The impact of performance marketing tactics on consumer engagement: An evaluation of a retail electronics firm in Port Harcourt, Nigeria.
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Background of the study:
Performance marketing tactics have revolutionized how retail electronics firms interact with consumers, particularly in technology-centric markets like Port Harcourt. This study evaluates the influence of tactics such as targeted display advertising, retargeting campaigns, and personalized email marketing on consumer engagement. With the rapid evolution of digital marketing, firms increasingly rely on performance-based methods to drive measurable consumer interactions, including click-through rates, social media engagements, and conversion metrics (Afolabi, 2023). By integrating advanced analytics with agile marketing techniques, retail electronics firms can tailor their messaging to resonate with their target audience. The study explores the effectiveness of these tactics in creating a dynamic and responsive consumer engagement environment, which in turn fosters brand loyalty and higher sales. It also examines the role of real-time data in adjusting campaign parameters to better match consumer preferences and market trends (Chinwe, 2024). Through a detailed case analysis of a retail electronics firm, the research provides insights into the mechanisms by which performance marketing influences consumer behavior, offering strategic recommendations for enhancing engagement in a competitive digital marketplace.
Statement of the problem:
Retail electronics firms in Port Harcourt often face difficulties in converting advertising efforts into sustained consumer engagement. Inadequate segmentation, non-personalized messaging, and delayed response to performance data hinder the effectiveness of performance marketing tactics (Obi, 2024). These challenges result in lower engagement levels and diminished customer loyalty. This study aims to identify the barriers to effective consumer engagement and propose actionable strategies to optimize performance marketing initiatives.
Objectives of the study:
To assess the impact of performance marketing tactics on consumer engagement.
To identify key elements that enhance consumer interaction with digital content.
To recommend strategies for optimizing engagement through performance-based methods.
Research questions:
How do performance marketing tactics influence consumer engagement?
What tactics are most effective in increasing consumer interaction?
How can retail electronics firms improve their performance marketing strategies to boost engagement?
Significance of the study
This study is significant as it provides insights into the effect of performance marketing tactics on consumer engagement for retail electronics firms. The findings will help marketers tailor their strategies to drive better customer interactions and long-term loyalty, contributing to enhanced business performance (Adeniran, 2023).
Scope and limitations of the study:
The study is limited to the performance marketing tactics of a single retail electronics firm in Port Harcourt and focuses exclusively on consumer engagement. It does not extend to other digital marketing aspects.
Definitions of terms:
Performance Marketing Tactics: Strategies focused on achieving measurable consumer interactions (Uche, 2023).
Consumer Engagement: The level of interaction and involvement of consumers with digital content (Ijeoma, 2023).
Retail Electronics Firm: A company that sells electronic devices and consumer gadgets (Oluwaseun, 2023).
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