DIGITAL MARKETING COMMUNICATION STRATEGIES: A SURE WAY OF GAINING CUSTOMER PATRONAGE

Abstract

The study evaluates the effect of Digital Marketing Communication Strategies: A sure way of gaining Customer Patronage through examination of Search Engine Optimization (SEO), Social Media Marketing (SMM), and Mobile Application Marketing (MAM). Quantitative research methods were used to survey 450 active Opay users who provided data for the investigation. The research employed a structured questionnaire instrument for data collection that underwent analysis in SPSS V27 by utilizing descriptive and inferential statistics. The analysis shows SEO practices lead to increased customer patronage at Opay (R = 0.692, p = 0.000) because they improve both visibility and user trust across digital platforms. The research data showed SMM linked positively to customer patronage (R = 0.758, p = 0.000) indicating social media plays a vital role in constructing brand awareness alongside user engagement. More so, MAM shows a significant positive relationship on customer patronage (R = 0.732, p = 0.000). The research demonstrates that SEO, SMM and MAM function as essential digital marketing tools for improving customer relationships within the digital banking environment. To achieve maximum business growth and customer loyalty, the Opay Digital Bank must optimize SEO strategies while improving social media engagement through personalized content with a focus on better mobile app usability.