Effect of Digital Marketing Innovation on Startup Brand Awareness in Urban Areas in Cross River State, Nigeria

Abstract

This study investigated the effect of digital marketing innovation on startup brand awareness in urban areas of Cross River State, Nigeria. The research was motivated by the growing need for startups to adopt cost-effective and high-impact marketing strategies in a competitive digital economy. A qualitative research design was employed, using semi-structured interviews with six purposively selected participants, including founders and digital marketing personnel from startups based in Calabar, Ikom, and Ugep. Thematic analysis of the data revealed five major themes: the role of social media innovation in enhancing brand visibility, the impact of digital platforms on consumer engagement, patterns in the adoption of digital marketing tools, persistent challenges in digital strategy implementation, and practical strategies used for overcoming those challenges. Findings indicated that startups actively utilize social media innovations such as reels, influencer partnerships, live sessions, and hashtag campaigns to boost visibility and attract target audiences. Platforms like WhatsApp, Instagram, and email marketing facilitated two-way communication, fostering stronger customer relationships. While participants acknowledged the benefits of digital tools like SEO, scheduling apps, and automation software, they also identified key constraints—namely financial limitations, poor internet access, skill gaps, and platform algorithm instability. In response, startups employed adaptive strategies including self-directed learning, content planning, micro-influencer collaboration, and performance tracking to improve implementation efficiency and outcomes. The study concludes that although digital marketing innovations offer significant potential for enhancing brand awareness among urban startups, sustainable results require addressing infrastructural gaps and capacity limitations. The research contributes to the growing body of knowledge on digital entrepreneurship in emerging economies and offers practical insights for policymakers, support agencies, and startup founders seeking to maximize the benefits of digital marketing in similar socio-economic contexts.