An Appraisal of IT-Driven Customer Engagement Strategies: A Study of Digital Marketing Firms in Sokoto State
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Background of the Study
Customer engagement has become an essential component of business success in the digital age. IT-driven customer engagement strategies leverage tools such as personalized communication, data analytics, chatbots, and social media to enhance interactions between businesses and customers (Adebayo & Musa, 2023). Digital marketing firms play a crucial role in employing these technologies to create meaningful customer experiences, foster loyalty, and drive sales.
In Sokoto State, digital marketing firms are increasingly adopting IT-based strategies to improve customer engagement. These strategies, enabled by advancements in technology, allow for data-driven decisions and real-time interaction. This study evaluates the effectiveness of these IT-driven strategies in achieving customer engagement goals.
Statement of the Problem
Despite the potential of IT-driven strategies, digital marketing firms in Sokoto State face challenges such as limited technological expertise, high costs, and resistance from traditional businesses. These issues hinder the optimal deployment of technology to enhance customer engagement, leading to missed opportunities for business growth.
This study appraises the effectiveness of IT-driven customer engagement strategies, identifying key benefits and challenges associated with their implementation.
Objectives of the Study
1. To assess the level of adoption of IT-driven customer engagement strategies in digital marketing firms in Sokoto State.
2. To evaluate the impact of IT-driven strategies on customer satisfaction and retention.
3. To identify challenges faced by digital marketing firms in implementing IT-driven customer engagement strategies.
Research Questions
1. What is the extent of adoption of IT-driven customer engagement strategies in Sokoto State's digital marketing firms?
2. How do IT-driven strategies impact customer satisfaction and retention?
3. What challenges do digital marketing firms face in implementing IT-driven customer engagement strategies?
Research Hypotheses
1. IT-driven customer engagement strategies are not widely adopted in digital marketing firms in Sokoto State.
2. IT-driven strategies do not significantly improve customer satisfaction and retention.
3. Challenges in implementing IT-driven strategies do not significantly affect their effectiveness.
Scope and Limitations of the Study
This study focuses on digital marketing firms in Sokoto State, analyzing the adoption and impact of IT-driven customer engagement strategies. Limitations include variations in firm size and differing technological capabilities.
Definitions of Terms
• Customer Engagement Strategies: Methods used to foster meaningful interactions between a business and its customers.
• IT-Driven Strategies: Approaches that utilize information technology to enhance customer engagement.
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