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Agora International Journal of Economical Sciences (Mar 2021)

Traditional Marketing Versus Digital Marketing

• Simona Valentina Pascalau,
• Ramona Mihaela Urziceanu

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Today, the digital economy contributes decisively to increasing competitiveness, especially since a digital transformation involves migrating to new technological models, where digital marketing is a key part of the strategies of users’ growth and loyalty. The internet and digital marketing have become important factors in campaigns, which attract and retain internet users. This study aims to identify the main ways in which users can be gained and retained through the use of digital marketing. Digital technologies can monitor behaviours, can analyse the content of requests, problems, assessments, both on the platforms of organizations and on social networks. Organizations need to understand how favourable assessments will result in the outcome that the marketing department needs to achieve.

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The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms

• First Online: 08 July 2020

Cite this chapter

• Marc K. Peter   ORCID: orcid.org/0000-0002-2897-0389 3 &
• Martina Dalla Vecchia 3  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 294))

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50 Citations

Digital transformation, driven by technological advances and changing customer requirements, is stimulating the use of digital marketing. 11% of Swiss organizations regard digital marketing as a key investment area as part of their overall digital transformation strategy, with over one third of Swiss organizations currently investing in new sales and marketing tools. Unfortunately, there are implementation gaps between Swiss small and medium-sized enterprises (SME) and large enterprises (LE). In short, SME are lagging behind LE and generally do not use digital marketing tools, channels, and platforms. Barriers that prevent SME from adopting higher digital marketing tools are cultural change, limited resources/high costs, technology, and expertise. The objective of this study is to close the knowledge gap and provide SME with an overview of the most important digital marketing tools based on a literature review in order to leverage the opportunity of digital technology in the marketing discipline and reduce the distance to LE. The literature review identified nineteen relevant articles. These articles include 162 citations of tools, channels, platforms, and methods, which can be used by SME to close the knowledge gap and thus take advantage of a new, digital marketing portfolio. The twenty-four unique digital marketing tools are presented based on a comparative analysis, with the eleven most often cited tools being defined and described. Potential for further research was identified.

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Peter, M.K., Dalla Vecchia, M. (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. In: Dornberger, R. (eds) New Trends in Business Information Systems and Technology. Studies in Systems, Decision and Control, vol 294. Springer, Cham. https://doi.org/10.1007/978-3-030-48332-6_17

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Digital Marketing Vs. Traditional Marketing-A Comparative View

• S. Prof.Gauri , Kalmegh
• Published 2022
• Business, Computer Science

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Digital vs. Traditional Marketing: Lessons Learned

D igital marketing is here to stay—and it’s a full-time job understanding it, keeping up with its latest developments and using it effectively. However, that doesn’t give bank marketers a license to abandon traditional marketing. Doing so at this stage would be throwing the baby out with the bathwater. Most institutions are best served by a thoughtful combination of both digital and traditional marketing techniques.

But when it comes to the optimal mix of digital and traditional marketing, there is no silver bullet that applies to every institution. It’s your job to find the right balance, based on the specifics of your bank’s strategy, segments and brand position.

As you finish your marketing plan for 2020, consider the key takeaways that came out of a series of discussions at the recent ABA Bank Marketing Conference. These are points that can help you find the best balance for your bank, maximize the success of your programs and further demonstrate the value marketing brings to your organization.

• It’s time to update your marketing funnel

The days of expecting the customer to move linearly from awareness to consideration to purchase are over. After all, many young consumers don’t even trust advertising . Today, marketers focus instead on the customer’s “lifecycle,” (see diagram below). This updated approach accounts for the unique blend of multi-channel interactions—including web reviews, influencers and friend referrals—that move the consumer along the path to purchase. This path can meander, and there can also be short circuits where consumers skip entire steps. That’s why it’s critical to define who you are targeting and try to understand how your target segments learn about, buy and use the specific product or service you are selling. It may be more complicated than in the past, but it can also be more effective and less expensive.

• “Video killed the radio star”

Even if you are too young to remember the Buggles 1979 hit by that name, the message is clear. We can all recognize what video on demand—especially YouTube—has done to traditional media like radio and local newspapers. Like live network TV before it, digital video is unparalleled for brand building and creating a powerful emotional connection with your audience. And the good news is that the ads on many digital channels are much more cost effective to produce and run than either network TV or print ads.

• The future is addressable

Just when we started getting good at developing personas, the world began moving to the next stage— addressable media . Advances in customer data management and media technology are now enabling savvy marketers to move beyond personas to target the exact people they want as customers. Bank marketers have been doing that with direct mail for years, but recent advances allow you to use customer IP addresses or set-top boxes to target them on their digital devices or TVs. The first step is to analyze your existing customer base to identify what your best customers look like. Then you use data analytics to find prospects that have similar attributes. Finally, you work with an agency that is “addressable-savvy” to use everything from digital display, search engine marketing, paid social and addressable TV to reach the exact people you want as customers.

• Digital is fast and cheap

This statement, in a nutshell, explains why digital media has grown so rapidly—and is expected to eclipse traditional media spend in 2019. Digital creative is often faster to develop than traditional print or television. You can get it “on air” and online almost instantaneously. And you can easily do A/B testing, measure results—and adjust your creative or message—in hours or days instead of weeks or months. Regarding cost, you don’t have to buy a three-month flight of TV or radio at 100 GRPs. You can set an upper limit of $50 or $50,000 to your campaign and see how it performs before committing additional dollars.

• Digital is often used for the wrong things

Often because it’s fast and cheap—or sometimes just because it’s the “shiny new toy”—digital marketing ends up being used for purposes it’s not well suited for. For example, if you are moving into a new geographic area and your brand awareness is low, traditional media like TV or billboards work much better than an exclusive diet of banner ads and paid search. What is needed here is an understanding of the target consumer’s learning and buying journey to ensure that you are delivering the right message and content at the right time via the right media channel. (See diagram below.)

• Marketing automation is the ‘supercharger’

A key advantage of digital advertising is that it engages the customer or prospect in a conversation rather than a one-sided monologue, as with traditional advertising. (The underlying message of traditional advertising is: “We are great and you should buy our product.”) However, this unique capability of digital can reach its full potential only if you or your agency partner has the technology to see what content each consumer engages with—and to tailor a response based on that intel. Without campaign automation and a content management system, your digital marketing will end up being much like traditional advertising on a computer or mobile screen—a digital billboard with limited ability to have a relevant conversation.

Mark Gibson is senior consultant at Capital Performance Group , a strategic consulting firm that provides advisory, planning, analytic and project management services to the financial services industry. Email: [email protected] . LinkedIn .

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Traditional Marketing Versus Digital Marketing

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Traditional Marketing vs. Digital Marketing

Traditional forms of marketing blossomed in the middle and late parts of the 20th century, although the roots stretch much further back. 1 When you watch a TV commercial or read an advertisement in a magazine, you're engaging with traditional marketing. By contrast, digital marketing encompasses the online world. In this post, you’ll learn about the differences between traditional and digital marketing, the advantages offered by digital marketing and where the future of marketing is heading.

What is Traditional Marketing?

Traditional marketing is any form of offline advertising. 1 That includes the banner trailing behind the Goodyear Blimp, flyers for guitar lessons, billboards, direct-response mail, Super Bowl TV commercials and full-page advertisements in the Sunday edition of The New York Times.

Common Forms of Traditional Marketing

The following list is not exhaustive but covers the four major categories that make up the bulk of traditional marketing strategies and traditional marketing campaigns.

• Print advertising comprises advertisements in newspapers, journals and magazines
• Broadcast advertising refers to radio and television commercials
• Telemarketing is the practice of calling prospective customers on the phone to solicit interest in a product or service
• Direct mail encompasses sales and marketing materials sent directly to the consumer, often unsolicited. It’s also commonly referred to as junk mail

What is Digital Marketing?

Digital marketing refers to all forms of marketing that take place online. 2 This includes the ads that play before YouTube videos, sponsored Facebook posts, banner ads and email newsletters. Even the fun listicle articles you forward to your friends and that helpful blog post on how to change your car’s oil often fall into this category.

Common Forms of Digital Marketing

The following four digital marketing channels constitute some of the most commonly utilized ways to engage with potential customers online.

Pay-Per-Click (PPC)

This is a form of advertising in which marketers bid on select keywords and phrases. The website displays the winner's ad, and the marketer only pays for each user’s click on it.

Email Marketing

Email marketing is essentially direct mail marketing for the digital age. Marketers send emails to prospective customers to raise awareness, drive engagement or accomplish other goals of the marketing campaign.

Content Marketing

Content marketing is a less direct approach that lets brands engage with consumers by providing value, usually in the form of education. It often takes the form of an informative blog post or video.

Search Engine Optimization (SEO)

SEO is the practice of applying methods to websites and web pages so they appear higher on search engine results pages (SERPs). SEO is often used in conjunction with content marketing to drive organic search traffic to the content.

Digital Marketing Advantages

In the past three decades, traditional methods of marketing have lost ground to digital marketing. According to a survey by Gartner, on average businesses devote 28% of their marketing budget to traditional forms of marketing. 3 Prior to 1990, traditional marketing methods accounted for 100% of business marketing budgets since digital marketing did not exist. The rapid move toward digital marketing reflects a shift away from traditional marketing outlets.

With the popularity of smartphones and internet consumption reaching ubiquitous status across the developed world, it is imperative to meet consumers in the digital landscape. However, that doesn’t fully explain why marketers have shifted most of their time and energy toward digital marketing.

Digital marketing offers multiple advantages over traditional marketing methods. The most prominent ones include:

Granular Targeting

In the past, demographic targeting was a blunt instrument. There simply wasn’t an effective way to directly target specific audiences. At best, you could narrow your audience down somewhat using market research. If you primarily sold to women aged 25 to 34 with a college degree and an interest in cosmetics, you might rely on demographic surveys to identify a TV show or magazine that reached a large number of these individuals.

However, you’d invariably end up wasting a significant portion of your advertising budget getting your ad in front of people outside your target market or group. PPC advertising tools enable you to create an audience that perfectly matches your ideal customer. 2 Social media platforms, like Facebook, for example, let you filter who will see your ads by demographic markers and stated interests. Amazon and Google display ads to individuals who search for your selected keywords.

Detailed Analytics

Historically, marketing as a field suffered from a lack of solid data. Marketing pioneer John Wanamaker famously remarked, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” 5 With the widespread availability of detailed reporting with analytic tools and user-friendly dashboards, advertisers are now highly aware of the efficacy of each spent cent. Digital marketing has turned the advertising field into an increasingly metric-heavy, efficiency-driven arena.

Is Traditional Marketing Dead?

A recent albeit modest reversal in the trend toward more spending on digital advertising suggests we may have reached an equilibrium point. 3 Consumers are still watching television, viewing print ads, opening the mail and glancing up at billboards on their drive to work. Marketing professionals who ignore traditional marketing methods do so at their own peril.

The Future of Traditional and Digital Marketing

Based on current trends, it appears that digital marketing will continue to predominate, although traditional marketing methods should hold ground. 3 As the field turns increasingly data heavy, successful marketers will need to hone their number-crunching skills more so than in the past. Emergent digital advertising strategies like PPC campaigns and SEO content writing will become increasingly competitive.

Prepare to Become a Leader in Marketing

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• Retrieved on April 5, 2023, from mailchimp.com/resources/traditional-marketing
• Retrieved on April 5, 2023, from mailchimp.com/marketing-glossary/digital-marketing
• Retrieved on April 5, 2023, from hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising
• Retrieved on April 18th, 2023, from digitalscholar.in/history-and-evolution-of-digital-marketing
• Retrieved on April 5, 2023, from demandsage.com/digital-marketing-statistics

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The Impact of Digital Marketing vs. Traditional Marketing on Consumer Buying Behavior

HighTech and Innovation Journal

Objectives: This research aims to measure the impact of digital marketing vs. traditional marketing on consumer behavior by analyzing their motives and reasons related to the orientation and purchase of products or services through social media and identifying the differences in marketing strategies used depending on the demographics of respondents. Methods: The research was realized based on primary data. For the realization of the research objectives and questions, a quantitative method was used, where 400 citizens of Kosovo were a part of the research. Findings: Based on the ordinary least squares (OLS) model, it turned out that the two marketing types impact consumer buying behavior, but digital marketing turned out to be the indicator with the greatest impact on deciding to make purchases. Also, based on the t-test and ANOVA, there was no significant difference in using traditional and digital marketing types depending on demographic variables. Novelty/improvement:Through this ...

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In this highly competitive and innovation progression market the use of web has increased unexceptionally which have forced the market to move from traditional old form to new digital marketing. The recent expansion and advancement of web use or commitment of buyer and sellers have increased as the result of which consumers approach is changing and companies should have in depth examination of it. Therefore, this research studies is conducted to analyse the impact of digital marketing on the consumer’s buying behaviour in this cutthroat market. Digital marketing refers to the way through which one can display alludes to promotion depicted by using advanced channels like online entertainment, emails and portable applications. It give customer open doors to examine the product launched by companies and do comparison accordingly. Customer has access to products not only within the countries but throughout the world and all these has become possible only through digital marketing. Keywords: Digital Marketing, Satisfaction, Consumer Behaviour

International Journal of Innovative Technology and Exploring Engineering

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promoting is a trifling exchange of goods and services for cost but advertising and marketing is the phenomenon that allows keeping clients other than attracting them. Within the gift era among the numerous modes of marketing, digital marketing occurs to generate the maximum fee. It could be as the mechanism of reaching consumers through the use of diverse virtual distribution channels. The present observes aims to observe the effect of digital marketing and advertising on client purchase conduct and additionally makes an attempt to investigate as to in what ways are the clients absolutely privy to the diverse digital marketing and advertising mediums inside the gift digital generation. The look at is primarily based on the survey method. A questionnaire is prepared and covered 786 respondents for evaluation. The effects of the look at discovered the information that the purchasers are privy to the digital mediums available to them. It also confirmed the results that most of the cus...

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

JOk Trinidad , Fitore Jashari

Most studies show that the Internet and social media usage is changing consumer behavioral modern trend also witnessed in developing countries such as Kosovo. This paper will offer an overview on how the consumers use social media in the stages of decision making process and the psychographic variables that influence their behavior. A survey of 120 consumers selected randomly in the capital city of Pristina was conducted, to find out to what extent they are impacted by the use of social media, and what role it plays in their decision making process. Around 59% of the respondents reported to have made unplanned buying decisions based on the information obtained in the Internet, and 61.5% of them declared to be motivated for buying by social media reviews of their friends. The implication of these findings suggests in what segment businesses in Kosovo should focus their market research and marketing strategy.

Journal of Asian Multicultural Research for Social Sciences Study

Ali Khalaf Mohammed Al Sukaini

Examining the effects of digital marketing on customer purchase decisions was the main goal of this study.Specific objectives guided the study, including the evaluation of digital marketing platforms in Iraq with the ability to impact purchasing decisions and the identification of product categories that customers purchased on digital media platforms. Although the corporation is not completely responsible for the purchase choice process of consumers, It is a comprehensive procedure that takes into account psychological aspects, social influence, word-of-mouth, cultural values, and financial level. A total of 250 questionnaires were delivered, with the exclusion of the unfinished surveys, and 220 usable samples were obtained, yielding an overall response rate of 88%. Multiple regressions, reliability tests, correlation tests, and descriptive analysis were all employed in this study. The findings of this study also demonstrated the major effect of digital marketing on customer purchas...

Assoc. Prof. Cross Ogohi Daniel

This research examines the impact of digital marketing on consumer buying behavior in Nile University. A survey design was adopted. Population of this study comprise of students and staff of Nile University. This study used online instrument for collecting data so as to achieve the intended goals. Questionnaires were sent out using Convenience sampling Technique via Online Google form through e-mails, WhatsApp and Facebook. A total of 120 responses were collected. The Data collected for this study was analyzed quantitatively using descriptive statistical (SPSS Version 23). The findings show that students and staff in Nile University are in the know of digital marketing and have bought products through various digital channels. The overall results indicate that social media has a more significant impact on consumer buying behavior than other digital channels in Nile University of Nigeria. It is recommended that businesses in Abuja should enhance their social media, websites and e-mail marketing strategies, as it will help expand their customer base and increase the patronage of their products and services, customer relationship management, and profitability.

Zenodo (CERN European Organization for Nuclear Research)

Simona V. Pașcalău

Sanit M A A N TM

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