An assessment of digital marketing trends on consumer expectations: A case study of an online retailer in Lagos
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Background of the study
Rapidly evolving digital marketing trends continuously reshape consumer expectations, particularly among online retailers in Lagos. This study examines how emerging trends—such as personalized content, mobile-first strategies, and omnichannel marketing—affect consumer expectations and influence purchasing behavior. The online retailer leverages these trends to create targeted campaigns and adaptive customer experiences that align with modern consumer demands (Ibrahim, 2023). The research investigates the correlation between innovative digital marketing practices and shifts in consumer expectations, exploring how technology, data analytics, and real-time engagement contribute to heightened service standards. Additionally, the study considers the role of social media and influencer marketing in setting new benchmarks for customer interaction. Challenges such as rapidly changing trends and the need for continuous innovation are addressed, with a focus on balancing technological advancements with genuine customer value (Adebayo, 2024). By integrating quantitative performance data with qualitative consumer surveys, the study aims to provide actionable insights for aligning digital marketing strategies with evolving consumer expectations, ultimately enhancing customer satisfaction and loyalty.
Statement of the problem
Online retailers in Lagos struggle to keep pace with rapidly evolving digital marketing trends, which in turn elevate consumer expectations. Despite adopting advanced strategies, gaps in meeting heightened expectations can lead to customer dissatisfaction and reduced loyalty (Chinwe, 2023). Inconsistent application of emerging technologies and challenges in maintaining personalization across channels further complicate efforts to fulfill consumer demands. This study addresses these issues by investigating the impact of digital marketing trends on consumer expectations and identifying the key factors that enable online retailers to meet or exceed these expectations effectively.
Objectives of the study:
To evaluate the impact of digital marketing trends on consumer expectations.
To identify key factors that drive consumer satisfaction in digital retail.
To recommend strategies for aligning marketing efforts with evolving expectations.
Research questions:
How do digital marketing trends influence consumer expectations?
What factors contribute to meeting consumer expectations?
How can online retailers optimize their strategies to satisfy evolving demands?
Significance of the study
This study is significant for online retailers by providing insights into the relationship between digital marketing trends and consumer expectations. Its findings will help shape strategies that enhance customer satisfaction, foster loyalty, and improve competitive positioning. Contributing to digital marketing literature, the research offers a framework for adapting to rapid changes in consumer behavior.
Scope and limitations of the study:
The study is limited to an online retailer in Lagos, Nigeria, and focuses solely on digital marketing trends.
Definitions of terms:
Digital Marketing Trends: Emerging strategies and technologies in online marketing.
Consumer Expectations: The anticipated standards and experiences consumers seek.
Online Retailer: A business that sells products over the internet.
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