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@article{193711,
        author = {Palak Gupta and Dr. Azra Ishrat},
        title = {Effectiveness of Digital Marketing Tools in Increasing Customer Engagement},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {818-824},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193711},
        abstract = {The rapid growth of internet usage and smartphone adoption has transformed traditional marketing into digital marketing, leading businesses to increasingly rely on tools such as social media advertising, email marketing, online promotions, and influencer marketing to interact with customers and enhance engagement. This study examines the effectiveness of digital marketing tools in increasing customer engagement in the Indian context using a descriptive quantitative research design. Primary data were collected from 110 respondents through a structured online questionnaire, focusing on platform usage, interaction frequency, attention towards digital tools, satisfaction levels, and engagement behaviour. The findings indicate that social media platforms are the dominant digital channel, and digital advertisements significantly influence customer actions such as website visits, brand following, campaign participation, and mobile application downloads. Discounts and promotional offers emerged as the strongest motivating factors driving engagement. Overall, the study concludes that digital marketing tools are highly effective in increasing customer engagement, particularly when businesses strategically combine strong social media presence, personalized communication, and promotional incentives.},
        keywords = {Digital Marketing, Customer Engagement, Social Media Marketing, Online Advertising, Email Marketing, Promotional Offers, Brand Awareness},
        month = {March},
        }