Strategic marketing and competitive advantage of SMES in a developing country

Small and medium-sized enterprises (SMEs) in Anambra State face significant challenges in implementing strategic marketing practices, crucial for gaining a competitive advantage. This study examined the effect of strategic marketing and the competitive advantage of SMEs in Anambra State. The specific objectives are to determine the effect of digital marketing adoption on customer retention rates and to explore the effect of technology integration on sustainable growth. Data were collected using structured questionnaires administered to a population of 384 from seventeen (17) registered SMEs; only 291 were filled out and retrieved. Simple Linear Regression analysis was employed as the statistical tool to test the hypotheses. The findings revealed a statistically significant positive relationship between digital marketing adoption and customer retention rates, indicating that effective utilization of digital marketing strategies enhances customer loyalty. Additionally, technology integration significantly contributes to sustainable growth among SMEs. In conclusion, the study underscores the strategic importance of digital marketing for the sustainability and growth of SMEs in a competitive business environment. It is recommended that SME support agencies develop training programs to improve digital marketing literacy among staff, facilitating more effective utilization of digital tools to foster customer retention and overall business performance. This research contributes valuable insights to the existing literature on digital marketing in emerging markets, highlighting the need for targeted strategies to enhance SME competitiveness.