Assessing The Effectiveness of Digital Marketing Strategies in Driving Customer Engagement

Abstract

Digital marketing has become an essential strategy for businesses to enhance customer engagement and establish strong customer relationships. The present study aims to assess the effectiveness of digital marketing strategies in driving customer engagement from the customer perspective. The study focuses on identifying the digital marketing practices adopted by businesses and examining the factors influencing customer engagement through digital platforms. Primary data were collected from 100 respondents using a structured questionnaire, while secondary data were obtained from journals, websites, and magazines. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS). Garrett Ranking Technique was selected to rank digital marketing practices, and multiple regression analysis was used to examine the relationship between digital marketing factors and customer engagement. The analysis indicates that social media marketing ranks first among the digital marketing practices, followed by content marketing and online advertising. The regression results suggest that content quality, interactivity, and trust and credibility are positively associated with customer engagement. The study highlights the importance of providing relevant digital content, encouraging customer interaction, and maintaining credibility in online communications. The findings may help businesses develop effective digital marketing strategies to strengthen customer engagement and improve customer relationships.