Abstract:
In the rapidly developing
landscape of banking system, this paper studies the impact of
mobile marketing on customer engagement, retention and sales
revenue. Mobile marketing enables banks to create awareness
about the products and services among the consumers and the
target audience. This paper explores the ways in which mobile
marketing initiatives such as short message service, social
media platforms, M-Paisa, mobile App and mobile marketing
contribute to customer engagement, retention and sales
revenue. To examine the research, the researcher has used a
quantitative descriptive method. Where the author sets a
print and presence questionnaire to collect data and the
sample size is 145 mobile marketing related employees who
work in Pashtany Bank. Through an analysis of case studies
and with the help of secondary data, this study aims to
provide perceptions into the effectiveness of mobile
marketing strategies in sustaining customer relationships.
The key factors contributing to the effectiveness of mobile
marketing strategies include short message service, social
media platforms, M-Paisa, mobile App, ongoing relations and
being responsive to customer needs. As the digital
environment changes, it is crucial for banking system to
understand the relationship between mobile marketing and
customer engagement, retention and sales revenue.
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