An evaluation of AI-powered marketing tools on campaign success: Evidence from a tech company in Kano
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- NGN 5000
Background of the study
Artificial intelligence (AI) has increasingly transformed digital marketing by automating tasks, optimizing targeting, and personalizing content at scale. Tech companies in Kano are at the forefront of adopting AI-powered marketing tools to enhance campaign success and drive better business outcomes (Ibrahim, 2023). This study evaluates the impact of AI-driven tools—such as machine learning algorithms, predictive analytics, and chatbots—on the performance of digital marketing campaigns. The research examines key performance indicators including conversion rates, click-through rates, and return on marketing investment to determine how AI applications can improve targeting precision and campaign efficiency (Adebayo, 2024). By integrating AI technologies, marketers can gain real-time insights into consumer behavior and adjust strategies dynamically, ensuring that campaigns remain relevant and effective. The study employs a mixed-methods approach, combining quantitative campaign analytics with qualitative interviews of marketing professionals, to develop a comprehensive understanding of the benefits and limitations of AI in marketing. The findings aim to provide a strategic framework for tech companies seeking to leverage AI to optimize their digital marketing efforts in an increasingly competitive landscape (Okeke, 2024).
Statement of the problem
Tech companies in Kano face challenges in fully realizing the potential of AI-powered marketing tools. Although these tools promise improved targeting and increased efficiency, issues such as integration complexity, data quality, and resistance to change can impede their successful implementation (Chinwe, 2023). The absence of standardized metrics for assessing the impact of AI on campaign performance further complicates the evaluation process. This study seeks to address these challenges by investigating the direct effects of AI-driven tools on key marketing metrics and by identifying obstacles that hinder optimal performance. The goal is to develop actionable recommendations that enable tech companies to harness AI effectively and drive measurable improvements in campaign success (Okeke, 2024).
Objectives of the study:
To evaluate the impact of AI-powered marketing tools on campaign performance.
To identify challenges affecting AI integration in digital marketing.
To propose strategies for optimizing AI tool usage in marketing campaigns.
Research questions:
How do AI-powered tools influence key marketing performance indicators?
What challenges do tech companies face in implementing AI in marketing?
How can the integration of AI be optimized to enhance campaign success?
Significance of the study
This study is significant for tech companies by demonstrating the potential of AI-powered marketing tools to enhance digital campaign performance. Its findings will inform best practices for integrating AI into marketing strategies, leading to improved targeting, efficiency, and ROI. The research contributes to the academic literature on digital transformation and offers a practical framework for optimizing AI applications in competitive marketing environments.
Scope and limitations of the study:
This study is limited to evaluating the impact of AI-powered marketing tools on digital campaigns for a tech company in Kano, Nigeria, and does not extend to other industries or non-AI marketing strategies.
Definitions of terms:
AI-Powered Marketing Tools: Technologies that use artificial intelligence to optimize marketing activities.
Campaign Success: Measurable improvements in marketing outcomes such as conversion rates and ROI.
Predictive Analytics: The use of data, statistical algorithms, and machine learning techniques to identify future outcomes.
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