An evaluation of multi-channel marketing tactics on customer acquisition: Evidence from a retail electronics brand in Kaduna.
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Background of the study
Multi-channel marketing tactics have become critical for retail electronics brands striving to acquire new customers in a competitive marketplace. In Kaduna, retail electronics companies are increasingly deploying a combination of online marketing, in-store promotions, social media outreach, and email campaigns to broaden their customer base. This study evaluates how these integrated multi-channel tactics influence customer acquisition processes by providing consistent and engaging consumer experiences. The utilization of diverse marketing channels allows these companies to reach potential customers at various touchpoints, ultimately driving product awareness and purchase intent (Adamu, 2023; Musa, 2024). The integration of digital analytics and traditional promotional methods enhances the ability to track customer interactions and optimize marketing strategies. Despite the potential benefits, challenges such as channel fragmentation, resource constraints, and inconsistent messaging can limit the effectiveness of these tactics. This research seeks to uncover the relationship between multi-channel marketing efforts and customer acquisition outcomes, providing insights that can be leveraged to refine marketing strategies and improve overall performance. The study is particularly relevant in an industry where rapid technological advancements and evolving consumer behaviors require adaptive and innovative marketing approaches (Sani, 2025).
Statement of the problem
Retail electronics brands in Kaduna often face difficulties in efficiently acquiring new customers due to disjointed multi-channel marketing efforts. Fragmented communication strategies across digital and physical channels lead to inconsistent customer experiences and lower conversion rates. Despite significant investments in various marketing tactics, the lack of a unified approach results in suboptimal performance in attracting potential buyers. This study aims to investigate the challenges that impede the success of multi-channel marketing tactics and evaluate their impact on customer acquisition. It seeks to determine whether integrated, cohesive marketing efforts can overcome these barriers and significantly enhance customer acquisition outcomes (Adamu, 2023; Musa, 2024).
Objectives of the study:
To evaluate the impact of multi-channel marketing tactics on customer acquisition.
To identify the challenges in implementing cohesive multi-channel strategies.
To propose recommendations for improving customer acquisition through integrated marketing.
Research questions:
How do multi-channel marketing tactics influence customer acquisition?
What challenges hinder the effective integration of various marketing channels?
What strategies can enhance the overall performance of multi-channel marketing efforts?
Significance of the study
This study is significant as it offers valuable insights into the effectiveness of multi-channel marketing tactics on customer acquisition for retail electronics brands in Kaduna. The findings will aid marketers in developing more integrated strategies, thereby optimizing customer outreach and improving conversion rates. These insights are essential for companies seeking to enhance their competitive positioning in a rapidly evolving market (Sani, 2025).
Scope and limitations of the study:
The study is limited to evaluating multi-channel marketing tactics and their impact on customer acquisition for a single retail electronics brand in Kaduna, without considering broader industry comparisons.
Definitions of terms:
Multi-Channel Marketing: The use of several marketing channels to reach and engage customers.
Customer Acquisition: The process of attracting new customers to purchase a product or service.
Retail Electronics Brand: A company that sells electronic products directly to consumers.
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