Abstract
Online marketing entails carrying out marketing activities with the use of internet-based application. The main objective of the study was to ascertain the relationship between online marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. The sample consisted of 366 SMEs operators across the three senatorial districts in Akwa Ibom State. Survey research design was adopted by the researcher. Data were collected with the use of structured questionnaire. Two hypotheses were formulated tested and analyzed using the simple linear regression. It was discovered that there is significant relationship between the two proxies of online marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. In line with the findings, the researchers concluded that e-mail marketing and search engine marketing does enhance marketing performance of micro, small and medium scale enterprises in Akwa Ibom State. The researcher further recommended SMEs that have not been using these dimensions to a large extent should do so in order to be competitive and enhance their performance.
Highlights
Online marketing is a subset of electronic marketing which requires a live internet connection for it to function
The main objective of the study was to ascertain the relationship between online marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State
The findings of the study clearly show that embracing online dimensions does improve marketing performance
Summary
Online marketing is a subset of electronic marketing which requires a live internet connection for it to function. El-Gohary (2010) opined that online marketing is a recent innovation and a current business practice that is concern with marketing goods, services, ideas and concepts with the use of electronic measures such as internet, mobile phones, extranets and intranets. Coviello et al (2001) opined that online marketing as an innovative technology-based activity, has been considered as one of the projecting aspects of marketing practice that has to do with the use of internet and other communicating technologies to build and facilitate dialogue between a business and its customers. The idea of online marketing denotes a type of marketing in which marketing objectives are achieved through the use of electronic communication tools like internet, interactive TV and mobile phones
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