“Digital Marketing Strategies for Enhancing Global Brand Visibility and Customer Engagement”
Dr. H H Ramesha1, Mr. Naveen Kumar B2, Ms. VASUDHA M G3
1Associate Professor & Research Supervisor, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, drhhramesh@gmail.com, drhhramesh@vtu.ac.in
https://orcid.org/0000-0002-6515-6116
2Research Scholar, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, naveenkumar.b.mba@gmail.com , https://orcid.org/0009-0007-3507-9635
3Student, Department of Management Studies (MBA), Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, Visvesvaraya Technological University, Belagavi, Karnataka State, India. vasudhavasu2002@gmail.com
Abstract
Digital marketing has become indispensable for enhancing global brand visibility and fostering customer engagement in an increasingly digitalized marketplace. This study examines the efficacy of key digital marketing strategies including SEO, social media, AI-driven personalization, influencer collaborations, and content marketing in optimizing brand reach and consumer interaction. Findings reveal that integrated, multi-channel approaches yield superior outcomes, with AI-powered personalization demonstrating the highest engagement (60%) and brand recall (35%). However, challenges such as digital saturation, privacy regulations, and cultural sensitivity necessitate adaptive strategies. The research underscores the importance of ethical data practices, localized content, and emerging technologies like AR/VR for sustained competitiveness. Managerial implications highlight strategic resource allocation, while societal considerations emphasize transparency and consumer trust. This study contributes actionable insights for practitioners and scholars, advocating for continuous innovation in digital marketing to align with evolving consumer behaviors and technological advancements.
Keywords: Digital Marketing, Brand Visibility, Customer Engagement, AI Personalization, Multi-Channel Strategy.
