Adoption of Web 2.0 Marketing: An Exploratory Study About the Nigerian SME's

Maryam Lawan Gwadabe
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Maryam Lawan Gwadabe: IT and Business School, Blue Sapphire E-Solutions ltd, Kano, Nigeria

International Journal of Information Systems in the Service Sector (IJISSS), 2017, vol. 9, issue 4, 44-59

Abstract: The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.

Date: 2017
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