J. O. EJECHI

This study investigates the impact of digital marketing on brand performance in Small and Medium Enterprises (SMEs) in Benin City, Nigeria. A quantitative survey of 271 respondents showed a positive and significant relationship between digital marketing strategies and brand performance, a positive and significant relationship between digital marketing and brand performance, a positive and significant relationship between digital marketing and brand performance metrics, a positive and significant relationship between digital marketing adoption and sales growth among SMEs. The findings enlightens that digital marketing contribute meaningfully to enhancing brand visibility, competitiveness, customer engagement, and business growth. The study contributes to measurable improvements in specific business performance metrics thereby boosting visibility and also strengthening customer relationships. The study also enlightens that barriers to adoption do not reduce brand performance benefits of digital marketing and suggests that even constrained SMEs can achieve meaningful improvements through strategic digital engagement.