Online Printing Companies in Nigeria: Exploring the Role of Digital Marketing Communications for Sustainable Growth
DOI:
https://doi.org/10.31674/ijmhs.2025.v09i01.002Abstract
Web-to-print (W2P), also known as online printing or print e-commerce, has transformed print consumption behaviour considerably. It allows print buyers to place and fulfil orders via online platforms, eliminating the need for face-to-face contact. Previous research has examined the broad spectrum of online print buying, but there is a dearth of knowledge on online printing in the context of a developing economy like Nigeria. To fill this gap, this study explores web-enabled printing in the print and graphic arts industry in Nigeria, focusing on the digital marketing activities of Nigerian online printing companies. Utilising online research methods, data (SEO rankings) on the websites of Nigerian online printing companies were analysed, along with secondary data sources. The study revealed the digital marketing strategies used by Nigerian web-to-print businesses to achieve long-term success, highlighting the relevance of an effective online promotional strategy in achieving business success and sustainable growth. The need for further research into the social media marketing practices of Nigerian online printing companies was highlighted. Furthermore, it is imperative for online companies to embrace a digital strategy that encompasses word-of-mouth marketing, search engine marketing, and social media advertising to enhance their online presence. By providing an understanding of web-to-print (W2P) adoption, this study contributes to the limited knowledge of online printing in Nigeria.
Keywords:
Digital Marketing, Online Printing, Print E-Commerce, Search Engine Marketing, Web-to-PrintDownloads
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