A study of mobile marketing automation on driving app retention: Evidence from a fintech application in Kano, Nigeria
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Background of the study
Mobile marketing automation plays a crucial role in enhancing app retention by enabling fintech applications to deliver personalized, timely, and relevant communications. This study examines how a fintech application in Kano leverages mobile marketing automation—such as push notifications, in-app messaging, and behavioral triggers—to keep users engaged and reduce churn (Okeke, 2023). In an environment where user retention is critical for app success, automation can streamline marketing processes, reduce operational costs, and provide insights into user behavior. Fintech apps in Kano face intense competition, making it essential to maintain continuous user engagement through targeted marketing strategies. The study reviews current automation tools, their integration with mobile analytics, and the resulting impact on retention metrics. Challenges such as notification fatigue, data privacy issues, and technical integration are discussed. Drawing on contemporary research and practical case studies, the study aims to identify best practices that drive long-term app retention and support sustained growth in the fintech sector (Adeniyi, 2024).
Statement of the problem
Many fintech applications in Kano struggle with low retention rates due to ineffective mobile marketing strategies and underutilized automation tools. Challenges include generic messaging, overwhelming notification frequency, and inadequate personalization, which lead to user disengagement. These issues impede the app’s ability to build a loyal customer base and achieve long-term profitability. This study aims to address these challenges by evaluating the impact of mobile marketing automation on app retention and identifying key areas for improvement (Okeke, 2023; Adeniyi, 2024).
Objectives of the Study
To assess the impact of mobile marketing automation on app retention.
To identify challenges in implementing effective automation strategies.
To recommend best practices for optimizing mobile marketing to drive user retention.
Research Questions
How does mobile marketing automation affect app retention for a fintech application in Kano?
What are the main challenges in implementing mobile marketing automation?
How can fintech apps optimize their mobile marketing strategies to enhance retention?
Significance of the study
This study is significant as it provides insights into leveraging mobile marketing automation to improve app retention. The findings will help fintech companies in Kano optimize their marketing strategies, reduce user churn, and achieve sustainable growth. The research offers evidence-based recommendations for enhancing user engagement through automation (Okeke, 2023).
Scope and limitations of the study
The study is limited to a fintech application in Kano, Nigeria, and does not extend to other mobile marketing channels or regions.
Definitions of terms
Mobile Marketing Automation: The use of automated tools to manage and optimize mobile marketing communications.
App Retention: The ability of an application to keep users over time.
Fintech Application: A digital platform offering financial services through innovative technology.
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