DIGITAL MARKETING AND ORGANISATIONAL GROWTH IN FIRST BANK, IKOT EKPENE

ABSTRACT This study examined the impact of digital marketing and organizational growth using First Bank, Ikot Ekpene as the case study. To accomplish the research objectives, the study adopted the survey research design. Taro Yamane statistical tool was used to determine the sample size from the population of the study while the convenience sampling technique was used to select fifty (50) respondents as sample size for the study. Instrument of the study was a self-developed questionnaire and the and the forms were personally administered. Research questions and hypotheses were formulated to guide the study and data were analyzed using the frequency tables, simple percentages and chi-square (c2) statistical tool. The findings revealed that e-mail marketing has significant effect on organizational growth. Also social media marketing has significant effect on organizational growth. Findings, further revealed that content marketing has significant effect on organizational growth while affiliate marketing has significant effect on organizational growth. Base don the findings, it was recommended that; banking firms should invest in tailored e-mail marketing campaigns to build strong relationships with customers, banks should actively utilize social media platforms to promote services, engage with customers in real-time and address inquires or complaints promptly. Also to maximize the effectiveness of digital marketing, banks should ensure that their marketing strategies are aligned with other department, such as customer service, ICT, and product development unit.