The impact of integrated marketing communications on customer engagement in banking: a case study of Union Bank of Nigeria
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Background of the Study
Integrated Marketing Communications (IMC) is a strategic approach that unifies various marketing channels to deliver a consistent message and enhance customer engagement. Union Bank of Nigeria has adopted IMC strategies to strengthen its brand presence and engage customers across multiple touchpoints. Between 2023 and 2025, the bank has implemented campaigns that integrate digital, print, broadcast, and social media channels to provide cohesive messaging that resonates with its diverse customer base (Adeniyi, 2023; Okeke, 2024). This comprehensive communication strategy is designed to build brand awareness, drive customer acquisition, and foster loyalty by ensuring that all communications are aligned with the bank’s core values and objectives.
IMC allows the bank to deliver personalized and timely messages, making it easier to address customer needs and enhance overall engagement. By leveraging data analytics and customer segmentation, Union Bank can tailor its communication strategies to target specific demographics and improve engagement levels. The bank’s use of integrated communication platforms not only enhances the customer experience but also creates a consistent brand image that supports long-term loyalty and advocacy (Chinwe, 2023). However, the success of IMC depends on seamless coordination among various marketing channels and the ability to measure the effectiveness of communication efforts accurately.
Despite these advantages, challenges exist in synchronizing messages across different platforms and ensuring that all channels deliver a consistent customer experience. Misalignment between messaging and actual service delivery can lead to customer dissatisfaction and reduced engagement. This study aims to evaluate the impact of IMC on customer engagement at Union Bank of Nigeria by analyzing communication metrics, customer feedback, and overall engagement data. The goal is to provide actionable insights that will enhance IMC strategies and ultimately improve customer engagement and retention (Ibrahim, 2025).
Statement of the Problem :
Union Bank of Nigeria’s implementation of integrated marketing communications has yielded positive initial results; however, significant challenges remain in achieving consistent customer engagement. Inconsistencies in message delivery across different channels and delays in communication updates have led to confusion among customers, ultimately diminishing the effectiveness of IMC efforts (Okeke, 2024). Some customers report receiving conflicting messages from different channels, which undermines the bank’s credibility and reduces engagement levels. Moreover, measuring the direct impact of IMC on customer engagement remains difficult, as the influence of external factors such as market trends and competitor actions can obscure results.
Additionally, the rapid pace of digital transformation and evolving customer preferences necessitate continuous adaptation of marketing strategies. Union Bank faces difficulties in synchronizing its digital and traditional communication efforts, which can result in fragmented customer experiences. These challenges not only hinder the bank’s ability to build a strong brand identity but also impact customer loyalty and retention. Therefore, there is a pressing need to evaluate the effectiveness of IMC strategies on customer engagement and identify key areas for improvement. This study will investigate these issues by correlating communication campaign data with customer engagement metrics and gathering qualitative insights from customers and marketing professionals. The findings will support the development of refined IMC strategies that promote consistent, engaging, and effective customer communication.
Objectives of the Study:
To evaluate the impact of integrated marketing communications on customer engagement at Union Bank of Nigeria.
To identify challenges in synchronizing multi-channel communication efforts.
To recommend strategies for enhancing IMC effectiveness.
Research Questions:
How does integrated marketing communications affect customer engagement?
What are the primary challenges in achieving consistent messaging?
What measures can improve the effectiveness of IMC strategies?
Research Hypotheses:
H1: Effective integrated marketing communications significantly improve customer engagement.
H2: Inconsistencies in message delivery negatively impact engagement.
H3: Enhanced coordination among channels improves overall IMC effectiveness.
Scope and Limitations of the Study:
This study focuses on Union Bank’s IMC practices from 2023 to 2025. Limitations include difficulties in isolating IMC effects from external market influences and potential survey biases.
Definitions of Terms:
Integrated Marketing Communications (IMC): A strategy that unifies all marketing communication channels to deliver a consistent message.
Customer Engagement: The level of interaction and satisfaction experienced by customers.
Brand Loyalty: The extent to which customers consistently prefer a particular brand.
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