International Journal of Academic Accounting, Finance & Management Research (IJAAFMR)   Year: 2021 | Volume: 5 | Issue: 4 | Page No.: 8-15 Digital Marketing Strategy and Customer Patronage of Online Businesses in Nigeria OYAKHIRE Victor Alaba Abstract: This study examined the effect of digital marketing on consumers' patronage of online businesses in Nigeria. The research design in the study was survey design because the study involved direct contact with a cross section of the respondents who shared similar features. The population in the study was thirty top online businesses of where five top management staff members were selected as samples from each of the companies using a structured questionnaire and was analyzed using both mean and standard deviation and the hypotheses were tested using correlation and multiple regression analyses. The study was anchored of cue utilization theory. The finding show that social media marketing strategy, email marketing strategy and affiliate marketing strategy have positive effects on consumers' patronage. All the proxies for digital marketing strategy have a positive effect on consumers' patronage. Therefore, it was recommended that strategies be use to engage social media operators in order to promote their companies image on popular social media applications. They should ensure that the consumers' privacy should be at the top on their companies' agenda when using electronic mail strategy as a marketing tool. They should also partner with popular websites to host their company's link page, there by inviting other internet users to their home page.