A study of performance marketing on digital campaign efficiency: A case study of an online marketplace in Kano, Nigeria
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- NGN 5000
Background of the study
Performance marketing is a results-driven approach that emphasizes measurable outcomes in digital advertising. In Kano, online marketplaces are increasingly adopting performance marketing strategies to boost the efficiency of their digital campaigns. This approach involves paying for specific actions such as clicks, sign-ups, or sales, thus ensuring that marketing expenditures directly correlate with campaign outcomes (Ibrahim, 2023). Performance marketing enables online marketplaces to focus on channels and strategies that yield the highest return, optimizing budget allocation and campaign performance. Studies indicate that when performance marketing is effectively executed, it results in improved conversion rates and lower customer acquisition costs (Adeniyi, 2024). This study examines the impact of performance marketing on the digital campaign efficiency of an online marketplace in Kano by analyzing key performance indicators such as click-through rates, conversion rates, and cost per action. The research also explores how real-time data analytics and continuous campaign adjustments contribute to enhancing overall digital efficiency. By providing a detailed analysis of performance marketing tactics and their measurable outcomes, this study aims to offer actionable insights into optimizing digital campaigns, thereby supporting the sustainable growth of online marketplaces in competitive digital environments (Okeke, 2025).
Statement of the problem
Online marketplaces in Kano struggle with achieving optimal digital campaign efficiency despite using performance marketing strategies. Variability in campaign performance, difficulties in real-time data integration, and high competition in digital advertising contribute to inconsistent outcomes (Chukwu, 2023). These challenges hinder the ability to allocate marketing budgets effectively and realize a strong return on investment. The lack of clear benchmarks for performance metrics further complicates strategic planning, making it difficult for online marketplaces to scale their digital campaigns. Addressing these issues is essential for developing a robust framework that leverages performance marketing to improve campaign efficiency and drive sustainable growth (Ogunleye, 2024).
Objectives of the Study:
To evaluate the effectiveness of performance marketing in improving digital campaign efficiency.
To analyze key performance indicators that drive successful campaigns.
To recommend best practices for optimizing performance marketing strategies.
Research Questions:
How does performance marketing impact digital campaign efficiency?
What key metrics determine campaign success in online marketplaces?
What best practices can enhance performance marketing outcomes?
Significance of the study:
This study is significant as it provides empirical insights into the role of performance marketing in enhancing digital campaign efficiency. The findings will offer actionable recommendations for online marketplaces in Kano to optimize their advertising strategies, reduce customer acquisition costs, and achieve sustainable growth in a competitive digital landscape.
Scope and Limitations of the Study:
This study is limited to examining performance marketing and its impact on digital campaign efficiency for an online marketplace in Kano. It does not extend to other industries or regions, and findings are subject to local market dynamics.
Definitions of Terms:
Performance Marketing: A marketing approach that bases payment on specific actions.
Digital Campaign Efficiency: The effectiveness of digital campaigns in achieving desired outcomes with optimal resource use.
Online Marketplace: A digital platform facilitating the sale of goods and services.
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