Mainstreaming data-driven marketing: Widespread adoption and integration in the digital economy

Abstract

This paper explores the mainstreaming of data-driven marketing its widespread adoption and integration within the digital economy in Adamawa State. The objective of the study is to examine the adoption, integration, and mainstreaming of data-driven marketing in the digital economy. The study employed both qualitative and quantitative methods through the use of surveys. It focused on small and medium enterprise (SME) owners in Adamawa State. A total of 400 SME owners were selected as respondents using multi-stage sampling techniques from four local government areas: Yola North, Yola South, Mubi North, and Mubi South, using a structured questionnaire. The study finds that internal organizational factors, rather than financial resources, are key to integrating datadriven marketing in the digital economy. While data-driven strategies positively impact business alignment, owner-managed firms face adoption barriers. Successful integration depends on leadership, organizational culture, and digital skills. Based on the findings, the following recommendations were made: to mainstream data-driven marketing, businesses should improve digital literacy, foster a data-driven culture, promote innovation, and use analytics strategically. Collaboration with tech providers, supportive policies, and awareness campaigns are also essential for successful adoption in the digital economy.