An examination of unified digital marketing on audience engagement: A case study of a tech innovation hub in Kano.
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- NGN 5000
Background of the study
Unified digital marketing has emerged as a crucial strategy for tech innovation hubs seeking to engage a diverse audience. In Kano, tech innovation hubs are leveraging a range of digital channels—such as social media, email marketing, content marketing, and search engine optimization—to create a cohesive online presence that resonates with tech-savvy consumers (Aminu, 2023). This study explores how unified digital marketing strategies facilitate consistent messaging and foster active audience engagement, which is critical for driving innovation and attracting potential collaborators and investors. The integration of multiple digital tools enables these hubs to provide a seamless user experience, streamline communication, and effectively track engagement metrics (Bello, 2024). Furthermore, unified strategies help in building a strong online community by ensuring that all digital touchpoints reflect the innovation hub’s core values and vision. However, challenges such as resource limitations, rapidly evolving digital trends, and audience fragmentation persist, hindering optimal engagement. This research investigates these challenges and examines the overall impact of unified digital marketing on audience engagement, offering strategic recommendations for improvement (Gambo, 2025).
Statement of the problem
Tech innovation hubs in Kano face challenges in engaging their audience due to fragmented digital marketing efforts. Despite using various online channels, inconsistent messaging and a lack of integration often lead to reduced audience engagement and lower participation in innovation initiatives. The absence of a unified digital marketing strategy results in missed opportunities to build a strong online community and to effectively communicate the hub’s vision. This study seeks to identify the challenges that hinder audience engagement and evaluate the impact of a unified digital marketing approach on overcoming these issues (Aminu, 2023; Bello, 2024).
Objectives of the study:
To evaluate the impact of unified digital marketing on audience engagement.
To identify challenges in implementing a cohesive digital marketing strategy.
To propose recommendations for enhancing audience engagement through unified digital efforts.
Research questions:
How does unified digital marketing affect audience engagement in a tech innovation hub?
What are the primary challenges in integrating digital marketing channels?
What strategies can improve the consistency and effectiveness of digital engagement?
Significance of the study
This study is significant as it provides valuable insights for tech innovation hubs aiming to enhance audience engagement through unified digital marketing. The research findings offer practical recommendations to optimize digital strategies, thereby fostering a more connected and active online community and driving innovation (Bello, 2024).
Scope and limitations of the study:
The study is limited to examining unified digital marketing strategies and their impact on audience engagement within a single tech innovation hub in Kano, excluding broader industry comparisons and external digital trends.
Definitions of terms:
Unified Digital Marketing: A coordinated approach to digital marketing that ensures consistent messaging across all online channels.
Audience Engagement: The interaction and involvement of an online community with digital content.
Tech Innovation Hub: A center dedicated to fostering technological innovation and entrepreneurship.
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