EFFECT OF STRATEGIC MARKETING PLANNING AND DIGITAL MARKETING PLANNING ON BUSINESS PERFORMANCE OF SELECTED SMALL AND MEDIUM ENTERPRISES IN MUBI METROPOLIS, ADAMAWA STATE, NIGERIA

Abstract

This study examined the effect of strategic marketing planning and digital marketing planning on business performance of selected SME in Mubi metropolis, Adamawa State, Nigeria. The study adopted survey research design. Data were collected through a questionnaire administered to 384 copies questionnaire where only 372 were returned successfully and were used for analysis. Data collected was subjected to percentage analysis, and hypotheses were tested using regression analysis at the 0.05 level of significance. The findings revealed that strategic marketing planning  has significant and positive effect on business performance of SMEs in Mubi metropolis, Adamawa State (b = 0.442, T =  1.104, P = 0.008). Lastly,  digital marketing planning has significant and positive effect on business performances of selected SME in Mubi metropolis, Adamawa State (b = 0.345, t = 3.161, P = 0.021). Hence, the study concluded that strategic marketing planning and digital marketing planning were not among the factors influencing business performance of selected SMEs in Mubi metropolis, Adamawa State. The study recommended that SMEs in Mubi metropolis, Adamawa State should strategic marketing planning and digital marketing planning.  This iterative approach will help SMEs stay agile and responsive to changes, ultimately contributing to sustained business success.