An appraisal of mobile personalization on digital marketing success: A study of a tech gadget brand in Kaduna, Nigeria.
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Background of the study
Mobile personalization involves tailoring digital marketing messages and experiences based on individual user data, and it is becoming a cornerstone of modern marketing strategies. This study examines how a tech gadget brand in Kaduna uses mobile personalization—such as customized notifications, product recommendations, and adaptive content—to enhance digital marketing success. By leveraging data analytics and consumer behavior insights, the brand can deliver personalized content that increases user engagement and drives conversions (Okoro, 2023). Research indicates that personalized mobile experiences not only improve customer satisfaction but also significantly boost sales and brand loyalty. However, challenges such as data privacy concerns, algorithm accuracy, and high implementation costs can impede the effectiveness of personalization efforts. This study aims to assess the impact of mobile personalization on key performance indicators and provide recommendations for optimizing digital marketing campaigns for tech gadget brands (Adeniyi, 2024; Chinwe, 2025).
Statement of the problem
Tech gadget brands in Kaduna often encounter obstacles in achieving digital marketing success due to ineffective mobile personalization strategies. Generic content and inadequate targeting result in lower engagement and conversion rates, undermining marketing investments. Despite the potential benefits of personalization, challenges such as data inaccuracies and privacy concerns limit its effectiveness. This study seeks to identify the barriers to successful mobile personalization and assess its impact on digital marketing outcomes, with the aim of proposing solutions to enhance customer engagement and sales (Okoro, 2023; Adeniyi, 2024).
Objectives of the study:
To evaluate the impact of mobile personalization on digital marketing success.
To identify challenges in implementing personalized mobile strategies.
To recommend improvements for optimizing mobile personalization.
Research questions:
How does mobile personalization affect digital marketing performance?
What challenges impede effective mobile personalization?
What strategies can enhance personalization outcomes?
Significance of the study
This study is significant as it provides insights into leveraging mobile personalization to drive digital marketing success for tech gadget brands in Kaduna. The findings will offer actionable recommendations for enhancing user targeting, engagement, and conversion rates, ultimately boosting sales and brand loyalty. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single tech gadget brand in Kaduna and focuses exclusively on mobile personalization in digital marketing, without considering other marketing channels.
Definitions of terms:
Mobile Personalization: Customizing digital content based on individual user data.
Digital Marketing Success: Achieving high engagement, conversion, and sales through online campaigns.
Tech Gadget Brand: A company that designs and markets electronic devices.
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