The Relationship Existing between Data Driven Targeted Online Adverts and Customer Reach for Msmes in Anambra State

Micro, Small, and Medium Enterprises (MSMEs) in Nigeria, particularly in Anambra State, continue to face challenges in expanding their customer base and maintaining competitive visibility in an increasingly digital marketplace. Despite the growing availability of data-driven tools, many MSMEs have yet to fully adopt targeted online advertising strategies that can enhance their customer reach. This study investigated the relationship between data-driven targeted online adverts and customer reach among MSMEs in Anambra State. Employing a survey research design, data were collected from selected MSMEs across the state’s three senatorial zones through structured questionnaires. The findings revealed strong agreement among respondents on the potential benefits of using targeted digital advertising tools, such as audience selection by age and location. Descriptive analysis showed high mean scores on items measuring preference and perceived impact of targeted advertising. Correlation analysis further indicated a statistically significant and strong positive relationship (r = .855, p < 0.05) between data-driven targeted online adverts and customer reach. The study concludes that leveraging data analytics and targeted advertising techniques can substantially enhance customer engagement and market visibility for MSMEs. It recommends increased digital literacy and support for technology adoption to maximize the marketing potential of MSMEs in the region.