The impact of product experiential campaigns on digital engagement: An evaluation of an online retailer in Lagos.
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- NGN 5000
Background of the study
Product experiential campaigns have transformed the way online retailers engage with consumers, particularly in the fast-paced digital marketplace of Lagos. These campaigns create immersive experiences that simulate in-store interactions through virtual reality, interactive webinars, and live social media events (Adeyemi, 2023). By offering hands-on experiences and personalized digital interactions, retailers can capture consumer attention and foster a deeper connection with their brand. The experiential approach not only enhances product understanding but also builds a memorable brand image that encourages repeated engagement. Digital platforms provide the tools necessary for real-time consumer feedback and participation, enabling retailers to continuously refine their campaigns based on audience behavior (Ike, 2024). Moreover, experiential campaigns serve to bridge the gap between digital browsing and physical shopping, reducing the risk associated with online purchases. This study evaluates the impact of these campaigns on digital engagement metrics, including website traffic, social media interactions, and conversion rates, providing insights into how immersive experiences drive consumer behavior in an online retail environment.
Statement of the problem
Although product experiential campaigns are popular among online retailers, there is limited research quantifying their impact on digital engagement. Retailers in Lagos invest in elaborate digital experiences, yet the relationship between these campaigns and measurable engagement metrics remains ambiguous (Obi, 2023). Challenges such as inconsistent campaign execution, technological limitations, and varying consumer digital literacy contribute to uncertain outcomes. This study aims to address these gaps by investigating how experiential campaigns influence digital engagement, identify the most effective elements of these campaigns, and propose strategies to overcome existing challenges that may hinder their impact (Udeh, 2024).
Objectives of the study:
To evaluate the impact of product experiential campaigns on digital engagement.
To identify key experiential elements that drive online consumer interactions.
To propose recommendations for enhancing digital campaign effectiveness.
Research questions:
How do experiential campaigns influence digital engagement metrics?
Which elements of these campaigns are most effective in capturing consumer interest?
What challenges hinder the success of experiential digital campaigns?
Significance of the study
This study is significant as it provides empirical evidence on the role of product experiential campaigns in boosting digital engagement for online retailers. The insights will guide marketers in designing more effective immersive experiences that increase consumer participation and drive conversion rates. The findings contribute to both academic research and practical marketing strategies, offering actionable recommendations for optimizing digital campaigns (Adeniyi, 2023).
Scope and limitations of the study:
This study is limited to evaluating product experiential campaigns for a single online retailer in Lagos, Nigeria, and does not extend to other forms of digital marketing.
Definitions of terms:
Product Experiential Campaigns: Marketing initiatives that offer immersive, interactive consumer experiences.
Digital Engagement: The level of consumer interaction with digital content.
Online Retailer: A business that sells products primarily through digital channels.
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