ADOPTION OF DIGITAL MARKETING TOOLS AND TECHNIQUES FOR SUSTAINABLE BUSINESSES

Abstract

billboard or print advertisement, whereas digital marketing provides an avenue for two-way communication between a business and its actual or prospective customers. Using, real- world digital transformation cases, this article explores the concept of digital marketing in this internet age and seeks to help Nigerian business owners understand the efficiency of digital marketing tools in building sustainable businesses. Digital marketing is gaining predominance in marketing strategies across the globe as digitization is becoming present in business and real-world social relationships have been transitioned to the virtual world, resulting in online communities that bring people together from across the globe [2]. This study aims to access the efficiency of digital marketing tools in building sustainable businesses globally. This article uses qualitative and quantitative methods of data collection and analysis [3] to offer insights into the potential of digital marketing and its various tools in efficiently influencing sustainable business.