An appraisal of mobile-first marketing on audience targeting: A study of a startup in Port Harcourt, Nigeria
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- Table of Content: Available
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- NGN 5000
Background of the study:
Mobile-first marketing prioritizes strategies optimized for mobile devices, reflecting the increasing global shift toward smartphone usage. A startup in Port Harcourt has embraced mobile-first marketing to enhance audience targeting through mobile-optimized websites, apps, and SMS campaigns (Ibrahim, 2023). With a significant proportion of users accessing content via mobile devices, the startup leverages location-based data, user behavior analytics, and mobile ad formats to deliver targeted messages. This approach facilitates real-time engagement and immediate calls-to-action that are tailored to the mobile user’s context. The study examines how mobile-first strategies enable precise audience segmentation and improve marketing efficiency. It also explores the challenges associated with designing mobile-friendly content and the integration of mobile analytics to fine-tune targeting efforts (Temitope, 2024). Furthermore, the research investigates the impact of mobile-first marketing on conversion rates and customer acquisition, highlighting both opportunities and limitations. Overall, the study provides insights into the effectiveness of mobile-centric strategies in reaching and engaging audiences in a competitive digital environment (Adewale, 2025).
Statement of the problem:
The startup in Port Harcourt experiences challenges in optimizing mobile-first marketing to achieve effective audience targeting. Issues such as suboptimal mobile user interfaces, inconsistent data capture, and fragmented mobile analytics hinder the delivery of personalized content (Chinonso, 2023). These shortcomings reduce engagement levels and weaken conversion rates. The lack of comprehensive mobile-specific metrics further complicates the assessment of marketing efforts. Therefore, it is necessary to investigate the factors limiting the success of mobile-first marketing and develop strategies to improve audience targeting on mobile platforms (Folashade, 2024).
Objectives of the study:
To evaluate the effectiveness of mobile-first marketing on audience targeting.
To identify challenges in implementing mobile-optimized strategies.
To propose recommendations for enhancing mobile audience engagement.
Research questions:
How does mobile-first marketing impact audience targeting for a startup?
What challenges hinder the effectiveness of mobile-optimized marketing strategies?
What improvements can be made to enhance mobile audience engagement?
Significance of the study:
This study is significant as it highlights the importance of mobile-first marketing in modern digital strategies. The findings will inform startups on optimizing mobile content, improving audience targeting, and ultimately boosting conversion rates. The insights gained will contribute to the evolving practices of mobile digital marketing (Adewale, 2023).
Scope and limitations of the study:
The study is limited to evaluating mobile-first marketing on audience targeting for a startup in Port Harcourt, Nigeria, and does not extend to other marketing channels or industries.
Definitions of terms:
Mobile-First Marketing: A strategy that prioritizes mobile platforms for content delivery and audience engagement.
Audience Targeting: The process of identifying and reaching specific consumer segments.
Startup: A newly established company, typically characterized by innovative approaches and rapid growth.
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