ADOPTION OF DIGITAL MARKETING TOOLS AND TECHNIQUES FOR SUSTAINABLE BUSINESSES

Abstract

Digital marketing refers to any marketing methods conducted through electronic devices, which utilize some form of a computer [1]. This includes online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email and similar channels to reach customers in targeted demographics. With digital marketing, engaging target customers stands a better chance than traditional methods, where business owners can only hope that target audience will see their marketing efforts. In recent years, there has been an ever-increasing rise in the number of internet users. The implications are that service users or product consumers are online, which emphasizes the importance of digital marketing. Digital marketing takes advantage of this reality, promoting business products and services across the internet. In this way, businesses ensure that their marketing efforts are more likely to reach customers, by targeting them where they spend most of their time. Unlike traditional marketing which is static and often referred to as “one-way” communication digital marketing is an ever-changing, dynamic process. Stated otherwise, customers cannot interact with business through a billboard or print advertisement, whereas digital marketing provides an avenue for two-way communication between a business and its actual or prospective customers. Using, real- world digital transformation cases, this article explores the concept of digital marketing in this internet age and seeks to help Nigerian business owners understand the efficiency of digital marketing tools in building sustainable businesses. Digital marketing is gaining predominance in marketing strategies across the globe as digitization is becoming present in business and real-world social relationships have been transitioned to the virtual world, resulting in online communities that bring people together from across the globe [2]. This study aims to access the efficiency of digital marketing tools in building sustainable businesses globally. This article uses qualitative and quantitative methods of data collection and analysis [3] to offer insights into the potential of digital marketing and its various tools in efficiently influencing sustainable business.