Use of Digital Marketing Resources for Business Management among Electrical Appliances Dealers in Enugu State

Abstract

The study investigated the use of digital marketing resources for business management among electrical appliance dealers in Enugu state. Three objectives guided the study. The study adopted a descriptive survey research design. The population of the study was 54 respondents, made up of 36 employees and 18 marketing managers of the electrical appliances in the Enugu and Nsukka metropolis. No sampling was done due to the manageable size of the population. Mean and standard deviation were used to analyze data. The findings of the study revealed that Facebook (2.62), WhatsApp (2.62) and Instagram (2.67) were mostly used for marketing their businesses. The electrical appliance dealers do not use newsletter email sales and advertising (1.88), transactional email for business transactions (1.64) and behavioural email for reaching customers (1.73). The study also revealed that the dealers perform all the management tasks listed thus: creating goals and objectives, creating schedules, developing strategies to increase performance, productivity and efficiency, ensuring compliance with company policies and industry regulations, mentoring employees, monitoring budgets, and productivity levels and performance, train staff. Based on the findings, the study recommended that marketers of electrical appliances should be open to exploring more digital marketing resources to reach out to new and existing customers for better management of their businesses