A review of targeted advertising on market segmentation: A case study of a telecom company in Kano, Nigeria
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Background of the study
Targeted advertising has become a cornerstone of modern marketing, enabling companies to reach specific consumer segments effectively. In Kano, Nigeria, telecom companies are harnessing advanced data analytics to segment the market and tailor advertising messages to distinct customer groups. This approach allows for the efficient allocation of marketing resources and a higher return on investment by ensuring that the right message reaches the right audience (Bello, 2023). Targeted advertising leverages demographic, behavioral, and psychographic data to craft personalized messages that resonate with consumers, thereby increasing engagement and conversion rates. However, the rapid evolution of consumer behavior and technological advancements presents challenges in maintaining the accuracy and relevance of segmentation strategies (Ibrahim, 2024). This study reviews the role of targeted advertising in refining market segmentation for a telecom company in Kano. It evaluates the effectiveness of segmentation strategies in enhancing customer acquisition and retention, and it explores the technological and operational challenges faced by telecom companies in implementing these strategies (Oluwaseun, 2025).
Statement of the problem
Telecom companies in Kano face challenges in effectively utilizing targeted advertising to optimize market segmentation. Despite access to rich consumer data, issues such as data accuracy, segmentation complexity, and rapidly changing consumer preferences hinder the efficiency of targeted campaigns (Bello, 2023). This study investigates the gap between targeted advertising strategies and their practical effectiveness in achieving precise market segmentation, aiming to identify challenges and recommend improvements to enhance campaign performance (Ibrahim, 2024).
Objectives of the Study
To review the current targeted advertising strategies used for market segmentation.
To assess the impact of these strategies on customer acquisition.
To recommend enhancements for optimizing targeted advertising efforts.
Research Questions
How does targeted advertising improve market segmentation in telecom companies?
What challenges affect the implementation of targeted advertising strategies?
How can telecom companies refine targeted advertising to improve segmentation?
Significance of the study
This study offers essential insights into the role of targeted advertising in market segmentation, providing telecom companies with actionable recommendations to enhance their marketing strategies. The findings will contribute to improved customer targeting and resource allocation, ultimately driving higher profitability (Oluwaseun, 2025).
Scope and Limitations of the Study
This study is limited to reviewing targeted advertising on market segmentation within a telecom company in Kano, Nigeria.
Definitions of Terms
Targeted Advertising: Marketing efforts directed at specific consumer segments using data-driven strategies.
Market Segmentation: The process of dividing a market into distinct groups of consumers with similar needs or characteristics.
Telecom Company: A business that provides telecommunications services.
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