Title: Scale development of digital customer engagement effectiveness: a game-changer for online retailers in India

Authors: Monika; Kavita

Addresses: Institute of Management Science and Research, Maharshi Dayanand University, Rohtak, Haryana, India ' UIET, Maharshi Dayanand University, Rohtak, Haryana, India

Abstract: Owing to the rise of digital marketing, many industries have witnessed a significant transformation in their marketing operations. The ongoing expansion of digital marketing and integrated marketing communication channels allows for an improved customer experience and maintenance of the sales funnel. The study underlines the importance of customer-centric digital marketing approaches and an intelligent customer journey map to enhance long-term customer engagement and drive conversions. The focal point of this study is to investigate effective digital marketing strategies for engagement and mapping tactics to customer journeys. Practical implications for brands and marketers are discussed, emphasising the benefits of a multi-channel approach and integrated marketing communications in increasing customer engagement and loyalty in the digital marketplace. This study contributes valuable insights to the existing literature on digital marketing effectiveness for customer engagement, which would be helpful for marketers to design, tailor, and adopt digital marketing strategies.

Keywords: digital marketing; customer engagement; integrated marketing communication; IMC; customer journey mapping.

DOI: 10.1504/IJBCG.2024.142221

International Journal of Business Competition and Growth, 2024 Vol.9 No.1, pp.61 - 78

Received: 15 Jan 2024
Accepted: 06 Jul 2024
Published online: 14 Oct 2024 *