An examination of personalized video marketing on consumer connection: A case study of an online education platform in Kano
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- NGN 5000
Background of the study:
Personalized video marketing has emerged as a transformative strategy for fostering a deep consumer connection, particularly in the education sector. This study focuses on an online education platform in Kano that employs personalized video content to enhance student engagement and brand connection. Personalized videos, tailored to individual user preferences and learning needs, can significantly improve the relevance and appeal of educational content (Adesola, 2023). By incorporating interactive elements and personalized messaging, the platform creates a more engaging learning experience that resonates with its audience. The adoption of such innovative video marketing techniques is driven by the growing need for customized content in a competitive digital landscape (Olayemi, 2024). However, the process of creating personalized content is resource-intensive and requires robust data analytics to ensure accurate targeting. This study investigates the effectiveness of personalized video marketing on consumer connection, analyzing viewer engagement, satisfaction, and overall impact on brand loyalty. The research further explores the challenges and opportunities associated with implementing personalized video strategies in the dynamic environment of online education (Uche, 2025).
Statement of the problem:
The online education platform in Kano faces difficulties in consistently fostering a strong consumer connection despite using personalized video marketing. Although personalized videos are designed to enhance engagement, issues such as inadequate data insights, high production costs, and technical challenges have hindered the platform's ability to deliver consistently impactful content (Chukwu, 2023). These obstacles lead to reduced viewer engagement and limit the potential of video marketing in strengthening consumer connections. Moreover, the lack of standardized metrics to measure the success of personalized content complicates strategic adjustments, creating an urgent need for research into effective personalization techniques (Amaka, 2024).
Objectives of the study:
To examine the impact of personalized video marketing on consumer connection for an online education platform.
To identify challenges in the implementation of personalized video content.
To propose strategies for optimizing personalized video marketing to enhance consumer engagement.
Research questions:
How does personalized video marketing influence consumer connection on an online education platform?
What challenges affect the implementation of personalized video content?
What strategies can improve the effectiveness of personalized video marketing in building consumer connections?
Significance of the study:
This study is significant as it provides valuable insights into the role of personalized video marketing in enhancing consumer connections within the online education sector. The findings offer practical recommendations for optimizing video content strategies, which can improve engagement, brand loyalty, and overall user satisfaction (Ibrahim, 2023).
Scope and limitations of the study:
The study is limited to examining personalized video marketing on consumer connection for an online education platform in Kano, Nigeria, and does not extend to other educational models or marketing strategies.
Definitions of terms:
Personalized Video Marketing: The creation of customized video content tailored to individual user preferences.
Consumer Connection: The emotional and cognitive engagement that users develop with a brand.
Online Education Platform: A digital service that offers educational content and learning experiences over the internet.
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