ELECTRONIC MARKETING TOOLS AND MARKETING PERFORMANCE OF FIRST BANK PLC IN UYO METROPOLIS

Despite the growing potential of electronic marketing (e-marketing), First Bank PLC in Uyo Metropolis has faced challenges in fully leveraging its digital marketing strategies. A pilot study revealed several specific issues, including inconsistent engagement with online customers, limited personalization of marketing messages, and underutilization of search engine marketing (SEM), search engine optimization (SEO), social media marketing, and email marketing. To this end, the study examined the effect of electronic marketing tools on the marketing performance of First Bank PLC in Uyo metropolis. Specifically, the study sought to: examine the effect of search engine marketing (SEM) and content marketing on the marketing performance of First Bank PLC. Data from 398 respondents from a population of 71,312 were collected with survey research technique as the research design. Electronic Marketing and Marketing Performance Questionnaire was used to obtain data for the study. Analysis of data was done through the use of frequency tables, simple percentages, while hypotheses were tested using simple regression analysis. Findings revealed that the two variable of electronic marketing tools; search engine marketing and content marketing have significant effect on the marketing performance of First Bank PLC. The study concluded that there is a significant effect of electronic marketing tools on marketing performance of First Bank PLC in Uyo metropolis. The researchers recommended among others; that First Bank should create and share content such as blogs, videos, and infographics that address customers’ financial needs and concerns, such as budgeting tips, loan application guides, and investment strategies in order to attract and engage potential customers, strengthening brand trust and loyalty.