An examination of ROI-driven digital strategies on consumer behavior: A case study of an FMCG brand in Kaduna.
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Background of the study:
ROI-driven digital strategies have transformed how FMCG brands approach consumer engagement, particularly in competitive markets like Kaduna. This study examines the impact of digital strategies focused on maximizing return on investment (ROI) on consumer behavior. By employing targeted digital advertising, social media engagement, and personalized content, FMCG brands can influence purchasing decisions and foster brand loyalty (Obi, 2023). The integration of ROI metrics enables marketers to assess the effectiveness of their campaigns and optimize strategies based on consumer response. As consumer preferences evolve rapidly, the ability to align marketing investments with measurable outcomes is essential for sustained success. This research investigates how ROI-driven strategies affect consumer behavior by analyzing key metrics such as click-through rates, conversion rates, and engagement levels. It further explores the relationship between digital strategy adjustments and shifts in consumer buying patterns, providing a comprehensive overview of how FMCG brands can use ROI data to drive more effective marketing campaigns (Ijeoma, 2024).
Statement of the problem:
FMCG brands in Kaduna often struggle to translate ROI-driven digital strategies into meaningful changes in consumer behavior. Ineffective targeting, inconsistent messaging, and poor data integration can lead to a disconnect between marketing investments and consumer response (Adeniyi, 2023). These challenges hinder the ability to measure the true impact of digital strategies on purchasing decisions. This study seeks to identify the key factors that limit the effectiveness of ROI-driven approaches and to propose data-driven methods to better influence consumer behavior (Uche, 2023).
Objectives of the study:
To assess the impact of ROI-driven digital strategies on consumer behavior.
To identify critical factors that influence the effectiveness of these strategies.
To recommend improvements for optimizing digital marketing efforts in the FMCG sector.
Research questions:
How do ROI-driven digital strategies affect consumer behavior?
What factors determine the success of ROI-focused digital campaigns?
How can FMCG brands enhance their digital strategies to better influence consumer decisions?
Significance of the study
This study is significant as it links ROI-driven digital strategies with changes in consumer behavior for FMCG brands. The findings will help marketers tailor their digital campaigns to achieve higher engagement and conversion rates. By offering evidence-based recommendations, the research contributes to the academic literature and provides practical guidelines for optimizing digital marketing investments (Obi, 2023).
Scope and limitations of the study:
The study is limited to the ROI-driven digital strategies of a single FMCG brand in Kaduna. It focuses exclusively on consumer behavior and does not include broader marketing outcomes.
Definitions of terms:
ROI-Driven Digital Strategies: Marketing approaches focused on achieving measurable returns on digital investments (Ike, 2023).
Consumer Behavior: The actions and decision-making processes of individuals in response to marketing stimuli (Emeka, 2023).
FMCG Brand: A company that produces fast-moving consumer goods (Olamide, 2023).
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