1

AMITY GLOBAL BUSINESS SCHOOL,

AMITY UNIVERSITY, PUNE

A Summer Internship Report

ON
Comprehensive study of Digital and
Traditional Marketing in context of 3rd Shade

SUBMITTED BY

VIBHANSHU KUMAR

ENROLLMENT NO:-

A31501923044

COURSE: MBA

BATCH: 2023 to 2025

UNDER THE GUIDANCE OF

Prof. Anup Kumar Hazra

SUBMITTED IN THE PARTIAL FULFILLMENT OF

MASTERS OF BUSINESS ADMINISTERATION

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CERTIFICATE

This Is To Certify That The Project Work Titled

Comprehensive study of Digital and Traditional Marketing in context of 3rd Shade

Is A Bonafide Work That Is Done By

VIBHANSHU KUAMR

Enrollment No. – A31501923044

For The Award Degree Of

Masters Of Business Administration

DR. (COL) S. V. SHARMA Name: Prof-Anup Kumar Hazra

DIRECTOR GENERAL FACULTY GUIDE

AGBS, PUNE
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INDUSTRY GUIDE CERTIFICATE

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DECLARATION

I, Vibhanshu kumar a student of Amity Global Business School, Pune of MBA Batch
(2023 to 2025) declare that the assignment report entitled “(Study of digital marketing
vs traditional marketing) is a bonafide record of the original project work that is
carried out by me and has not been submitted earlier for any other degree or
diploma.

I was regularly in contact with my Summer Internship Project Guide (Dr.ANUP SIR) regarding
any discussions with my assignment.

Date of Summer Internship Project Submission:

Name of the Candidate: VIBHANSHU KUMAR

Signature of the Candidate: ________

Name of the Faculty Guide: Dr. ANUP SIR

Signature of the Faculty Guide: _________________

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FACULTY GUIDE APPROVAL PAGE

This is to certify that I VIBHANSHU KUMAR a student of MBA, Amity School of Business,
Pune, have worked under the able guidance and supervision of DR. Prof. ANUP SIR

This project report has the requisite standard for the partial fulfillment of the Master's Degree in
Business Administration. To the best of my knowledge, no part of this report has been reproduced
from any other report, and the contents are based on original research. I am aware that in case of
non-compliance, Amity School of Business is entitled to cancel the project work.

Signature

Name of your Faculty Guide – Dr. Prof. ANUP SIR

Associate Professor

(Faculty Guide)
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ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this MBA project report. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendly advice during the project work.

I would like to thank sincerely to Anas Qadri sir for giving me the guidance. I owe everything
I have gained from the project in terms of knowledge and experience from them, as without the
timely support & encouragement the project would not have been as faithful as it has been. I
would like to express special thanks and sincere gratitude towards Prof. Anup Kumar Hazra,
Amity Global Business School Pune, for his generous help and day to day suggestion in the
process of my internship report.

I deeply appreciate their enthusiasm and guidance in preparing this Internship Report during
which, besides identifying the actions needed in the Marketing sector and working on the same,
we also enjoyed the work. I am sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the project.

Sincerely,

Vibhanshu Kumar
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CONTENTS

S. NO. CONTENTS PAGE

NO
1. Introduction 9

2. Need and Significance 10

3. Objectives of the Study 11

4. LITERATURE REVIEW 12-13

5. RESEARCH 14
METHODOLOGY
6. ANALYSIS AND 15-19
INTERPRETATION

7. FINDING 20-21

8. Company History 22

9. job profile and learning outcomes 23-24

10. Observation 25

11. Suggestion 26

12. Conclusion 27-28

13. Bibliography 29

14. QUESTIONNAIRE 30-31

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ABSTRACT

Digital Marketing vs. Traditional Marketing:-

The argument between traditional and digital marketing is still crucial in the ever changing
field of commercial promotion. Print ads, radio and TV commercials, direct mail, and outdoor
advertising are examples of traditional marketing techniques. These techniques, which rely on
wide distribution and well-established channels to engage customers, have been the mainstay
of marketing for decades. Conversely, digital marketing makes use of web-based channels like
social media, search engines, email, and websites to communicate with people in a more
focused and engaged way. This abstract highlights the benefits and drawbacks of each strategy
while examining the main differences and implications of each.
Conventional marketing techniques are distinguished by their extensive outreach and
prominent display. For instance, print media offers detailed, physical advertisements that are
able to be saved and read at a later time. Radio and television advertisements have the
advantage of having a large audience base and the capacity to communicate ideas both audibly
and visually, resulting in memorable brand experiences. Because of their established history
and the expertise that comes with working with well-known media organisations, these
strategies are also frequently seen as having greater credibility. Nevertheless, there are a
number of serious drawbacks to traditional marketing, such as exorbitant expenses, restricted
targeting options, and challenges in determining ROI and direct effect.
In the end, a company's unique objectives, target market, and financial constraints should
inform the decision between digital and traditional marketing. Utilising the advantages of both
approaches, a hybrid strategy that combines them can frequently offer a well-rounded plan that
maximises overall marketing efficacy. Achieving long-term success will depend on your ability
to comprehend and adjust to these variables as the marketing landscape changes.
Each strategy to marketing, digital and traditional, has advantages and disadvantages of its
own. The widespread appeal and well-established legitimacy of traditional marketing are still
valuable, particularly for establishing a brand and connecting with consumers who are not as
active on digital media. Meanwhile, modern organisations looking to maximise their marketing
efforts can't do without digital marketing's cost-effectiveness, real-time feedback, and precise
targeting.
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INTRODUCTION:

Digital marketing uses websites, email, social media, search engines, and other online
platforms to precisely target audiences. Because it facilitates real-time communication
and analytics, marketers are able to reach a worldwide audience at a reasonable cost and
modify their plans in light of comprehensive findings. Three main benefits are detailed
data analysis, fast feedback, and accurate targeting.

Conversely, traditional marketing reaches a larger audience through offline techniques

including radio, print, television, and billboards. It works well for reaching local markets
and building high brand awareness, but it provides nothing in the way of interaction or
accurate campaign effectiveness measurement. A larger budget is typically needed for
traditional marketing, especially for high-impact media like TV commercials and
billboards.

Each strategy has particular advantages and might work well together in a strategy

Every marketing strategy, including digital and traditional, has unique benefits and drawbacks.
For large-scale efforts, traditional approaches are frequently regarded as more reliable and
successful, but digital marketing shines at focussing on niche markets and fast shifting with the
times. In order to create a thorough and successful marketing plan, firms must comprehend the
advantages and disadvantages of each technique as they navigate the always changing terrain.

On the other hand, digital marketing is a more modern approach, influenced by the growth of
the internet and online communication platforms. This method consists of strategies like social
media marketing, SEO, email campaigns, and online advertising. Digital marketing allows
businesses to target specific audience segments with precision by utilizing detailed data and
behaviors. It also allows for real-time analytics, which leads to more agile decision-making
based on data.
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NEED AND SIGNIFICANCE

Cost efficiency is often higher in digital marketing compared to traditional marketing methods,
as it typically demands lesser financial investment. Social media and search engines provide
adjustable choices to accommodate different budget sizes, enabling small businesses to
compete efficiently.

Instant Analytics and Flexibility: Digital marketing allows businesses to utilize real-time data
and analytics to monitor key performance indicators like click-through rates, conversions, and
customer engagement. This instant response allows for quick changes to plans, improving the
efficiency of the campaign.

Digital channels enable interactive communication where brands and consumers can engage in
a two-way conversation. Social media enables direct communication, receiving input, and
interaction, assisting businesses in forming better connections with their audience and swiftly
addressing customer issues.

Digital marketing enables businesses to connect with a worldwide audience without being
limited by geographical boundaries. This broadens market potential and customer reach beyond
local or regional boundaries.

Extensive Audience Coverage: Conventional marketing techniques like TV, radio, and print
media offer a wide reach and visibility, effectively increasing brand awareness and targeting
audiences less engaged in online platforms.

Credibility and Trust: Many people view traditional media outlets as trustworthy and
professional. Advertisements placed in respected newspapers, magazines, or established
television channels can increase trust and credibility for a brand, especially for audiences who
appreciate traditional media platforms.

Physical impact: Conventional marketing tools, like brochures, flyers, and direct mail, provide
a physical presence that consumers can keep and refer back to. This physical characteristic has
the potential to leave a long-lasting impact and enhance more meaningful involvement.

Extensive Branding Impact: Traditional large-scale methods like TV ads or billboards can
make a strong visual and auditory impression, strengthening brand messages with frequent
exposure and widespread visibility.
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OBJECTIVES OF THE STUDY:

Cost Analysis: Examine the expenses associated with the two marketing strategies, taking
return on investment (ROI) and budget flexibility into account.

Analytical and Measuring Tools: Examine the accessibility and precision of analytical and
measuring instruments in traditional and digital marketing.

Adaptability: Examine each marketing strategy's capacity to adjust to shifting market

conditions.
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LITERATURE REVIEW:

Overview
With the introduction of digital technologies, the marketing environment has undergone a
significant change. The distinctions between digital and traditional marketing, as well as their
benefits and drawbacks, have been well studied by scholars and industry professionals. The
purpose of this review of the literature is to summarize previous studies on this subject,
emphasizing important conclusions and theoretical stances.

Targeting and Personalization in Digital Marketing: Unlike traditional marketing, digital

marketing enables accurate targeting and personalization. Smith (2019) asserts that digital
platforms facilitate the acquisition and examination of consumer behavior, preferences, and
demographic data by marketers, hence enabling customized marketing approaches. It has been
demonstrated that personalized marketing greatly raises engagement and conversion rates
(Chaffey & Ellis-Chadwick, 2019).

1.Cost-Effectiveness: Research suggests that traditional marketing may not always be as cost-
effective as digital marketing. An analysis from the Digital Marketing

Writer Smith and Zook collaborated on the work.

Summary: This review of literature investigates the changing dynamics of digital and
traditional marketing strategies. It assesses the impact of digital marketing strategies, like
social media and online ads, on conventional marketing methods such as print and broadcast
media. The review compiles studies comparing the efficacy, audience reach, and cost-
effectiveness of digital and traditional marketing platforms. Major discoveries show that digital
marketing provides enhanced targeting and measurability, but traditional marketing remains
essential for building brand credibility and reaching a wide audience. The research emphasizes
the importance of combining both methods to enhance marketing efficiency.

2. Examining differences between Digital Marketing and Traditional Marketing through

Literature Review.

Kumar, V., & Shah, D. (Authors)

Summary: This review thoroughly analyzes digital and traditional marketing techniques by
evaluating multiple studies and industry reports. It details the pros and cons of each strategy,
with a focus on factors like expense, audience reach, interaction, and return on investment. The
article explores how digital marketing techniques such as SEO, PPC, and social media have
revolutionized marketing approaches, while traditional tactics like television and print remain
valuable in specific situations. The review determines that blending digital and traditional
methods can improve marketing efficiency and meet various consumer preferences.

3."Advancing Marketing Techniques: The Shift from Conventional to Online Marketing"

Brown and Green (authors) collaborated on the text.

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Summary: This review of literature explores the transformation of marketing tactics from
conventional to online channels. It studies how technological advancements affect marketing
strategies and consumer behavior. The analysis covers significant developments like the
growth of mobile marketing, content marketing, and data analytics, contrasting them with
conventional techniques such as direct mail and outdoor advertising. Evidence indicates that

4. "A Study Comparing the Effectiveness and Efficiency of Digital Marketing versus
Traditional Marketing"

Writer: Williams, C., & Anderson, R.

Summary: This analysis evaluates the relative success and productivity of online and
conventional advertising platforms using available research. It assesses factors like cost-per-
acquisition, conversion rates, and audience engagement. The article emphasizes that digital
marketing offers quantifiable results and increased adaptability, whereas traditional marketing
is still essential for creating strong brands on a wide scale and reaching diverse demographics.
The review advises businesses to take into account their particular objectives, audience, and
financial resources when deciding on digital or traditional marketing strategies, or a
combination of both.
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RESEARCH METHODOLOGY:

1 Research Methods Primary as well as Secondary data have been employed in this project.

2.The researcher gains first-hand knowledge for primary research—from which conclusions
and analysis are derived—through interactions with the sample population.

3. Primary research in this project involved interacting with 32 individuals through a

questionnaire to understand their preference for Traditional marketing and digital marketing.

4. Primary research in this project also involves an interview with existing users of both
traditional marketing as well as digital marketing.

5. Secondary research is the background research done by the researcher on already existing
information regarding the topic.

6. This helps the researcher in determining whether previous research papers have been written
on that particular topic and if and how the new ground on that particular topic can be covered.
It also helps the researcher construct an instructional questionnaire, formulate all the relevant
questions, and lay the groundwork for the questions to be asked of the sample population.
Secondary research for this project involved reading and evaluating a range of

7. The job and responsibilities of the business development intern position at Third Shade
Media Service in Pune, Maharashtra, are as follows.

Summary

For those who have a strong desire to learn more about the exciting world of media and
communications, 3rd Shade Media Services in Pune, Maharashtra, is hiring for the position of
Business Development Intern. As an intern, you will play a crucial role in the business
development team and support the expansion plans and objectives of the organisation. In
addition to working directly with seasoned professionals to improve skills in market analysis,
client relationship management, and strategy planning, this post gives a rare opportunity to
obtain practical experience in a fast-paced business.

Accountabilities

Analysis and Research on the Market:

To determine new market trends, prospective business prospects, and the competitive
environment, do in-depth market research.
Analyse information and offer insights to aid in decision-making.
Create summaries of study findings and strategic suggestions in papers and presentations.
Lead Creation
Lead Generation and Outreach:-
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ANALYSIS AND INTERPRETATION:

Analysis:
Around 25 people filled the survey, out of which 1oo percent were male

Analysis= the survey response majorly include millennials, Gen x ,Gen z with 6 and 19
responds respectively and nil are from the above age group . The diversification in the age
groups highlights the different perceptions of digital marketing customers and traditional
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marketing customers of various age groups ensuring that it covers as many differentiations of
opinions between those age groups.

Analysis == The majority of respondents are with self-employed its show interest in making
the marketing industry followed by employed in private organizations and others

Analysis The majority of no-shows follow both traditional marketing and digital marketing and
2nd most show digital and the rest are with others
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When analyzing on searching product services, which sources do you trust most data show
maximum responses on online reviews and ratings

Analysis= the question was on what factor do you consider when choosing between digital and
traditional marketing then data show that maximum responses recorded on brand image and
others
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Analysis When the question was on how do you rate the cost-effectiveness of digital
marketing compared to traditional marketing data shows that most people respond on much
more cost-effective

Analysis When questions were on which marketing method do you believe has a greater long-
term impact on brand loyalty the response shows that most people shown interest on both
equally

.
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Analysis When questions were on which marketing method you prefer for reaching a younger
audience the response showed that most people have shown interest in digital marketing

Analysis When questions were on which marketing method you find more engaging for
consumers then the responses showed that the maximum response was with digital marketing
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FINDING
Participant Engagement and Usage: -
• Predominantly male respondents (100%).
• Majority of respondents are below 24 years old (72.4%).
• A significant proportion falls within the 25-40 age range (24.1%).
• Minimal representation from the 41-56 age range (3.5%).
• No respondents from the 57-75 and 75+ age ranges.
• High student representation (69%).
• Employed in private organizations (20.7%).
• A few self-employed (6.9%) and freelancers (3.4%).

❖ Marketing Preferences: -
1. Preferred Marketing Channel:
• A combined approach of traditional and digital marketing is preferred by the majority
(58.6%).
• A significant portion prefers digital marketing (34.5%).
• Minimal preference for traditional marketing alone (6.9%).
2. Trusted Sources for Product/Service Information:
• Online reviews and ratings are the most trusted (65.5%).
• Traditional marketing also holds considerable trust (37.9%).
• Influencer endorsements are trusted by a smaller portion (27.6%).
3. Factors Considered When Choosing Between Digital and Traditional Marketing:
• Cost, target audience, and measurability of results are equally important (each at
21.4%).
• Brand image is also a key consideration (25%).
• Speed of implementation is less prioritized (10.7%).
4. Cost Effectiveness of Digital Marketing Compared to Traditional Marketing:
• Digital marketing is seen as much more cost-effective by a plurality (42.9%).
• Somewhat more cost-effective (14.3%) and about the same (25%) also have notable
mentions.
• Some respondents view it as somewhat less cost-effective (14.3%), and a minimal view
it as much less cost-effective (3.5%).
5. Marketing Method with Greater Long-Term Impact on Brand Loyalty:
• Digital marketing (35.7%) and both equally (42.9%) are seen as having a significant
impact.
• Traditional marketing holds less perceived impact (17.9%).
• A minimal portion sees neither as impactful (3.5%).
6. Preferred Marketing Method for Reaching a Younger Audience:
• Digital marketing is highly preferred (64.3%).
• Both equally (28.6%) also considered significant.
• Minimal preference for traditional marketing alone (7.1%).
7. More Engaging Marketing Methods for Consumers:
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• Digital marketing (57.1%) is considered the most engaging.

• Both equally (32.1%) also hold a significant portion.
• Traditional marketing is seen as less engaging (10.7%).
8. Marketing Method with Better ROI for Business:
• Digital marketing is seen as providing better ROI (60.7%).
• Both equally (28.6%) and traditional marketing (7.1%) also have mentions.
• One respondent noted an undefined "Option 2" (3.5%).
9. Marketing Method Better Suited for Small Businesses with Limited Budgets:
• Digital marketing is highly favored (64.3%).
• Both equally (25%) and traditional marketing (7.1%) have been mentioned.
• Minimal preference for neither (3.6%).
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Company History:-

Building Brands that create an Impact. It is a 360-degree Marketing and

Advertising Solutions agency. Founded in 2023, by Deepak Sahu and Ayyaz
Shaikh, company drives with the vision of restructuring Indian Marketing
Landscape for Businesses across the globe. It stand tall with tagline, 'Where
Marketing meets Perspective' and believe in providing strategic and customised
Marketing solutions to clients. It specialise in Branding, Advertising Video,
Product and Strategic Consulting, Website Development, Social Media
Management, Performance Marketing, B2B lead Generation, and Startup India
certificates. they are dynamic and creative individuals looking forward to
creating an impact with the marketing, taking on a journey of success. they are
looking for passionate and crazy individuals to join the team

Website www.3rdshade.in

Adress
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job profile and learning outcomes

job profile :- Business development intern
Analysis and Research on the Market:

To determine new market trends, prospective business prospects, and the competitive
environment, do in-depth market research.
Analyse information and offer insights to aid in decision-making.
Create summaries of study findings and strategic suggestions in papers and presentations.
Lead Creation
Lead Generation and Outreach:-

help with the generation of new business leads using a variety of channels, including as
networking, industry events, and internet platforms.
Encourage the creation of outreach plans aimed at attracting new customers and partners.
Keep track of contacts and advancement while updating and maintaining lead databases.

Client Relationship Management:-

Assist in maintaining ties with current clients to make sure their needs are satisfied and their
expectations are surpassed.
Help with the creation of pitches, presentations, and proposals for clients.
To guarantee efficient project execution, assist internal teams and clients in communicating.

Sales and Marketing Support:-

Assist the sales team in creating and executing marketing plans and initiatives.
Help with the creation of marketing collateral, such as case studies, brochures, and online
content.
Track the success of marketing initiatives and offer suggestions for enhancements.

Project Coordination:-
Help with organizing different business development initiatives, making sure they are finished
on schedule and within the financial limits.

Work together with various departments to improve processes and increase operational
efficiency.

Monitor the advancement of the project and communicate any problems or delays to the project
manager.
Administrative Tasks:-
Carry out administrative tasks linked to business growth tasks, like arranging meetings,
handling paperwork, and sorting files.
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Assist the team in getting ready for client meetings, presentations, and other business-related
events.

Industry Exposure: Obtain valuable knowledge about the media sector and its different aspects,
such as advertising, content production, and online marketing.

Develop your skills in business development by improving your abilities in market research,
client management, and strategic planning.

Networking involves forming professional connections with industry professionals, customers,

and colleagues to broaden your network and potential career prospects.

Mentorship: Rs

Learning Outcomes :-

As a Business Development Intern, you will be able to acquire hands-on experience and
cultivate crucial skills needed for a career in business development. The upcoming objectives
will detail the main skills and information you will gain throughout your internship.
Gain understanding of strategies for business development: Learn about methods to increase
business growth, such as conducting market research, analyzing competition, and creating
strategic plans. Acquire the skills to recognize and assess fresh business prospects and
comprehend the procedure of creating and executing business tactics.
Market Research and Analysis: Acquire abilities to conduct market research, evaluate industry
trends, and study competitive landscapes. Acquire skills in collecting and analyzing data to
guide business choices and pinpoint potential markets or customer groups.
Sales and Lead Generation Techniques: Gain knowledge of lead generation basics such as
prospecting, lead qualification, and creating a sales pipeline. Learn various sales strategies and
resources, and acquire expertise in developing and implementing sales initiatives.
Develop expertise in handling client relationships and comprehending client requirements
within Client Relationship Management. Acquire skills in effectively communicating with
clients, attending to their worries, and forming lasting partnerships. Gain insight into customer
relationship management (CRM) systems and how they track interactions and oversee sales
processes.
Develop skills in creating and delivering business proposals and pitches through hands-on
experience. Gain skills in developing engaging presentations, customizing proposals for
clients, and communicating the benefits of your offerings efficiently.
Enhance project management abilities by getting involved in and backing different business
growth initiatives. Discover the skills needed to strategize, implement, and oversee projects,
control schedules, and collaborate with team members and stakeholders.
Improving networking skills involves engaging with professionals in the industry, participating
in events, and establishing connections. Comprehend the significance of networking in
fostering business growth and utilizing professional connections for the organization's
advantage
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Observation
• Digital Marketing Preference: The survey highlights a strong preference for digital
marketing due to its perceived cost-effectiveness and superior return on investment
(ROI), particularly beneficial for small businesses with limited budgets.

• Trusted Sources for Information: Online reviews and ratings are the most trusted
sources for product and service information, surpassing traditional marketing and
influencer endorsements.

• Targeting Younger Audiences: Digital marketing is the preferred method for

reaching and engaging younger audiences, aligning with their online activity patterns.

• Engagement and Impact: Digital marketing is considered more engaging for

consumers and has a significant impact on long-term brand loyalty, alongside
traditional marketing when both are used together.

• Comprehensive Approach: A majority of respondents Favor a combined approach of

traditional and digital marketing, indicating that a balanced strategy leveraging both
channels may be most effective.

Overall, the data suggests From my data sheet that while digital marketing dominates in cost-
effectiveness, engagement, and trust, a hybrid approach incorporating traditional methods can
enhance long-term brand loyalty and reach diverse audiences.
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Suggestions:
• Focus on Digital Marketing: Given the preference for digital channels,
especially for targeting younger audiences, it's advisable to allocate a
significant portion of your marketing budget to digital platforms. Focus on
digital channels, especially for targeting younger audiences. Allocate a
significant portion of your marketing budget to digital platforms.

• Leverage Online Reviews: Encourage happy consumers to provide

positive reviews and ratings on the internet, as these are very credible
sources of information. Since reviews and ratings are among the most
reliable sources of information, ask happy customers to leave them.

• Utilize Influencers: Although less trusted than reviews, influencer

endorsements still hold value. Partner with influencers to enhance brand
visibility. Partner with influencers to enhance brand visibility, as their
endorsements hold significant value.

• Emphasize Cost-Effectiveness: Highlight the cost benefits of digital

marketing in your campaigns, as this resonates well with your target
audience. Emphasize the cost-effectiveness of digital marketing in your
campaigns, resonating well with your target audience.

• Combine Methods: While digital marketing is favored, a combination of

both digital and traditional methods can be effective, particularly for
broader reach and reinforcing brand image. While digital marketing is
fevered, a combination of both digital and traditional methods can be
effective, particularly for broader reach and reinforcing brand image.

• Measure and Adjust: Make sure your campaigns are meeting your cost
and audience targeting objectives by regularly assessing their efficacy.
Analyze your data to improve your tactics.
•
** These insights and suggestions should help you optimize your marketing
strategies to better align with the preferences and behaviours of your target
audience
 27

CONCLUSIONS:

The survey results clearly indicate a strong preference for digital marketing among the
respondents, especially given its perceived cost-effectiveness, engagement potential, and
suitability for small businesses. Because digital marketing has so many benefits over traditional
marketing strategies, it has become the go-to option for reaching target consumers. The cost-
effectiveness of digital marketing is superior, according to respondents, who felt that it was
significantly more cost-effective (42.9%) and somewhat more cost-effective (14.3%) than
traditional marketing.
For businesses, especially those with tight budgets, this cost advantage is critical since it
enables them to optimize their marketing efforts without having to pay excessive costs.

Moreover, digital marketing is seen as more engaging for consumers. The interactive nature of
digital platforms, such as social media, email marketing, and search ads, allows for real-time
engagement with the audience, fostering a deeper connection and greater responsiveness. This
engagement potential is particularly relevant for younger audiences, who are more likely to
interact with brands through digital channels. The survey results underscore this trend, with
64.3% of respondents favoring digital marketing for reaching younger demographics, which is
critical for brands aiming to build long-term relationships with the next generation of
consumers.

In terms of return on investment (ROI), digital marketing is believed to provide a superior ROI
compared to traditional marketing methods. Real-time tracking and measurement of results
allows organizations to continually optimize their marketing tactics, guaranteeing that their
efforts are both efficient and successful. Precise targeting and customisation are made possible
by this data-driven strategy, which can greatly boost marketing campaigns' effectiveness and
improve corporate results.

However, it is important to note that traditional marketing still holds value for certain aspects
of brand building. For instance, traditional marketing methods such as TV, radio, and print
media are trusted sources of information for some consumers. These channels can play a crucial
role in establishing brand credibility and trust, particularly for older demographics who may
prefer more conventional forms of communication. Additionally, traditional marketing can have
a lasting impact on brand loyalty, with some respondents indicating that it is as effective as
digital marketing in fostering long-term customer relationships.

The survey results suggest a shift in marketing strategies to cater to the evolving preferences of
consumers, particularly the younger, more digitally-savvy audience. Businesses are encouraged
to adopt a balanced approach, leveraging the strengths of both digital and traditional marketing
to achieve comprehensive reach and engagement. For small businesses and those with limited
budgets, prioritizing digital marketing can provide significant advantages, allowing them to
compete effectively in a crowded marketplace. By embracing digital channels, businesses can
 28

not only achieve better ROI but also connect with their target audience in a more meaningful
and impactful way.

In conclusion, while traditional marketing retains its significance in certain contexts, the trend
is undeniably leaning towards digital marketing. The flexibility, cost-effectiveness, and
engagement potential of digital channels make them an indispensable part of modern marketing
strategies. As consumer behavior continues to evolve, businesses must stay agile and adaptive,
integrating digital marketing into their core strategies to ensure sustained growth and success in
an increasingly digital world.
 29

Bibliography:

1. Digital Marketing: A Practical Approach" by S. K. Ghosh

Link :- https://www.skghoshassociates.com/sk-ghosh-publications/

2. Philip Kotler and Kevin Lane Keller's Principles of Marketing

(important for comprehending conventional marketing concepts
applicable to India)
Link :-
https://opac.atmaluhur.ac.id/uploaded_files/temporary/DigitalCollection/ODljY
2E4ODIyODViZjFkODgzNDUxYWZlNWFhZmY2MGE5MDc0ZDVmYw==.
pdf

3. Ryan Deiss and Russ Henneberry's "Digital Marketing for

Dummies" (helpful for broad digital marketing tactics, with
applications in the Indian market)
Link :-
http://repo.darmajaya.ac.id/4150/1/Digital%20Marketing%20For%20Dum
mies%20%28%20PDFDrive%20%29.pdf

3. Jim Sterne. Measuring and optimizing your marketing investment

with social media metrics. Wiley (2010).
Link:-
https://scholar.google.com/citations?view_op=list_works&hl=en&hl=en&us
er=Ib55xdAAAAAJ
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ANNEXURE

QUESTIONNAIRE:
1. What is your gender?
a) Male
b) Female

2. Which factor holds the most importance when selecting a pre-owned car? a)
Mileage
a) below 24
b)25-40
c)41-56
d)57-75
e)75 and above

3. what is your occupation?

a) self-employed
b) employed in a private organization
c) employed in a government organization
d) Student
e) Retired
f) Other
g) Freelancer

4 which marketing channel do you prefer for reaching your target audience; traditional (eg,,
TV, radio, print)or digital(eg, social media, email search ads)?
a) traditional
b) digital
c) or both

5. when searching products services, which sources do you trust most?

a) traditional marketing
b) online reviews and ratings
c) influencer endorsements on social media

6. What factor do you consider when choosing between digital and traditional marketing?
Extremely important
a) cost
b) target audience
c) measurability of result
d) speed of implementation
e) brand image
f) other
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7. how do you rate the cost effectiveness of digital marketing compared to traditional
marketing?
a) much more cost effective
b) somewhat more cost effective
c) about the same
d) somewhat less cost effective
e) much less cost effective

8. which marketing method do you believe has a greater long-term impact on brand loyalty?

a) digital marketing
b) traditional marketing
c) both equally
d) neither

9. which marketing method do you prefer for reaching a younger audience?

a) digital marketing
b) traditional marketing
c) both equally
d) neither

10. which marketing method do you find more engaging for consumers?
a) digital marketing
b) traditional marketing
c) both equally
d) neither

11. which marketing method provide a better return on investment (ROI) for your business?
a) digital marketing
b) traditional marketing
c) both equally
d) neither
e) Option 2

12. which marketing method do you believe is better suited for small businesses which limited
budgets?
a) digital marketing
b) traditional marketing
c) both equally
d) neither