Table of Contents
Abstract. 2
CHAPTER ONE.. 5
INTRODUCTION.. 5
1.1 Background to the Study.. 5
1.2 Statement of the Problem... 7
1.3 Objectives of the Study.. 8
1.4 Research Questions. 8
1.5 Research Hypothesis. 9
1.6 Significance of the Study.. 9
1.7 Scope of the Study.. 10
1.8 Limitations of the Study.. 10
1.9 Organization of the Study.. 10
1.10 Definition of Terms. 11
CHAPTER TWO.. 15
REVIEW OF RELATED LITERATURE.. 15
2.1 Introduction.. 15
2.2 Theoretical Review.. 15
2.2.1 Technology Acceptance Model (TAM) Theory. 15
2.2.2 Diffusion of Innovations Theory. 16
2.2.3 Resource-Based View (RBV) Theory. 16
2.2.4 Strategic Alignment Model Theory. 17
2.3 Conceptual Review.. 17
2.4 Empirical Review.. 21
2.5 Summary of Literature Review.. 24
Chapter Three.. 25
Research Methodology.. 25
3.1 Research Design.. 25
3.2 Population of the Study.. 25
3.3 Sampling Techniques and Sample Size.. 26
3.4 Instrument for Data Collection.. 26
3.5 Validity of the Instrument. 27
3.6 Reliability of the Instrument. 27
3.7 Method of Data Collection.. 28
3.8 Method of Data Analysis. 28
3.9 Ethical Considerations. 29
3.10 Limitations of the Methodology.. 29
CHAPTER FOUR.. 30
DATA PRESENTATION, ANALYSIS AND INTERPRETATION.. 30
4.2 DATA ANALYSIS.. 31
4.4 Testing Hypothesis. 46
Discussion of Findings. 49
CHAPTER FIVE. 52
SUMMARY CONCLUSION AND RECOMMENDATIONS. 52
5.1 Summary of Findings. 52
5.2 Conclusion.. 53
5.3 Recommendations. 53
REFERENCE. 55
Research Questionnaire.. 57
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
In recent years, the rapid advancement of technology has revolutionized the marketing landscape, leading to a significant shift towards online marketing techniques. Agencies, whether they specialize in advertising, public relations, or digital marketing, are increasingly adopting online strategies to remain competitive in an ever-evolving marketplace. However, the adoption of these online marketing techniques presents a range of issues that agencies must navigate, from technological challenges to strategic implementation. This assessment aims to explore these issues comprehensively, providing insights into the barriers agencies face and the potential solutions that could enhance their online marketing practices.
A critical issue in the adoption of online marketing techniques is the technological barrier that many agencies encounter. As highlighted by Chaffey and Ellis-Chadwick (2022), agencies often struggle with integrating new digital tools into their existing systems, which can lead to inefficiencies and decreased effectiveness in their marketing efforts. The authors note that outdated technology and lack of technical expertise can hinder the seamless adoption of advanced online marketing techniques (Chaffey & Ellis-Chadwick, 2022). Similarly, a study by Kumar and Sharma (2021) underscores the importance of staying updated with the latest digital marketing tools and technologies to avoid obsolescence and maintain competitive advantage (Kumar & Sharma, 2021).
Another significant issue is the challenge of aligning online marketing strategies with overall business objectives. According to Smith and Zook (2021), agencies often struggle to integrate online marketing efforts with broader business goals, which can lead to fragmented strategies and reduced effectiveness (Smith & Zook, 2021). The alignment of digital marketing strategies with business objectives is crucial for maximizing return on investment and achieving desired outcomes. Furthermore, a study by Tuten and Solomon (2022) emphasizes the need for a strategic approach that encompasses both online and offline marketing channels to create a cohesive and comprehensive marketing plan (Tuten & Solomon, 2022).
Moreover, the dynamic nature of online marketing presents an additional challenge for agencies. As noted by Ryan and Jones (2022), the rapid evolution of digital marketing trends requires agencies to be agile and adaptable, which can be difficult for organizations with established processes and traditional practices (Ryan & Jones, 2022). The ability to quickly respond to new trends and technologies is essential for staying relevant and effectively engaging with target audiences. A survey conducted by Ellis and Sharma (2023) also highlights the need for continuous learning and professional development to keep pace with the fast-changing digital marketing environment (Ellis & Sharma, 2023).
1.2 Statement of the Problem
The adoption of online marketing techniques presents a multifaceted challenge for agencies, primarily due to the technological and strategic complexities involved. Agencies often encounter significant hurdles in integrating advanced digital tools into their existing frameworks, which can result in operational inefficiencies and hinder their ability to execute effective online marketing campaigns. Chaffey and Ellis-Chadwick (2022) highlight that many agencies struggle with outdated technology and insufficient technical expertise, impeding their capacity to fully leverage new digital marketing tools and platforms (Chaffey & Ellis-Chadwick, 2022). This technological lag can exacerbate difficulties in adopting innovative strategies and adapting to the fast-evolving digital landscape.
Additionally, the alignment of online marketing efforts with overarching business objectives poses a significant challenge. Smith and Zook (2021) argue that agencies often face difficulties in harmonizing their digital marketing strategies with their broader business goals, leading to fragmented and less effective marketing campaigns (Smith & Zook, 2021). This misalignment can result in suboptimal resource allocation and diminished return on investment, as agencies may not fully integrate their online marketing activities with other marketing and business initiatives. Effective alignment is crucial for maximizing the impact of digital marketing efforts and achieving strategic business outcomes.
1.3 Objectives of the Study
The main objective of the study is to examine an assessment of issue in the adoption of online marketing technique in agency practice. Specific objectives of the study are:
- To assess the current state of online marketing adoption in agency practice.
- 2. To identify the challenges and barriers hindering the adoption of online marketing.
- To evaluate the effectiveness of online marketing techniques in agency practice
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- What is the current level of adoption of online marketing techniques among advertising agencies in [country/region]?
- What are the primary challenges and barriers hindering the adoption of online marketing in agency practice?
- How effective are online marketing techniques in achieving agency objectives?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: There is no significant relationship between the issues faced by agencies in adopting online marketing techniques and their effectiveness in implementing these techniques.
1.6 Significance of the Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the Marketing sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analysed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organisations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of the Study
The study is delimited to Kano Metropolis. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of the Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of the Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.
Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
1.10 Definition of Terms
1. Online Marketing Techniques
Strategies and methods used to promote products or services through digital channels such as websites, social media, email, search engines, and mobile applications. These techniques include SEO (Search Engine Optimization), PPC (Pay-Per-Click) advertising, content marketing, and social media marketing.
2. Agency Practice
The operational procedures, methodologies, and strategies employed by a marketing or advertising agency to manage client accounts, deliver services, and achieve marketing goals. This includes both traditional and digital marketing practices.
3. Adoption Barriers
Challenges or obstacles that prevent or hinder the effective implementation and use of new technologies or techniques. In the context of online marketing, these may include lack of expertise, insufficient resources, or resistance to change within the agency.
4. Digital Transformation
The process of integrating digital technologies into all areas of a business, fundamentally changing how the business operates and delivers value to customers. In agencies, this involves shifting from traditional marketing methods to digital strategies.
5. Return on Investment (ROI)
A measure of the profitability and effectiveness of a marketing campaign or strategy, calculated by comparing the revenue generated to the cost of the investment. ROI helps agencies evaluate the success of their online marketing techniques.
6. Client Expectations
The anticipated results and standards that clients have regarding the performance and outcomes of marketing services provided by an agency. Managing these expectations is crucial for agency-client relationships and satisfaction.
7. Analytics and Metrics
Tools and methods used to collect, measure, and analyze data related to marketing performance. Metrics such as website traffic, conversion rates, and engagement levels provide insights into the effectiveness of online marketing strategies and help agencies make data-driven decisions.
