International Journal of Business Marketing and Management (IJBMM) Volume 7 Issue 3 May-June 2022, P.P. 21-26 ISSN: 2456-4559 www.ijbmm.com International Journal of Business Marketing and Management (IJBMM) Page 21 E-Marketing and Savings Mobilization Drive of Selected Microfinance Banks in Uyo Metropolis, Akwa Ibom State Aniebiet, Etuk 1 , Aniekan Eyo Awah 2 and Aniefiok Okon Akpan 2 1 Department of Marketing, Akwa Ibom State University, Akwa Ibom State (corresponding author email: aniebietetuk@aksu.edu.ng) 2,3 Department of Marketing, University of Uyo, Uyo Abstract: This study empirically examined the influence of e-marketing on savings mobilization drive of selected microfinance banks in Uyo metropolis, Akwa Ibom State. In achieving this objective, data were obtained using a survey of 354 respondents drawn from micro finance bank branches/cash centres, Marketing managers of micro finance banks and selected staff /customers. 251 copies of the questionnaire were retrieved in useable form representing 70.9 percent and data analysed using the simple regression model (SRM). Data generated from the study were processed using descriptive and inferential statistics and hypothesis tested with linear regression at 0.05 level of significance. Findings revealed e-marketing had significant influence on saving mobilization drive of microfinance banks in Akwa Ibom State. Based on the findings,we concluded that e- marketing had significance influence on saving mobilization drive of microfinance banks. This means that increasing effort in e-marketing potentials by microfinance banks will yield a corresponding increase in saving mobilization drive of those banks. Thus, we recommended that managers of microfinance banks should effectively enhance the use of e-marketing strategies to increase their banks saving mobilization drive. Keywords: E-marketing, savings mobilization drive, microfinance banks. I. Introduction There have been revolutionary changes in our business today influenced by the changes in our business environment due to the introduction of electronic marketing strategy. It is a recent construct used by contemporary business firms. Accordingly, Etuk (2015) postulates that business environment has witnessed a revolution due to the introduction of electronic marketing technologies vis a vis the expanding electronic market place. According to him, the electronic technologies such as website, social medias, search engine optimization, e-mailing and mobile phones etc has significantly affect the way business sell their products and interact with their suppliers. e-marketing is very vital in business today as it provides online and electronic opportunities, dissolves both domestic and international barriers, provide entrance to both customer and intending customers worldwide. Firms now uses the internet which aid their marketing campaigns making electronic marketing to grow rapidly. E-marketing provides varieties of business models used in online marketing, methods for doing online market research, developing and creating competitive intelligent for business organizations (Etuk, 2015). Smith and Chaffey (2005) sees e-marketing as “achieving marketing objectives through applying digital technologies” while Etuk (2015) sees it as the application of marketing principles and techniques via the electronic media and more specifically the internet. Thus, there is need to use e-marketing techniques to build customer relations in order to enhance effective savings mobilization drive of microfinance banks. Research has revealed that increase liquidation among microfinance banks (a situation where microfinance is established today and in a few years time the bank ceases to operates) poor reputation of some microfinance banks, absence of customer satisfaction with microfinance services, excessive charge on customer‟s account, poor crises mana gement and a lot more have eroded the public confidence in microfinance banks thus affecting their savings mobilization (Acha, 2012; Akpong and Nneji, 2005; Awah, Aniefiok and Ele, (2020). Extant literature reveals significant knowledge gap as most studies were focusing on commercial banks with little or no effort to study the microfinance banks. Moreso, most of the studies on microfinance banks were carried out from the perspective of developed economies while very little efforts is done on developing economies like Nigeria. This obvious knowledge gap uses the main impetus for conducting this study.