THE ROLE OF DIGITAL MARKETING IN BOOSTING OIL PALM MSMES' PROFITABILITY IN EDO STATE, NIGERIA

This study investigates the potential of leveraging digital marketing technologies to enhance the profitability of oil palm Micro, Small and Medium Enterprises (MSMEs) in Edo State, Nigeria. Oil palm is a crucial sector in the Nigerian economy, but MSMEs within this industry face challenges such as limited market access, low productivity, and inadequate infrastructure. This research aims to: Identify the specific digital marketing tools and strategies that can be leveraged to improve the profitability of these MSMEs; examine the relationship between online marketing campaigns (email marketing, social media ads) and the growth of MSMEs in Edo State. The study utilizes the Technology Acceptance Model (TAM) as its theoretical framework, focusing on the perceived usefulness and ease of use of digital marketing technologies among oil palm MSMEs. Data was collected through questionnaire in a survey to understand the current state of digital marketing adoption among oil palm MSMEs and its impact on business performance. The study found out that, there is statistically significant relationship between digital marketing technology adoption and the profitability of MSMEs. It was therefore concluded that there was a statistically significant relationship between online marketing campaign and productivity of oil palm MSMEs in Edo State on the metrics used to measure the relationship. The findings of this research will provide valuable insights for policymakers, development organizations, and MSMEs in the oil palm sector in Nigeria