Abstract

This study investigates the impact of digital marketing strategies specifically Search Engine Optimization (SEO), Social Media Marketing (SMM), Email Marketing (EMK), and Pay-Per-Click (PPC) Advertising on sales performance among small and medium scale enterprises in Benin city. Adopting a quantitative research design, primary data were collected through structured questionnaires administered to a sample of digital marketing practitioners. The study utilized descriptive statistics and multiple regression analysis, conducted using IBM SPSS, to assess the relationships between the identified digital marketing variables and sales performance outcomes. Findings revealed that SMM and EMK had statistically significant and positive effects on sales performance, while SEO and PPC did not show considerable influence within the study context. These results align with existing literature that emphasizes the growing importance of technology-enabled marketing strategies in achieving business growth. The study concludes that organizations should prioritize investment in SMM and EMK while continuously evaluating the effectiveness of SEO and PPC strategies. Based on these findings, actionable recommendations were proposed to guide businesses in optimizing their digital marketing efforts for enhanced performance and return on investment.