THE IMPACT OF DIGITAL TRANSFORMATION ON MARKETING STRATEGIES
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THE IMPACT OF DIGITAL TRANSFORMATION ON MARKETING STRATEGIES
This study aims to: (1) investigate the impact of digital transformation on marketing strategies, (2) identify key digital marketing tools that enhance customer engagement, and (3) evaluate the effectiveness of digital marketing campaigns. A survey design was employed to gather data from marketing professionals. Using Taro Yamane's formula, a sample size of 379 participants from the retail sector in Lagos was determined, ensuring comprehensive insights. The retail sector was chosen for its extensive use of digital marketing. The reliability coefficient score of the survey was 0.87. Findings indicate that digital transformation significantly enhances marketing strategies by providing more personalized, targeted, and measurable campaigns. Recommendations include investing in advanced digital marketing tools, fostering a data-driven marketing approach, and continuously monitoring and optimizing digital campaigns to enhance customer engagement and ROI.
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