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ABSTRACT
As the world embraced the digital age, businesses increasingly turned to digital marketing as a means of reaching their target audience. However, the effectiveness of digital marketing strategies largely depended on the awareness and perception of the target audience. In this study, I aimed to investigate the relationship between digital marketing and the awareness and perception of University of Benin students. Specifically, I examined the impact of digital marketing strategies on student behavior, including factors such as preferences, trust, customer satisfaction, and overall experience. To achieve this, I administered a questionnaire to a sample of University of Benin students and analyzed the data collected. Through my findings, I hoped to shed light on the effectiveness of digital marketing strategies in reaching and engaging with University of Benin students, as well as their general perception of these strategies. Ultimately, my study aimed to provide insights into how businesses can effectively utilize digital marketing strategies to improve customer satisfaction and expand their customer base.
