An appraisal of digital consent mechanisms on personalized marketing outcomes: A study of a tech startup in Kano.
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Background of the study:
Digital consent mechanisms are crucial for ensuring ethical data usage and bolstering consumer trust in personalized marketing. In Kano, a tech startup has implemented advanced consent mechanisms, including granular opt-in options, detailed consent forms, and periodic updates on data usage. These measures are designed to give consumers greater control over their personal data while enabling the startup to deliver highly personalized marketing campaigns (Ibrahim, 2023; Adeyemi, 2024). The study examines how these digital consent practices affect personalized marketing outcomes by analyzing user engagement, conversion rates, and customer satisfaction. It also evaluates whether clear consent processes contribute to improved consumer trust and more effective targeting. The research aims to determine the optimal balance between obtaining user consent and leveraging data for personalization, ensuring that digital marketing efforts are both ethical and effective (Chinwe, 2025).
Statement of the problem:
Despite the implementation of comprehensive digital consent mechanisms, the tech startup in Kano faces challenges in achieving optimal personalized marketing outcomes. Consumers may be reluctant to provide consent if the process is perceived as cumbersome, potentially reducing the available data for targeted advertising. This hesitancy can negatively impact engagement and conversion rates, undermining the effectiveness of personalized campaigns. Additionally, overly strict consent processes may limit marketing flexibility. This study aims to investigate these issues and identify strategies to improve digital consent mechanisms while supporting effective personalized marketing (Okafor, 2024).
Objectives of the study:
To evaluate the impact of digital consent mechanisms on personalized marketing outcomes.
To analyze consumer perceptions of the consent process.
To recommend strategies for optimizing digital consent to enhance marketing effectiveness.
Research questions::
How do digital consent mechanisms affect personalized marketing outcomes?
What are consumer perceptions of the consent process?
Which strategies can improve digital consent while supporting effective personalization?
Significance of the study
This study is significant for tech startups aiming to optimize personalized marketing through effective digital consent mechanisms. It provides insights into balancing regulatory compliance with consumer-friendly consent processes, thereby enhancing engagement and conversion rates (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a tech startup in Kano and focuses exclusively on digital consent mechanisms and their impact on personalized marketing outcomes.
Definitions of terms
Digital consent mechanisms: Processes enabling consumers to provide explicit permission for data usage.
Personalized marketing outcomes: Effectiveness of targeted advertising measured by engagement and conversion metrics.
Tech startup: A newly established technology company.
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