An inquiry into mobile marketing efficiency on consumer engagement: A study of a retail app in Abuja, Nigeria
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- NGN 5000
Background of the study
Mobile marketing efficiency is a critical factor in driving consumer engagement, especially as mobile devices become the primary medium for digital interactions. In Abuja, Nigeria, retail apps are increasingly leveraging mobile marketing techniques—such as push notifications, SMS marketing, and in-app advertisements—to engage users and promote products. Efficient mobile marketing strategies not only capture consumer attention but also facilitate seamless user experiences that drive higher engagement and repeat usage (Okafor, 2023). By employing data analytics and A/B testing, retail apps can optimize the timing, content, and frequency of their marketing messages, ensuring that they resonate with target audiences. However, challenges such as ad fatigue, inconsistent message delivery, and privacy concerns can impede the effectiveness of mobile marketing efforts (Afolabi, 2024). This study investigates the efficiency of mobile marketing on consumer engagement by analyzing user interaction metrics, campaign conversion rates, and customer feedback. The goal is to identify the best practices and potential pitfalls in mobile marketing, providing actionable recommendations for retail apps to maximize engagement and enhance overall performance (Chinwe, 2025).
Statement of the problem
Retail apps in Abuja face challenges in optimizing mobile marketing efficiency due to issues such as ad fatigue, privacy concerns, and inconsistent message delivery. These challenges lead to lower consumer engagement and reduced overall campaign performance. This study seeks to explore the factors that affect mobile marketing efficiency and their impact on consumer engagement, aiming to propose strategies for improving the effectiveness of mobile marketing campaigns (Okafor, 2023).
Objectives of the Study
To assess the efficiency of mobile marketing on consumer engagement.
To identify challenges in mobile marketing campaigns.
To recommend strategies for optimizing mobile marketing.
Research Questions
How does mobile marketing efficiency affect consumer engagement?
What challenges hinder effective mobile marketing?
How can mobile marketing be optimized to improve engagement?
Significance of the study
This study provides critical insights into optimizing mobile marketing for enhanced consumer engagement. Its findings will help retail apps in Abuja refine their mobile marketing strategies, leading to higher user engagement and improved ROI. The research offers practical recommendations for overcoming common challenges in mobile advertising (Chinwe, 2025).
Scope and Limitations of the Study
This study is limited to investigating mobile marketing efficiency on consumer engagement within a retail app in Abuja, Nigeria.
Definitions of Terms
Mobile Marketing Efficiency: The effectiveness of marketing efforts delivered via mobile devices.
Consumer Engagement: The level of interaction and involvement of users with marketing content.
Retail App: A mobile application designed for shopping and product promotion.
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