1. Marketing has evolved significantly over centuries as technologies and societies have advanced. Early marketing involved local merchants advertising goods at town markets. The Industrial Revolution allowed mass production and transportation of goods, shifting marketing to a more national scale through posters and billboards. 2. The 20th century brought major changes to marketing with new channels like radio, television, telephone and the internet. Companies adopted strategies to differentiate products and target customer demographics. Digital technologies transformed marketing in the late 1990s with the rise of websites, search engines, e-commerce, and online/mobile advertising. 3. Traditional marketing methods include print ads, television/radio commercials, direct mail, and telemarketing. Digital marketing emerged in the 1990

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1.Introduction
Every organisation except for non-profit has always had a motive of earning profit. This profit always
depended on the sale of the product or services. Marketing is the backbone of sales. Not only does it bring in
capital for the business but also increases goodwill and brand of the product.
Marketing is as old as selling. The word “marketing” likely originates from Europe in the early 1500s, when
traveling merchants sold food and other goods at town markets. But the practice of marketing is even older.
Archaeological evidence shows that ancient civilizations in Egypt, Greece, and Rome distributed
advertisements and branded items for sale. Marketing practices have evolved as society and technology have
progressed. Here are some of the key developments from the past few centuries:
Through the centuries
1800s
The Industrial Revolution introduced major innovations in technology, transportation, and mass production.
By the mid-1800s, companies had the ability to mass-produce items and transport them over large distances.
As a result, selling began to shift from a local activity to a more national (or in some cases, international)
one.
In turn, customer demand for goods grew as a wider variety of products were readily available for purchase.
Merchants typically advertised their goods by displaying posters in public spaces. Businesses began leasing
billboards in the 1860s to communicate to larger groups of people, and by 1872, a billboard lobbying group
called the International Bill Posters Association of North America was established. (Today it is known as the
Out of Home Advertising Association of America.)
1900s
The advertising revolution ushered in new ways for businesses to broadcast their message and reach
potential customers. Some of these new channels included radio (early 1920s), television (early 1940s), and
the telephone (mid-1940s).

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With more ways to communicate with audiences than ever before, companies adopted new strategies in
order to gain customers and stay competitive.
Marketing professionals started communicating the unique benefits of their offerings and examining
demographic data (such as education level and salary).
In 1956, Wendell R. Smith, a professor at the University of Massachusetts at Amherst, summarized these
new practices in a famous article titled “Product Differentiation and Market Segmentation as Alternative
Marketing Strategies.”
In the 1960s, many companies began investing in marketing departments — teams dedicated to reaching
customers and gaining market share.
2000s
The digital revolution radically transformed marketing. In particular, the growing use of the internet opened
up new ways to engage customers, leading to the rise of e-commerce and online marketing.
In the late 1990s, companies began building simple websites to share information about their products and
services.
Google and MSN launched search engines that ranked websites based on a variety of metrics. Companies
began investing in search engine optimization to appear at the top of the results.
Most businesses today use some combination of digital tactics to engage with their core audience and grow
their brand. These include search engine marketing, blogging, online and mobile advertising, email, video,
and social media.
As new technologies emerge, companies are incorporating different approaches to reaching customers —
such as voice-assisted devices and augmented or virtual realities.
No matter how it is organized, a marketing team is typically responsible for the following functions:
 Advertising

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 Brand marketing
 Channel marketing
 Communications
 Content marketing
 Digital marketing
 Email marketing
 Media relations and PR
 Partner marketing
 Product marketing
 Search engine marketing
 Social media marketing
There are two methods of marketing.
One is traditional marketing, a classical type of marketing, and the other is digital marketing, a modern type
of marketing. Traditional marketing has been evolving for ages, while digital just evolved in a few years
ago. Both are good in their way, as they both have pros and cons. Therefore, preference between both is
entirely dependent on the people and the businesses that want to use it.
Now, the world has been evolving with more futuristic innovations. With the latest technology and updates
in the business or services, marketing is also unrolling various advanced aspects digitally. There are usually
two sorts of marketing used for attaining people’s attention towards business, services, or products.
Increasing demands for the digital world, as well as marketing, have not put traditional marketing to a halt.
There are different gains for marketing strategies and methods, which is the reason behind their functioning.
As the debate on finding a better and/or more effective marketing tool or approach rages on, one thing that is
sure is the fact that companies can no longer ignore the importance of not only having, but monitoring their
presence online. Though many businesses are still at a crossroad, one simply cannot wish away the effects or
impacts technology has, and is still making in our business environments today.
Some interesting questions related to digital marketing and traditional marketing are

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 What is the most beneficial marketing approach comparing traditional and digital marketing?
 Which marketing tools are the most used ones in practice and which are preferred by real life
companies?
 Is digital marketing a contemporary version of traditional marketing and, are the two kinds of
marketing independent of, or complementary to each other?
The purpose of this study is simply to: Compare traditional marketing with digital marketing and show the
differences in characteristics between them
1.1 Historical overview
1.1.1 Digital marketing historical view
The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the
internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the
information they wanted but did not allow them to share this information over the web. Up until then,
marketers worldwide were still unsure of the digital platform. They were not sure if their strategies would
work since the internet had not yet seen widespread deployment.
In 1993, the first clickable banner went live, after which Hotwired purchased a few banner ads for their
advertising. This marked the beginning of the transition to the digital era of marketing. Because of this
gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo
was launched.
1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market
Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either
left behind or wiped out leaving more space for the giants in the business.
The digital marketing world saw its first steep surge in 2006 when search engine traffic was reported to have
grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put MSN on the
backburner and launched Live Search to compete with Google and Microsoft. Soon, social networking sites

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began to emerge. Myspace was the first social networking site to arrive, soon followed by Facebook. Many
companies realized all these fresh new sites that were popping up were beginning to open new doors of
opportunities to market their products and brands.
It opened fresh avenues for business and signalled the beginning of a new chapter to business. With new
resources, they needed new approaches to promote their brands & capitalize on the social networking
platform.
The cookie was another important milestone in the digital marketing industry. Advertisers had begun to look
for other ways to capitalize on the fledgling technology. One such technique was to track common browsing
habits and usage patterns of frequent users of the internet so as to tailor promotions and marketing collateral
to their tastes. The first cookie was designed to record user-habits. The use of the cookie has changed over
the years, and cookies today are coded to offer marketers a variety of ways to collect literal user data.
1.1.2 Traditional marketing historical view
Let’s talk about birth or Traditional Marketing. World War II, the market was driving a blast with the
mightiness of craftsmanship and technology. Thus, shifting the focus towards the consumers and improving
their standard of living.
Also, the intentions of the customers were replaced by the continuous improvement of information media.
There were many groups that took the support of the new possibilities from the new conditions which
proceeded to develop as technologies developed.
Traditional Marketing is the old form of print marketing. This method has been used since classical times
and it is described as an advertisement in paper form.
To do marketing Egyptians use wall signs on papyrus. Today, printmaking delivers its message in various
forms like newsletters, papers, journals, and other varieties of writing and design materials process.
Newscast marketing involves television and radio commercials. Radio performances have been there since
the 1900s.

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The first commercial offering—a radio program sponsored by on-air information—aired on November 2,
1920.
Television, the next step in entertainment technology, was quicker to affiliate advertising, with fewer than
ten years within its inception and the first television advertisement in 1941.
Direct mail marketing works printed elements like letters, catalogues, and advertisements sent by postal mail
to inquire about attraction consumers. One of the new and most known cases of direct mail is the Sears
Catalo, which was first mailed to consumers in 1888.
Finally, telephone marketing, or telemarketing, is the tradition of giving exchanges messages up the phone to
influence customers to buy a stock or set. This form of shopping has become slightly questionable in the new
age
1 .2. Defining:
Marketing – Marketing is considered to be a collective process where individuals or groups can exchange
goods and services based on their needs and wants. Philip Kotler (2003) defines marketing as, “the process
of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchange that satisfies individual and organisational objectives.”
The theory of marketing mix has been analysed and rewritten many times by many authors but, it was Neil
Borden, who presented the content of this process as a marketing mix for the first time in 1953. Kotler
himself considers marketing mix as a mixture of different tools or instruments for pursuing a marketing plan.
The elements in marketing mix are.
 Product
This represents an item or service designed to satisfy customer needs and wants. To effectively market a
product or service, it’s important to identify what differentiates it from competing products or services. It’s
also important to determine if other products or services can be marketed in conjunction with it.

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 Price
The sale price of the product reflects what consumers are willing to pay for it. Marketing professionals need
to consider costs related to research and development, manufacturing, marketing, and distribution—
otherwise known as cost-based pricing. Pricing based primarily on consumers’ perceived quality or value is
known as value-based pricing.
 Placement
When determining areas of distribution, it’s important to consider the type of product sold. Basic consumer
products, such as paper goods, often are readily available in many stores. Premium consumer products,
however, typically are available only in select stores.
 Promotion
Joint marketing campaigns are called a promotional mix. Activities might include advertising, sales
promotion, personal selling, and public relations. One key consideration is the budget assigned to the
marketing mix. Marketing professionals carefully construct a message that often incorporates details from
the other three Ps when trying to reach their target audience. Determination of the best mediums to
communicate the message and decisions about the frequency of the communication also are important.
1.2.1 Traditional Marketing:
● Traditional marketing is a process of promoting through well-known and established channels like
Billboards, Print Media, TV commercials, Radio jingles, Door-2-Door marketing, Banner Adverts,
Street promos, Mobile Adverts, etc. The objective here is to attract the attention of your target
customers, discover and satisfy their wants and needs. Being the old method of marketing.
● Traditional marketing is a promoting medium through TV, radio, flyers, printing brochures, leaflets,
newspapers, printing ads, etc. Besides, it is used in the early period to promote and launch their
product or services in the market.
1.2.2 Digital Marketing:

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● Digital marketing is a new tool that companies can use to reach their customers. It can be seen as
traditional marketing done online, as the basic premise remain the same – engaging the customers
and responding to their concerns. It is defined as the application of the internet and related digital
technologies to achieve marketing objectives and support the modern marketing concept.
● Digital marketing, on the other hand, is a modern online method having the same purpose as
traditional marketing. It involves sorts of business through digital platforms and devices like
Instagram marketing, Facebook, google ads, YouTube, etc. You can call it the complete package to
reach a large audience through their smartphones with web apps, mobile apps, paid promotions on
social media, search engines, etc
1.3 Clarifying the Differences:
Traditional marketing approach is about utilising channels like display ads, billboards, banner ads, TV
commercials, print media advertising, brochures and radio jingles. Digital marketing in itself is about
promoting a brand/company through the Internet, utilising channels like Websites, Blogs, Google AdWords,
Facebook, Twitter, YouTube videos, Pinterest, etc. This is generally referred to as online marketing or
maintaining social networking presence.
While traditional marketing targets and finds specific customers, based on demographics, digital marketing
puts companies out in the open, allowing people to find them. Digital marketing has a far-reaching ability in
today’s business world when compared to traditional marketing. And not just that, the speed with which
customers can be reached digitally is nothing like the traditional.
One of the limitations of digital marketing is that, unlike the traditional marketing where adverts are carried
out on the pages of a newspaper, through TV commercials, radio jingles, billboards and street displays,
which are accessible to, and easily understood by large number of people; the potential customers must have
access to internet and be familiar with the channels used to target them. Where there is no internet access or
knowledge of digital channels, then the advert is wasted.

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One of the limitations of traditional marketing is the inability to track and monitor your campaign
performance. Digital marketing gives you the ability to monitor responses and see how your campaign is
doing and measure its effects. You can easily find out how many people visit your website on a regular
basis; the demography and all.
Avoiding the very high cost of acquiring a small space in a local newspaper or little air-time in one of the
local radio and television stations which is associated with traditional marketing, digital marketing offers
you the ability to create multiple campaigns at the same time, on a budget that suits you, targeting different
countries, interest groups, ages and genders. You equally have the ability to evaluate and refine your
campaigns as much and as often as you find needful at no extra costs.
Although both varieties allow for personal interaction with target audiences, some channels of traditional
marketing like street marketing, offers the chance of having personal interaction with your potential
customers and having a direct and real time feedback which is extremely valuable when you are testing
ground for a new product.
When it comes to measuring and increasing ROI (Return on Investment), digital marketing stands out as
your better choice. The various analytical platforms available online makes it easier as against traditional
marketing where you have to rely on potential customers being interested in your product and actually taking
an action.
Based on the above, it will be wrong to generalise and advice to choose one over the other, as both have their
merits and demerits. But, depending on your company’s goals, products, targets audience and budget, the
right choice of marketing tool can be made. Strategies and Budgets should be fine-tuned and streamlined
based on your company’s sector and objective.
And, in stressing further, it will be good to say that the best marketing plan would be the one that can
integrate both tools – a plan that can locate the areas of consistency between the two approaches and try to
harness them towards achieving the company’s goals; especially where objectives are the same
Traditional and digital marketing have entirely different perspectives, but they also share some similarities
having unique ways. Thus, getting on the right way between both relies on the business, goals, and targeted
audience.

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1.4 Traditional marketing
Figure 1.1 Types of traditional marketing
Traditional marketing refers to reaching your audience using offline marketing channels. Common examples
of traditional marketing include television, radio, billboards, print media, phone, direct mail, etc.
There is absolutely no doubt that traditional marketing has been one of the oldest and still a very effective
type of marketing. In fact, traditional marketing is more beneficial when you want to reach a local audience.
What we now know as traditional marketing is largely a result of the advertising boom of the 1950s. This
rising popularity in marketing happened as a result of the massive popularity of television during the 1950s.
Up until this point, people had to read a newspaper, magazine, or billboard to see advertisements. Although
radio advertising did exist, those ads couldn’t reach the same kind of audience. With television, advertisers
could reach a massive audience in the comfort of their homes, transforming the way that businesses used
advertising.
A combination of digital and traditional marketing can help you reach a wide and diverse audience, and the
right balance of the two depends on your company and product. In fact, some businesses can operate almost
entirely on traditional marketing, so it really depends on your situation.
As long as you consider the 7 Ps of marketing and take best practices into account, you can potentially get
great results from a wide range of marketing efforts. While the advertising medium you choose is important,
it’s just as important to make sure you’re marketing your products or services the right way.

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1.4.1 Forms of Traditional Marketing
1. Handouts
A handout is typically a printed document, like a flyer or brochure, that can promote a business, event or
sale. You can create these flyers to display in public areas that community members regularly visit to tell
them about promotional events taking place at your establishment. Brochures can provide details about a
company or explain the features of a product, which you can distribute at events or when visiting clients.
Potential customers can keep these handouts with them or store them for later reference when they want to
learn more about a company or product.
2. Billboards
You can typically find billboards along highways or major roads. They display advertisements and company
graphics. Billboards typically feature images with supporting text that convey a brief but memorable
message to the audience as they drive. Creative billboard advertisements can make it easier for your
audience to recognize and remember your brand. Billboards can reach a wide audience from a variety of
locations, which can be beneficial if your goal is to gain local or national brand recognition.
3. Direct mail
Direct mail marketing sends print materials like letters or postcards to the addresses of potential customers
living in your target area. You can send direct mail to people who have expressed interest in the company or
its products. Another option is to send direct mail items to community members who live close to the
business. These direct mail materials can build their awareness of the company and help them realize how
conveniently close their home is to the business.
Many companies, like non-profit or fundraising organizations, typically use direct mail as an emotional
marketing tool. They may use letters to introduce their company and the cause they're supporting. This can
create a personal connection between the recipient and the organization.
4.Print ads

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Print advertisements allow you to reach more prospective customers through outlets like newspapers or
magazines. If you're hoping to build more awareness in the community, showcasing advertisements in the
newspaper can help others learn more about the brand, its location and its products. Determine the types of
magazines or reading materials your target audience typically reads, and place your advertisements in these
materials to generate more sales leads.
5. Event marketing
With event marketing, you can create advertising materials to showcase at industry events, like seminars,
conventions or conferences. You can create booths and larger materials like signs or banners to attract
attendees to your booth to learn more about the company and its products. Consider setting up similar booths
at other local events, like fairs or festivals, to gain local attention as well. You can also participate in
sponsorships, like sporting events, to increase your brand recognition and awareness.
6. Broadcasting
Another way to gain either local or national recognition is by making commercials for radio and television.
You can make and sell creative ads that help customers learn more about the brand and products you're
selling. Hearing or seeing these broadcasted advertisements can intrigue listeners and viewers, which may
lead them to research the company or contact you to learn more.
7. Cold calling
Also called telemarketing, this type of marketing applies to companies who sell their products or services
over the phone. Both business-to-business (B2B) and business-to-consumer (B2C) companies can utilize
cold calling. Implementing a cold-calling strategy allows you to interact with potential customers to explain
the product you're selling and how it can solve any challenges that they or their company face. This allows
you to build a stronger personal connection and establish trust between your company and your prospective
customers.
1.4.2 Traditional marketing advantages

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Despite the fact that some forms of traditional marketing have existed for centuries, there are still benefits to
integrating traditional marketing into your modern strategy
1. One of the biggest benefits of traditional marketing is the fact that it allows you to have a presence
pretty much everywhere. You can use traditional marketing avenues to reach potential customers
when they’re at home on their couch, riding the bus, walking down the street, or driving to work in
the morning. This multimedia advertising helps you advertise to as many people as possible, which
means you have more chances to convert leads to sales and increase profits.
2. Traditional marketing can also be a simpler route if your team isn’t familiar with digital marketing
and the tools that make it happen. There’s a lot to learn when it comes to mastering marketing, so
your digital marketing campaign may take a while to succeed even if your team is dedicated to
learning digital marketing. For some businesses, focusing primarily on traditional marketing may be
a better financial move.
3. It’s also important to consider the type of audience you want to reach. Digital marketing is great if
you want to reach a younger audience that uses smartphones and computers, but you can alienate
some of your target audience if you focus too much on the digital side of things. Traditional
marketing may be better suited for an older audience, as well as any potential customers who don’t
spend a lot of time on their computers or smartphones.
4. Because digital marketing is unfamiliar territory for many businesses, traditional marketing may
offer a safer alternative. You might consider focusing on traditional marketing if you don’t want to
spend money making the switch to digital marketing or training your marketing team.
1.4.3 Traditional marketing disadvantages
Traditional marketing may have its benefits, but that doesn’t mean there aren’t any negatives. There are
several reasons why digital marketing has become a major competitor of traditional marketing, and weighing
the pros and cons of each type of marketing can help you decide on the right strategy for your business.

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1. For starters, traditional marketing is often more expensive than digital marketing. Rates for
traditional advertising spaces can be very expensive, especially if you’re trying to land a commercial
during a highly watched event or secure a billboard in one of the most populated parts of a big city.
2. With digital marketing, you can advertise across several sites and other avenues without spending as
much. Your ads can be played at the start of Twitch streams and YouTube videos, show up as
banners on news websites, and more.
3. In many cases, the results of traditional marketing are harder to measure than the results of digital
marketing. You can quantify the number of people who clicked on a link or watched a video, but
there’s no guarantee a viewer sees your television ad just because they’re watching TV. In fact, some
viewers may be counted despite falling asleep with the TV on or leaving the TV on for their dog
while they’re at work. With digital marketing, you get more accurate metrics that you can use to
make decisions.
4. Your traditional marketing campaign may also take longer than a digital marketing campaign
because of all the potential red tape.
1.4.4 Examples of Traditional Marketing
Marketing is an essential part of business; as such, it should be planned and executed systematically to
achieve the desired results. Some of the most common methods used in traditional marketing include:
1.Advertising:
This method involves spreading the word about a product or service through paid media, such as print,
radio, television, or online. Ads can target specific demographics (e.g., age, gender), interests, or locations.
2.Public Relations:
PR helps establish a company’s reputation by creating positive coverage for its products or services. PR can
also help build relationships with key stakeholders (customers, investors) and attract new customers.
3.Direct Marketing:

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This involves sending out messages (either via email or postal mail) to selected target audiences with the
aim of selling/renting/upgrading products or services. Direct marketing efforts can be highly personalized to
connect with consumers more personally.
1.4.5 Four Phases of Traditional Marketing
Traditional marketing is divided into four phases:
1) Planning
In this phase, companies identify their target market, create a marketing plan and budget, and
determine the channels they will use to reach their target market.
2) Execution
In this phase, companies implement their marketing plan by using the chosen channels to reach their
target market. They may also take action based on feedback from their target market.
3) Monitoring and Adjustment
In this phase, companies continue to adjust their marketing program based on results from the
execution stage. They may also change their target market or channel strategy.
4) Termination
In this phase, companies decide whether to keep using the same strategies or switch to a different
approach.
Tips On Using Traditional Marketing
1) Use Media Selection Wisely

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Knowing the suitable mediums to use is critical when thinking about traditional marketing.
Remember that media is not always the same in conventional marketing – different media gives you
different results.
2) Tailor Your Marketing
This is an absolute must if you do a lot of traditional marketing. This means looking at different
mediums and tailoring them to each medium.
3) Understand The Audience
You can better tailor your message to their needs if you understand your target audience. If they
don’t fit within what the media offers, it’s best to skip that specific medium.
4) Be Realistic
Not every traditional media piece will work for every marketer. If this is the case, then make sure
you do a thorough analysis before using an outlet.
5) Your Business Is Unique
Just because it works for others doesn’t mean it’s right for you. Sometimes the adage “if it was good
enough for the Greeks”, applies here.
6) Get Creative
Don’t just repeatedly run the same old thing. Use your creative skills to promote and expand your
business. As everyone knows, creativity has no end.

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1.5 Digital marketing
Figure 1.2 Types of digital marketing
Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional
messaging and measure its impact through your customer journey. In practice, digital marketing typically
refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many
forms, including online video, display ads, search engine marketing, paid social ads and social media posts.
Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct
mail. Oddly, television is usually lumped in with traditional marketing.
The application of the Internet and related digital technologies in conjunction with traditional
communications to achieve marketing objectives.”
According to DataReportal, there are 4.95 billion active internet users in the world and 4.62 billion active
social media users. With numbers that high, marketing online and through social media makes a lot of sense

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Due to the current technological developments, digital marketing methods and strategies will always
continue to evolve no matter what. There are enormous ways to do this marketing. Since they are modern, it
is essential to have maximum knowledge regarding current technologies and advancements. They use the
latest tactics.
Digital marketing involves marketing to consumers through any number of digital channels, including
websites, mobile devices, and social media platforms. This form of marketing is different from internet
marketing, which is exclusively done on websites.
Digital marketing is a broad field, including attracting customers via email, content marketing, search
platforms, social media, and more.
One of the biggest challenges digital marketers’ faces is how to set themselves apart in a world that is
oversaturated with digital marketing ads.
Digital marketing comes with various challenges, including implicit bias.
Did you know that more than 3 quarters of Americans go online on a daily basis? Not only that, but 43% go
on more than once a day and 26% are online “almost constantly.”
Digital marketing and inbound marketing are easily confused, and for good reason. Digital marketing uses
many of the same tools as inbound marketing—email and online content, to name a few. Both exist to
capture the attention of prospects through the buyer’s journey and turn them into customers. But the 2
approaches take different views of the relationship between the tool and the goal.
Digital marketing considers how individual tools or digital channels can convert prospects. A brand's digital
marketing strategy may use multiple platforms or focus all of its efforts on 1 platform. For example, a
company may primarily create content for social media platforms and email marketing campaigns while
ignoring other digital marketing avenues.
On the other hand, inbound marketing is a holistic concept. It considers the goal first, then looks at the
available tools to determine which will effectively reach target customers, and then at which stage of the
sales funnel that should happen. As an example, say you want to boost website traffic to generate more
prospects and leads. You can focus on search engine optimization when developing your content marketing
strategy, resulting in more optimized content, including blogs, landing pages, and more.

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The most important thing to remember about digital marketing and inbound marketing is that as a marketing
professional, you don’t have to choose between the 2. In fact, they work best together. Inbound marketing
provides structure and purpose for effective digital marketing to digital marketing efforts, making sure that
each digital marketing channel works toward a goal.
These figures are even higher among mobile internet users. 89% of Americans go online at least daily, and
31% are online almost constantly. As a marketer, it’s important to take advantage of the digital world with
an online advertising presence, by building a brand, providing a great customer experience that also brings
more potential customers and more, with a digital strategy.
A digital marketing strategy allows you to leverage different digital channels–such as social media, pay-per-
click, search engine optimization, and email marketing–to connect with existing customers and individuals
interested in your products or services. As a result, you can build a brand, provide a great customer
experience, bring in potential customers, and more
1.5.1 Types of digital marketing
1.Social media marketing
Social media marketing means driving traffic and brand awareness by engaging people in discussion online.
You can use social media marketing to highlight your brand, products, services, culture, and more. With
billions of people spending their time engaging on social media platforms, focusing on social media
marketing can be worthwhile.
The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with
LinkedIn and YouTube not far behind. Ultimately, which social media platforms you use for your business
depends on your goals and audience. For example, if you want to find new leads for your FinTech startup,
targeting your audience on LinkedIn is a good idea since industry professionals are active on the platform.
On the other hand, running social media ads on Instagram may be better for your brand if you run a B2C
focused on younger consumers.
Because social media marketing involves active audience participation, it has become a popular way of
getting attention. It's the most popular content medium for B2C digital marketers at 96%, and it's gaining
ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content
marketers increased their use of social media this year.

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Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to
understand how well you're reaching your audience. You get to decide which types of interactions mean the
most to you, whether that means the number of shares, comments, or total clicks to your website.
Direct purchase may not even be a goal of your social media marketing strategy. Many brands use social
media marketing to start dialogues with audiences rather than encourage them to spend money right away.
This is especially common in brands that target older audiences or offer products and services not
appropriate for impulse buys. It all depends on your company's social media marketing goals.
To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of
the most important social media marketing best practices:
● Craft high-quality and engaging content
● Reply to comments and questions in a professional manner
● Create a social media posting scheduled
● Post at the right time
● Hire social media managers to support your marketing efforts
● Know your audience and which social media channels they’re most active on
● To learn more about how Mailchimp can help with your social media strategy, check out the
comparison of our free social media management tools versus others.
2.Pay-per-click marketing

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Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on
your digital ads. So, instead of paying a set amount to constantly run targeted ads on online channels, you
only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.
One of the most common types of PPC is search engine advertising, and because Google is the most popular
search engine, many businesses use Google Ads for this purpose. When a spot is available on a search
engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant
auction. An algorithm prioritizes each available ad based on a number of factors, including:
● Ad quality
● Keyword relevance
● Landing page quality
● Bid amount
PPC ads are then placed at the top of search engine result pages based on the factors above whenever a
person searches for a specific query.
Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad.
These actions are known as conversions, and they can be transactional or non-transactional. Making a
purchase is a conversion, but so is a newsletter signup or a call made to your home office.
Whatever you choose as your target conversions, you can track them via your chosen digital marketing
channels to see how your campaign is doing.
3.Affiliate marketing
Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another
person's business. You could be either the promoter or the business who works with the promoter, but the
process is the same in either case.
It works using a revenue sharing model. If you're the affiliate, you get a commission every time someone
purchases the item that you promote. If you're the merchant, you pay the affiliate for every sale they help
you make.

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Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other third-
party site. Others have relationships with multiple merchants.
Whether you want to be an affiliate or find one, the first step is to make a connection with the other party.
You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-
retailer program.
If you're a retailer and you choose to work directly with affiliates, there are many things you can do to make
your program appealing to potential promoters. You'll need to provide those affiliates with the tools that they
need to succeed. That includes incentives for great results as well as marketing tools and pre-made materials.
4.Native advertising
Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that
it’s less blatantly obvious as advertising.
Native advertising was created in reaction to the cynicism of today's consumers toward ads. Knowing that
the creator of an ad pays to run it, many consumers will conclude that the ad is biased and consequently
ignore it.
A native ad gets around this bias by offering information or entertainment before it gets to anything
promotional, downplaying the "ad" aspect. It’s important to always label your native ads clearly.
Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might end up spending
significant time engaging with the content before they realize that it's advertising.
When your consumers know exactly what they're getting, they'll feel better about your content and your
brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive.
5.Influencer marketing
Like affiliate marketing, influencer marketing relies on working with an influencer–an individual with a
large following, such as a celebrity, industry expert, or content creator–in exchange for exposure. In many

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cases, these influencers will endorse your products or services to their followers on several social media
channels.
Influencer marketing works well for B2B and B2C companies who want to reach new audiences. However,
it’s important to partner with reputable influencers since they’re essentially representing your brand. The
wrong influencer can tarnish the trust consumers have with your business.
6.Marketing automation
Marketing automation uses software to power digital marketing campaigns, improving the efficiency and
relevance of advertising. As a result, you can focus on creating the strategy behind your digital marketing
efforts instead of cumbersome and time-consuming processes.
While marketing automation may seem like a luxury tool your business can do without, it can significantly
improve the engagement between you and your audience.
According to statistics:
 90% of US consumers find personalization either “very” or “somewhat” appealing
 81% of consumers would like the brands they engage with to understand them better
 77% of companies believe in the value of real-time personalization, yet 60% struggle with it
 Marketing automation lets companies keep up with the expectation of personalization. It allows
brands to:
 Collect and analyse consumer information
 Design targeted marketing campaigns
 Send and post digital marketing messages at the right times to the right audiences

25. 24
 Many marketing automation tools use prospect engagement (or lack thereof) with a particular
message to determine when and how to reach out next. This level of real-time customization means
that you can effectively create an individualized marketing strategy for each customer without any
additional time investment.
7.Email marketing
The concept of email marketing is simple—you send a promotional message and hope that your prospect
clicks on it. However, the execution is much more complex. First of all, you have to make sure that your
emails are wanted. This means having an opt-in list that does the following:
● Individualises the content, both in the body and in the subject line
● States clearly what kind of emails the subscriber will get
● An email signature that offers a clear unsubscribe option
● Integrates both transactional and promotional emails
You want your prospects to see your campaign as a valued service, not just as a promotional tool. Email
marketing is a proven, effective technique all on its own: 89% of surveyed professionals named it as their
most effective lead generator.
It can be even better if you incorporate other digital marketing techniques such as marketing automation,
which lets you segment and schedule your emails so that they meet your customer's needs more effectively.
If you’re considering email marketing, here are a few tips that can help you craft great email marketing
campaigns:
 Segment your audience to send relevant campaigns to the right people
 Ensure emails look good on mobile devices
 Create a campaign schedule

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 Run A/B tests
8.Mobile marketing
Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their
mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media
notifications, mobile app alerts, and more.
It’s crucial to ensure that all content is optimized for mobile devices. According to the Pew Research Centre,
85% of Indians own a smartphone, so your marketing goes a long way to reach this market.
1.5.2 Digital Marketing Advantages
1. Cost-Effective
Digital advertising mediums, such as SEO, PPC, etc. are comparatively cheaper than conventional ones.
Social media marketing is the most affordable and fastest way to market brand products.
2. Effective Global and Local Reach
It can reach the target audience internationally, unlike traditional methods that can be restrictive.
It also helps with local visibility, primarily when the market depends on the local reputation.
3. Quick Branding on a Bigger Scale
Directing personalized campaigns on sites that the audience visits most can help build a worldwide brand.
It also provides various approaches for a brand to become more trustable, reliable, and favourable.
4. Best Way to Present Brand’s Expertise

27. 26
It enables the use of multiple strategies to convey the same message, i.e., which makes a brand stands out
from others.
It allows digital marketers to present a brand’s expertise through images, videos, texts, and anything in the
line of content.
5. Establishes Sales Funnel
It establishes an online sales funnel that traces the journey of the target audience from being an online visitor
to a regular customer.
It helps modify customer sales experience and individual branding campaigns accordingly for better
probability and favourable outcomes.
6. Enables Personalization and Accurate Targeting
It pays more attention to individual customer experience than traditional marketing. For instance, the latest
artificial intelligence helps resolve basic to advanced queries immediately.
It helps a business set clear consumer targets based on age, gender, occupation, interests, hobbies, or other
criteria.
7. Trackable Results
Firms can analyse the effectiveness of marketing strategies and voluntarily work on necessary changes.
They also use digital marketing reports, the official documentation of marketing channel results after a
certain period.
1.5.3 Digital Marketing Disadvantages
1. Cyber Security and Privacy Issues

28. 27
As cybercrime is one of the most significant setbacks of advancement in technology, so, companies must
implement safe marketing operations independent of hacking. The most basic way of hacking is via email,
especially emails void of any encrypting to avoid breaches.
2. Accessibility Challenge
Although digital marketing methods provide global and local reach, there are still people who don’t have
access to the internet. Roughly 66% of the world’s population uses the internet, so one-third of the world can
be targeted through traditional marketing.
3. Reliance on the Latest Technology
Utilizing the latest devices and software can be a large investment and also not feasible for small businesses.
Companies using new features can miss an unaware customer base or need to be better-versed in recent
technologies. For example, businesses that use mobile applications cannot reach people with no
smartphones.
4. Minor Issues; Major Setback
If a company website goes through slow page loading, poor user interface, and other technical setbacks,
therefore, the audience is likely to go to the competitors. Hence, a shift in brand choice occurs rapidly among
consumers and on a large scale.
5. Global Competition
Availing global reach through digital marketing introduces challenges, like international competition.
Companies that fail to stand out or attract considerable attention fade out of the competition. As a result,
they must continually apply relevant methods.
6. Confronting Negative Feedback
The accessibility to feedback on marketing efforts brings brands to the receiving end of brutally honest
criticism. It can come from a brand’s poor reputation and reach. Therefore, it can sometimes tamper with
employee mental health and productivity.

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7. Anti-Brand Activities
As the brand grows, it is open to malicious intentions that lower its reputation. For example,
individuals/groups may post false, poor reviews of the products on various platforms.
8. Likelihood of Strategies Theft
As the global public uses the internet, a company’s competitors can also copy their innovative marketing
techniques.
It can help them acquire similar results. Therefore, firms must continually push themselves for new ideas to
stay in the lead.
1.6Distinguish between traditional and digital marketing
Comparison basis Traditional marketing Digital marketing
Definition
It is one type of marketing
that utilizes media, TV, or
magazine to advertise any
business's services and
products.
It is one type of marketing that uses the
internet and social media for advertising
businesses.
Engagement Low Relatively high
Conversion Slow Extremely fast

30. 29
Table 1.1 Distinguish between traditional and digital marketing.
Nature Static Dynamic
Investment returns Not easy to measure Simple to measure
Effectiveness
More expensive
Less effective
Less expensive
More effective
Targeting Standardized Customized
Tracking Not possible Possible
Reach Local Global
Tweaking
Not possible once the
advertisement is placed
One can change or edit anytime
Results Slow results Quick and live results
Communication
It is mostly one-way
communication
It is a two-way communication
Interruptions
It is not easy to skip the
advertisements, as they are
bound to the users.
One can easily skip between advertisements if
it does not interest them.

31. 30
1.7 Infographics
1.In this survey conducted in 2019 with 488 companies we can clearly see that over the years the digital
channel has increased significantly in all the modes they implemented whereas the traditional marketing has
been on a steady decline and in a difficult spot.
Figure 1.3 Table on spending on different channels in traditional and digital marketing.
Figure 1.4Pie chart on trust in digital and traditional marketing

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The following tow charts tracks the expenditure of traditional and digital marketing in US over 2020 and
2021 This data is collected for 10 years for the same companies.
1.5 Chart on spending on online medium by 10 companies.
1.6 Chart on spending on offline medium by 10 companies.

33. 32
2.Research Methodology
2.1 Motive
The basic motive of the report is to find the differences between traditional and digital marketing and how it
has evolved after years. Also, to find which marketing do the consumers trust more.
2.2 Scope of the study
1.This study will give customers viewpoint towards their preference in traditional or digital marketing.
2.Any business can analyse the data and make choices pertaining to their company.
3.This study will show the consumers attitude and what ultimately drives them to the choices they make.
2.3 Objectives of the study
Primary objectives
1. To understand the difference between traditional marketing and digital marketing.
Secondary objectives
1. To find how the market has evolved over the years.
2. To identify the satisfaction level of the consumer in traditional and digital marketing.
3. Effectiveness and efficiency of both traditional and digital marketing.
4. To find out consumers' preferences in digital and traditional marketing.

34. 33
5. To find out which platform is more effective for companies.
2.4 Research method
This is a descriptive type of research which is based on qualitative data collected through the questionnaire
circulated amongst various respondents.
The primary data collected through, sample size being approximately 100+ has been analysed well.
A set of secondary data has been used as the theoretical content in the project to analyse & verify on the
topic.
The primary data has been collected through survey method & experimental method.
The secondary data has been collected through various projects on Analytical comparison between
traditional and digital marketing
2.5 Method of data collection
The research work was conducted using primary and secondary sources of data.
Primary sources
Information was collected directly from consumers for the project. The information was only collected
through a questionnaire.
Secondary sources
Secondary sources of information for the project were derived from the internet.
Sources in secondary
Internet.
https://www.marketingcharts.com/charts/budget-trends-by-channel-2019-2020
https://www.marketingcharts.com/advertising-trends/spending-and-spenders-116292

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https://www.marketingcharts.com/advertising-trends/spending-and-spenders-116201
2.6 Measurement technique
1.Questionnaire
Questionnaire is defined has a formal way to collect information directly from the respondents. This research
used questionnaire to get information directly from consumers about their tastes, preference and habits.
2.Sampling method
Probability Sampling:
Probability sampling (also known as random sampling or chance sampling) utilises random sampling
techniques and principles to create a sample. This type of sampling method gives all the members of a
population equal chances of being selected.
The sample size of the research is 100.
Sampling framework
The model used in this study is consisted from research within India. The primary data was collected
through questionnaire. The sample size consisted of 100 consumers have given back the duly filled up
questionnaire. Out of the total population 100 respondents have been taken as the sample size in order to
achieve the objectives of the study.
1.Sample size
The survey has been conducted on a sample size of 100.
2.Target population
Those who have purchased from traditional and digital marketing

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2.7Limitations of survey
1.Geographical restriction were imposed. The study was restricted to India only.
2.Time factor was a main restriction since the project is a broad concept and would need more resources to
justify it.
3.Lack of experience in the research field.
4.The information given by respondents might be biased as they might not be comfortable in providing their
raw information to others.
5.All the variables were incorporated to the best of the knowledge. Yet the chances of some variable not
appearing in the study are not ruled out.
6.The study is limited to the extent of the availability of data

37. 36
3.REVIEW OF LITERATURE
3.1 A comparative study of digital marketing vs. traditional marketing
Sudha Lawrence, Sneha Deshmukh, Elavarasi Navajivan
IIBM'S Journal of Management Research, 112-121, 2018
With the advent of the Internet age, some old marketing methods have been eliminated, and replaced with
new methods for product promotion and marketing." Desk research" has turned into" online research". This
paper makes a comparative study of traditional marketing and digital marketing, also known as online
marketing. It also includes the pros and cons of traditional marketing and digital marketing.
3.2. Impact of traditional and digital marketing on consumer perception
Ante Roncevic, Tina Lukcic, Paula Spoljaric
Economic and Social Development: Book of Proceedings, 330-340, 2019
This paper analyses the impact of traditional and digital marketing on consumer perception. Consumer
perception of a particular product or a service heavily depends on both consumers' age and their individual
needs. Consumer perception is a complex process, influenced by various factors. One of marketing's vital
functions is continuous monitoring of consumer needs and other factors that influence consumer behaviour
and their perception on advertising the products and services. Adaptation to consumer needs will be quicker
and more effective with better understanding of the footprint individual factors have on consumer
perception. Traditional marketing is increasingly being replaced with digital marketing, as throughout the
years digital marketing has been made much more accessible to consumers, especially younger generations.
The objective of this paper is to determine the importance of both traditional and digital marketing and its
effects on consumer perception through the purchase of certain products or services. Data used for the
analysis was collected using desk research'-research that includes theoretical part. A quantitative survey was
also conducted using a survey questionnaire on a representative sample. The analysis found that consumers'
age has an effect on perception of traditional and digital marketing.

38. 37
3.3 .A comparative study of traditional marketing and digital marketing-Mr. G.Kanuka Raju1 Research
Scholar,Yogi Vemana University, Kadapa
Dr.G. Haranath2 Assistant Professor, Yogi Vemana University, Kadapa 2019 JETIR
February 2019,
Market is the place where buyer and seller exchange their product and services. Digital marketing is one of
the fastest growing phenomenal within the business world. Nowadays customer needs, wants, taste and
preferences also change thanks to this factor online market increases. The physical marketing process has
been dominating the Indian marketplace for years. Companies would advertise excessively on television,
radio, billboards, fairs and exhibitions everywhere India, but things are slowly changing in India because the
internet is growing and other people are becoming educated and learning about the web and its use. This
study will specialise in the factors that influence and impact a consumer's perception and attitude towards the
web market. This paper reveals that a number of the purchasers prefer online and a few of the purchasers
that specialize in
traditional market, but which is counting on their attitudes, habits, time, knowledge regarding
technology.
3.4. Effectiveness of digital marketing in the challenging age: An empirical study
Afrina Yasmin, Sadia Tasneem, Kaniz Fatema
International journal of management science and business administration 1 (5), 69-80, 2015
Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the
utilisation of electronic media by the marketers to promote the products or services into the market. The
main objective of digital marketing is attracting customers and allowing them to interact with the brand
through digital media. This article focuses on the importance of digital marketing for both marketers and
consumers. We examine the effect of digital marketing on the firms’ sales. Additionally, the differences
between traditional marketing and digital marketing in this paper are presented. This study has described
various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined
sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove
the effectiveness of digital marketing. Collected data has been analysed with the help of various statistical
tools and techniques.

39. 38
3.5Vomparing digital marketing with traditional marketing. Consumer preferences over which medium with
ad has a defining factor. International Journal of Sales &Marketing Management (IJSMM)ISSN (P): 2319-
4898; ISSN（E):2319-4901Vol.7,Issue 1,Dec-Jan 2017;
Digital Marketing uses social media platforms like FB, YouTube, Instagram, Twitter for promotions where
ad campaign be set by targeting the customer of various age groups, supported budget and also locations to
be reached whereas it's impossible with Traditional Marketing methods. This study was administered in one
of the leading Media Channel in Tamil Nadu. The need of this research is to form a decision the impact of
Digital
Marketing in producing the business development by contrasting it and therefore the Traditional strategies
and to make sense of the medium which is most compelling in buyer buying choice. During this research
they connected with various clients crosswise over India through Telephonic and thanks to entryway in
Chennai locale. Tests are during this way gathered. Finally, they found the digital marketing plays a major
role in the industry.
3.6.Online VS traditional marketing challenges in the telecom industry in Bosnia and Herzegovina
Economic review. journal of economics and business.
Understanding consumer behaviour in media advertising enables companies to effectively market activities
toward the target market. Today, companies are expected to repeatedly communicate with current and
potential customers. Although online ads methods are a comparatively new concept compared to the
traditional ways of ads, integrated marketing communication consists of messages sent to consumers
employing a set of varied marketing instruments. The results of this research shown that the users of telecom
in Bosnia and Herzegovina (BiH) shows attention to the marketing messages on web media. Social
marketing communication medium preferred by most of the telecom
users in BiH,followed by TV, billboards, SMS, company website, web ads, newspapers, e-mail, and
therefore the radio. The results presented during this paper consider consumers' behaviour in one among the
foremost dynamic BiH sectors, and supply an insight within the specific media channel of selling
communication.
3.7.Travel from Traditional Marketing to Digital Marketing By Yakup Durmaz & Ibrahim Halil Efendioglu
Hasan Kalyoncu University, Turkey 2018.

40. 39
Lately, with the information technology improvements and broad band internet service spreading, speed of
access to shopping sites gets high. Because of these changes, companies unavoidably entered to digital
environment.
Thus, while communication rules change, field and definition of marketing changes too. With the
development of IT technologies, traditional marketing methods leave sits place to digital day by day.
Companies which follow technology can easily communicate with customers interactively while providing
products or services. Like in the traditional marketing, in digital marketing, building well communication
with customers, deter mining their needs and requests are crucial. While companies using digital marketing
make difference with dual communication, others who don’t get involved in this race, become distanced
from competition gradually. The biggest advantage of digital marketing is reaching the target audience in
right way with using social media and search engines. This study tries to explain digital marketing periods
and advantages, experienced transition and difference between traditional and digital marketing.

41. 40
4.Data analysis and interpretation
Gender Number
Male 58
Female 42
Total 100
Table 4.1 Gender of the respondents
Figure4.1-Showing gender-wise classification of respondents
Interpretation
Figure 4.1 shows gender wise classification of respondents. It reveals that 58% of the respondents are male
and 42% of the respondents are female.

42. 41
Row Labels Count of Age
25-40 23
40-65 9
65-80 2
10-25 66
Grand Total 100
Table 4.2 -Showing age-wise calculation of respondents.
Figure 4.2 -Showing age-wise calculation of respondents.
Interpretation
Figure 4.2 reveals that 66% of the respondent are aged between 10-25. 23% of the respondents aged
between 26-40. Of the ages between 41-65 9% responded.
2% of respondents are aged between 66-80.

43. 42
Count of
Timestamp Column Labels
Row Labels Female Male
Grand
Total
Business 10 9 19
Retired 2 1 3
Service sector 10 9 19
Student 20 39 59
Grand Total 42 58 100
Table 4.3 Showing occupation of the respondents
Figure 4.3 Showing occupation of the respondents
Interpretation
59% of the respondents are students.19% are from the service sector and business owners repectively. 3% of
the respondents are retired.

44. 43
Count of
Timestamp Column Labels
Row Labels No Yes
Grand
Total
Female 1 41 42
Male 6 52 58
Grand Total 7 93 100
Table4.4 Do you think marketing influence your decision?
Figure4.4 Do you think marketing influence your decision?
Interpretation
According to the table 93% of the population believe that marketing affects their decision whereas the 7%
don’t believe marketing affects their decision.

45. 44
Row Labels Count of 2. Which method do you rely more on?
Digital marketing 61
Traditional
marketing 39
Grand Total 100
Table 4.5 Which method do you rely more on?
Figure 4.5 Which method do you rely more on?
Interpretation.
61% of the of the respondents said they relied the most on traditional market. And 39% said they relied the
most on digital marketing.

46. 45
Count of
Timestamp Column Labels
Row Labels
Online
marketing
Traditional
marketing
Grand
Total
Business 11 8 19
Retired 1 2 3
Service sector 12 7 19
Student 48 11 59
Grand Total 72 28 100
Table4.6 When thinking about a purchase where do you begin your search?
Figure 4.6 When thinking about a purchase where do you begin your search?
Interpretation
When asked which method they use to begin their search 72% of the respondents said they use traditional
marketing and 28% said they used digital marketing

47. 46
Count of Timestamp
Row Labels Cashback
Free home
delivery
Information
available
Wide
variety 0thers
Digital marketing 15 10 25 13 2
Traditional
marketing 20 5 12 22 1
Grand Total 35 15 37 35 3
Table 4.7 What factors have help built your trust in digital marketing?
Figure 4.7 What factors have help built your trust in digital marketing?
Interpretation
43% of the consumers said cash back and 53% of the consumers said free home delivery improved their
trust in digital marketing. 46% and 41% have said wide variety and information available respectively said
that these factors improved their trust in digital marketing. 15% said other reason

48. 47
Table 4.8 factors that have helped build trust in traditional marketing
Figure 4.8 factors that have helped build trust in traditional marketing
Interpretation
45% of the respondents said connection with shopkeeper and 62% of the respondent said get to feel the
product has features which helped improve their trust in traditional marketing. 46% and 32% respectively
said credibility of the shop and false solving of any problems have helped improve their trust In traditional
marketing and 7% said others
Count of Timestamp Column Labels Column1 Column2 Column3 Column4
Row Labels Connection with shopkeeper ;Credibility of the shop Fast solving of any problem; Feeling of product others
Digital marketing 14 19 16 11 16
Traditional marketing 21 23 23 25 13
Grand Total 35 12 39 36 29
0 10 20 30 40 50 60 70
Connection with shopkeeper
Feeling of the product
Credibility of the shop
Fast solving of any problem
Others
Trust in traditional marketing?

49. 48
Row Labels Count of Timestamp
Privacy 47
Fraudulent
sites 50
Interuptive
ads 39
Lack of
demonstration 47
No problems 15
Others 4
Table4.9 What problems do digital marketing has that bothers you?
Figure 4.9 What problems do digital marketing has that bothers you?
Interpretation
47% of the respondents said privacy and 50% said fraudulent sites have problems with digital marketing
39% and 47% as said interruptive ad and lack of demonstrations are problems respectively for digital
marketing 15% have no problems with digital marketing

50. 49
Row Labels
Count of
Timestamp
Wide range 43
Low cost 10
Time consuming 27
Ease of shopping 13
Interactive
medium 7
Grand Total 100
Table 4.10 What are the benefit of digital marketing over traditional marketing?
Figure 4.10 What are the benefit of digital marketing over traditional marketing?
Interpretation
43% of the consumers said wide range of information and 40% said low cost both factors of digital
marketing which features better then traditional marketing. 46 percent 37% and 31% said time saving, ease
of shopping and interactive method respectively were more beneficial than what traditional marketing
offered

51. 50
Row Labels Count of 8. Does online marketing provide rates lower than traditional marketing?
Agree 43
Disagree 10
Neutral 27
Strongly agree 13
Strongly
disagree 7
Grand Total 100
Table4.11 Does online marketing provide rates lower than traditional marketing?
Figure 4.11 Does online marketing provide rates lower than traditional marketing?
Interpretation
43% of the populations say they agree with the statement 13% say they strongly agree with the statement 27
percent are off neutral opinion 10% disagree with the statement and 7% strongly disagree with this statement

52. 51
Row Labels Count of 9. Is traditional marketing more time consuming than digital marketing?
Agree 40
Disagree 11
Neutral 17
Strongly agree 26
Strongly
disagree 6
Grand Total 100
Table 4.12 Is traditional marketing more time consuming than digital marketing?
Figure 4.12 Is traditional marketing more time consuming than digital marketing?
Interpretation
6% of the respondents strongly disagree with the statement 11% disagree with this statement 17% are of
neutral opinion 40% agree with this statement and 26% strongly agree with this statement

53. 52
Row Labels
Count of 10. Does digital marketing have better services than traditional marketing?
Agree 33
Disagree 19
Neutral 26
Strongly agree 12
Strongly
disagree 10
Grand Total 100
Table 4.13 Does digital marketing have better services than traditional marketing?
Figure 4.13 Does digital marketing have better services than traditional marketing?
Interpretation
10% strongly disagree with this statement 19% disagree with this statement 26% are of neutral opinion 33%
agree with the statement and 12% strongly agree with this statement

54. 53
Row Labels Count of 11. Do you think traditional marketing is safer to use than digital services?
Agree 37
Disagree 6
Neutral 25
Strongly agree 28
Strongly
disagree 4
Grand Total 100
Table 4.14 Do you think traditional marketing is safer to use than digital services?
figure 4.14 Do you think traditional marketing is safer to use than digital services?
Interpretation
4% of the respondents strongly disagree with the statement 6% of the respondents disagree with this
statement 25% are of neutral opinions 37% agree with the statement 28% strongly agree with this statement

55. 54
Row Labels Count of 12. Does digital marketing have more choices and freedom over traditional marketing
Agree 40
Disagree 9
Neutral 18
Strongly agree 26
Strongly
disagree 7
Grand Total 100
Table 4.15 Does digital marketing have more choices and freedom over traditional marketing.
figure 4.15 Does digital marketing have more choices and freedom over traditional marketing
Interpretation
7% strongly disagree with this statement 9% disagree with the statement 18% are of neutral opinion 40%
agree with the statement 26% strongly agree with this statement

56. 55
Row Labels Count of 13. How much are you satisfied with digital marketing?
Dissatisfied 5
Highly
dissatisfied 3
Highly satisfied 25
Neutral 24
Satisfied 43
Grand Total 100
Table 4.16 How much are you satisfied with digital marketing?
Figure 4.16 How much are you satisfied with digital marketing?
Interpretation
25% said they are highly satisfied and 43% said they are satisfied 24% are of neutral opinion 5% are
dissatisfied and 1% said they’re highly dissatisfied when asked how much they are satisfied with digital
marketing.

57. 56
Row Labels Count of 14. How would you rate traditional marketing
Bad 7
Excellent 25
Good 37
Satisfied 30
Worst 1
Grand Total 100
Table 4.17 How would you rate traditional marketing?
Figure 4.17 How would you rate traditional marketing?
Interpretation
25% said the marketing is excellent,30% was satisfied,37% give it a good rating and 7% said it is bad when
asked how would they rate traditional marketing.

58. 57
Count of
Timestamp Column Labels
Row Labels
Digital
marketing
Traditional
marketing
Grand
Total
Agree 29 14 43
Disagree 3 7 10
Neutral 15 12 27
Strongly agree 11 2 13
Strongly disagree 2 5 7
Grand Total 60 40 100
Table 4.18 Which method do you have more trust on?
Figure 4.18 Which method do you have more trust on?
Interpretation
60% of the respondents have faith in digital marketing and 40% of the respondents have faith in traditional
Marketing.

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.
Count of
Timestamp Column Labels
Row Labels Digital Traditional
Grand
Total
Business 15 4 19
Retired 1 2 3
Service sector 15 4 19
Student 38 21 59
Grand Total 69 31 100
Table 4.19 If you have to choose any 1 medium for the rest of your life what would you choose?
Figure 4.19 If you have to choose any 1 medium for the rest of your life what would you choose?
Interpretation
69% of the respondents said they would use digital marketing forever and 31% said they would use
traditional marketing forever.

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4.1Findings
 According to the survey most of the respondent’s believe that marketing has influenced their buying
habits more. This marketing may be in either form traditional or digital marketing. This helps us in
understanding why business owners spend so much money on advertisement.
 When asked which method they rely on many went with digital marketing. When viewed from the
customers point digital marketing provides convenience and features. But traditional marketing is
still heavily relied on because of its personalization factor.
 Digital marketing is sought after when finding about any new product. This can be due to a variety of
reasons ranging from its reach, availability, no interference of shopkeeper and convenience.
 Digital marketing has built trust due to various factors like cashback, free home delivery, wide
variety and information available. From the previous two decade digital marketing has set a
benchmark which was never imagined and is actively setting a new benchmark.
 Although traditional marketing has not evolved much it banks on its abilities such has
personalization, credibility and forming a bond with consumers. Thus it retains a significant chunk of
the market share.
 Privacy is a major problem in online marketing. How much should the advertisers collect about us
and how to decide what is ethical. Fraud and ads are factors which annoys the respondents and
reduces their willingness to interact with digital marketing.
 Browsing of any product on the internet also lower cost, in digital marketing helps save time and
money when compared to traditional marketing. Respondent also felt that the interactive shopping
over the internet are factors which improve it from traditional marketing.
 Online provides lower rate than traditional marketing this is due to many logistical savings and more
than 70 percent of the respondents agree.

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 In traditional marketing one has to browse the products in store after seeing the advert. More than 60
percent of the respondents agree traditional marketing is more time consuming.. Traditional
marketing is an expensive way of advertising with a lower return on investment than digital
marketing.

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5.CONCLUSION
The topic of my study was "A comparative analysis between traditional marketing and digital marketing"
and the objective was to derive and analyse difference between traditional and digital marketing and to study
the various factors which influence both the marketing strategies: We all can agree the introduction of
broadband was a game changer in how advertisers functioned. A huge number of people are online and the
number is only increasing the users are mounting with each passing day. Due to this, companies are
spending huge amount of their budget on digital marketing, and with each passing day, companies are
shifting from traditional to digital marketing.
Traditional marketing comprises print ads in newspapers, magazines, billboards, direct mail, business cards,
posters, TV and radio commercials and printed paraphernalia such as brochures or leaflets. These
advertisements were expensive, acted has a barrier in advertisement and limited reach made it difficult to
implement. These were effective mediums until the advent of the internet and they are relevant even today,
as a miniscule part of a brands marketing strategy. However, traditional marketing has had its run and is now
perhaps approaching the last mile of the race.
To fully appreciate how digital marketing has overpowered the traditional medium, let’s look at it from a
different angle; think of it this way, do you still carry the same cell phone you purchased 10 years ago? Or
do you still drive the same vehicle that you had purchased acons ago? Most likely not. Traditional marketing
is somewhat similar to that outdated cell phone, namely it has a limited audience, it is static and there's a
time lapse in the communication. Not to mention it is expensive and manages to reach only a local audience.
Facebook, Twitter, YouTube, Google, LinkedIn and many other Social Medias have emerged as the
transformational new digital marketing tool. What's more, these media have seamlessly integrated into our
everyday lives and it can be said that nearly all of us are connected all of the time. There's a real time impact
on the personal and professional lives and this has taken a whole new dimension for corporations
establishing their brand presence on the digital stage. Many organizations are in the process of scratching out
traditional marketing and opting for complete digital advertising campaigns. Research statistics suggest that
organisations that have opted out of traditional marketing fall somewhere in the bracket of 140-160%,
whereas expenditure on digital marketing increased over 14%. And it’s not just advertising that is affected,
the digital medium has intrinsically changed the way businesses work as well.

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The challenges faced by a digital marketer today are evolving. Dynamic and tangible in real time. Smart
digital agencies fully utilise the given mediums, engage and interact with the customer with fresh, relevant
content, calibrate campaigns if needed and do it at a fraction of the cost as compared to traditional marketing
methods.
Since unforeseen events like demonetization and the pandemic the reliance on digital medium has become
unavoidable. The government of India has foreseen this and have been taking various steps to transform the
IT infrastructure.
5.1 Suggestions
 Marketers should take more steps to prevent fraudulent activities in the online marketing.
 Traditional marketing needs to be more informative.
 Frequency of online marketing advertisements should be reduced.
 Traditional marketing should find effective ways to influence the consumers to buy a product.
 Online marketing should ensure the quality of products.
 Marketers should evolve and see which marketing would suit their consumer base and should evolve
and adopt according to the situation.

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5.2. Bibliography
https://en.m.wikipedia.org/wiki/Digital_marketing
https://www.simplilearn.com/traditional-marketing-vs-digital-marketing-article
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=traditional+vs+digital+marketing&oq=Traditi
onal+vs+digital+#d=gs_qabs&t=1680504572240&u=%23p%3D80j36ivb23sJ
https://www.fastcompany.com/890614/overview-traditional-marketing
https://www.researchgate.net/publication/353381903_Traditional_Marketing_Versus_Digital_Marketing

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5.3. Appendix
1.Do you think marketing influence your decision?
● Yes
● No
2. Which method do you rely more on?
● Traditional marketing
● Digital marketing
3.When thinking about a purchase where do you begin your search?
● Traditional marketing
● Online marketing
4. What factors have help built your trust in digital marketing?
● Cashback
● Free home delivery
● Wide variety
● Information available
● Others
5. What factors have help built your trust in traditional marketing?

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● Connection with shopkeeper
● Get to feel the characteristics of the product
● Credibility of the shop
● Fast solving of any problem
● Other
6. What problems do digital marketing has that bothers you?
● Privacy
● Fraudulent sites
● Interruptive ads
● Lack of demonstration
● No problem
● Other
7. What are the benefit of digital marketing over traditional marketing?
● Wide range of information
● Low cost
● Time saving
● Ease of shopping
● Interactive medium
8. Does online marketing provide rates lower than traditional marketing?
● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree

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9. Is traditional marketing more time consuming than digital marketing?
● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree
10. Does digital marketing have better services than traditional marketing?
● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree
11. Do you think traditional marketing is safer to use than digital services?
● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree
12. Does digital marketing have more choices and freedom over traditional marketing
● Strongly disagree
● Disagree
● Neutral

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● Agree
● Strongly agree
13. How much are you satisfied with digital marketing?
● Highly satisfied
● Satisfied
● Neutral
● Dissatisfied
● Highly dissatisfied
14. How would you rate traditional marketing
● Excellent
● Satisfied
● Good
● Bad
● Worst
15. Which method do you have more trust on
● Traditional marketing
● Digital marketing
16. If you have to choose any 1 medium for the rest of your life what would you choose?
● Traditional
● Digital

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