From Content Marketing to Experience Marketing: A Study on Experiential Marketing Strategies and Customer Engagement

This research explores the impact of innovative marketing strategies on Customer Engagement (CE) and Customer Loyalty (CL) in the digital marketplace.Through a comprehensive analysis of consumer behaviour, the study highlights the critical factors that drive engagement and loyalty among customers.Utilizing regression analysis on a sample of 200 respondents from Mumbai, the findings demonstrate a significant relationship between strategic marketing initiatives and enhanced customer experiences.The results indicate that certain marketing approaches are particularly effective in fostering stronger customer relationships and loyalty, while others have a more limited impact.This research emphasizes the importance of tailored marketing practices that align with diverse consumer preferences.Furthermore, it offers valuable insights for businesses seeking to strengthen their customer relationships and improve retention rates.The study also outlines potential avenues for future research to examine the broader implications of these strategies in various sectors and global markets.