THE ROLE OF DIGITAL MARKETING STRATEGIES IN ENHANCING PRODUCTIVITY AND FINANCIAL INCLUSION IN EMERGING BANKING SECTORS: EVIDENCE FROM NIGERIA

This study investigates the impact of digital marketing strategies on the productivity of United Bank for Africa (UBA), focusing on social media marketing, content marketing, email marketing, and search engine optimization (SEO). Using a cross-sectional survey design and quantitative analysis, the research explores the correlation between digital marketing variables and organizational productivity. The findings reveal that social media marketing and content marketing have significant positive effects on productivity, while SEO shows a moderate but meaningful contribution. Conversely, email marketing demonstrates no significant effect, reflecting changing consumer preferences toward more interactive platforms. The study reinforces the Resource-Based View (RBV) and Technology-Organization-Environment (TOE) framework, emphasizing digital capabilities as critical drivers of competitive advantage. Policy implications highlight the role of digital marketing in advancing financial inclusion, reducing transaction costs, and enhancing customer engagement in Nigeria’s banking sector. Overall, the study concludes that strategic deployment of digital marketing not only enhances firm performance but also contributes to broader economic growth in emerging economies.