CONTENT MARKETING & CUSTOMER ENGAGEMENT - A STUDY IN THE INDIAN CONTEXT

Traditional marketing strategies are no longer instrumental in driving the attention of the consumers towards a brand. Consumers are indulging more in spending their time searching online and being fully informed about a product before making a buying decision. Digital marketing strategies have taken over primitive marketing and advertising strategies. With regard to digital marketing strategy, content marketing strategy has evolved as the most valuable technique for customer engagement. Content marketing offers consumers opportunity to analyze a product without the need to actually purchase it. For engaging consumers in a relationship with a brand beyond the purchase, content marketing technique is resorted to by businesses. The present review paper is an attempt to understand the role of content marketing in customer engagement with a special reference to the Indian scenario. This is done by analyzing the existing stock of literature present in the area of research. The findings of the present study reveal that Content marketing has a long way to go in India for ensuring customer engagement. Authentic and non-plagiarist content features to be the major problem encountered in ensuring customer engagement through the means of content marketing.