Digital Marketing Adoption among SMEs in Lagos State, Nigeria
This study investigates digital marketing adoption among SMEs in Lagos State, Nigeria; focusing on limited resources, lack of expertise, and inadequate infrastructure. Using a descriptive survey design, data were gathered from 387 participants via structured questionnaires from a population of 11,663 registered SME owners The study involved descriptive statistics and data were analysed using Statistical Package for Social Sciences (SPSS). Findings reveal high digital marketing adoption, with social media platforms leading followed by mobile marketing tools and short message service (SMS). Email marketing and multimedia brochures are also significant, while search engine optimization (SEO) and on-hold mobile ringtones are less utilised. The overall adoption indicates consistent use of digital marketing. The study concludes that SMEs should maintain a robust digital presence, focusing on social media and mobile marketing to stay competitive. The low SEO adoption suggests the need for enhanced education and support. Recommendations include targeted training to improve SEO and broader digital marketing skills for SME owners. Keywords: Digital Marketing, Social Media Platforms, Mobile Marketing, Multimedia Brochure, SMEs
Keywords: Digital Marketing, Social Media Platforms, Mobile Marketing, Multimedia Brochure, SMEs
Citation: Adeniyi, C.S., Adepoju, A.O., Adebambo, H.O., & Kolawole, R.J. (2024). Digital Marketing Adoption among SMEs in Lagos State, Nigeria. International Journal of Innovative Research in Accounting and Sustainability, 9(2), 51-60.