Digital Marketing Strategies and Customer Satisfaction in Selected Small and Medium Enterprises in Lagos State, Nigeria
Customer satisfaction is a critical determinant of business sustainability, competitive positioning, and long-term performance among small and medium enterprises (SMEs). In the digital era, achieving customer satisfaction depends significantly on digital marketing strategies and effective information diffusion management. Digital marketing strategies encompass social media engagement, content marketing, email marketing, and paid advertising. However, SMEs in Lagos State experience persistent low levels of customer satisfaction. Empirical studies reveal that both constructs can significantly enhance customer satisfaction. Therefore, this study examined the influence of digital marketing strategies and information diffusion on customer satisfaction of selected SMEs in Lagos State, Nigeria. The study adopted a survey research design. The population comprised 245 SMEs from three sectors: Advertising and Marketing Agencies, ICT-Based Firms, and Transport and Logistics companies in Lagos State, Nigeria. Total enumeration was adopted. Data were collected from SME owners, managers, and staffs through a validated self-constructed online questionnaire. Cronbach’s alpha reliability coefficients ranged from 0.734 to 0.866. Response rate was 228 (93.1%). Data were analyzed using descriptive and inferential (multiple linear regression) statistics at 5% significance level. The findings revealed that digital marketing strategies had significant influence on customer satisfaction (Adj.R² = 0.293, F(4, 223) = 24.559, p < 0.05) of selected SMEs in Lagos State, Nigeria. The study concluded that digital marketing strategies and information diffusion are significant determinants of customer satisfaction among SMEs in Lagos State, Nigeria. SME owners and managers should prioritize content marketing and invest in improving information diffusion depth and speed to enhance customer satisfaction. This could be achieved through developing high-quality, customer-relevant digital content, adopting timely communication systems, and strategically integrating digital marketing and information management practices.
Keywords: Content marketing, Customer satisfaction, Digital marketing strategies, Small and medium enterprises
