Search Engine Marketing and Marketing Performance in Selected Small Business Enterprises in Yola, Adamawa State, Nigeria

Abstract

Using digital tools to reach people, turn them into customers, and keep them as customers while promoting products or services in a focused, measurable, and engaging way is known as digital marketing. This study aimed to find out how digital marketing impacts the marketing performance of small businesses in Yola, Adamawa State, Nigeria. The study focused mainly on Search Engine Marketing as the key area of interest. Since this was quantitative research, it used a survey approach and included a sample of 165 out of 250 small businesses that are entirely using digital marketing in Yola, Adamawa State, Nigeria, and were selected randomly. Google Form was used to collect the questionnaires. The data was organized and analyzed using SPSS version 20. The results were checked using descriptive and regression analysis. The findings showed that Search Engine Marketing has a positive and significant effect on the marketing performance of small businesses in Yola, Adamawa State, Nigeria. The research suggests that small businesses that are not using Search Engine Marketing effectively should begin using it to remain competitive.