Title: Revolutionising consumer engagement through cutting-edge marketing strategies

Authors: Krishnabhaskar Mangalasserri; K.K. Ramachandran; Niharika Singh; M. Jagadish Kumar; M. Sivakoti Reddy; Pramod Kumar

Addresses: Department of Marketing, SCMS Cochin School of Business, Ernakulam, Kerala, India ' GRD Institute of Management, Dr. G.R. Damodaran College of Science, Coimbatore, Tamil Nadu, India ' Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India ' Department of Social Development and Research, Jeevansh Associate, Hyderabad, Telangana, India ' APPA School of Business, Vasireddy Venkatadri International Technological University, Nambur Guntur, Andhra Pradesh, India ' Faculty of Commerce and Management, Assam Down Town University, Guwahati, Assam, India

Abstract: Digital marketing is rapidly changing, with new methods using technology to engage consumers replacing old ones. This research study covers cutting-edge marketing tactics that can improve consumer engagement, including artificial intelligence in marketing, data analytics for personalised marketing, and marketing research and practice. This study examines new marketing applications to determine if they improve customer interactions and business success. The paper reviews relevant literature, proposes a rigorous research strategy, and discusses sampling data results. The collected data are based on 500 consumer surveys, 20 individual interviews with marketing professionals, and secondary data comprising industry reports and scholarly articles. The data was analysed using statistical analysis software, AI-driven analytics software, and data visualisation tools. This utilised a robust pool of data to provide a comprehensive overview of consumer engagement with digital marketing and their perspectives on the use of AI and other personalisation methods. The current report concludes by considering the prospects for future marketing and how these concepts can be further advanced as technology continues to evolve.

Keywords: consumer engagement; digital marketing; artificial intelligence; data analytics; personalised marketing; customer retention; business growth; technological advancements.

DOI: 10.1504/IJECRM.2025.148919

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.3, pp.222 - 247

Received: 25 Aug 2024
Accepted: 23 Jun 2025
Published online: 02 Oct 2025 *

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