This study examined marketing information technology, deployment challenges, and competitive performance in the Nigerian banking sector, using First Bank Nigeria Plc, Uyo Branch, as a case study. Three objectives guided the study: to examine the effect of marketing information technology on market intelligence and competitive performance; to determine whether infrastructural and technical challenges are significantly perceived as constraining the deployment of marketing information technology; and to determine whether human capacity and trust-related challenges are significantly perceived as constraining its deployment. A descriptive survey design was adopted, with a sample of 78 staff drawn from a population of 96 using the Taro Yamane formula and simple random sampling. Data were collected using a structured, validated questionnaire (Cronbach’s alpha = 0.81) and analysed using descriptive statistics, simple linear regression, and one-sample t-tests. Findings showed that marketing information technology had a significant positive effect on market intelligence and competitive performance, accounting for approximately 46% of its variance (R² = .464, β = .543, p < .001); infrastructural and technical challenges (inadequate infrastructure and network downtime) were perceived as significantly above the neutral midpoint of the response scale (M = 3.77, SD = 1.07, t(73) = 6.20, p < .001); and human capacity and trust-related challenges (staff training, cost, cybersecurity, and legacy systems integration) were similarly perceived as significantly constraining (M = 3.66, SD = 1.00, t(73) = 5.64, p < .001). The study concludes that while marketing information technology significantly enhances competitive performance, its full strategic potential remains constrained by identifiable, addressable infrastructural and human-capacity barriers. Recommendations include phased infrastructure modernisation, structured staff training, and strengthened cybersecurity investment.

Keywords: Marketing Information Technology, Market Intelligence, Competitive Performance, Technology Deployment Challenges, Banking, Nigeria.