The effect of mobile marketing automation on campaign efficiency: A study of an e-commerce app in Kano.
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- NGN 5000
Background of the study
Mobile marketing automation employs software tools to streamline and optimize marketing campaigns, enabling real-time personalization and performance tracking. This study examines how an e-commerce app in Kano utilizes mobile marketing automation to enhance campaign efficiency. By automating tasks such as push notifications, email marketing, and in-app messaging, the app can deliver targeted content based on user behavior and preferences (Oluwaseun, 2023). Automation not only reduces manual intervention but also allows for rapid campaign adjustments, thereby increasing overall marketing effectiveness and reducing costs. Research has shown that automated mobile marketing campaigns yield higher conversion rates and improved ROI compared to traditional, manually executed campaigns (Okoro, 2024). However, challenges such as system integration, data accuracy, and over-reliance on automation algorithms may hinder performance. This study will analyze campaign metrics, user engagement data, and cost-effectiveness to determine the impact of mobile marketing automation on campaign efficiency, and propose strategies for further optimization (Chinwe, 2025).
Statement of the problem
E-commerce apps in Kano often experience inefficiencies in campaign execution due to a lack of integrated mobile marketing automation. Manual processes and fragmented automation systems can lead to inconsistent messaging, delayed responses, and higher operational costs. This study seeks to identify the obstacles to effective marketing automation and evaluate their impact on campaign efficiency, ultimately limiting the app's ability to achieve optimal performance (Oluwaseun, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of mobile marketing automation on campaign efficiency.
To identify challenges in automating mobile marketing tasks.
To propose strategies for optimizing automation systems.
Research questions:
How does mobile marketing automation affect campaign efficiency?
What challenges hinder effective automation in mobile marketing?
What strategies can improve campaign efficiency through automation?
Significance of the study
This study is significant as it provides practical insights into enhancing campaign efficiency through mobile marketing automation for e-commerce apps in Kano, thereby optimizing marketing efforts and improving ROI (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single e-commerce app in Kano and focuses exclusively on mobile marketing automation’s impact on campaign efficiency.
Definitions of terms:
Mobile Marketing Automation: The use of automated tools to manage mobile marketing campaigns.
Campaign Efficiency: The effectiveness and speed of executing marketing campaigns.
E-commerce App: A mobile application for online shopping.
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