The Effectiveness of Digital Advertising in Creating Brand Loyalty Among Residents of Jos Metropolis
Chapter One
Objective of the study
The objectives of the study are;
- To identify the impact of digital marketing on increasing customer loyalty in Jos metropolis
- To find out the cost of building customer loyalty online in Jos metropolis
- To find out the challenges of using digital advertising in creating brand loyalty in Jos metropolis
CHAPTER TWO
LITERATURE REVIEW
introduction
As the technique and procedure of advanced stage in marketing segment is changing with the sequence of time, there are different ideas on digital marketing found. As indicated by (Times, 2015), digital marketing alludes to the advertising of products or services by utilizing computerized technologies to get hold of the targeted customer or consumer. It also incorporates providing marketing services through cell phones, display advertising as well as any other digital medium in order to promote brand. Neha (2014) proposed that digital marketing is the stage which utilizes Internet and Information Technology to make expansion and change of the marketing functions. Elisabeta (2014) said the term e-marketing rather than digital marketing and characterized that it is the use of both web and intuitive innovations to create a connection amongst firms and its clients. They additionally said that e-marketing especially concentrates on giving IT empowered or interactive affiliation with their clients. As per (Füsun, 2015), electronic marketing (EM), or digital marketing is the exchange of both products and services through electronic devices and process from vender to buyer. The reason behind this scenario includes the changing role of customers regarding co-producers. Besides, value creation is becoming important these days(S. Alam, 2010). (T. Heidt, 2010) remarked that technology plays a vital role in improving the quality of services provided by the business units. (E. Mustafa, 2011) preferred to use social media marketing as of digital marketing. He characterized Social Media Marketing (SMM) as urging clients to make interchanges either through organization’s web site or by its social presence. However, both platforms can be utilized too for better communication. Customer loyalty through their engagement is considered as a standout amongst the most compelling business measurements. For digital marketing, loyalty program is a fundamental action which should be kept in mind in order to create a brand recognition in the minds of consumers. Customized communications are responsible for ensuring higher retention rates. By utilizing client information, it is possible to anticipate future offers that need to be sent to their existing customers for keeping the clients alive and tied up with the organization (Mariani, 2015). Now a days, customers have a plenty of opportunities to engage themselves in the digital platform. Business firms additionally have different alternatives, including growing correspondence through different digital media to create wider scopes to connect with the clients in the global village. According to (Retail customer experience, 2011), it has integrated different types of marketing activities through electronic devices. One of the primary types of advanced promoting approaches known as Email marketing which incorporates conveying customized messages to the target customers on the time. Amazon, Flipkart usually deliver all sort of emails tailored to fulfill the requirements of the users. Email marketing is termed to be pillar for any kind of business trying to increase sales through internet (Retail customer experience, 2011. By this technique, it is possible to reach customers, at the same time provoke them to stick to the website (Mariani, 2015). Search Engine Optimization or SEO is considered to be the most general type of digital marketing tools used to escalate the visibility of the website through the search engines. Techniques used in digital marketing includes on-site technical analysis, link building, content creation and blogging. According to the Search Engine Land, SEO is the process of receiving traffic from search results based on search engines. One can elevate a website to rank higher for related searches. On the other hand, Pay Per Click (PPC) is a paid version of digital marketing. Paid advertisements are generally placed above the overall search results. The cost, in fact, varies depending on the keywords that have bid on where online advertising deals in giving advertisement on others website (Safko, et,.al 2009). Social Media Marketing is one of the effective tools to manage the brand image through numerous social channels like Facebook, Linkedin, Twitter etc. In a broader sense, it is an incredible route for the organizations keeping in mind the main goal to fulfill the objectives regardless of building brand value, achieving new clients, giving client input that will increase the number of loyal clients (Safko, et,.al 2009) . Another type of digital marketing is Viral Marketing which involves dissemination the contents’ element transversely multiple channels. Some of the options may be videos on Youtube, Blogs, email marketing etc. and these are used to make sure that the content grips the concentration of the market through online communities.
Chapter Three
Research methodology
Research Design
The research design adopted in this research work is the survey research design which involves the usage of self-designed questionnaire in the collection of data. Under the survey research design, primary data of this study will be collected from residents of Jos Metropolis in order to determine the effectiveness of digital advertising in creating brand loyalty. The design was chosen because it enables the researcher to collect data without manipulation of any variables of interest in the study. The design also provides opportunity for equal chance of participation in the study for respondents.
Population of Study
The population of study is the census of all items or a subject that possess the characteristics or that have the knowledge of the phenomenon that is being studied (Asiaka, 1991). It also means the aggregate people from which the sample is to be drawn.
Population is sometimes referred to as the universe. The population of this research study will be Seventy-five (75) selected residents of Jos metropolis
Sample Size and Sampling Techniques
The researcher made use of stratified sampling technique because all the members have the same probability of occurrence. The researcher narrowed down the samples to residents of Jos Metropolis in order to determine the effectiveness of digital advertising in creating brand loyalty.
In this study, the researcher used the [TARO YAMANE FORMULA] to determine the sample size.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION
This chapter is about the analysis and presentation of data collected from the field through questionnaire. The analysis of the data with particular question immediately followed by the presentation of findings.
As mentioned in chapter three, 75 questionnaires were administered and 50 were retrieved and necessary analysis was carried out on them and presented as follows:
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the effectiveness of digital advertising in creating brand loyalty among residents of Jos metropolis. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the digital advertising in creating brand loyalty among residents of Jos metropolis
Summary
This study was on the effectiveness of digital advertising in creating brand loyalty among residents of Jos metropolis. Three objectives were raised which included: To identify the impact of digital marketing on increasing customer loyalty in Jos metropolis, to find out the cost of building customer loyalty online in Jos metropolis and to find out the challenges of using digital advertising in creating brand loyalty in Jos metropolis. The total population for the study is 75 residents of Jos metropolis. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
This study makes an attempt to identify the effectiveness of digital advertising on increasing customer loyalty by analyzing various factors which have been derived from literature review and questionnaire feedback. The study discovered that four components together can explain right around of the variety. There may be different components and future researchers can do additional investigation on it to discover those elements. Besides, there is an open door for both culturally diverse and cross-national review on this issue to check whether these components have any significant impact on digital marketing and customer loyalty. Internet marketing indicators have a significant influence on customer loyalty are just customer relationship and satisfaction variables. Internet marketing depicted with customer relationship variables and fulfillment satisfaction can affect the level of customer loyalty through existing brand awareness
Recommendation
From the results internet marketing can affect the level of customer loyalty by building brand awareness products in the eyes of customers. So it is expected that the perpetrators of business are able to build brand awareness of each product in the eyes of customers because this will be able to produce customers who are loyal to their products.
References
- Akhtar, S. (2011) Social Media and Brand Loyalty. Retrieved from:http://www.socialtrakr.com/2011/07/12/social-media-andbrand-loyalty/ (accessed on: 07.01.2012).
- ElisabetaIoanăs, IvonaStoica. (2014). Social media and its impact on consumers behavior. International Journal of Economic Practices and Theories , 4
- Mustafa(2011), “Determinants of E-commerce customer satisfaction, trust and loyalty in Saudi ASrabia,” Journal of Electronic Commerce Research, vol. 12, no.1.
- Füsunçizmeci, Tuğçe ERCAN. (2015). The effect of digital marketing communication tools in the creation brand awareness by housing companies
- Gunelius, S. (2011), 30 minute Social Media Marketing: Step by Step Techniques to Spread the Words about your Business,McGraw-Hill: USA.
- Jackson, N. (2011) Infographic: Using Social Media to Build Brand Loyalty. Retrieved from: http://www.theatlantic.com/technology/archive/2011/07/infographic-using-social-media-to-build-brandloyalty/241701/(accessed 24March2017).
- Leggatt, H. (2010) Rebuild Brand Loyalty with Social Media. Retrieved from: http://www.bizreport.com/2010/08/price-sensitiveshoppers-still-seeking-out-deals.html(accessed on 22, March2017).
- Mariani, O. (2015). Want Loyal Customers? Humanize Your Digital Marketing Programs. Available: http://www.market-bridge.com/2015/06/29/want-loyal-customers-humanize-your-digital-marketingprograms/. Last accessed 21st March, 2017.
- McKee, S. (2010), Creative B2b Branding (No, Really): Building a Creative Brand in a Business World, Goodfellow Publishers Limited; USA.
