DIGITAL MARKETING AND SALES IMPROVEMENT OF SMALL SCALE ENTERPRISES IN PORT HARCOURT

DIGITAL MARKETING AND SALES IMPROVEMENT OF SMALL SCALE ENTERPRISES IN PORT HARCOURT

The main purpose of this research is to determine the influence of digital marketing on sales improvement of small scale enterprises in Port Harcourt.

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CHAPTER ONE

INTRODUCTION

• Background to the Study

The media revolution is most visible in the field of marketing. At present, marketing cannot be considered as a “customer-haunt”. Today, the marketing role is to fulfill the consumer’s curiosity through transparent and valuable content. Improvement in the significance of digital marketing in enterprises results from a growing number of Internet users, therefore providing a perfect place for marketing operations. Enterprises that understand the power of digital technologies, which enable interactive relations between a brand and a customer, and which will keep on implementing the digital marketing into their strategies, may reduce e.g. the costs of service, logistics, and increase the budget for operation in another department of the company. Jupiter Research – a research company – has developed seven aspects, which are related to the influence of digital technology on a consumer’s behavior:

Through electronic mail, Internet communicators, the Internet users communicate and establish mutual relationships. Hence, the time and geographical barriers between people disappeared and new virtual communities emerged, and the digital technology made it possible.

To create and publish content quickly. A consumer can follow changes in products/services prices on the current basis before they decide to buy.

A consumer can block the contents, which are not interesting for them. Moreover, technological solutions enabled the emergence of spontaneous advertising content. Consumers are divided into narrow target groups, often according to their individual preferences. There is a possibility to express oneself on the Internet, sharing your opinions and experiences, to get consumers involved in the creation of products/services, which causes a great possibility that their needs will be fulfilled.

It must be stressed that technology changes people. Even though the resulting changes are most visible on “computer screens”, this is a man who is a crucial element combining human capital and new technologies. Thus, it must be stated that the emergence of a cyber consumer will require a change in marketing operations. A consumer moving around the digital world is willing to connected everything with everything; product/service, information, place of purchase and price. While imagining a perfect purchase, where the price will be adjusted to the product/service quality, the consumer will be sufficiently informed, hence they will purchase in a convenient place and time. The digital world offers a wide range of assortment. A consumer can sort products/services according to the price, quality, delivery costs or reviews. Digital technology enables the enterprises, or even inclines them, to change the manner of thinking about the contemporary market and its actors. The way of approach has become cheaper and easier.

Marketing indeed transformed together with technological advancement. Thus, they pose an unbreakable whole. Knowledge in the field constitutes a plane, which enables to combine the consumers from the traditional world marketing with those from the digital one. Traditional marketing is understood as any actions consisting of inflow of goods and services, from the manufacturer to the final recipient, while digital marketing is seen through its technological possibilities, combining promotion of products/services with their digital distribution, social media, and Internet sales.

• Statement of the Problem

It has been nearly a quarter-century since commercial use of the Internet and the World Wide Web began. During this time the business landscape has changed at a frenetic pace. Large multinational corporations such as Google, Facebook, Amazon, Alibaba, eBay and Uber, unheard of twenty years ago, have emerged as key players in our modern economy. In 2015, online sales accounted for 7.4% of overall retail spending in the U.S., the highest percentage since tracking began in 1999 (Phillips, 2015).

Sales made through mobile devices have increased at a rapid rate to between 22% and 27% of all online sales (Rao, 2015; Malcolm, 2015). Corporations now highlight the importance of creating a “digital relationship” with customers (Phillips, 2015). Moreover, digital technologies and devices such as smartphones, smart products, the Internet of Things (IoT), Artificial Intelligence, and deep learning all promise significant transformations of consumers’ lives shortly. It is against this backdrop that this research seeks to understand how the developments in digital technology are re-shaping the process and the strategy of marketing, and the implications of this transformation on the improvement of sales of small scale enterprises in Port Harcourt.

• Aim and Objectives

The main purpose of this research is to determine the influence of digital marketing on sales improvement of small scale enterprises in Port Harcourt. Specific objectives include, to:

1. To determine the relationship between social media marketing and sales growth of small scale enterprises in Port Harcourt.
2. To access the relationship between social media marketing market share of small scale enterprises in Port Harcourt.
3. To determine the relationship between email marketing and sales growth of small scale enterprises in Port Harcourt.
4. To determine the relationship between email marketing and market share of small scale enterprises in Port Harcourt.

• Research Questions

Base on the statement of the problem and purpose of the study, the following questions were formed to guide the study:

1. What is the relationship between social media marketing and sales growth of small scale enterprises in Port Harcourt?
2. What is the relationship between social media marketing market share of small scale enterprises in Port Harcourt?
3. What is the relationship between email marketing and sales growth of small scale enterprises in Port Harcourt?
4. What is the relationship between email marketing and market share of small scale enterprises in Port Harcourt?

• Research Hypotheses

H₀₁: There is no significant relationship between social media marketing and sales growth.

H₀₂:   There is no significant relationship between social media marketing and market share.

H₀₃:   There is no significant relationship between e-mail marketing and sales growth.

H₀₄: There is no significant relationship between-mail marketing and market share.

• Significance of the Study

The significance of the study is discussed in terms of its theoretical and practical implications (Ahiauzu, 2006). This study is significantly theoretical as it provides new theoretical insights into the knowledge relating to digital marketing and sales improvement of small scale enterprises in Port Harcourt. It will also challenge the curiosity of scholars to theorize on the area to expand the frontiers of knowledge on the subject matter.

On practical implications, this study will provide the unique knowledge needed by the managers within this industry. Furthermore, the study will practically be useful to academia, students and the researcher because it will, on completion, afford him/her the privilege of being awarded a Bachelor of Science Degree in Marketing.

• Scope of the Study

Content Scope: This study focuses on digital marketing and sales improvement of small scale enterprises in Port Harcourt.

Geographical scope: This study is carried out within the reach of some selected small scale enterprises in Port Harcourt.

Unit of Analyses: This study touches the reach of senior management of selected small scale enterprises to realize its full relevance.

• Definition of Terms

Digital Marketing- activities, institutions, and processes facilitated by digital technologies for creating, communicating and delivering value for customers and other stakeholders.

E-mail Marketing– is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

Sales Growth-is a metric that measures the ability of your sales team to increase revenue over a fixed period.

Market Share- is the percentage of a market accounted for by a specific entity.

Sales Improvement- the ability of a company’s sales professionals to “win” at each stage of the customer’s buying process, and ultimately earn the business on the right terms and in the right timeframe.

Social Media Marketing- is the use of social media platforms and websites to promote a product or service.

• CONCEPTUAL FRAMEWORK

Figure 1.1: Conceptual Framework of the Study

Source: Researcher’ s Review of Relevant Literature, 2019.