USING DIGITAL GUERRILLA AND AMBUSH MARKETING FOR SALES TARGETS ACHIEVEMENTS OF SELECTED SMALL AND MEDIUM SCALE ENTERPRISES IN NIGERIA
Abstract
This study was on the effect of digital guerrilla and ambush marketing on
achieving sales target of SMEs in Abia State. A sample size of 250 was
determined from a population of 661. The study adopted a causal survey
research design. This was carried out through questionnaire administration to
the target respondents; especially the owners, managers and employees of
the selected Small and Medium Scale Enterprises (SMEs) in the study area.
Simple regression model will be used to test the hypotheses. The study
established that guerrilla marketing, ambush marketing, street marketing,
viral or stealth marketing strategy as indices for sales growth strategy were
significant and positively affect sales performance of the selected SMEs in the
study area. The research recommends that SMEs should manage their use of
guerrilla marketing strategy effectively by making their product available at
unexpected places to retain their old customers. Also, there should be
improvement in online ambush marketing. Such will stimulate efforts to make
create new “demand curve” for the SMEs products in the long-run. And there
in the need to concentrate efforts on viral marketing by creating buss, using
stealth marketing in digital marketing activities of the SMEs. Such will create
not only product awareness. It will also influence customers purchase
decisions via product or service trials of the company’s brands. Finally, the
study recommends that the businesses of SMEs should embark on digital and
social marketing. Because these are the platforms were their products and
are displayed.
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Published in UNIPORT JOURNAL OF BUSINESS, ACCOUNTING & FINANCE MANAGEMENT
ISSN: 1596-9911
This article appears in our peer-reviewed academic journal
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