Company Website and Marketing Performance in Selected Small Business Enterprises in Yola, Adamawa State Nigeria

Abstract

Using digital platforms to contact people, turn them into customers, and keep them as customers while promoting products or services in a targeted, quantifiable, and interactive way is known as digital marketing. The primary objective of the study was to determine how digital marketing has an impact on the marketing performance of selected small business enterprises in Yola, Adamawa state, Nigeria. The study being quantitative in nature adopted a descriptive survey design and made use of a sample of 165 of 250 registered SBEs that are operating full-time using digital marketing channels in Yola, Adamawa State were randomly chosen. Google Forms was adopted in the distribution of the questionnaire collection. SPSS version 20 was used to organize and evaluate the responses. The hypothesis was examined based on the findings using descriptive and regression analysis. The outcome demonstrated that SBE's marketing performance in Yola, Adamawa State, Nigeria, was significantly impacted by the digital marketing channel “Company Website” (CW). As a result, in order to remain competitive and improve their marketing performance, the study recommended that SBEs who have not been utilizing this dimension to a great extent should start.