An investigation of cross-channel marketing integration on consumer behavior: A study of a telecom provider in Port Harcourt
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- NGN 5000
Background of the study:
Cross-channel marketing integration involves coordinating multiple digital channels to create a seamless consumer experience, and it is increasingly critical in the telecom sector. A telecom provider in Port Harcourt has embarked on integrating its digital marketing channels—ranging from social media and email to mobile apps and online advertisements—to create a unified communication strategy that influences consumer behavior (Okafor, 2023). This integration allows the provider to deliver consistent messages and engage with customers at various touchpoints, thereby increasing brand recall and customer satisfaction. By harnessing data from different channels, the provider can tailor its campaigns to reflect consumer needs and preferences (Chukwu, 2024). However, integrating diverse channels poses challenges in terms of data synchronization, consistent messaging, and measuring cross-channel effectiveness. This study examines how such integration affects consumer behavior, analyzing its impact on purchase decisions, brand perception, and overall customer engagement. The research also explores the potential benefits and pitfalls of a cross-channel approach in an increasingly competitive telecom landscape (Ike, 2025).
Statement of the problem:
The telecom provider in Port Harcourt is facing difficulties in achieving a cohesive cross-channel marketing strategy, which results in fragmented consumer experiences. Inconsistencies in messaging across channels and difficulties in data integration have led to reduced consumer engagement and suboptimal purchase decisions (Akinwande, 2023). The lack of a unified framework for channel integration makes it challenging to measure the effectiveness of marketing efforts. These issues create barriers to fully leveraging cross-channel marketing’s potential to influence consumer behavior, necessitating a deeper examination of the challenges and solutions in this area (Babatunde, 2024).
Objectives of the study:
To investigate the impact of cross-channel marketing integration on consumer behavior.
To identify challenges in achieving a cohesive multi-channel marketing strategy.
To propose strategies for optimizing cross-channel integration.
Research questions:
How does cross-channel marketing integration influence consumer behavior?
What challenges are encountered in creating a unified digital marketing strategy?
What strategies can improve the effectiveness of cross-channel marketing?
Significance of the study:
This study is significant as it explores how cross-channel marketing integration can reshape consumer behavior in the telecom industry. Its findings will assist marketers in developing unified strategies that enhance customer engagement and drive purchase decisions. The research provides practical recommendations for integrating digital channels effectively, benefiting both academia and industry practitioners (Oluwaseun, 2023).
Scope and limitations of the study:
The study is limited to examining cross-channel marketing integration on consumer behavior for a telecom provider in Port Harcourt, Nigeria, and does not extend to other industries or marketing approaches.
Definitions of terms:
Cross-Channel Marketing Integration: The coordinated use of multiple digital channels to deliver a unified consumer experience.
Consumer Behavior: The decision-making processes and actions of consumers regarding products and services.
Telecom Provider: A company that offers telecommunications services such as mobile and internet connectivity.
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