Digital communication technologies have become an important part of our daily lives with billions of users on the Internet and social media. This study examined the types of digital marketing technologies available in the telecommunications industry in Nigeria, and determined the extent of usage of the technologies. The study employed a survey method. The Cochran formula was used to calculate an ideal sample size since the total population size of online consumers is infinite. Based on this calculation 500 respondents were surveyed due to the researcher convenience, cost and accessibility to the respondents. Data were collected using both primary and secondary sources. An online well-structured designed questionnaire (Google survey) was attached via online platforms. The questionnaire elicited information on telecommunications service consumers’ characteristics, consumers’ knowledge on different digital marketing tools, and the extent of use of the digital marketing technologies among telecommunications consumers in Nigeria. 

The Nigerian telecommunications service has brought historic and economic growth which cannot be undermined as well as other positive development to the nation. The Nigerian Communications Commission (NCC) emphasized on the growth the enactment of the “National Telecommunication Policy” in September, 2000 has brought to the industry. The formulation of national telecommunication policy produced great changes in the Nigerian telecommunications services with the arrival of several telecommunications servicing firms such as visafone, 9mobile, MTN, M-Tel, Glocom, Airtel, Starcomms and Multilinks. According to the Nigerian Communication Commission (2006) report on strategic management plan, the report states that the fastest growing industry in the world remains Nigerian Global System for Mobile Communication (GSM) although the industry is still far behind among other industries as regards to “customer satisfaction” and “loyalty”.The advent of the Internet has brought revolutionary development in conducting businesses and transactions; digital marketing involves application the Internet and other digital technologies to carry out advertising processes. The modern telecommunications service industry in Nigeria started in the 1990s and this was characterized by the tremendous entrants of new investors into the market. As more entrants enter into the market, it presents threat and competition among the telecommunications service providers. The 1990s breeds of entrants were far more belligerent in their competition due to technology advancements, change in income and increase in economic activities. This has made the industry to be highly competitive as telecommunication service providers build strategies to retain their old subscribers and attract new consumers on their network. These competitions have driven the current global improvement in telecommunications service. In Nigeria, there are four major telecommunications service providers which include MTN Nigeria, Globacom Nigeria, 9mobile and Airtel Nigeria competing for survival. The numbers of subscribers have been the major key to assess Nigeria telecommunications service providers’ success and performance. According to the Nigerian Communication Commission (NCC) industry statistics report published on the Internet for the month of April 2019 indicates that, MTN remains the telecommunications service firm with the highest number of subscribers both for call and Internet services with 64,732,167 subscribers, followed by Globacom Limited in the second largest consumer based with approximately 46,380,756 subscribers, Airtel limited in the third place with 45,433,300 subscribers and 9mobile with 16,720,146 consumers on the network.The purchasing behavior of consumers in the telecommunications service industry is largely influenced by numerous factors, and these factors often affect the firms to match the needs of the consumers.These technological advancements have made outstanding influences on marketing theories and practices which include; emergence of capturing improved quality customer data, enhanced providers-consumers relationship, promote consumers insight and Customer Resource Management (CRM) in the Nigerian telecommunication industry. Hence, with numerous advantages digital marketing has presented telecommunications service providers now have all that is required at their disposal to merge data from numerous sources for better understanding of the telecommunications networks, consumers and how consumers behave towards the different telecommunications products and services . Furthermore, the importance of improved digital experiences continues with the emergence of Internet marketing, enhanced online experiences have promoted customers’ journeys to be more engaging.

Mobile marketing: It includes set of practices that allows firms or brands to interact and engage their customers in a more innovative, interactive and significant manner via any mobile device or network. These include the use of mobile devices such as mobile phones, personal digital assistant, media devices, moveable gaming consoles and tablet computers for marketing activities. The interactive and mobility nature of mobile marketing differentiates it from other marketing mediums like TV, radio and newspapers.

E-mail marketing: It involves sending electronic mail to promote products or seeking for consumers. Additionally, it is utilized for drawing in new customers and encouraging the current ones to make instant purchase by sending promotional e-mails; upgrading customers’ relationships by adding notice to other company’s e-mail to pick up introduction in another market.

The analysis of the results obtained based on the questionnaire filled by the respondents is presented in this section. A targeted total of five-hundred (500) responses were obtained, although four-hundred and eighty four (484) (96.8%) the respondents’ responded adequately and were the valid ones used for the analysis. The percentage of valid respondent is 96.8%, and it fair representation of the total number of the copies of questionnaire administered. Findings and analysis provides a comprehensive analysis from the data obtained via Google forms and a well detailed discussion on the analysis. Also a hypothesis test is set about as part of study.The study  concluded that majority of the respondents feel closer to their chosen telecommunications service providers’ via digital platforms. Telecommunications service providers are advised to invest meaningfully on digital marketing as to make their products and services well known to the consumers and as a means of communicating consumers’ views and opinions.

Warm Regards,
Alisha
Journal Coordinator,
American Jounal of Computer Science & Information Technology