The effect of programmatic advertising strategies on market share: A study of a fintech firm in Kano.
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Background of the study:
Programmatic advertising strategies are transforming the way companies reach their target audiences by automating the ad buying process and enabling precise targeting. This study investigates how programmatic advertising affects market share for a fintech firm in Kano. With the increasing sophistication of real-time bidding technologies and data analytics, programmatic advertising allows firms to optimize ad placements, reduce costs, and increase campaign efficiency (Afolabi, 2023). The research explores the impact of these strategies on brand visibility and customer acquisition, both of which are crucial for expanding market share in a competitive fintech landscape. By leveraging automated systems and performance data, fintech firms can adjust their marketing tactics dynamically, ensuring that advertising investments yield measurable competitive advantages (Ibrahim, 2024). The study utilizes case analyses and recent empirical evidence to assess the effectiveness of programmatic approaches in driving market share growth, providing insights that can inform future marketing strategies in the fintech sector.
Statement of the problem:
Fintech firms in Kano often experience challenges in achieving significant market share growth despite investing in programmatic advertising. Inefficiencies in targeting, data integration issues, and fluctuating campaign performance result in inconsistent market share gains. This study aims to identify the factors that hinder the effective implementation of programmatic strategies and propose solutions to enhance market share outcomes (Chinwe, 2023).
Objectives of the study:
To assess the impact of programmatic advertising on market share.
To identify challenges associated with implementing programmatic strategies.
To recommend best practices for optimizing programmatic advertising to boost market share.
Research questions:
How does programmatic advertising influence market share for fintech firms?
What challenges do fintech firms face in executing programmatic strategies?
How can programmatic advertising be optimized to increase market share?
Significance of the study
This study is significant as it examines the effectiveness of programmatic advertising strategies in enhancing market share for fintech firms in Kano. The findings will provide actionable insights for digital marketers to improve targeting and campaign efficiency, thereby contributing to increased competitive advantage. The research enriches academic literature and offers practical guidelines for optimizing programmatic marketing strategies (Okeke, 2023).
Scope and limitations of the study:
The study is limited to the programmatic advertising practices of a single fintech firm in Kano. It focuses exclusively on market share impacts and does not consider other aspects of business performance.
Definitions of terms:
Programmatic Advertising: The automated process of buying and selling digital ad space using real-time bidding (Segun, 2023).
Market Share: The percentage of an industry or market's total sales that is earned by a particular company over a specified time period (Adeniyi, 2023).
Fintech Firm: A company that utilizes technology to deliver financial services (Oluwaseun, 2023).
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