Adapting to Digital Disruption: Evaluating Implementation Challenges and Effective Strategies in Nigerian Banking Marketing
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study investigates the landscape of digital marketing strategies in the Nigerian banking industry, with a focus on identifying key strategies, evaluating implementation challenges, and determining effective approaches to enhance marketing performance. A sample of 221 respondents from a population of 654 banking professionals in Delta State provided insights through a structured questionnaire. Thematic analysis and descriptive statistics were employed, with SPSS used as the analytical tool. Findings reveal a diverse range of utilized strategies, including social media, Email Marketing, and Content Marketing, while challenges such as regulatory concerns and technological limitations were identified. Recommendations include investing in digital skills development and prioritizing customer-centric strategies. By adopting these recommendations, banks can overcome implementation challenges and optimize their digital marketing efforts to drive business growth.
Authors: Michael Monye, Joyce Osio
Institution: Southern Delta University, Ozoro
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406219643