AN APPRAISAL OF DIRECT DIGITAL MARKETING ON CUSTOMER ACQUISITION COSTS: A STUDY OF AN ONLINE SERVICE PROVIDER IN ABUJA.
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Background of the study:
Direct digital marketing encompasses a range of strategies aimed at engaging potential customers through targeted, measurable online channels. Online service providers in Abuja are increasingly utilizing these methods—such as email marketing, display ads, and social media promotions—to reduce customer acquisition costs (CAC) and drive growth (Ibrahim, 2024). By focusing on direct engagement and data-driven targeting, these companies can minimize wasted expenditure and improve conversion efficiency. Digital channels allow for precise measurement of campaign performance, enabling marketers to optimize spending in real time. However, challenges such as high competition, fluctuating ad costs, and inconsistent targeting can lead to elevated CAC. This study examines the effectiveness of direct digital marketing in reducing customer acquisition costs for an online service provider in Abuja, analyzing cost metrics, conversion rates, and overall marketing ROI (Okafor, 2023). The research seeks to provide actionable recommendations for optimizing digital marketing strategies to achieve more efficient customer acquisition.
Statement of the problem:
Online service providers in Abuja often struggle with high customer acquisition costs due to inefficient targeting and competitive pressures in the digital space (Ibrahim, 2024). These challenges result in elevated marketing expenses and lower overall profitability, necessitating an evaluation of direct digital marketing practices to identify cost-saving opportunities (Okafor, 2023).
Objectives of the study:
To assess the impact of direct digital marketing on customer acquisition costs.
To identify factors that drive high CAC in online marketing.
To propose strategies for reducing CAC and improving ROI.
Research questions:
How does direct digital marketing affect customer acquisition costs?
What factors contribute to high CAC in online service sectors?
What measures can optimize customer acquisition efficiency?
Significance of the study:
The study provides insights that will help online service providers in Abuja reduce marketing costs and improve ROI, thereby enhancing competitive positioning and profitability (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to an online service provider in Abuja, Nigeria, focusing solely on direct digital marketing and its impact on customer acquisition costs.
Definitions of terms:
Direct Digital Marketing: Online marketing strategies aimed at engaging customers directly.
Customer Acquisition Cost (CAC): The cost incurred to acquire a new customer.
Online Service Provider: A company that offers services primarily through digital channels.
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