ROLE OF DIGITAL AND STRATEGIC MARKETING COMMUNICATION IN WINNING CUSTOMER PATRONAGE
Abstract
This study investigated digital and strategic marketing communication by examining Search Engine Optimization (SEO) and Social Media Marketing (SMM) as tools in wining customer patronage at Opay Digital Bank in Nigeria. A quantitative research approach was employed, surveying 450 active Opay users to gather data for analysis. A structured questionnaire was used for data collection, and the responses were analyzed using descriptive and inferential statistics in SPSS V27. The findings indicate that SEO practices significantly enhance customer patronage at Opay (R = 0.692, p = 0.000) by improving visibility and user trust across digital platforms. Similarly, SMM demonstrated a strong positive relationship with customer patronage (R = 0.758, p = 0.000), emphasizing the role of social media in building brand awareness and user engagement. The study concludes that SEO and SMM are essential digital marketing tools for strengthening customer relationships in the digital banking sector. To achieve business growth and customer loyalty, Opay Digital Bank must optimize its SEO strategies and enhance social media engagement through personalized content and targeted interactions.
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Published in BUSINESS AND FINANCE JOURNAL
ISSN: 988-47878
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