Small Medium Enterprise

The rapid evolution of digital technologies has transformed how businesses attract, engage, and retain customers, making digital marketing a vital tool for organisational growth. This study examined the relationship between digital marketing practices and the growth of Small and Medium Enterprises (SMEs) in Benin City, Nigeria. Specifically, the study investigated the effects of social media marketing, search engine optimisation, email marketing, and content marketing on SME growth. The research adopted a quantitative survey design, with data collected from selected SMEs operating within Benin City. Hypotheses were tested using statistical techniques to determine the significance of the relationships between the identified digital marketing practices and SME growth indicators. The findings revealed a positive and significant relationship between social media marketing and SME growth, as well as between search engine optimisation and SME growth. Similarly, content marketing demonstrated a positive and significant effect on SME growth. In contrast, email marketing showed a positive but insignificant relationship with SME growth, suggesting limited effectiveness in the studied context. These findings highlight the importance of leveraging social media, SEO, and content strategies to drive business expansion while recognising the need for improved email marketing adoption and practices. The study concludes that digital marketing practices are critical enablers of SME growth in Benin City, but their impact varies across different strategies. It recommends that SME owners and managers invest in capacity building, technology adoption, and tailored digital strategies to enhance xiv competitiveness. Policy makers are also encouraged to support SMEs with training, digital infrastructure, and enabling policies that foster sustainable growth in the digital economy