An appraisal of mobile marketing innovations on brand connectivity: A case study of a lifestyle brand in Kano, Nigeria.
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- NGN 5000
Background of the study
Mobile marketing innovations, such as augmented reality (AR), interactive content, and personalized push notifications, have become essential tools for enhancing brand connectivity. This study explores how a lifestyle brand in Kano uses these innovative mobile marketing strategies to strengthen its connection with consumers. By employing cutting-edge technologies and creative digital campaigns, the brand aims to deliver immersive experiences that resonate emotionally with its target audience (Oluwaseun, 2023). Such innovations facilitate real-time interactions and create personalized engagement opportunities that reinforce brand values and identity. Research shows that innovative mobile marketing can lead to increased consumer loyalty and improved brand recall by establishing strong emotional bonds (Okafor, 2024). However, challenges such as high development costs, technological barriers, and the need for continuous content updates can hinder these efforts. This study will assess the effectiveness of various mobile innovations in building brand connectivity and provide recommendations for overcoming common obstacles to maximize consumer engagement (Chinwe, 2025).
Statement of the problem
Lifestyle brands in Kano often struggle with maintaining robust brand connectivity due to the reliance on traditional marketing methods that lack innovation. The absence of advanced mobile marketing technologies limits the brand’s ability to engage consumers in an interactive and personalized manner, leading to diminished emotional bonds and loyalty. Despite efforts to modernize marketing strategies, challenges in technology adoption and cost constraints impede the integration of innovative mobile solutions. This study aims to identify these barriers and evaluate the impact of mobile marketing innovations on strengthening brand connectivity (Oluwaseun, 2023; Okafor, 2024).
Objectives of the study:
To evaluate the impact of mobile marketing innovations on brand connectivity.
To identify challenges in adopting advanced mobile strategies.
To recommend strategies for enhancing mobile-driven brand connectivity.
Research questions:
How do mobile marketing innovations affect brand connectivity?
What challenges hinder the adoption of these innovations?
What strategies can enhance brand connectivity through mobile marketing?
Significance of the study
This study is significant as it provides actionable insights into leveraging mobile marketing innovations to build stronger brand connectivity for lifestyle brands in Kano. The findings will help marketers overcome technological and budgetary challenges, ultimately enhancing consumer engagement and loyalty. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single lifestyle brand in Kano and focuses exclusively on mobile marketing innovations, without considering other marketing channels.
Definitions of terms:
Mobile Marketing Innovations: Advanced mobile strategies such as AR, interactive content, and personalized notifications.
Brand Connectivity: The emotional and cognitive relationship between a brand and its consumers.
Lifestyle Brand: A brand that embodies a specific lifestyle or cultural identity.
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