A critical analysis of mobile ad targeting strategies on market segmentation: A study of a tech company in Kaduna, Nigeria
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Background of the study
Mobile ad targeting strategies have revolutionized market segmentation by leveraging user data to deliver personalized advertisements. This study critically analyzes how a tech company in Kaduna employs mobile targeting to segment its market effectively. By using demographic, behavioral, and geographic data, mobile ad strategies can create highly targeted campaigns that resonate with specific consumer groups (Ibrahim, 2023). In a competitive tech market, precise segmentation allows companies to optimize ad spend and improve conversion rates. The study also discusses emerging technologies, such as AI and machine learning, which enhance targeting accuracy and adapt campaigns in real time (Afolabi, 2024). However, issues such as data privacy and targeting inefficiencies persist, which this research aims to address through a critical evaluation of current mobile ad targeting practices.
Statement of the problem
Despite the promise of mobile ad targeting, tech companies in Kaduna often struggle with effective market segmentation. Inaccurate data, over-targeting, and privacy concerns can lead to poorly executed campaigns and wasted marketing resources. These challenges hinder the ability to reach the desired audience and maximize conversion rates. This study investigates how mobile ad targeting strategies are implemented and evaluates their effectiveness in segmenting the market, identifying key obstacles that need to be overcome to enhance campaign performance (Ibrahim, 2023; Afolabi, 2024).
Objectives of the Study
To analyze mobile ad targeting strategies and their impact on market segmentation.
To identify challenges in accurately targeting mobile audiences.
To propose solutions for optimizing mobile ad strategies for effective segmentation.
Research Questions
How do mobile ad targeting strategies affect market segmentation in a tech company in Kaduna?
What challenges are associated with mobile ad targeting in this context?
How can mobile ad strategies be improved to enhance market segmentation?
Significance of the study
This study is significant because it provides insights into the effectiveness of mobile ad targeting strategies in achieving precise market segmentation. The findings will help tech companies in Kaduna optimize their digital campaigns, leading to better resource allocation and improved conversion rates. By addressing the challenges of data accuracy and privacy, the research offers valuable recommendations for more effective targeting (Afolabi, 2024).
Scope and limitations of the study
The study is limited to examining mobile ad targeting strategies within a tech company in Kaduna, Nigeria, and does not extend to other industries or regions.
Definitions of terms
Mobile Ad Targeting: The use of digital data to deliver personalized advertisements on mobile devices.
Market Segmentation: The process of dividing a market into distinct groups of consumers with similar needs or behaviors.
Tech Company: A business involved in the development and distribution of technology products or services.
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