Adapting to Digital Disruption: Evaluating Implementation Challenges and Effective Strategies in Nigerian Banking Marketing

Abstract

This study investigates the landscape of digital
marketing strategies in the Nigerian banking industry,
with a focus on identifying key strategies, evaluating
implementation challenges, and determining effective
approaches to enhance marketing performance. A
sample of 221 respondents from a population of 654
banking professionals in Delta State provided insights
through a structured questionnaire. Thematic analysis
and descriptive statistics were employed, with SPSS
used as the analytical tool. Findings reveal a diverse
range of utilized strategies, including social media,
Email Marketing, and Content Marketing, while
challenges such as regulatory concerns and
technological limitations were identified.
Recommendations include investing in digital skills
development and prioritizing customer-centric
strategies. By adopting these recommendations, banks
can overcome implementation challenges and
optimize their digital marketing efforts to drive
business growth.