e-ISSN: 2582-5208
International Research Journal of Modernization in Engineering Technology and Science
( Peer-Reviewed, Open Access, Fully Refereed International Journal )
Volume:05/Issue:03/March-2023 Impact Factor- 7.868 www.irjmets.com
COMPARATIVE ANALYSIS OF TRADITIONAL MARKETING AND DIGITAL
MARKETING WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
M. Vinothini*1, R. Aakash*2, Deepa.M*3
*1,2III Year B.Com (IT) Student, Department Of Commerce, Rathinam College Of
Arts And Science, Coimbatore, India.
*3Assistant Professor, Department Of Commerce, Rathinam College Of Arts And
Science, Coimbatore, India.
ABSTRACT
A market is place where two parties can gather to facilitate exchange of goods and services. The parties
involved in the exchange process are buyers and sellers. Parties can gather physically at a physical place or at
the platform which may be online i.e., sites, apps etc. Marketing is the way to increase the speed of buying and
selling at the market place. The main purpose behind the marketing is to make goods and services available to
customers as per their needs and wants. Marketing has been happening conventionally since long period of
time but with the changing times, improvements in information technologies and spreading of broad band
internet, marketing is shifting from conventional to non-conventional methods of marketing. Organizations
which are adopting new technologies of marketing can easily communicates with their customers while
providing goods and services to them. The present paper will do comparative study between Traditional and
Digital Marketing. This study will also focus on the factors which impact the buying behavior of customers
towards traditional and digital marketing.
Keywords: Newspapers, Marketing, Digital, Traditional, Customer.
I. INTRODUCTION
We all are aware that the marketing trends in today’s era are changing at a very fast pace and the market has
drifted to digital marketing from traditional marketing. The marketer has now shifted to digital platforms for
promoting their brands as digital marketing platforms like e-commerce websites, google ads, emails etc. are
used more frequently and are available to the maximum number of the targeted audience. So rather than
spending marketing efforts and money on the traditional ways of marketing, the entrepreneurs /businesses
and the companies are now switching to the digital marketing platforms for reaching out to the maximum range
of targeted consumers and for generating more revenue and profit for their brand. it is important to understand
that choosing a promising market isn't the most effective step for a success business, one need to know a way to
convert this promising market/ possibility/purchaser right into a successful business leads or promising
customers. there is a population that still abides by means of the traditional methods of marketing and does no
longer believe in online transactions or online marketing, The promoting techniques that we use these days
heavily depend on the infamous four PS of marketing: Product, fee, place and promoting. conventional
marketing uses traditional media like magazines, Radio and newspapers. This allows to reach cantered
audiences. traditional marketing gained the people’s trust by using focusing on supplying values that human
beings can reliably count on every time. it is the painstaking adherence to consistency that leads to favourable
reviews which ends to awareness conversion and finally, loyalty’. another type of advertising and marketing is
on-line advertising. It refers to any shape for advertising at the internet. online marketing also known as digital
advertising and internet advertising. online advertising or merchandising has turn out to and the marketers
can grab the eye of the clients greater without difficulty. also, we have automation on a growth and online
marketing is highly automatic system that reduces loads of guide process concerned both for the consumers
and the marketers. on-line advertising and marketing are a huge discipline, inclusive of attracting customers via
e-mail, content material marketing, seek structures, social media and extra.
II. OBJECTIVE OF THE STUDY
To decide the demographic profile of the respondents.
To evaluate the notion of respondents on traditional and online marketing.
www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science
[149]
e-ISSN: 2582-5208
International Research Journal of Modernization in Engineering Technology and Science
( Peer-Reviewed, Open Access, Fully Refereed International Journal )
Volume:05/Issue:03/March-2023 Impact Factor- 7.868 www.irjmets.com
To perceive the pleasure stage of clients approximately online and traditional marketing
Traditional marketing:
Identifying the right audience segment
understanding their behavior
Providing the proper incentive to get them to buy a product or service location or channel consideration
Digital marketing:
To create Brand Awareness
To increase engagement amongst the audience related to your domain or business
Increasing customer satisfaction and brand loyalty
Reducing bounce rate on your website.
Definition of marketing:
As defined by the American marketing association “marketing is the activity, set of institution and process for
creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and
society at large’’
Approaches of marketing:
There are two approaches of marketing-
Traditional marketing
Online marketing
Traditional marketing:
Traditional marketing refers to any type of market that is not online. This means print, broadcast, direct mail,
phone and outdoor advertising like billboards. Traditional marketing plays an important part in reaching local
audience. It is a conventional mode of marketing that involves reaching out to half targeted or less targeted
audiences with various conventional means and channels that work mostly offline.
Advantages of traditional marketing:
Promotional materials are sustainable
Traditional marketing establishes credibility
Reach an exclusive and captive audience
Disadvantages of traditional marketing:
It is more expensive
Customized marketing is not possible
Provide less information
Digital marketing:
Digital marketing is the practice of leveraging web-based channels to spread a message about a company’s
brand, products, or services to its potential customers. Online marketing relies upon websites or emails to
reach to the users and it is combined with e-commerce to facilitate the business transactions. In this marketing
promote the products and services via websites, blogs, email and social media.
Advantages of digital marketing:
Low cost for operation
Time effective marketing
Global reach
Disadvantages of digital marketing:
Negative feedback
High competition
Security and privacy issues
The four Ps of marketing:
• Product
www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science
[150]
e-ISSN: 2582-5208
International Research Journal of Modernization in Engineering Technology and Science
( Peer-Reviewed, Open Access, Fully Refereed International Journal )
Volume:05/Issue:03/March-2023 Impact Factor- 7.868 www.irjmets.com
• Price
• Place
• Promotion
Product: A product refers to any item that intends to satisfy the needs and wants of a target consumer. It can
be a tangible good such a clothing item or piece of software or intangible like a service or experience.
Price: Price not only refers to the monetary value of a product, but also the time or effort the customer is
willing to expend to acquire it. Determining this will be a critical factor in revenue for the brand as it will impact
profit, supply, demand and how much marketers should spend on a promotion or marketing strategy.
Place: It refers to providing customers access to the product and it also calls into play convenience for the
customer.
Promotion: It refers primarily to marketing communications. These communications use channels such as
public relation, advertising, direct marketing, email marketing, social media marketing or sales promotions;
think of it as any way marketers disseminate relevant product information to their target customers.
III. CONCLUSION
Digital marketing is a general term for any the effort by a company to connect with customers through
electronic technology, including email, geolocation and mobile marketing, social media, online customer
communities, webinars and other video-based content. Traditional marketing encompasses so many different
strategies, nearly every company selling a product or service uses one or more types of traditional marketing as
part of an overall advertising strategy. For the most part, this form of advertising depends on the company's
available marketing budget. Traditional marketing campaigns often have the advantage of staying power. They
can become iconic, and instantly familiar to millions of people.
Traditional marketing is very expensive compared to digital. There is no choice to target relevant set of
customers, it’s a mass communication. Company’s end up pumping the budget to mass crowd. It’s promoting
products or services through TV, Radio, Print media, PR activity, door to door marketing, telemarketing, etc.
Tracking of results is difficult or next to impossible. Digital marketing is cost effective than traditional. Easy to
find the target customers with analytics and other source of tools. Based on the relevant customers the budget
can be planned and optimally utilized. It promotes the product over the internet with social media, smart
phones, google Ads, etc. Tracking of result is easy and thereby improvement of campaigns based on results.
IV. REFERENCES
[1] https://mailchimp.com/resources/traditional-marketing/
[2] https://mailchimp.com/marketing-glossary/digital-marketing
[3] https://www.ama.org/the-definition-of-marketing-what-is-marketing/
[4] https://www.educba.com/digital-marketing-advantages-and-disadvantages/
[5] https://www.snhu.edu/about-us/newsroom/business/the-four-ps-of-marketing/
[6] https://www.investopedia.com/terms/m/market.asp
[7] https://www.researchgate.net/publication/352178400
www.irjmets.com @International Research Journal of Modernization in Engineering, Technology and Science
[151]
