Digital Entrepreneurial Marketing as a Strategic Pivot for Nigerian Physical Businesses

Abstract

Physical businesses in Nigeria increasingly operate in a market where customer discovery, product evaluation, negotiation, payment confirmation, delivery coordination and post-purchase engagement are no longer confined to the shop, workshop or market stall. This conceptual paper examines digital entrepreneurial marketing as a strategic pivot through which brick-and-mortar businesses, such as tailoring shops, fashion retailers, food vendors, hair salons, repair services and neighbourhood retailers, use social media and WhatsApp not merely for promotion but as an integrated innovation layer for value delivery and customer reach. The paper argues that the real transition is not from offline to online business in a simplistic sense, but from passive content posting to structured digital sales systems that connect visibility, trust, conversation, ordering, fulfilment and customer retention. Drawing on entrepreneurial marketing theory, dynamic capabilities theory, the resource-based view and digital transformation literature, the paper develops a Digital Entrepreneurial Marketing Pivot Framework for Nigerian physical businesses. The framework shows how content visibility, social proof, WhatsApp-integrated ordering, customer data routines, fulfilment discipline and repeat engagement can transform ordinary social media activity into a practical business-growth mechanism. The paper concludes that digital entrepreneurial marketing can help Nigerian physical businesses overcome spatial limitations, reduce customer-acquisition friction, improve market intelligence and strengthen resilience, provided entrepreneurs treat digital tools as part of business design rather than as occasional publicity instruments.