An inquiry into mobile marketing innovations on consumer acquisition: A study of a retail mobile app in Lagos, Nigeria
- Project Research
- 1-5 Chapters
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- NGN 5000
Background of the study
Mobile marketing innovations are reshaping consumer acquisition strategies, particularly in the competitive realm of retail mobile applications. In Lagos, Nigeria, retail mobile apps are leveraging advanced techniques such as location-based promotions, push notifications, and in-app advertising to attract new users and drive sales. These innovations utilize real-time data and personalized messaging to create tailored marketing experiences that resonate with potential customers. By capitalizing on mobile technology, brands can effectively reach consumers on the go, ensuring that the digital shopping experience is both engaging and convenient. This study examines how mobile marketing innovations impact consumer acquisition, exploring various tactics and their effectiveness in increasing app downloads and purchase frequency. Despite the promise of these innovations, challenges such as technological limitations, data privacy concerns, and rapidly evolving consumer behavior may affect their overall effectiveness. The research aims to provide actionable insights into optimizing mobile marketing strategies, ensuring that retail mobile apps can achieve sustained consumer growth and higher acquisition rates.
Statement of the problem
Retail mobile apps in Lagos face significant obstacles in effectively utilizing mobile marketing innovations for consumer acquisition. Despite deploying advanced techniques, issues such as data fragmentation, high acquisition costs, and evolving consumer expectations often result in suboptimal performance. This study seeks to identify the factors that impede successful consumer acquisition through mobile marketing and to propose strategies that can enhance the overall effectiveness of these innovations.
Objectives of the Study
To evaluate the impact of mobile marketing innovations on consumer acquisition.
To identify challenges affecting the effectiveness of mobile marketing strategies.
To recommend strategies for optimizing consumer acquisition through mobile marketing.
Research Questions
How do mobile marketing innovations influence consumer acquisition?
What challenges limit the effectiveness of mobile marketing in retail apps?
How can mobile marketing strategies be enhanced to improve consumer acquisition?
Significance of the study
This study is significant as it provides insights into the role of mobile marketing innovations in driving consumer acquisition. Its findings will help retail mobile apps in Lagos refine their marketing approaches, leading to increased app downloads and enhanced revenue growth. The research offers practical recommendations for optimizing digital marketing strategies in a competitive landscape.
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: Advanced techniques and strategies used to engage consumers via mobile devices.
Consumer Acquisition: The process of attracting new users or customers.
Retail Mobile App: A mobile application designed for purchasing goods or services.
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