The impact of mobile marketing automation on campaign success: An evaluation of a retail app in Kano.
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Background of the study
Mobile marketing automation streamlines campaign execution by automating tasks such as push notifications, email marketing, and in-app messaging. This study evaluates how a retail app in Kano utilizes automation tools to optimize marketing campaigns and enhance overall campaign success. By integrating automation, the app can deliver personalized messages at scale, respond quickly to user behavior, and adjust strategies in real time (Oluwaseun, 2023). Research indicates that automated campaigns yield higher conversion rates and better ROI compared to manual efforts (Okoro, 2024). However, challenges such as data integration issues, system reliability, and over-reliance on automation algorithms may hinder effectiveness. This study will analyze campaign performance metrics, user engagement data, and cost-effectiveness to determine the impact of mobile marketing automation on campaign success, providing actionable recommendations for optimization (Chinwe, 2025).
Statement of the problem
Retail apps in Kano often experience inefficiencies in campaign execution due to fragmented marketing automation processes. Inconsistent messaging and delayed responses can lead to lower conversion rates and diminished campaign success. This study seeks to identify the key challenges in mobile marketing automation and assess their impact on campaign performance.
Objectives of the study:
To evaluate the impact of mobile marketing automation on campaign success.
To identify challenges in automating marketing processes.
To recommend strategies for optimizing automation for better campaign outcomes.
Research questions:
How does mobile marketing automation affect campaign success?
What challenges impede effective automation?
What strategies can improve campaign efficiency?
Significance of the study
This study offers insights into optimizing mobile marketing automation for retail apps in Kano, leading to improved campaign performance and ROI (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single retail app in Kano and focuses exclusively on the impact of mobile marketing automation on campaign success.
Definitions of terms:
Mobile Marketing Automation: The use of automated tools to execute mobile marketing campaigns.
Campaign Success: The effectiveness of marketing campaigns as measured by conversion rates and ROI.
Retail App: A mobile application used for retail transactions.
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