A COMPARATIVE STUDY OF TRADITIONAL AND DIGITAL MARKETING STRATEGIES

Abstract

The ever changing environment in technology and wide application of internet has tremendously changed the marketing environment and marketing has taken on a new dimension of being a viable alternative to the traditional way of marketing with the advent of digital marketing. The present research article alludes to a comparative study of the conventional and the digital marketing methods in regard to their efficacy, reach and cost effectiveness and their contribution to the behavioral change of the consumers. Digital marketing incorporates the services of online markets such as social networks, search engines, email and websites to engage target continuous and interactive audiences as compared to traditional digital marketing, which typically involves print, television, radio and outdoor advertising and is mainly aimed at the creation of brand awareness and reaching mass audiences. Primary and secondary data is used in conducting the study. Structured questionnaires are used as a way of collecting primary data to get to know consumer preference, perceptions and responsiveness to the two marketing strategies. Tertiary data will be obtained through the use of the academic journals, industry report and verified internet sources to provide a theoretical background. The effectiveness of the conventional and digital advertising techniques are discussed through the assistance of statistical analysis such as percentage analysis, mean, and comparative analysis. The findings reveal that digital marketing is more advantageous because it is cost effective, real time, they are personalized and the outcomes are measurable. It enables firms to access specific and targeted groups of consumers and target them based on the data analytics. Conversely, conventional promotions proved to be better when it comes to creating brand trust and reaching out audiences who have minimum or no access to the internet and especially rural population. The other observation made in the study is that, despite the rapid emergence of digital marketing being the dominant aspect, in integrated marketing strategies, traditional marketing up to date, is still pertinent. The study finds out that a blend of both early and modern techniques of marketing is the best strategy a company can adopt when it seeks to have maximum exposure and attention. Every business is supposed to take the advantages of the two approaches to formulate an inclusive marketing campaign to meet the emerging dynamics of consumers and technology. The study has a relevance to the marketers, business and policy makers on the dynamic ways of marketing strategies in the digital age.