A comparative study of mobile marketing strategies on app retention: Evidence from a retail mobile application in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Mobile marketing strategies have become crucial for driving app retention, particularly in competitive retail environments. In Port Harcourt, Nigeria, retail mobile applications are increasingly deploying diverse marketing tactics—ranging from push notifications and in-app advertisements to location-based promotions—to enhance user retention. These strategies are designed to provide personalized and timely content that encourages continuous engagement and repeated usage (Okeke, 2023). As mobile device penetration grows, retail apps must adopt innovative marketing approaches to retain users and sustain revenue growth. However, despite the widespread adoption of these strategies, retention rates often vary due to factors such as message saturation, content relevance, and technological barriers. This study undertakes a comparative analysis of various mobile marketing strategies to evaluate their effectiveness in improving app retention among users of a retail mobile application in Port Harcourt. By examining user feedback, engagement metrics, and retention trends, the research aims to offer actionable insights that can help optimize mobile marketing campaigns and boost long-term user loyalty (Ijeoma, 2024; Nwankwo, 2025).
Statement of the problem
Retail mobile applications in Port Harcourt experience challenges in maintaining high user retention despite extensive mobile marketing efforts. Issues such as irrelevant content, excessive notifications, and technical limitations contribute to user attrition and reduced engagement (Okeke, 2023). This study aims to identify the key factors that undermine mobile marketing strategies and to assess the differential impacts of these tactics on app retention. By addressing these gaps, the research intends to provide strategic recommendations for enhancing user retention in retail mobile applications (Ijeoma, 2024).
Objectives of the Study
To compare the effectiveness of different mobile marketing strategies on app retention.
To identify factors contributing to user attrition in retail mobile applications.
To recommend strategies for optimizing mobile marketing to enhance user retention.
Research Questions
How do different mobile marketing strategies affect app retention in retail mobile applications?
What factors contribute to user attrition in these applications?
How can mobile marketing strategies be optimized to improve app retention?
Significance of the study
This study provides valuable insights into the role of mobile marketing strategies in app retention. Its findings will assist retail mobile application developers in refining their marketing approaches to enhance user engagement and loyalty. The research contributes to the broader digital marketing literature by offering data-driven recommendations for sustained app usage (Nwankwo, 2025).
Scope and Limitations of the Study
This study is limited to a comparative analysis of mobile marketing strategies on app retention within a retail mobile application in Port Harcourt, Nigeria.
Definitions of Terms
Mobile Marketing Strategies: Tactics employed on mobile platforms to engage and retain app users.
App Retention: The ability of a mobile application to keep users engaged over time.
Retail Mobile Application: A mobile app designed for the purchase and sale of consumer goods.
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