The impact of multichannel marketing on sales performance: An evaluation of a consumer electronics brand in Lagos.
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- Table of Content: Available
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- NGN 5000
Background of the study:
Multichannel marketing strategies have become essential for consumer electronics brands seeking to maximize sales performance in a fragmented digital landscape. In Lagos, brands are increasingly utilizing an integrated approach that combines online platforms, physical retail outlets, and social media campaigns to create a cohesive customer experience (Adeyemi, 2023). This study explores how multichannel marketing efforts—ranging from digital advertisements and email marketing to in-store promotions and interactive events—contribute to increased sales and improved brand recognition. By delivering consistent messaging and targeted promotions across multiple channels, consumer electronics brands can capture a broader audience and drive purchase intent (Chukwu, 2024). The research examines the correlation between multichannel strategies and key performance indicators such as conversion rates, customer retention, and overall revenue growth. Additionally, the study addresses the challenges associated with coordinating multiple marketing channels, including message consistency and resource allocation, to identify best practices for optimizing sales performance in a competitive market environment (Okafor, 2023).
Statement of the problem:
Consumer electronics brands in Lagos encounter challenges in effectively integrating multiple marketing channels to enhance sales performance. Despite deploying diverse marketing strategies, many brands struggle with fragmented messaging, inefficiencies in channel coordination, and unclear attribution of sales outcomes (Chukwu, 2024). This lack of strategic alignment hinders the ability to maximize revenue potential and achieve consistent growth. This study aims to investigate the impact of multichannel marketing on sales performance and to identify the barriers that prevent seamless integration of various marketing channels (Okafor, 2023).
Objectives of the study:
To evaluate the impact of multichannel marketing on sales performance.
To identify key challenges in coordinating marketing efforts across channels.
To propose strategies for optimizing multichannel marketing to boost revenue.
Research questions:
How does multichannel marketing influence sales performance in consumer electronics?
What are the main challenges in integrating different marketing channels?
What strategies can enhance the effectiveness of multichannel marketing campaigns?
Significance of the study:
This study is significant as it provides insights into the effectiveness of multichannel marketing strategies in driving sales performance. The findings will help consumer electronics brands in Lagos optimize their marketing approaches, achieve better channel integration, and ultimately increase revenue, thereby reinforcing their competitive edge (Adeyemi, 2023; Chukwu, 2024).
Scope and limitations of the study:
This study is limited to evaluating multichannel marketing strategies for a consumer electronics brand in Lagos and does not extend to other product categories or markets.
Definitions of terms:
Multichannel marketing: The coordinated use of multiple communication channels to reach customers.
Sales performance: The effectiveness of a brand in generating revenue from its products.
Consumer electronics brand: A company that manufactures or sells electronic products for personal use.
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