An evaluation of AI-integrated digital marketing on customer acquisition: Evidence from a tech startup in Port Harcourt
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Background of the Study:
AI-integrated digital marketing utilizes artificial intelligence to optimize marketing strategies through advanced data analysis, automated targeting, and real-time campaign adjustments. A tech startup in Port Harcourt has incorporated AI-powered tools to analyze consumer behavior and deliver personalized advertisements. This approach allows for more precise customer segmentation and efficient budget allocation, resulting in improved customer acquisition rates. By harnessing machine learning algorithms, the startup can continuously refine its messaging and targeting strategies to align with evolving market trends. The integration of AI not only reduces acquisition costs but also enhances campaign performance through real-time optimization. However, challenges such as data quality, algorithmic bias, and system integration complexities can hinder the full potential of AI in digital marketing. This study examines the effect of AI-integrated digital marketing on customer acquisition by analyzing performance metrics, conversion rates, and cost per acquisition, supported by qualitative insights from marketing teams (Olusegun, 2023; Adebola, 2024).
Statement of the Problem:
The tech startup in Port Harcourt encounters difficulties in maximizing customer acquisition due to issues with data quality and integration of AI systems. These challenges result in inconsistent campaign performance and higher acquisition costs, limiting the overall effectiveness of the startup’s digital marketing initiatives.
Objectives of the Study:
To evaluate the impact of AI-integrated digital marketing on customer acquisition.
To identify challenges in integrating AI technologies into marketing strategies.
To propose strategies for optimizing AI-driven marketing for better customer acquisition.
Research Questions:
How does AI integration affect customer acquisition metrics?
What challenges impede effective AI implementation in marketing?
What strategies can optimize AI-driven customer acquisition?
Significance of the Study:
This study is significant as it provides insights into how AI can enhance digital marketing strategies for customer acquisition. The findings will help tech startups refine their AI integration, improve targeting accuracy, and reduce acquisition costs, thereby increasing overall marketing ROI.
Scope and Limitations of the Study:
The study is limited to a tech startup in Port Harcourt, Nigeria, focusing exclusively on AI-integrated digital marketing and its impact on customer acquisition.
Definitions of Terms:
AI-Integrated Digital Marketing: The use of artificial intelligence to enhance digital marketing strategies.
Customer Acquisition: The process of attracting new customers.
Tech Startup: A newly established company in the technology sector.
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