Digital Marketing Strategies of Tata Group: An Empirical Study on Brand Visibility, Customer Engagement, and Purchase Behaviour

Digital marketing has revolutionized marketing practice in every industry. Businesses have continued to utilize digital marketing tools to enhance their visibility in the market, create meaningful relationships with their customers and improve the overall business performance. This paper examines the digital marketing strategies implemented by Tata Group and their impact on Brand Visibility, Customer Engagement, and consumer purchasing behaviour.

This study uses both primary and secondary data collection methods. A total of 100 respondents answered the structured questionnaire to determine the primary data whereas company report, research papers, and industry related materials served as a secondary data source. The data was then analysed using descriptive statistics, chi-square and correlation techniques.

The results conclude that the digital marketing tools like social media marketing, Search Engine optimization, Content marketing and Online advertisement contribute largely to enhanced visibility and customers' interactions. Moreover, there exists a positive correlation between the digital marketing activities and consumer purchase behavior. Therefore, it can be concluded that digital marketing significantly enhances the Tata Group's brand image and overall marketing performance.