THE APPLICATION OF E-MARKETING IN NIGERIAN BANKING INDUSTRY (A CASE OF UNITED BANK FOR AFRICA - UBA PLC)

BACKGROUND TO THE STUDY 

Marketing is the process by which companies determines what product and services may be of interest to customers, and the strategy to use in sales, communication and business development. Kotler and Armstrong (2000) see marketing as “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”.

Thus, the above definition represents social and managerial perspective of marketing while activities such as product development, research, communication, distribution, pricing and services are also among the various marketing activities.

However, the explosive growth in computer, telecommunication and information technology gave birth to contemporary marketing which has had a major impact on the way companies bring value to their customers. Customers now interact with their banks on-line and vice versa. Headquarter of banks now reach their various branches through the internet facility. In fact, large volume sharing of information resources is fast becoming a dominant feature in the business sphere.

Having the above peculiar situation that exist in the business environment, this study will carryout a comprehensive investigation on Information and Communication Technology (ICT) appreciation in the Nigerian banking sector. The factors constraining such utilization and the effectiveness of internet utilization in the Nigerian banking services. Much as there is literature on the global experience of the internet system, few detailed empirically based studies exist concerning internet appreciation in Nigeria banking organizations.

Although, some Nigerian companies have introduced some internet related business, few of these companies may have leveraged on their web presence to increase profitability, while others have just put up barely functional websites, without associated appreciable result (Osugwu 2b03).

It is on the record that the electronic digital computer made its first entrance or appearance in Nigeria in 1963, in connection with the analysis of the 1962/1963 national census data. In the 10 years between 1963 and 1973, the total number of computer in the country stood around 20-25, with 6 or so associated with the multinational companies (Nwachukwu, 1999). By 1977, the numbers of installations have grown to around 70. It was by this time that many universities, government departments and parastatals, organizations including West African Examination Council (WAEC), Joint Admission and Matriculation Board (JAMB), Power Holding Company of Nigeria (PHCN), Federal Office of Statistics (FOS), as well as many banks and commercial firms began to show interest in computer.

As assessment of the level of success achieved by Nigeria banks as a result of internet use, ascertainment of whether or nor information technology has any effect on the success of marketing.