An evaluation of IT-driven marketing strategies and consumer engagement: A case study of retail businesses in Benue State
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- NGN 5000
Background of the Study
IT-driven marketing strategies utilize digital technologies and tools to reach, engage, and influence consumers in a more targeted and efficient manner. The rise of digital platforms such as social media, websites, email marketing, and mobile apps has revolutionized the marketing landscape, offering businesses new ways to connect with consumers and personalize their marketing efforts. In the retail sector, IT-driven strategies are especially crucial for attracting and retaining customers, boosting sales, and gaining a competitive advantage (Oluwaseun & Folake, 2023).
Retail businesses in Benue State are increasingly adopting IT-driven marketing strategies to reach a broader audience and improve customer engagement. With the growing penetration of mobile phones and internet access, these businesses are using digital channels to target specific consumer segments, tailor promotions, and build relationships with customers. However, despite the potential of IT-driven marketing, many businesses face challenges in effectively using these strategies due to limited resources, lack of expertise, and poor integration of digital tools. This study seeks to evaluate how IT-driven marketing strategies impact consumer engagement and the overall success of retail businesses in Benue State.
Statement of the Problem
Although IT-driven marketing strategies offer several benefits, many retail businesses in Benue State are not fully leveraging these strategies to engage consumers. This could be due to a lack of understanding of consumer preferences, ineffective use of digital tools, or the failure to integrate IT-driven strategies with overall business goals. This study aims to evaluate the effectiveness of IT-driven marketing strategies in fostering consumer engagement and enhancing business performance in Benue State’s retail sector.
Objectives of the Study
1. To assess the impact of IT-driven marketing strategies on consumer engagement in retail businesses in Benue State.
2. To evaluate the role of digital tools and platforms in enhancing marketing effectiveness for retail businesses.
3. To identify the challenges faced by retail businesses in Benue State in implementing IT-driven marketing strategies.
Research Questions
1. How do IT-driven marketing strategies influence consumer engagement in retail businesses in Benue State?
2. What role do digital tools play in enhancing the effectiveness of marketing strategies in retail businesses?
3. What challenges do retail businesses in Benue State face in implementing IT-driven marketing strategies?
Research Hypotheses
1. IT-driven marketing strategies have a significant positive effect on consumer engagement in retail businesses in Benue State.
2. Digital tools such as social media, email marketing, and mobile apps enhance the effectiveness of marketing strategies for retail businesses in Benue State.
3. Retail businesses in Benue State face significant challenges in effectively implementing IT-driven marketing strategies.
Scope and Limitations of the Study
This study will focus on retail businesses in Benue State that employ IT-driven marketing strategies. It will assess the impact of these strategies on consumer engagement and business performance. The study may be limited by access to businesses that fully utilize digital marketing tools and by the subjective nature of measuring consumer engagement.
Definitions of Terms
• IT-driven Marketing Strategies: Marketing strategies that utilize digital technologies such as social media, email, mobile apps, and websites to promote products and engage with consumers.
• Consumer Engagement: The emotional connection and interaction between a business and its customers, typically measured through actions such as repeat visits, purchases, or interactions with digital content.
• Retail Businesses: Businesses involved in the sale of goods or services directly to consumers, typically through physical stores or online platforms.
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