Adoption of the digital marketing among oil palm farmers: A review of methods, successes and challenges in Nigeria

Abstract

Palm oil is an important commodity in the Nigerian economy concerning its role as a source of farm income and food requirements. This study reviewed the digital marketing techniques adopted by oil palm farmers in Nigeria. This study examined the evolution of the palm oil industry in Nigeria, highlighting its historical background, current challenges, and the potential solutions offered by digital marketing. It discussed the shift in global palm oil production from West Africa to Asia, particularly Indonesia and Malaysia, and the implications for Nigeria’s palm oil sector. Despite being a significant contributor to the Nigerian economy, the palm oil industry faces challenges such as slow growth, loss of export share, and competition from imports. Digital marketing emerges as a viable solution to these challenges, offering opportunities for reaching target audiences, improving brand loyalty, and overcoming resource constraints. It also examined the benefits and challenges of digital marketing in Nigeria, highlighting the high cost of advertising, infrastructure limitations, and cultural diversity as key obstacles.