The impact of mobile marketing innovations on customer acquisition: An evaluation of a fintech app in Port Harcourt, Nigeria.
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Background of the study
Mobile marketing innovations, such as augmented reality, interactive ads, and AI-driven personalization, are reshaping customer acquisition strategies in the fintech sector. This study evaluates how a fintech app in Port Harcourt leverages cutting-edge mobile marketing techniques to attract new users. The integration of these innovations allows the app to offer personalized financial solutions, streamline onboarding processes, and enhance overall user experience (Ibrahim, 2023). By employing interactive ad formats and targeted promotions, the app can effectively capture consumer interest and drive conversions (Okoro, 2024). However, barriers such as high development costs, technological complexity, and data privacy concerns may limit the full potential of these innovations. This research examines campaign performance metrics and user acquisition rates to determine the overall impact of mobile marketing innovations, offering recommendations for further enhancement (Chinwe, 2025).
Statement of the problem
Fintech apps in Port Harcourt face challenges in acquiring new customers due to underutilized mobile marketing innovations. Ineffective integration of advanced technologies may result in low conversion rates and hinder user growth. This study seeks to identify the obstacles affecting mobile marketing innovation and assess their impact on customer acquisition.
Objectives of the study:
To evaluate the impact of mobile marketing innovations on customer acquisition.
To identify challenges in implementing advanced mobile marketing techniques.
To propose strategies for optimizing customer acquisition efforts.
Research questions:
How do mobile marketing innovations affect customer acquisition?
What challenges impede their effective implementation?
What strategies can enhance user acquisition?
Significance of the study
This study provides actionable insights for fintech apps in Port Harcourt to harness mobile marketing innovations effectively, driving higher customer acquisition and competitive advantage (Chinwe, 2025).
Scope and limitations of the study:
The research is limited to a single fintech app in Port Harcourt and focuses solely on mobile marketing innovations, excluding broader industry factors.
Definitions of terms:
Mobile Marketing Innovations: Advanced marketing techniques implemented via mobile platforms.
Customer Acquisition: The process of attracting new users.
Fintech App: A mobile application offering financial services.
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