A review of digital ad performance on driving customer engagement: A case study of an online retailer in Kano, Nigeria
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Digital ad performance plays a crucial role in driving customer engagement, which is vital for the success of online retailers. In Kano, digital marketing campaigns are designed to capture consumer interest through targeted advertisements on social media, search engines, and display networks. This case study examines the performance of digital ads by analyzing key metrics such as click-through rates, engagement rates, and conversion rates (Okeke, 2023). Effective digital advertising not only attracts new customers but also fosters ongoing engagement through personalized content and interactive features (Adenuga, 2024). However, factors such as ad fatigue, irrelevant messaging, and market saturation can diminish customer engagement. This review aims to consolidate evidence on how digital ad performance directly impacts customer engagement for an online retailer in Kano. By comparing various ad formats and targeting strategies, the study intends to identify best practices that maximize engagement and ultimately drive sales, providing actionable insights for improving digital marketing strategies in a competitive online environment (Ibrahim, 2025).
Statement of the problem
Online retailers in Kano face challenges in achieving sustained customer engagement despite deploying diverse digital ad strategies. Issues such as ad fatigue, poor targeting, and inconsistent messaging contribute to suboptimal engagement rates (Chinwe, 2023). The absence of a clear framework to assess the direct impact of ad performance on customer engagement further complicates strategy optimization. Without reliable performance indicators, it is difficult for retailers to refine their ad campaigns, leading to inefficient use of marketing resources. Therefore, this study seeks to address the gap in understanding how digital ad performance affects customer engagement and to propose strategies that can overcome these challenges for improved campaign outcomes (Ogunleye, 2024).
Objectives of the Study:
To evaluate digital ad performance metrics that influence customer engagement.
To assess the relationship between ad formats and engagement levels.
To recommend strategies for optimizing digital ad campaigns to enhance customer engagement.
Research Questions:
How does digital ad performance impact customer engagement?
What ad formats are most effective in driving engagement for online retailers?
Which optimization strategies can improve digital ad performance?
Significance of the study (100 words):
This study is significant as it examines the impact of digital ad performance on customer engagement for an online retailer in Kano. The insights gained will help marketers optimize ad campaigns, improve targeting, and enhance engagement rates, ultimately boosting sales and customer loyalty. The research contributes to the broader understanding of digital marketing effectiveness in emerging markets.
Scope and Limitations of the Study:
This study is limited to reviewing digital ad performance and its influence on customer engagement for an online retailer in Kano. It does not extend to other regions or industries, and results are subject to local market dynamics.
Definitions of Terms:
Digital Ad Performance: The measurable outcomes of online advertising campaigns.
Customer Engagement: The degree of interaction and participation of customers with a brand’s digital content.
Online Retailer: A business that sells products or services primarily through digital channels.
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