A review of direct marketing tactics on lead generation: Evidence from a financial services firm in Kano, Nigeria
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Background of the study
Direct marketing remains a vital strategy for lead generation in the competitive financial services sector. In Kano, Nigeria, financial institutions are increasingly turning to direct marketing tactics such as personalized communications, telemarketing, and targeted direct mail campaigns to attract and convert potential customers. These tactics have been refined through data-driven insights that allow firms to segment their audience effectively and deliver bespoke messages designed to elicit a favorable response (Bello, 2023). Direct marketing initiatives facilitate immediate interactions with prospects, thereby enabling financial services firms to build trust and credibility rapidly. As the market becomes more saturated, innovative direct marketing techniques are essential for differentiating services and enhancing competitive advantage (Ahmed, 2024). However, despite the apparent benefits, challenges such as regulatory constraints, consumer privacy concerns, and the rising costs of marketing campaigns pose significant barriers. This study aims to provide a comprehensive review of the effectiveness of direct marketing tactics in generating leads within a financial services firm in Kano. By evaluating current practices and identifying areas of improvement, the research intends to offer actionable insights that can enhance the efficacy of direct marketing efforts. The study also considers the influence of digital transformation on traditional direct marketing practices, seeking to integrate modern strategies with established methods for optimized lead generation (Mustapha, 2025).
Statement of the problem
Financial services firms in Kano face challenges in leveraging direct marketing tactics to maximize lead generation. The competitive nature of the financial sector, coupled with stringent regulatory requirements and consumer skepticism, has rendered traditional direct marketing approaches less effective (Bello, 2023). Additionally, the rapid pace of digital transformation has created a gap between conventional methods and the evolving expectations of a digitally savvy customer base. This misalignment results in suboptimal lead conversion rates, necessitating a critical review of existing tactics. The study will investigate the specific challenges and limitations inherent in current direct marketing practices and propose strategies to bridge the gap between traditional and modern methodologies. This approach aims to foster more robust lead generation and customer acquisition strategies (Ahmed, 2024).
Objectives of the Study
To review the current direct marketing tactics used for lead generation.
To identify the challenges and limitations in implementing these tactics.
To recommend effective strategies to improve lead generation in financial services.
Research Questions
What direct marketing tactics are currently employed in lead generation?
What challenges limit the effectiveness of these tactics in a financial services context?
How can direct marketing strategies be optimized to improve lead generation?
Significance of the study
This study will offer essential insights into enhancing direct marketing strategies for lead generation in financial services. The findings will benefit industry professionals and contribute to the academic discussion on modern marketing practices by providing practical recommendations for integrating traditional and digital approaches (Mustapha, 2025).
Scope and Limitations of the Study
This study is limited to reviewing direct marketing tactics on lead generation within a financial services firm in Kano, Nigeria.
Definitions of Terms
Direct Marketing: Marketing techniques that communicate directly with potential customers to generate leads.
Lead Generation: The process of identifying and cultivating potential customers for a business’s products or services.
Financial Services Firm: An organization that provides financial products and services to consumers and businesses.
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