Innovation in Marketing and Customer Engagement

This study explores the role of marketing innovation and customer engagement strategies among small and medium enterprises (SMEs) and retail outlets in Gummidipoondi,
a fast-growing industrial and commercial hub in Tamil Nadu. The study identifies the impact of innovative marketing practices such as digital marketing, personalized promotion,
influencer collaboration, and customer feedback integration on customer engagement and satisfaction. The findings reveal that innovation in marketing significantly enhances customer trust, loyalty, and brand interaction. The study concludes that businesses in Gummidipoondi must invest in innovative marketing tools and customer-centric technologies to sustain growth and competitiveness in today’s dynamic marketplace.