An examination of mobile marketing trends and their impact on consumer engagement: A study of a telecommunications company in Port Harcourt, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study:
Mobile marketing has become a cornerstone of modern digital strategies as consumers increasingly rely on mobile devices for communication and information. In Port Harcourt, telecommunications companies are at the forefront of leveraging mobile marketing trends to engage a diverse consumer base. This study examines various mobile marketing tactics, including SMS campaigns, mobile apps, and location-based advertising, and their role in driving consumer engagement (Eze, 2023). The research highlights how personalized, real-time mobile communications can enhance customer experience and loyalty. By integrating data analytics and user behavior insights, companies are able to tailor messages that align with consumer preferences and improve engagement metrics. Additionally, the study explores challenges such as technological limitations, data privacy concerns, and the rapid pace of innovation in mobile platforms. Overall, the investigation provides a comprehensive analysis of how mobile marketing trends are reshaping consumer engagement strategies, offering actionable insights for telecommunications companies seeking to remain competitive in a dynamic market (Nnadi, 2024).
Statement of the problem:
Telecommunications companies in Port Harcourt face significant challenges in harnessing mobile marketing trends effectively. Despite the potential for high engagement, issues such as data privacy, technological constraints, and rapidly changing consumer behaviors can limit the effectiveness of mobile campaigns. There is a need for a systematic evaluation of mobile marketing strategies to determine which tactics best drive consumer engagement (Eze, 2023).
Objectives of the study:
To assess the impact of mobile marketing trends on consumer engagement.
To identify challenges in implementing effective mobile marketing strategies.
To recommend improvements for optimizing mobile marketing efforts.
Research questions:
How do mobile marketing trends influence consumer engagement?
What challenges do telecommunications companies face in executing mobile campaigns?
What strategies can improve the effectiveness of mobile marketing?
Significance of the study:
This study is significant as it provides actionable insights into optimizing mobile marketing strategies. The findings will help telecommunications companies in Port Harcourt enhance consumer engagement, drive loyalty, and maintain a competitive edge in an evolving digital landscape (Eze, 2023; Nnadi, 2024).
Scope and limitations of the study:
This study is limited to evaluating mobile marketing trends for a telecommunications company in Port Harcourt.
Definitions of terms:
Mobile marketing: Promotional strategies executed via mobile devices.
Consumer engagement: The interaction and involvement of consumers with a brand.
Telecommunications company: A business providing communication services such as mobile and internet.
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