Digital Marketing and its impact on Nigerian Small and Medium scale enterprises: A study of iDream Events LTD
Okanya, Ikenna (2019)
Okanya, Ikenna
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052712201
https://urn.fi/URN:NBN:fi:amk-2019052712201
Tiivistelmä
ABSTRACT
In a time when technology is taking over everything we do, and the mode of doing business is rapidly going digital, and with the challenges being faced by SMEs in Nigeria, it became necessary to look closely into the lives of SMEs and their relationship with the digital technology as regards creating awareness for their business.
In this research, the author tries to go deep into the lifestyle of the SMEs in Nigeria, what is fundamental to them and what happens in their environment. These things researched includes, their life cycle, different types of SMEs, etc.
Furthermore, a case company, iDream events ltd was studied through an interview with the founder of the company. This was used to find a first hand information on what is happening with the SMEs from the experiences of iDream events ltd. mostly about their involvement with digital marketing, and about their general challenges and growth strategy.
Other company’s in the same field as iDream events were researched, information about their involvements on internet-based digital platforms which includes, Facebook, twitter and Instagram were researched as an insight to their involvement with digital marketing.
The above research was analysed and used to determine how involved the Nigerian SMEs are with the use of digital marketing. To an extent, it could be said that they know already a lot about the benefits of digital marketing, however, they lack the financial power to take advantage and have a full benefit from the use of digital marketing
In the end, the author tried to give certain recommendations, mainly as regards increasing opportunities of having more financial power and improving digital marketing skills.
In a time when technology is taking over everything we do, and the mode of doing business is rapidly going digital, and with the challenges being faced by SMEs in Nigeria, it became necessary to look closely into the lives of SMEs and their relationship with the digital technology as regards creating awareness for their business.
In this research, the author tries to go deep into the lifestyle of the SMEs in Nigeria, what is fundamental to them and what happens in their environment. These things researched includes, their life cycle, different types of SMEs, etc.
Furthermore, a case company, iDream events ltd was studied through an interview with the founder of the company. This was used to find a first hand information on what is happening with the SMEs from the experiences of iDream events ltd. mostly about their involvement with digital marketing, and about their general challenges and growth strategy.
Other company’s in the same field as iDream events were researched, information about their involvements on internet-based digital platforms which includes, Facebook, twitter and Instagram were researched as an insight to their involvement with digital marketing.
The above research was analysed and used to determine how involved the Nigerian SMEs are with the use of digital marketing. To an extent, it could be said that they know already a lot about the benefits of digital marketing, however, they lack the financial power to take advantage and have a full benefit from the use of digital marketing
In the end, the author tried to give certain recommendations, mainly as regards increasing opportunities of having more financial power and improving digital marketing skills.