• Farshana Jasmin.K

The rapid evolution of digital technologies has transformed the way businesses communicate with consumers, making digital marketing a vital component of modern marketing strategies. This study examines the effectiveness of various digital marketing strategies—such as social media marketing, searches engine optimization (SEO), influencer marketing, email campaigns, and online advertising—in influencing consumer engagement and purchase behavior. To gain practical insights, the research utilizes primary data collected from 100 respondents through a structured questionnaire. The data were analyzed to evaluate consumer awareness, preferences, and responses to different digital marketing tools. The findings reveal that digital marketing strategies significantly shape consumer perceptions and purchasing intentions, with social media advertising and influencer marketing emerging as the most impactful techniques. Personalized content and targeted digital campaigns were also found to enhance consumer engagement and trust. However, the effectiveness of each strategy varies by demographic factors and individual online behavior. The study concludes that businesses must adopt a well-integrated and consumer-centered digital marketing approach to maximize their reach and improve return on investment (ROI). The insights from this research can guide marketers in optimizing their digital strategies to meet the demands of an increasingly digital-driven market.

Digital Marketing, Marketing Strategies, Consumer Behavior, Social Media Marketing, Influencer Marketing, Online Advertising, Email Marketing, Search Engine Optimization (SEO), Customer Engagement

"A Comparative Analysis of Digital Marketing Strategies for Consumer Engagement", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.f363-f372, November-2025, Available :http://www.jetir.org/papers/JETIR2511563.pdf

"A Comparative Analysis of Digital Marketing Strategies for Consumer Engagement", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppf363-f372, November-2025, Available at : http://www.jetir.org/papers/JETIR2511563.pdf