ASSESSING THE IMPACT OF PERSONALIZED MARKETING STRATEGIES ON REVENUE GENERATION: A CASE STUDY OF KAWALE TOWNSHIP

This study assessed the impact of personalized marketing strategies on revenue generation among small-scale business operators in Kawale. The objectives of the study were to identify personalized marketing strategies currently used by businesses, examine how personalized marketing influences customer engagement and revenue generation, and determine the challenges small-scale businesses face in implementing personalized marketing. The study used a descriptive research design and collected data from 50 respondents using structured questionnaires. Data were analyzed using descriptive statistics and cross-tabulations.
Findings revealed that awareness of personalized marketing was high, with 84% of respondents familiar with the concept. The most used strategies were discounts and special offers 53%, followed by personalized social media advertisements 35%. Personalized marketing was found to have a positive influence on customer engagement, with 80% of respondents reporting improved customer retention and stronger customer relationships. In terms of revenue generation, 60% of businesses recorded increased revenue after implementing personalized marketing strategies. However, 40% did not experience revenue changes, suggesting inconsistencies in application or limitations in marketing skills.
The study also identified several challenges affecting implementation, including customer resistance, high costs, limited technological access, and lack of marketing knowledge. The study concludes that while personalized marketing has the potential to enhance customer engagement and increase revenue, its effectiveness depends on access to technology, marketing skills, and customer willingness to participate. The study recommends capacity-building programs, improved access to digital tools, customer awareness initiatives, and greater support from business associations and financial institutions. Areas for further research include customer perceptions of personalized marketing, comparative studies between rural and urban SMEs, and long-term impacts of personalized marketing on business growth.