Business Administration & Management

Electronic Marketing and Small Enterprise, Threats and Opportunities

Electronic Marketing and Small Enterprise, Threats and Opportunities


In this research, an attempt was made to ascertain whether small-scale businesses in Nigeria are aware of and use e-marketing as part of their marketing strategy. Also to ascertain whether they perceive it as a threat of opportunity or non, also the study was conducted through the use of a questionnaire. However, findings showed that small-scale businesses should begin to strategically plan their e-marketing strategy in alignment with the total marketing plan and if they are to benefit effectively from the use of e-marketing, they need to be up-to-date in its application.



Small scale businesses in Nigeria play a very vital role in the development of its economy. Over the years various policies both from the government and some of the private sector actors have been developed to create enabling environments for these small-scale businesses to thrive. However, the challenges linger. Some of these challenges have been highlighted by many authors to be, poor managerial skills, small capital, wasteful spending by small scale business owners, poor marketing strategies, etc. the is not the negligence of the fact that those few SMEs that have thrived over the years have contributed immensely to the growth of Nigeria economy through the following significant ways, utilization of Nigeria’s resources, increase employment, etc. income generation and redistribution, etc.

Noteworthy at this point is the fact that small-scale business especially in the sub-Saharan region appears to be lagging in the global trends concerning small-scale businesses. In Japan, for example, small-scale businesses now engage an international business due to their ability to create products according to the taste of the market and can use available marketing to ensure they gain and retune a reasonable market share. This has been made possible despite the many obvious and general challenges that are inherent in small-scale businesses.

The purpose of this study, therefore, is to ascertain the current relationship between small-scale businesses in Nigeria and marketing. Also, it is to ascertain how e-marketing could be used by small-scale businesses in Nigeria to tackle its challenges, survive in the market, and thrive enjoying a competitive advantage.

This study also seeks to significantly ascertain how e-marketing is perceived by small-scale businesses and whether how it is perceived and indeed e-marketing is an opportunity or a threat to the survival and thriving of small-scale businesses in Nigeria.


Having briefly analyzed the state of Nigerian small-scale businesses, their challenges, and advantages. A question to be asked would be how can small-scale businesses apply their resources efficiently and effectively towards business tools that will help produce competitive advantage, improve market share, and other benefits. Considering the up growth in the use of technology in the marketing activities of all types of organizations, it is important to ascertain what effect and how e-marketing can be used by small-scale businesses in Nigeria.

E-marketing as a marketing tool could help the small-scale business in Nigeria reach a wider local market, make gain through competitive advantage while serving a better part of the market. Also, E-marketing allows small-scale businesses to access new export markets.

However, certain questions need to be asked concerning e-marketing concerning small companies. They are;

i.  What is the level of awareness of e-marketing to small-scale businesses in Nigeria.

ii.  Also to what extent do these small-scale businesses in Nigeria apply e-marketing as a strategic marketing tool.

iii.  How does this small-scale business perceive e-marketing and does trend provide an opportunity or a threat.

iv.  Also what are those possible ways through which e-marketing could be used as a modern business tool by small-scale businesses in Nigeria.


The objectives of this study, however, are as follows

1.  To ascertain the level of awareness of e-marketing to small-scale businesses in Nigeria.

2.  To find out the extent to which small-scale businesses in Nigeria are e-marketing.

3.  To find out if e-marketing poses threat or creates opportunities for small-scale businesses in Nigeria.

4. To ascertain possible ways through which e-marketing could be used as a modern business tool by small-scale businesses in Nigeria.

This study will attempt to significantly answer these questions.


This study will concentrate on the use of e-marketing as a modern marketing tool. It’s the level of awareness among small-scale business managers.

Also, the general perception of small-scale business managers of e-marketing; and also how small business owners have reacted to the emerging trend of e-marketing as a strategic business tool.


This research study is important or relevant in modern business practice in numerous ways. First, if we consider the high level of competition in modern-day businesses and threats of the global economic crisis which have been noticed recently. It is however very crucial for firms to acquire business tools and apply such tools efficiently and effectively to create a competitive advantage that will enable them to make a better profit, reduce cost, and service more of the market size.

However, some benefits which the authors believe will be gained from this study are briefly highlighted below.

1. It should help academic theoreticians and practitioners especially small-scale business owners with a better understanding of e-marketing.

2. This better understanding should also be useful to small-scale businesses for the efficient and effective application of e-marketing.

3. It is also relevant such that it should assist small-scale businesses in creating opportunities that give marketing advantages to them.


This study contains five chapters.

Chapter one contains the background of the study, the statement of the research problems, the objectives of the study, the scope, relevance, organization of the study, and its limitations.

Chapter two contains a literature review on the meaning and definitions of e-marking, Literature on the internet environment, internal marketing strategy, and other practices on e-marketing strategies. Chapter three contains a brief introduction, the population of the study, the sample, and sampling techniques. The research design, the data gathering instruments, method of analysis, operationalization, and measurement of variables. Chapter four contains the analysis of the data gathered, the test of the hypothesis.

Chapter five also basically contains a conclusion based on the analysis and some recommendations concerning e-marketing and small-scale businesses.

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