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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 3 (I) | July - September, 2026 ]

Digital Marketing and Lead Generation Strategies at Ally Production

K. Inba Kannan & Dr. G.Amutha

Digital marketing has become an important part of how businesses communicate with customers, explain their services, and create new opportunities. This study examines the digital marketing and lead-generation practices of event management, focusing on social media marketing, content marketing, website and SEO effectiveness, and customer engagement. Primary data were collected from 50 respondents through a structured questionnaire using a five-point Likert scale. The data were examined using percentage analysis, descriptive statistics, reliability analysis, Pearson correlation, and the weighted average method. Overall, respondents reported moderate perceptions of the digital marketing dimensions considered in this study. The correlation results showed a significant negative relationship between social media marketing and website and SEO effectiveness (r = -0.3123, p = 0.027), while content marketing had a significant positive relationship with customer engagement (r = 0.3306, p = 0.019). The remaining relationships were not statistically significant at the 5% level. The findings indicate that event management can improve its lead-generation efforts by creating a stronger link between useful content, customer interaction, website visibility, and inquiry opportunities. A coordinated digital approach can help motivate customers from initial online awareness to meaningful business inquiries.

Journal Articles

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Books

  1. Dahl, S. (2021). Social Media Marketing: Theories and Applications (3rd ed.). SAGE Publications.
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