Abstract:
This research paper examined the extent of utilization of digital marketing channel for brand awareness by SME operators in Kwara state, Nigeria. A descriptive survey research design was adopted. Two purposes, two research questions and two null hypotheses were raised for the study. The population of the study comprised 1,416 registered SMEs in Kwara State out of which a sample of 339 was chosen using Taro Yamane formula for finite population. Questionnaire was used as instrument for gathering data and was validated by three experts. The reliability of the instrument was ascertained using Cronbach Alpha method to obtain the r-coefficient of 0.90. The data for the research questions were answered using mean and standard deviation. Analysis of variance (ANOVA) was used to test the null hypotheses 1 and 2 at 0.05 level of significance. The study found that out of the two channels of digital marketing channels examined only the Social Media Marketing is utilized to a high extent while Search Engine Optimization was rated low in the extent to which it is being utilized. Based on the findings, the study concludes that SMEs were not fully aware of how search engine optimization channels of digital marketing work and its benefits, hence many small businesses are yet to have the full awareness of how best it could be explored for business purposes. SMEs should have their businesses presence not only on social media marketing channel. Proper optimization of search engine is equally important, in other to generate more traffic to their business website organically.
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