An examination of CRM integration on digital marketing success: A case study of a fintech company in Port Harcourt, Nigeria
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Background of the Study:
Customer Relationship Management (CRM) integration has become a cornerstone of successful digital marketing, especially for fintech companies operating in competitive markets. In Port Harcourt, fintech firms are leveraging integrated CRM systems to collect and analyze customer data, enabling them to deliver personalized digital marketing campaigns. This integration facilitates targeted communication, efficient customer segmentation, and timely engagement across multiple digital channels (Ogun, 2023). By combining CRM with digital marketing tools, fintech companies can enhance customer experiences, streamline service delivery, and build long-term relationships. The enhanced data analytics capabilities provided by integrated CRM systems allow for better prediction of customer behavior and optimization of marketing strategies. Consequently, companies can improve customer acquisition and retention while simultaneously boosting overall digital marketing performance. This study examines the extent to which CRM integration contributes to digital marketing success, focusing on key performance indicators such as engagement, conversion rates, and customer satisfaction (Ibrahim, 2024).
Statement of the Problem
Despite the potential benefits of CRM integration, fintech companies in Port Harcourt face challenges in quantifying its impact on digital marketing outcomes. There is limited empirical evidence linking CRM data analytics to enhanced digital campaign performance. This lack of standardized measurement metrics complicates efforts to justify investments in CRM technologies. The study aims to address this gap by evaluating the contribution of CRM integration to digital marketing success in the fintech sector (Chinwe, 2023).
Objectives of the Study
To assess the impact of CRM integration on digital marketing performance.
To identify key digital marketing metrics influenced by CRM data analytics.
To recommend strategies for optimizing CRM usage in digital marketing.
Research Questions
How does CRM integration affect digital marketing success in fintech companies?
What digital marketing metrics are most improved by CRM analytics?
How can fintech firms optimize CRM systems to enhance digital marketing outcomes?
Significance of the Study
This study is significant as it offers empirical insights into the role of CRM integration in digital marketing, providing fintech companies with strategies to optimize their customer engagement and campaign effectiveness. The findings will enhance marketing efficiency and drive better business outcomes.
Scope and Limitations of the Study
This study is limited to a fintech company in Port Harcourt, Nigeria, focusing on CRM integration and its impact on digital marketing. It does not extend to other sectors or regions.
Definitions of Terms
CRM Integration: The process of incorporating customer relationship management systems with digital marketing tools.
Digital Marketing Success: The effectiveness of online marketing efforts measured by engagement, conversion, and customer satisfaction metrics.
Fintech Company: A business that leverages technology to offer financial services.
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