The effect of integrated digital marketing on customer engagement in banking: a case study of Access Bank Nigeria
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Background of the Study
Digital marketing has revolutionized customer engagement strategies in the banking industry. Access Bank Nigeria has embraced an integrated digital marketing approach that combines social media, search engine optimization, email marketing, and data analytics to create a cohesive and interactive customer experience (Ifeoma, 2023). This integrated strategy is designed to deliver personalized content across multiple channels, thereby enhancing engagement and fostering long-term customer relationships. The theoretical foundation of this approach is rooted in relationship marketing and digital communication theories, which posit that consistent and targeted digital interactions significantly improve customer loyalty and satisfaction (Chukwu, 2024).
Access Bank Nigeria’s digital marketing initiatives include real-time analytics to track customer behavior, adaptive content strategies to cater to diverse audience segments, and interactive platforms that facilitate two-way communication. These measures not only increase brand visibility but also enable the bank to gather actionable insights that can refine future marketing efforts. In a competitive market where customer attention is fragmented across various digital platforms, the integration of these tools ensures that the bank can maintain a unified and compelling brand message. Empirical evidence supports the notion that banks employing integrated digital marketing experience higher levels of customer engagement and conversion rates (Okoro, 2025). However, challenges such as rapidly evolving digital trends, data privacy concerns, and the need for continuous technological upgrades persist. This study aims to evaluate the effect of integrated digital marketing on customer engagement at Access Bank Nigeria, identifying both the strengths and limitations of the current strategy.
Statement of the Problem
Despite robust investments in integrated digital marketing, Access Bank Nigeria faces challenges in consistently converting digital interactions into meaningful customer engagement. Preliminary data suggest that while digital campaigns achieve high reach and interaction metrics, actual conversion rates remain lower than expected (Adeniyi, 2023). Discrepancies in messaging across different digital channels and delays in responding to customer queries have been noted as potential causes of reduced engagement. Furthermore, rapid changes in consumer behavior and digital platform algorithms can undermine the effectiveness of established marketing strategies. Additionally, concerns regarding data privacy and digital security sometimes lead to customer skepticism about engaging with online campaigns. These issues highlight a gap between the potential benefits of integrated digital marketing and its actual impact on customer engagement. The study seeks to identify the operational and strategic challenges that limit engagement and to propose recommendations for optimizing digital marketing initiatives to drive higher customer interaction and loyalty (Chinwe, 2025).
Objectives of the Study
To evaluate the impact of integrated digital marketing on customer engagement at Access Bank Nigeria.
To identify challenges hindering the conversion of digital interactions into active engagement.
To recommend strategies for optimizing digital marketing efforts to enhance customer loyalty.
Research Questions
How does integrated digital marketing influence customer engagement at Access Bank Nigeria?
What factors impede the effective conversion of digital interactions into long-term engagement?
How can digital marketing strategies be refined to improve customer engagement outcomes?
Research Hypotheses
Integrated digital marketing is positively correlated with increased customer engagement.
Inconsistent messaging and response delays negatively impact engagement levels.
Continuous optimization and personalization of digital content enhance customer loyalty.
Scope and Limitations of the Study
This study focuses on Access Bank Nigeria’s digital marketing initiatives over the past two years. Limitations include rapidly evolving digital trends and potential biases in self-reported customer engagement data.
Definitions of Terms
• Integrated Digital Marketing: The coordinated use of multiple digital channels to deliver a unified marketing message.
• Customer Engagement: The degree of interaction and involvement between a bank and its customers through digital platforms.
• Conversion Rate: The percentage of digital interactions that lead to measurable customer actions.
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