An appraisal of marketing challenges in digital advertising on customer perception: A case study of a tech startup in Kaduna, Nigeria.
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Background of the study
Digital advertising has revolutionized the marketing landscape, yet tech startups face unique challenges in harnessing its potential to shape customer perceptions. In Kaduna, tech startups operate in a highly competitive and rapidly evolving digital environment, where marketing challenges are amplified by limited resources and evolving consumer expectations (Uche, 2023). The digital space offers vast opportunities for innovation, but also presents pitfalls such as information overload, inconsistent messaging, and challenges in maintaining authenticity (Okafor, 2024). For tech startups, overcoming these obstacles is essential to build a credible brand image and foster customer trust. Recent research has highlighted that effective digital advertising requires not only creative content but also strategic targeting and engagement practices that resonate with a tech-savvy audience (Balogun, 2025). These challenges can negatively impact customer perception if not properly managed, ultimately influencing purchase decisions and brand loyalty. This study seeks to appraise the various marketing challenges in digital advertising faced by a tech startup in Kaduna and to provide insights into strategies that can enhance customer perception through improved digital communication (Uche, 2023; Okafor, 2024; Balogun, 2025).
Statement of the problem
Tech startups in Kaduna are struggling to overcome significant marketing challenges in digital advertising that negatively impact customer perception. Inadequate digital strategies, inconsistent messaging, and limited resources have contributed to a decline in customer trust and engagement (Uche, 2023). These challenges are further exacerbated by the rapid pace of technological change and the saturation of digital channels, which make it difficult for startups to stand out and maintain a coherent brand message (Okafor, 2024). As a result, customer perceptions of the startup's credibility and reliability are compromised, ultimately affecting purchase behavior and market penetration (Balogun, 2025). This study aims to identify these challenges and evaluate their impact on customer perception, proposing strategies to overcome them.
Objectives of the Study
To identify key digital advertising challenges faced by tech startups.
To evaluate the impact of these challenges on customer perception.
To recommend effective digital advertising strategies for improving customer perception.
Research Questions
What digital advertising challenges do tech startups in Kaduna face?
How do these challenges affect customer perception of the brand?
What strategies can enhance the effectiveness of digital advertising for tech startups?
Significance of the study
This study is significant as it provides insights into the marketing challenges in digital advertising that tech startups face and their effects on customer perception. The findings will help tech startup managers in Kaduna develop more effective digital strategies to build credibility and customer trust (Uche, 2023; Okafor, 2024). Improved digital advertising practices are expected to enhance customer engagement and market competitiveness, ultimately supporting business growth (Balogun, 2025).
Scope and limitations of the study
The study is limited to a tech startup in Kaduna and focuses exclusively on digital advertising challenges and their impact on customer perception. It does not extend to other industries or traditional advertising channels.
Definitions of terms
Digital advertising: Marketing efforts conducted through online platforms and digital media.
Customer perception: The interpretation and evaluation of a brand’s message and credibility by consumers.
Tech startup: A newly established company in the technology sector.
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