Strategic Marketing for Surveying Services and its Impact on Brand Awareness and Client Engagement: A Study of Selected Engineering Firms

Mr. Sujith Kumar V 1, Dr. H. Mickle Aancy2

 1Mr. Sujith Kumar V, Student at Panimalar Engineering College – 600123

2Dr. H. Mickle Aancy, Professor of Panimalar Engineering College – 600123

ABSTRACT:Strategic marketing has become an essential driver of business performance in service-oriented industries, particularly in technically specialized sectors such as surveying services. This study examines the effectiveness of strategic marketing practices and their influence on brand awareness and client engagement. A descriptive research design was adopted, and primary data were collected from 120 respondents using a structured questionnaire. The data were analysed using SPSS with tools such as percentage analysis, weighted average, Spearman’s rank correlation, and Kruskal-Wallis test. The findings indicate that both traditional and digital marketing strategies significantly influence customer behaviour, with word-of-mouth referrals ranked as the most effective method, followed by social media platforms. Personalized communication was identified as a key factor in improving client engagement, while service quality plays a crucial role in customer acquisition and retention. The study also reveals a positive and statistically significant relationship between strategic marketing and brand importance. Furthermore, comparative analysis shows that firms with structured marketing approaches and strong digital presence outperform those relying on informal methods. The study concludes that integrating digital marketing with customer-focused strategies is essential for enhancing competitiveness, strengthening brand positioning, and achieving sustainable growth in the surveying services sector.

Keywords: Strategic Marketing, Surveying Services, Brand Awareness, Client Engagement, Digital Marketing, Customer Satisfaction, SPSS Analysis, Service Quality, Customer Retention, Comparative Analysis