Title: Leveraging Ai And Data Analytics For Personalization In Digital Marketing Of Small Firms In Asaba Delta State.
Authors: OLANNYE Henry
Volume: 9
Issue: 3
Pages: 222-229
Publication Date: 2025/03/28
Abstract:
This study explores the adoption and integration of Artificial Intelligence (AI) and data analytics for personalized digital marketing by small firms in Asaba, Delta State. The research aims to assess the extent to which AI-driven tools and data analytics are utilized in the digital marketing strategies of small businesses and to examine the impact of these technologies on business performance. A sample of 90 small firms in Asaba was surveyed, with the data collected using a structured questionnaire that addresses AI adoption, the use of data analytics tools, and the level of personalization in digital marketing efforts. The study found that 60% of firms have integrated some form of AI or data analytics into their digital marketing strategies, with AI tools primarily focused on email marketing, customer segmentation, and product recommendations. The adoption of these technologies varied by industry, with retail businesses showing higher levels of integration. The findings further revealed that personalized marketing strategies leveraging AI and data analytics have led to increased customer engagement and sales growth. However, barriers such as high costs and a lack of technical expertise were identified as significant challenges limiting broader adoption. This study contributes to the understanding of how small firms in emerging economies like Asaba can leverage AI and data analytics to enhance their marketing efforts and competitive advantage. The research provides recommendations for overcoming the adoption barriers, including affordable AI solutions and training programs to enhance digital marketing capabilities.