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ABSTRACT
The purpose of this study delves into the impact of digital marketing on small-scale businesses in Nigeria. It began by exploring the current landscape of digital marketing in Nigeria, highlighting the growing importance of online platforms for business promotion. The chapter then analyzed various ways in which digital marketing has positively influenced small-scale businesses, including increased reach, cost-effectiveness, and improved customer engagement. According to Lockett (2018) to enable small retail business owners to improve derived sales through the use of digital marketing, they must hire the right people, utilize successful advertising methods, and carefully select explicit content online. Additionally, corporate leaders developed direct contacts with the community to raise brand awareness, accelerate growth, and ensure long-term viability. Business executives utilize a variety of communication platforms to viii create and promote products and services in the retail business, as well as to improve their organization's performance.
