AN ASSESSMENT OF CROSS-BORDER DIGITAL MARKETING STRATEGIES IN EMERGING MARKETS: A CASE STUDY OF A NIGERIAN STARTUP IN KANO.
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Background of the study:
Cross-border digital marketing strategies enable businesses to reach international markets by leveraging online platforms and technologies. For a Nigerian startup based in Kano, venturing into emerging markets presents both opportunities and challenges. This study investigates how cross-border digital marketing strategies facilitate market expansion, enhance brand visibility, and drive sales growth in diverse cultural and economic contexts (Balogun, 2023). The startup leverages social media, search engine marketing, and localized content to tailor its message to different international audiences. These strategies help overcome geographical barriers and create personalized marketing campaigns that resonate with consumers in target regions (Obi, 2024). However, issues such as regulatory differences, language barriers, and varying consumer behavior patterns complicate digital marketing efforts across borders. The research critically examines these challenges and the effectiveness of digital marketing tactics in penetrating emerging markets. By understanding the interplay between global digital strategies and local market dynamics, the study aims to offer insights and recommendations that can guide startups in optimizing their cross-border marketing efforts for sustained international growth (Adeleke, 2025).
Statement of the problem:
Although cross-border digital marketing offers significant growth potential, Nigerian startups in Kano face obstacles that impede successful market expansion. Challenges such as cultural misalignment, regulatory complexities, and ineffective localization strategies hinder the impact of digital marketing efforts (Balogun, 2023). Additionally, limited resources and a lack of in-depth market insights often result in suboptimal campaign performance. This study seeks to address these issues by evaluating the effectiveness of cross-border digital marketing strategies and identifying the barriers that must be overcome to successfully penetrate emerging markets (Obi, 2024).
Objectives of the study:
To evaluate the impact of cross-border digital marketing on market expansion.
To identify challenges faced by startups in implementing international marketing strategies.
To propose strategies for optimizing cross-border digital marketing efforts.
Research questions:
How do cross-border digital marketing strategies affect international market penetration?
What challenges do Nigerian startups face in implementing these strategies?
What strategies can enhance the effectiveness of cross-border digital marketing in emerging markets?
Significance of the study:
This study is significant as it provides valuable insights into cross-border digital marketing strategies for Nigerian startups. The findings will help startups optimize their international marketing efforts, improve brand visibility, and overcome barriers to market expansion
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