An inquiry into mobile marketing innovations on consumer acquisition: A study of a retail mobile app in Lagos, Nigeria
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Background of the study
Mobile marketing innovations have become increasingly vital in acquiring new consumers in the fast-paced digital marketplace. In Lagos, Nigeria, retail mobile apps are leveraging cutting-edge marketing techniques—such as location-based promotions, personalized push notifications, and in-app advertisements—to attract new users and drive consumer acquisition (Olatunji, 2023). These innovations utilize real-time data and advanced analytics to deliver targeted marketing messages that resonate with potential customers. By capitalizing on mobile technology, brands can create a seamless and interactive experience that encourages app downloads and purchases. The integration of innovative mobile marketing strategies has shown promising results in enhancing user engagement and fostering brand loyalty. However, challenges such as technological constraints, data privacy issues, and the constant evolution of mobile trends may limit the effectiveness of these strategies (Afolabi, 2024). This study investigates the impact of mobile marketing innovations on consumer acquisition, examining how these strategies can be optimized to improve acquisition rates and drive long-term business growth in the competitive retail sector of Lagos (Eze, 2025).
Statement of the problem
Retail mobile apps in Lagos face obstacles in effectively utilizing mobile marketing innovations for consumer acquisition. Despite employing advanced techniques, issues such as data fragmentation, high customer acquisition costs, and evolving consumer behavior hamper the overall impact of these strategies (Olatunji, 2023). This study aims to explore the gap between innovative mobile marketing initiatives and their success in acquiring new consumers, providing insights into the challenges and potential solutions for enhancing consumer acquisition (Afolabi, 2024).
Objectives of the Study
To assess the impact of mobile marketing innovations on consumer acquisition.
To identify challenges that affect the effectiveness of these strategies.
To propose recommendations for optimizing mobile marketing for better consumer acquisition.
Research Questions
How do mobile marketing innovations affect consumer acquisition in retail mobile apps?
What challenges limit the effectiveness of mobile marketing strategies?
How can mobile marketing innovations be enhanced to improve consumer acquisition?
Significance of the study
This study is significant as it offers insights into the role of mobile marketing innovations in driving consumer acquisition. Its findings will help retail mobile apps in Lagos refine their marketing strategies, ultimately boosting user acquisition and retention. The research contributes to digital marketing literature by providing practical recommendations for optimizing mobile marketing approaches (Eze, 2025).
Scope and Limitations of the Study
This study is limited to investigating mobile marketing innovations on consumer acquisition within a retail mobile app in Lagos, Nigeria.
Definitions of Terms
Mobile Marketing Innovations: New and advanced marketing techniques that utilize mobile technology to engage consumers.
Consumer Acquisition: The process of attracting new customers to a product or service.
Retail Mobile App: A mobile application designed for purchasing goods or services in the retail sector.
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