DIGITAL MARKETING AND PRODUCT CUSTOMIZATION OF IGNATIUS AJURU UNIVERSITY OF EDUCATION PORT HARCOURT, RIVERS STATE
Fadare, Ramat Adeola
Department of Marketing,
Ignatius Ajuru University of Education Port Harcourt, Rivers State, Nigeria
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ABSTRACT
This study explored the relationship between digital marketing and product customization of Ignatius Ajuru University of education Port Harcourt. Conceptual framework was developed to empirically prove the relationships that exist between the two variables, using the Pearson moment correlation coefficient (PPMC) for the analyses. the result revealed that: there is significance relationship between content advertising and perceived quality, there was significance relationship between email advertising and brand awareness: there was significant positive relationship between social media advertising and brand loyalty, the study concluded that, it is practically unfeasible to totally shun online channel in the course of doing digital marketing business due to the dynamic features of online advertising business and effective online advertising channel efforts have a positive impact on customer satisfaction and loyalty. The study recommended that, online business operators ought to implement diverse online business strategies to increase organizational profitability. Online establishments ought to adopt digital marketing strategies such as email advertising, telemarketing social media advertising, and strategies to eliminate the possibilities of losing customers who feel aggravated during service delivery. A dedicated customer complaint platform ought to be provided where customers may air their view on ways of improving service delivery by online establishments.
Keyword: Digital marketing, Product Customization, Content Advertising, Perceived Quality, Brand Awareness, Social Media Advertising.
INTRODUCTION Digital marketing encompasses all advertising efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with existing and potential customers. While traditional advertising might be present in print adverts, phone communication, or corporeal marketing, digital marketing can take place electronically and online. This means that there are a number of never-ending potentials for brands including email, video, social media, or website based advertising opportunities. Because digital marketing has so many options and strategies linked with it, you can get creative and experiment with a range of advertising tactics on a budget. With digital marketing, you can also use tools such as analytic dashboards to monitor the accomplishment and return on investment (ROI) of your campaigns more than you could with a traditional promotional content such as a billboard or print adverts (Kotler, 2014).

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