An investigation of mobile marketing innovation on consumer accessibility: A study of a fintech startup in Lagos, Nigeria
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Background of the study:
Mobile marketing innovation has increasingly transformed the financial technology landscape by improving consumer accessibility to digital financial services. Fintech startups in Lagos are at the forefront of adopting mobile marketing strategies that utilize advanced digital tools to reach and engage users in real time (Adeola, 2023). These innovations include mobile apps, SMS marketing, and push notifications that offer personalized financial solutions to a diverse customer base. In a market where traditional banking services have often been limited by physical accessibility, mobile marketing provides a platform for rapid, cost-effective, and user-friendly communication. This study explores how innovative mobile marketing strategies have enabled fintech startups to overcome barriers of access and literacy, thereby expanding their customer base and driving financial inclusion. It further examines the integration of emerging technologies such as chatbots, geo-targeting, and location-based promotions, which serve to enhance the customer experience and simplify complex financial transactions (Oluwaseun, 2024). By analyzing these practices, the research seeks to understand the interplay between technological innovation and consumer behavior in a dynamic digital ecosystem. This comprehensive inquiry is expected to yield valuable insights into how fintech startups can further refine their mobile marketing approaches to improve service accessibility and user satisfaction (Ibrahim, 2025).
Statement of the problem:
The fintech startup in Lagos is confronted with challenges in effectively leveraging mobile marketing innovations to maximize consumer accessibility. Despite the deployment of sophisticated mobile tools, the startup experiences issues related to user adoption, limited digital literacy among potential customers, and difficulties in measuring campaign effectiveness (Chinwe, 2023). Inconsistent network reliability and the high cost of data in certain areas further hinder accessibility. These factors have resulted in suboptimal engagement levels and reduced market penetration. Consequently, there is a need to examine the underlying factors that impede the full realization of mobile marketing’s potential in enhancing consumer access to fintech services, and to develop strategies that can bridge these gaps (Folake, 2024).
Objectives of the study:
To investigate the impact of mobile marketing innovations on consumer accessibility in a fintech startup.
To identify the challenges hindering effective mobile marketing deployment.
To propose strategies for enhancing consumer engagement through mobile marketing.
Research questions:
How do mobile marketing innovations affect consumer accessibility in fintech?
What are the main challenges in deploying mobile marketing tools?
What strategies can improve the effectiveness of mobile marketing campaigns?
Significance of the study:
This study provides crucial insights into the role of mobile marketing innovation in enhancing consumer accessibility for fintech services. Its findings will guide practitioners in optimizing digital outreach strategies, promote financial inclusion, and offer policy recommendations for improving digital infrastructure. The research contributes to academic debates on technology adoption in finance and informs future innovation strategies (Akinyele, 2023).
Scope and limitations of the study:
The study is limited to examining mobile marketing innovation and its impact on consumer accessibility for a fintech startup in Lagos, Nigeria, and does not cover other digital marketing channels or regions.
Definitions of terms:
Mobile Marketing Innovation: The adoption of advanced mobile technologies and strategies to enhance marketing effectiveness.
Consumer Accessibility: The ease with which consumers can access and use digital financial services.
Fintech Startup: A new company in the financial technology sector focused on innovative financial solutions.
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