Title: Marketing Techniques And Sales Performance In Deposit Money Banks In Delta State
Authors: OLANNYE Henry
Volume: 9
Issue: 3
Pages: 573-577
Publication Date: 2025/03/28
Abstract:
This study explores the relationship between marketing techniques and sales performance in deposit money banks located in Delta State, Nigeria. With a population of 150 full-time employees working in five new-generation banks in the state, the study investigates how various marketing techniques-specifically digital marketing, traditional marketing, and relationship marketing-affect key sales performance indicators such as customer acquisition, deposit volumes, and service usage. A descriptive research design was employed, with a sample of 120 employees selected randomly. Data were collected using structured questionnaires and analyzed using both descriptive and inferential statistics, including Pearson's correlation and regression analysis. Findings revealed that digital marketing techniques, particularly social media marketing, mobile banking applications, and email campaigns, had a significantly positive impact on sales performance compared to traditional marketing methods. The study also highlighted challenges such as high costs and digital literacy barriers, which hindered the full adoption of digital marketing strategies in some areas. Based on these findings, the study recommends that deposit money banks in Delta State enhance their digital marketing efforts and invest in customer relationship management tools to better target and engage their customers, ultimately driving improved sales performance. This research contributes to a deeper understanding of how banks in Delta State can leverage modern marketing strategies to remain competitive and increase profitability in an increasingly digital banking environment