Author : Ramesh, Avadhanam

Customer Engagement: The Next Frontier for the Marketers

Avadhanam Ramesh; R. Srinivasa Rao

Marketing and Branding Research, 2020, Volume 7, Issue 1, Pages 1-10
DOI: 10.33844/mbr.2020.60321

Customer engagement is emerging as next frontier for the marketers as there is imperative to
go beyond communication and persuasion to customer experience and immersion. In fact,
customer engagement is being touted as the prime functions of the Marketing. India with
eclectic culture, having tech savvy, demanding urban customers on one extreme and customers
deprived of good products and services in media dark places, provides unique marketing
communication challenges to the marketers. Digital medium is being increasingly used for
customer engagement for sharing, co-creation, problem solving, and participation, etc. This
paper examines customer engagement strategies by brands involving usage of traditional
media, digital media and sales promotion and events. Some of the campaigns include
(Lifebuoy se haath dhoye kya?”, The Tata Mumbai Marathon, Surf Excel ‘Haar ko harao’,
Kurkure Family express, Pepsi emoji campaign, etc. to name a few. Also, the present paper
attempts to examine the customer perception and understand key dimensions using multiple
correspondence analysis. The study found that brands are using excitement, education
exhorting, co –creating, problem solving, etc., as various modes of engagement.