The impact of digital performance marketing on brand perception: An evaluation of a lifestyle brand in Lagos.
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Background of the study:
Digital performance marketing has significantly altered how brands communicate with consumers, particularly for lifestyle brands in Lagos. This study evaluates the impact of digital performance marketing on brand perception by examining strategies such as targeted social media campaigns, influencer partnerships, and data-driven content optimization. The research highlights how measurable digital efforts shape consumer perceptions by reinforcing brand values and increasing visibility (Adeyemi, 2023). As digital channels become increasingly central to brand communication, lifestyle brands are leveraging performance metrics to fine-tune their messaging and foster positive consumer attitudes. This study investigates the interplay between digital marketing performance indicators and changes in brand perception, drawing on recent campaign data and consumer feedback. It further explores the mechanisms by which digital marketing efforts translate into enhanced brand equity and loyalty, offering a comprehensive analysis of the strategies that drive positive brand perceptions in a competitive digital environment (Ibrahim, 2024).
Statement of the problem:
Lifestyle brands in Lagos face challenges in aligning their digital performance marketing strategies with desired brand perceptions. Inconsistent messaging, ineffective targeting, and suboptimal content strategies often lead to mixed consumer responses, thereby affecting overall brand equity (Obi, 2023). The inability to measure and adjust marketing efforts in real time further complicates the maintenance of a cohesive brand image. This study seeks to address these challenges by identifying the key factors that influence brand perception through digital performance marketing and proposing strategies for improvement (Chinwe, 2023).
Objectives of the study:
To evaluate the impact of digital performance marketing on brand perception.
To identify effective strategies that drive positive consumer attitudes.
To recommend methods for aligning digital marketing efforts with brand identity.
Research questions:
How does digital performance marketing influence brand perception?
What digital strategies most effectively enhance consumer views of a lifestyle brand?
How can brands optimize their digital marketing to improve overall brand equity?
Significance of the study
This study is significant as it provides insights into how digital performance marketing strategies affect brand perception for lifestyle brands. The findings will guide marketers in crafting consistent, data-driven campaigns that reinforce positive brand images. The research contributes to academic literature and offers practical guidelines for sustaining brand equity in competitive digital markets (Afolabi, 2023).
Scope and limitations of the study:
The study is limited to the digital performance marketing practices of a single lifestyle brand in Lagos and focuses exclusively on brand perception. It does not extend to other aspects of digital marketing.
Definitions of terms:
Digital Performance Marketing: Marketing activities driven by measurable online metrics (Ike, 2023).
Brand Perception: The consumer’s overall impression and interpretation of a brand (Emeka, 2023).
Lifestyle Brand: A brand that markets products reflecting a particular lifestyle or identity (Oluwaseun, 2023).
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