
2. Age Range:
☐ 46 and above ☐ 36–45 ☐ 26–35 ☐ 18–25
3. Business Type:
☐ Other: ___________ ☐ Agriculture ☐ Manufacturing ☐ Services ☐ Retail
4. Years in Business:
☐ 7 years and above ☐ 4–6 years ☐ 1–3 years ☐ Less than 1 year
5. Do you use any form of digital marketing?
☐ No ☐ Yes

Section B: Research Questions

Please indicate your level of agreement with the following statements by ticking the
appropriate box:

S/N Statements Strongly Agree Neutral Disagree Strongly

Agree Disagree
1 Digital marketing has improved my
business sales significantly.
2 My business reaches more
customers through digital platforms.
3 Digital marketing is more cost-
effective than traditional marketing.
4 Social media marketing (e.g.,
Facebook, WhatsApp) is the most
effective strategy I use.
5 Email marketing helps me retain
customers.
6 My business has a defined digital
marketing strategy.
7 Many businesses in my area use
digital marketing to promote sales.
8 The adoption of digital marketing
among SMEs in Kogi State is
increasing.
9 I believe digital marketing is essential
for business success today.
10 High cost of internet/data
discourages my use of digital
marketing.

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11 I lack the technical knowledge
required to run digital campaigns
effectively.
12 Poor internet connectivity affects my
digital marketing efforts.
13 I find it difficult to measure the
success of my digital marketing
efforts.
14 Digital marketing has improved
customer interaction and feedback.
15 I plan to invest more in digital
marketing in the future.

45