DIGITAL MARKETING TOOLS AND SALES PERFORMANCE OF SHOPRITE, SHOPPING MALL AKURE, ONDO STATE NIGERIA

Abstract

This research assessed the effect of digital marketing tools on sales performance at ShopRite Shopping Mall Akure, Ondo State. The study adopted a quantitative research methodology while employing a questionnaire to collect data and analyzed using descriptive and inferential statistics of T-test and Chi-square. The result showed that email and social media marketing are the most used digital marketing tools adopted by ShopRite Mall, Akure Ondo State. The result also showed that the mall prefers digital marketing to traditional marketing due to easy measurement of results, high accessibility, cheaper use, comprehensive coverage, and high customer engagement. Also, the result from the T-test analysis revealed that digital marketing is significantly high with (T – 39.912) in customer base creation of larger market share, (T – 38.171), a daily increase of sales (T – 23.441), reduction in advertisement cost and increase in profitability (T – 31.926), and increment in online presence & increase in sales (T – 43.719). The Chi-Square analysis showed that digital marketing tools of email marketing (P = O.040) and social media marketing (P = 0.012) have a significant effect on sales performance. The main challenges for digital market adoption include high competition and a high basis for fraud. The study concludes that digital marketing significantly affects sales performance and recommends stable internet service for optimal performance.