TRADITIONAL VS. DIGITAL MARKETING: A COMPARATIVE ...

ZENITH International Journal of Multidisciplinary Research ____________ISSN 2231-5780

Vol.10 (12), December (2020), Impact Factor: 7.188

Online available at www.zenithresearch.org Email: [email protected]

A Monthly Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial Directories.

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TRADITIONAL VS. DIGITAL MARKETING: A COMPARATIVE STUDY

Pankaj Kumar Bharti,

Research Scholar

Faculty of Commerce

Banaras Hindu University

Varanasi-221005

Uttar Pradesh, India

Email: [email protected]

Mobile: 9540532136

Akhilesh Kumar

Research Scholar

Faculty of Commerce

Banaras Hindu University

Varanasi-221005

Uttar Pradesh, India Email: [email protected]: 8896457591

ABSTRACT

A market is place where two parties can gather to facilitate exchange of goods and services. The

parties involved in the exchange process are buyers and sellers. Parties can gather physically at

a physical place or at the platform which may be online i.e. sites, apps etc. Marketing is the way

to increase the speed of buying and selling at the market place. The main purpose behind the

marketing is to make goods and services available to customers as per their needs and wants.

Marketing has been happening conventionally since long period of time but with the changing

times, improvements in information technologies and spreading of broad band internet,

marketing is shifting from conventional to non-conventional methods of marketing.

Organisations which are adopting new technologies of marketing can easily communicates with

their customers while providing goods and services to them.

The present paper will do comparative study between Traditional and Digital Marketing. This

study will also focus on the factors which impact the buying behaviour of customers towards

traditional and digital marketing.

Keywords: Conventional,Digital Marketing, Market, Marketing, Non-Conventional, Traditional

Marketing

mailto:[email protected]





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INTRODUCTION

Marketing is a significant socio-economic activity since ages. It is an important activity for the

satisfaction of human needs and wants and for also raising social welfare. Production is the base

of marketing. It will have meaning if produced goods would not supplied to consumers through

appropriate marketing mechanism. Marketing is nothing but everything an organisation does to

attract customers and maintain a relationship with them. In simple words we can say that

everything an organisation does to place its goods or services in the hands of customers is

marketing. Traditional Marketing is one of the way to support buying and selling in the market.

It is one of the oldest form of marketing which is not online. It includes print media, broadcast

media, outdoor advertising etc. It plays an important role to reach local audience but in the

modern world it has become more difficult for organisation to survive in the competition. So

organisations are trying to adopt new technologies to meet and satisfy customer needs and wants

and make themselves competent.Since the beginning of 21st century there has been drastic

improvement in information technology which affect every part of our lives. Companies have

been affected by these changes and are adopting these technology to remain in the competition.

Companies are adopting digital marketing over traditional marketing to build a customer

relationship. Through digital marketing companies get behavioural information and customer’s

feedback which help them to make optimise decisions for the betterment of themselves. Due to

improvement in the technology consumers are aware about all the products available in the

market and can compare these products through available information to them. One of the

benefits of adopting digital marketing by the companies to grab these consumers through getting

information about consumers’ behaviour and habits. Hoge's (1993) idea of internet marketing is

simple although it does not touch the important aspect of customer relationship. Strauss and

Ansary (2006) defined internet marketing in their latest book as the use of information

technology in the process of creating, communicating, and delivering value to customers, and for

managing customer relationships in ways that benefit the organization and its stake holders.

According to Stuart E. J. (2014) day by day there is upward growth of online services in regular

usages by consumers. However, traditional marketers somehow do not want to admit that the

world changed. They are slow in taking advantages of new opportunities presented to them.

Dave Chaffey (2002) defines internet marketing as “Applying Digital technologies which form

online channels (Web, e-mail, databases, plus mobile/wireless

& digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and

retention of customers (within a multi-channel buying process and customer lifecycle) through

improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then

delivering integrated targeted communications and online services that match their individual

needs.”





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OBJECTIVE OF THE STUDY

To study and analyse the difference between Traditional and Digital Marketing

To study the various components which affect both the marketing techniques

To analyse and compare the traditional and digital marketing

TRADITIONAL MARKETING

Traditional Marketing is the conventional mode and one of the oldest form of marketing that

have been used since the beginning of the marketing and advertisements. Anything except digital

way to promote company’s products. When people find your business through reference or

network and start buying your product is also known as traditional marketing. Everyone getting

encounters some sort of traditional marketing in their everyday lives whether it’s witnessing

some outdoor advertising or reading daily newspapers etc. traditional marketing simply means

the marketing which helps to reach the audience with offline mode of advertising. Methods of

conventional marketing can include print advertisements, broadcasting advertisements,

telemarketing, outdoor advertisements etc.

TECHNIQUES OF TRADITIONAL MARKETING

Techniques of traditional marketing are followings:

I. PRINT ADVERTISING

Newspapers

Magazines

Journals

Other kinds of Print Materials

II. BROADCASTING ADVERTISING

Radio Advertising

Theatre Advertising

TV Advertising

III. TELEMARKETING

Inbound Telemarketing

Outbound Telemarketing

B2B Telemarketing

B2C Telemarketing

IV. OUTDOOR ADVERTISING

Billboard Advertising

Signage/Lamp Post

Bridge Banners

Point of Sale Displays





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Transit Advertising

Retail Advertising

Construction Advertising

Vehicle Advertising

PRINT ADVERTISING

Print media advertising is the oldest form of conventional marketing. It simply means advertising

in paper form, this strategy has been in use since ancient times, when Egyptians created sales

messages and wall posters on papyrus. Today, print marketing usually refers to advertising space

in newspapers, magazines, newsletters, and other printed materials intended for distribution.

Print advertising can also be used as mass advertising and niche advertising techniques. As a

mass advertising technique print media reaches almost all class of people and for niche

advertising to a specific class of people.

BROADCAST ADVERTISING

Broadcast advertising refers to commercials that air to the public on the radio or television.

Businesses buy space on broadcast mediums, such as television and radio, and these purchased

"spots" generate revenue for stations. Broadcasting advertising reaches a large audience within a

short period of time. It brings realism and authenticity to a product because people can see on TV

that how these products work. It has short life span for its messages than print media and costlier.

TELEMARKETING

Telemarketing is the act of selling, soliciting, or promoting a product or service over the

telephone; the telephone is the most cost-efficient, flexible, and statistically accountable medium

available. Telemarketing can be a particularly valuable tool for small businesses. Telemarketing,

is the practice of delivering sales messages over the phone to convince consumers to buy a

product or service. This form of marketing has become somewhat controversial in the modern

age, with many telemarketers using aggressive sales tactics.

OUTDOOR ADVERTISING

Outdoor advertising, also known as out-of-home advertising, is advertising that reaches

consumers when they are outside their homes. Outdoor advertising works well for promoting

company’s product in specific geographic areas, any successful outdoor campaign begins with

company’s own location's signage. Its outdoor sign is often the first thing a potential customer

sees. Its sign should be sufficiently bright and conspicuous to attract attention and sufficiently

informative to let prospective customers know what's sold there. Some of examples of outdoor

advertising are billboards, signage, transit advertising, and point of sale advertising etc.





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ADVANTAGE OF TRADITIONAL MARKETING

i. EASY TO REACH LOCAL AUDIENCE

Company can reach a group of specific consumers that do not necessarily use internet.

When its target groups are the local consumers then it can employ radio ads, local

newspapers ads to cover that specific area. It is one of the quickest ways to get your

message across, as radio ads generally don’t take too long to be ready for airing over the

local radio station.

ii. FACE TO FACE CONTACT

Personalised marketing is one of the best techniques and effective method attain

recognition of its goods and services. Sometimes it is definitely a time and place when

this type of selling is most effective to market a good or service.

iii. EASY TO UNDERSTAND

Traditional method may be the only way to reach your old generation. Since they have

already used these types of ads so they don’t need detailed explanation as to what these

promotional materials are for. They simply accept the traditional way of advertising.

iv. TRADITIONAL ADS CAN BE KEPT

Traditional method of promotion has the advantage of being hard copies that can be taken

anywhere and read anytime. Additionally, these promotional materials can be kept for

reuse, or recycled.

v. IT HAS HIGH AND PROVEN SUCCESS RATE

With everything going digital these days, it’s easy to wonder why traditional methods of

marketing are still around. The explanation for that is simple: it’s tried and tested, and has

a high success rate. Yes, online methods might reach a more global scale of promotion,

but it’s not a guarantee of reaching all of your potential customer base.

DISADVANTAGE OF TRADITIONAL MARKETING

i. EXPENSIVE

Traditional marketing is expensive in comparison with digital marketing. For putting ads

on newspapers, radio, television, or distributing any flyer or pamphlet, you need to pay

for it every time you plan for running a campaign. Traditional marketing companies will

charge you for each delivery of fliers and mailers, whereas in online marketing your ad is

open to the entire World Wide Web.

ii. LESS ENGAGING It is a more passive form of marketing where very little actual engagement happens.

iii. FORCED STRATEGY





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Traditional marketing is mostly forced on the consumers, as it’s the part of daily life. It is

known as forced selling method because consumer may not want the product at first

place. This type of marketing has low response rate.

iv. CUSTOMISED MARKETING NOT POSSIBLE

In traditional marketing, the specific customer cannot be targeted, the only specific

market can be targeted.

v. LACK OF TIME TO UPDATE MESSAGE In traditional marketing, you will not get time to respond to the changes you wish to

make in the advertisement as compared to the new modern online marketing. Company

need to prepare its ad well in advance even though if it want to publish itsad in the daily

newspaper.

vi. IGNORANCE OF TRADITIONAL METHODS Most people tend to ignore or skip the advertisement more easily, such as they might not

read the ad on the billboard or banner, change the channel of the television when the

advertisement or commercial is shown, etc.

vii. DIFFICULTY IN MEASURABILITY

Results cannot be easily measured. We don’t have exact viewership number to measure

the effectiveness of traditional marketing.

DIGITAL MARKETING

Digital marketing is a non-conventional form of marketing where advertising is delivered

through digital channels such as search engines, websites, social media, emails and mobile apps.

The marketing which an organisation conduct through online such as paid social media ads,

email marketing etc. Digital Marketing has become widely popular due to cultural, technological

and societal shifts around us. As long as technology is evolving, digital marketing continues to

grow. Digital marketing is helping in two sided connection between consumers and companies.

Due to advancement and improvement in technology consumers are aware about the products of

the companies and companies can know about the behavioural information of the consumers.

There is increase in the speed of purchasing process with the help of online marketing. Digital

marketing support the companies to leave their rivals behind. So the digital marketing can be

considered as revolution for the marketing world.

TECHNIQUES OF DIGITAL MARKETING

SOCIAL MEDIA MARKETING

A strong presence on social media platform is the most important digital marketing tool. There

are many ways to promote a brands through social media i.e. employing social media influencers

to promote brands on their own social media accounts and brands actively posting and engaging

on its accounts to promote its image.





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SEARCH ENGINE OPTIMISATION

Search Engine Optimization, or SEO, is a digital marketing technique that involves creating

more traffic to a website by making sure a website appears higher up in the results of a search

engine like Google. This technique helps business marketing by improving a brand’s awareness.

EMAIL MARKETING

Emails are a great marketing technique to get customers to return to a brand and purchase new

products. Based on the knowledge they receive from the emails, it is highly likely these

customers will return.

CONTENT MARKETING

As a connective string to inbound marketing above, content marketing is a big part of attracting a

targeted audience. What’s essential about content marketing is that you need to make your

content valuable, relevant, and consistent to make it worth the time of those consuming it. A

brand can use content marketing as a tool to achieve better brand awareness by marketing itself

as a company that is in touch with and important to the world.

WEB ADVERTISING

Brands can market themselves more effectively by creating clickable advertisements to put on

popular websites. Examples of this are when ads for different companies appear on the side of an

article on a website like ESPN or CNN.

CREATING AN APP

One of the popular digital marketing techniques is creating an app. Creating an app for a brand

can give viewers an accessible means of communication and show where to purchase and get

notified of new products.

ADVANTAGE OF DIGITAL MARKETING

i. COST EFFECTIVE

Marketing and advertising cost is one of the biggest financial load on the companies

which have to bear by them. This problem arise in front of small and medium scale

businesses rather than big business houses. Digital marketing provides the platform to

advertise the products at more affordable cost.

ii. RETURN ON INVESTMENT

Return on investment is the most important for any business on the investments it makes.

Digital marketing provides substantial return to small investments. Digital marketing

running cost is little and return is huge.

iii. EASY TO MEASURE





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Measurability of digital marketing is much easier than conventional marketing. In digital

marketing organisation can assess immediately how its ads are performing. It makes

possible for organisation to track the performance of their ads.

iv. BRAND DEVELOPMENT

A well-developed website, a blog featuring quality and a useful article on a social media

channel that that is highly interactive are some of the ways by which a business can build

its brand.

v. GLOBAL REACH

With the help of digital marketing an organisation can find new markets and trade

globally with very little investments.

vi. COMPETE WITH LARGE CORPORATION

Digital marketing can enable a small organisation to compete head to head with large

corporation. With the help of digital marketing the small organisation can get competitive

advantage over large corporation.

vii. TIME TO UPDATE MESSAGE

In digital marketing organisation has the time to make changes in the advertisement as it

wishes. This is one of the unique benefits of the digital marketing.

viii. IMPROVES CONVERSION RATE

Due to advancement in the technology organisation have the behavioural information

about its potential customers. So when it focuses on the consumers more likely to be

interested in its business, it increases the chances of conversion.

DISADVANTAGES OF DIGITAL MARKETING

i. TIME CONSUMING

Digital marketing is a time consuming activity. Tasks such as optimising advertising

campaign and creating marketing content can take up lot of time. That is why it is

important to measure its outcome to ensure a return on investment.

ii. DEPENDABILITY ON TECHNOLOGY

The internet is prone to error. Sometimes link may not work, landing page may not load

and page buttons just don’t simply do its job. This may be some of the reasons

organisation’s potential customers will move from its brand to next brand.

iii. SKILL AND TRAINING

Organisation will need to ensure that its staff has the right knowledge and expertise to

carry out digital marketing with success tools, platforms and trends changes rapidly and it

is vital that organisation keep up to date.

iv. HIGH COMPETITION

After globalisation all countries have been converted into a global village. Globalisation

lead to increase in worldwide competition. Due to digital marketing there are many

similar products available on online platform. This creates distrust among consumers and

they take advertisement as frauds.





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v. COMPLAINTS AND FEEDBACK

It is one of the biggest disadvantage of digital marketing. Customers’ complaints and

feedbacks are visible in public on its social media platform. One single negative

comment, tweet, feedback or post about its services and products can destroy

organisation’s online reputation for a long time.

TRADITIONAL VS. DIGITAL MARKETING

There are various ways of marketing goods and services. We know that traditional marketing

includes print, broadcast, telemarketing and outdoor advertising while digital marketing includes

social media, search engines, emails, content marketing, apps etc. Marketing is that aspect of

organisation which cannot be ignored. The problem of taking decision regarding choosing the

type of marketing is very difficult because we live in an era where huge part of the population

does its transaction online whereas some of others even do not know how to use internet. Since

digital marketing is more versatile than traditional marketing and has huge advantage over it, so

many organisation are shifting from traditional to digital marketing.

DIMENSIONS TRADITIONAL MARKETING DIGITAL MARKETING

Target Audience It is easy to reach out local

consumers with this method

Digital marketing lets

organisations reach the target

consumers globally from all

over the world

Marketing Approach It is more of personal approach as

its very easy for the marketers to

have person to person relationship

in informing the public or

promoting their brands name

The physical presence of

marketers are not at all

required in digital marketing.

It allows the marketers to

reach infinite numbers of

consumers easily

Documentation It provides the hard copy of

products, services which can be

read again and again

It provides the description in

soft copy over websites, or

through online mode which

can be accessed anytime

anywhere as per the

consumers’ requirement and

it provides paper free

documentation

Consumer Interaction Very less interaction is involved

in this method as the promotion

mediums are not flexible enough

to incorporate the customers’

interaction

It offers number of digital

platforms to the consumers

like social networking sites,

e-commerce websites,

different apps for collecting

their feedbacks where they

can put their views about the

products





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Marketing Cost This is expensive as it involves

printing, radio/TV advertisements

which cost more to the company

It is less costly than the

traditional method of

marketing as everything is

online and the use of social

websites does not cost even a

penny. Based on the

marketing requirements the

business can opt for paid ads

if they want to

Marketing Analysis With this method the company

must wait for weeks or months to

get the results

It gives quick results and

thus it is easy to get the real

time marketing results

Interruptions Consumers cannot choose to skip

the advertisements or other things

which are causing interruptions

This method lets the

consumers to skip the

interruptions and continue to

engage with the products and

services

Strategy Refinement It does not provide real time

results, drafting the marketing

strategy takes time as it dependent

on the marketing results

It provides real time results,

thus strategy refinement

becomes very easy and the

marketing teams can opt to

change or update their

market strategy as per the

market results

Communications This method involves one way

communication as the marketing

mediums are quite rigid

It involves two way

communication and thus

helps to satisfy the customers

and make the customers feel

that they are being listened

and served

CONCLUSION

Traditional marketing which includes print, broadcasting, telemarketing and outdoor

advertisements were the effective techniques of marketing until and unless the emergence of the

internet. Emergence of internet brings the digital marketing in the modern world. The world is

witnessing the advancement in technology, people all over the world are using tablets,

smartphones, electronic devices etc. in their daily lives. People are aware of all the information

about everything with the help of internet i.e. they know all the products available in the markets

and can compare it with others. With the help of technology companies can know the behaviours

and habits of the consumers and can make products and services accordingly to satisfy their

needs and wants. So technological improvement lead business firms to enter into digital

marketing to leave their competitors behind.





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REFERENCES

1. Arora, N. (2004). Trends in Online Publicity and Advertising. Publicity and advertising

Express

2. Bhayani, Sanjay & Vachhani, Nishant V. (2018), Internet Marketing vs. Traditional

Marketing: A Comparative Study.

3. Das, Shantanu Kumar & Lall, Dr. Gouri Shankar (2016), “Traditional Marketing vs.

Digital Marketing”, International Journal of Commerce and Management Research, Vol.

2, Issue: 8.

4. Durmaz, Yakup & Efendioglu, Ibrahim Halil (2016), “Travel from Traditional Marketing

to Digital Marketing”, Global Journal of Management and Business Research: E-

Marketing, Vol. 12, Issue 2, Version 1.0.

5. Kuberappa, Yamuna V & Kumar, Arun HS (2016), “Comparative Assessment of Digital

and Traditional Marketing Approaches”, BEMS Reports 2016 2(2), 71-74.

6. Websites https://blog.hubspot.com/marketing/traditional-marketing-vs-digital-marketing

https://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

https://neilpatel.com/what-is-digital-marketing/

https://www.onlinemarketinginstitute.org/blog/2018/06/9-traditional-marketing-

techniques-still-matter/

http://www.smbceo.com/2017/04/19/5-advantages-of-traditional-marketing-over-

digital-marketing/

https://workspace.digital/9-popular-digital-marketing-techniques/

https://www.educba.com/traditional-marketing-vs-digital-marketing/

https://blog.hubspot.com/marketing/traditional-marketing-vs-digital-marketing

https://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

https://neilpatel.com/what-is-digital-marketing/

https://www.onlinemarketinginstitute.org/blog/2018/06/9-traditional-marketing-techniques-still-matter/

https://www.onlinemarketinginstitute.org/blog/2018/06/9-traditional-marketing-techniques-still-matter/

http://www.smbceo.com/2017/04/19/5-advantages-of-traditional-marketing-over-digital-marketing/

http://www.smbceo.com/2017/04/19/5-advantages-of-traditional-marketing-over-digital-marketing/

https://workspace.digital/9-popular-digital-marketing-techniques/

https://www.educba.com/traditional-marketing-vs-digital-marketing/

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