The Role of Mobile App Marketing in Customer Acquisition: A Study of GTBank in Bauchi State
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Background of the Study
The rise of mobile technology has fundamentally transformed the way businesses engage with customers. Mobile apps, in particular, have become a crucial tool for organizations seeking to enhance customer acquisition, retention, and service delivery (Okorie & Adeniran, 2024). GTBank, a leading commercial bank in Nigeria, has integrated mobile app marketing into its strategic initiatives to reach a broader audience and streamline customer interactions. The bank’s mobile app offers a wide array of services, including account management, financial transactions, and personalized offers, creating an all-encompassing experience that appeals to tech-savvy users.
The use of mobile app marketing has gained traction globally, with businesses increasingly recognizing the importance of leveraging mobile apps as a direct marketing channel (Salihu et al., 2023). In Bauchi State, GTBank has made significant strides in introducing mobile app features that cater to the needs of both existing and prospective customers. By facilitating convenient access to banking services and tailoring product recommendations, mobile apps have proven effective in attracting new customers while simultaneously engaging existing ones. The bank’s mobile app marketing campaigns focus on increasing visibility, promoting brand recognition, and enhancing the customer acquisition process (Oluwaseun et al., 2024).
As mobile apps continue to influence customer behavior, it is crucial to examine their role in customer acquisition, particularly in regions like Bauchi State, where the penetration of digital services is rapidly expanding. GTBank’s mobile app marketing efforts provide an opportunity to explore how these strategies impact customer decision-making processes, trust-building, and ultimately, customer loyalty. This study aims to analyze the effectiveness of mobile app marketing in acquiring new customers for GTBank in Bauchi State.
Statement of the Problem
While mobile app marketing is widely recognized as an essential tool for customer acquisition, there is limited research on how this strategy performs in Nigerian states like Bauchi, which may have different demographic, economic, and technological characteristics compared to major urban centers. GTBank’s mobile app marketing campaigns have been highly promoted, but there is a lack of comprehensive studies examining their specific impact on customer acquisition in Bauchi State. Despite the increased use of mobile banking, the extent to which GTBank’s mobile app has successfully attracted new customers in this region remains underexplored.
The problem lies in understanding the nuances of how customers in Bauchi respond to mobile app marketing strategies and whether these campaigns lead to actual customer acquisition or simply generate temporary interest. Furthermore, the effectiveness of such strategies may be influenced by factors such as access to mobile devices, internet connectivity, and technological literacy in Bauchi, which may limit the reach of mobile app marketing campaigns.
Objectives of the Study
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To assess the effectiveness of GTBank’s mobile app marketing strategies in acquiring new customers in Bauchi State.
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To determine the factors that influence customer adoption of mobile app banking in Bauchi State.
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To evaluate the role of customer engagement through mobile app features in enhancing customer acquisition for GTBank in Bauchi State.
Research Questions
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How effective are GTBank’s mobile app marketing strategies in acquiring new customers in Bauchi State?
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What factors influence customer adoption of GTBank’s mobile app banking services in Bauchi State?
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How does customer engagement with mobile app features impact the acquisition of new customers for GTBank in Bauchi State?
Research Hypotheses
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GTBank’s mobile app marketing strategies significantly contribute to customer acquisition in Bauchi State.
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Factors such as internet access, smartphone penetration, and customer literacy significantly influence mobile app adoption in Bauchi State.
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Customer engagement with mobile app features positively impacts customer acquisition for GTBank in Bauchi State.
Scope and Limitations of the Study
This study will focus on GTBank’s mobile app marketing efforts in Bauchi State, Nigeria. The research will target individuals who have either adopted or interacted with the mobile app in any capacity. The study will be limited to urban and semi-urban areas within Bauchi State, as these regions have greater access to mobile technology. However, the findings may not apply to rural areas with lower mobile app penetration or areas with limited access to high-speed internet. The study will also not consider the wider regional or national marketing strategies of GTBank beyond Bauchi State.
Definitions of Terms
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Mobile App Marketing: The use of a mobile application as a marketing tool to engage customers, promote products or services, and facilitate transactions (Salihu et al., 2023).
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Customer Acquisition: The process of attracting and securing new customers, typically through targeted marketing efforts (Okorie & Adeniran, 2024).
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Customer Engagement: The degree of interaction and participation a customer has with a brand through digital channels, such as a mobile app (Oluwaseun et al., 2024).
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