Title: Influence Of Data-Driven Marketing Technologies On The Brand Awareness Of Small And Medium Scale Enterprises: An African Experience
Authors: Okwudiri, Nnanna-Ohuonu, Ijoma Henry Christopher, Iwudo Mmachukwu Scholastica and Adaobi Scholastica Nwanonenyi
Volume: 9
Issue: 9
Pages: 159-169
Publication Date: 2025/09/28
Abstract:
One of the objectives of most SMEs is to be seen and be able to penetrate the market. However, because of the ever changing nature of the digital world and process of carrying out businesses, SMEs need to adapt to the dynamic nature of the global landscape. Therefore, this study aimed at investigating the influence of data-driven marketing technologies, specifically SEO and web analytics tools, on SME-brand awareness and market reach. This study adopts a qualitative research methodology. Data was gotten from secondary sources such as peer reviews and relevant literatures and studies from Google scholar, Research gate and Tech sites. The findings from this study shows that strategic application of SEO, ensures online visibility and discoverability, combined with the data-driven insights provided by web analytics, enhances an SME's online presence and effectively expands its geographical reach far beyond traditional boundaries. Regardless of glaring challenges, particularly as regards resource constraints, limited digital literacy, and technical complexities, these tools offers enormous opportunities, ranging from cost-effective market access and precision targeting to strengthened brand credibility and scalable growth, outweighs its diverse impediments. The study recommends implementing digital skills training, evaluation of finances, applying integrated tools, creating engaging contents and setting SMART goals