Digital Content Marketing Strategy and Brand Performance of Deposit Money Banks in Delta State

Abstract

The broad objective of the study examined the effect of digital content marketing strategy on brand performance of selected deposit money banks in Delta State. The specific objectives determined the effect of infographics, podcast, short videos and webinar on brand performance of selected deposit money banks in Delta State. Cross sectional survey research design method was adopted for the study. Data for the study were collected via primary sources with the aid of a wellstructured five point Likert Scale questionnaire. The population of the study was 560 management and staff of 15 deposit money banks in Delta State from which a sample size of two hundred and thirty three (233) respondents was selected for the study. The data were analyzed using Pearson Correlation and regression analysis as analytical tools. Findings revealed that infographics has significant effects on brand performance (β = 0.031, P=0.02 < 0.05), podcast has significant effect on brand performance (β = 0.204, p = 0.01 <.05), short videos has significant effect on brand performance (β = 0.144, P=0.010<.05) and webinar has significant effect on brand performance (β = 0.144, P = 0.001<.05). The study concluded that infographics, podcast, short videos and webinar have significant effects on brand performance of selected deposit money banks in Delta State. The study recommended that banks should arrange promotional seminars through webinars for customers and innovative business clients, since the study revealed that there is a growing potential in for digital seminars as well. Customer’s demand for seminars is not yet satisfied, which means that there is not so great competition on the field yet either. In order provide the best value to the customers, the webinar timing, subject matter and target audience must be considered carefully.