ENGAGEMENT MARKETING – A NEW OUTLOOK FOR THE BRANDS TO REACHOUT TO THE CUSTOMER

Customer engagement marketing is defined as a company’s considerate effort to motivate, empower, and measure customer contributions to marketing functions additionally it marks a shift in marketing research and business practice. Brand initiate customer engagement strategy as a plan to surge customer satisfaction to interact with the customers so that the brand last for a long term in customer mind. After defining and differentiating engagement marketing, it presents a typology of its two primary forms that link specific strategic elements to customer outcomes and thereby firm performance, hypothesizing that the efficacy of engagement marketing arises from the establishment of psychological possession and self-transformation. The research is aimed to recognize the gaps among the engagement marketing achieved through the brands and the actual engagement of the customers towards that brand. On the basis of engagement marketing the study will be approached for customer satisfaction, preferences, perception, consumer buying behavior etc. As being a broad concept, the two types of engagement marketing will be premeditated that is task-based engagement marketing and experiential based engagement marketing. A successful Engagement Marketing surely engages the customers for the long run, which ultimately leads to increase in sales and revenue generation for the company, apart from that engagement marketing also makes an initiative to engage customer in such a way that it benefits to the society. The research will be supported with the evidence in the form of analysis and interpretation for the engagement marketing