Cloud Based Marketing and Sales Performance of Deposit Money Banks in Port Harcourt, Rivers State

Abstract

The study examined the relationship between cloud based marketing and sales performance of deposit money banks in Port Harcourt. Drawing from its conceptual frame-work was set out to achieve four (4) objectives and addressed four (4) research questions and four (4) hypotheses. The population of the study comprised of 21 registered deposit money banks in Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (marketing and sales personnel). To generate data for the study, one hundred and five (105) copies of questionnaire were given to the twenty one registered banks in the frame of five (5) copies per bank. The questionnaire was structured in a four (4) point likert scale. The data collected through the questionnaire were analyzed using Pearson Product Moment Correlation through the aid of Statistical Package for Social Sciences (SPSS). The result of the analysis has revealed that cloud based marketing in terms of (content marketing and pay per click advertising) relates significantly with sales performance via its measures of sales growth and market share growth. It was concluded that cloud based marketing is a vital tool for improving sales performance of deposit money banks in Port Harcourt. The study recommended that, deposit money banks in Port Harcourt particularly those that are currently experiencing low sales performance as a result of pandemic disruption should adopt content marketing as it would increase their level of sales performance and also they should take advantage of modern technology and practice pay per click advertising as it would help them to build traffic on their web page that will in turn increase sales performance.