Impact of Digital Marketing on Customer Acquisition in Nigeria

Purpose: The aim of the study was to assess the impact of digital marketing on customer acquisition in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that digital marketing efforts, such as social media campaigns, search engine optimization (SEO), and content marketing, significantly contribute to attracting new customers. The ability to target specific demographics and personalize messages has led to higher conversion rates compared to traditional marketing methods. Additionally, digital platforms offer analytics tools that allow businesses to track and analyze customer behavior, enabling them to refine their strategies for better results. Overall, the evidence suggests that embracing digital marketing strategies can lead to more effective customer acquisition and retention. Implications to Theory, Practice and Policy: Technology acceptance model, customer relationship management) theory and theory of planned behavior may be used to anchor future studies on assessing the impact of digital marketing on customer acquisition in Nigeria. In practice, businesses should focus on implementing data-driven personalization in their email marketing campaigns. From a policy perspective, there is a need for clear regulatory guidelines and transparency requirements in influencer marketing.