PROJECT REPORT

(Submitted for the Degree of B.Com Honours in Accounting & Finance under
the University of Calcutta)

TITLE OF THE PROJECT:

“ Impact of Digital Marketing on Traditional Marketing”

SUBMITTED BY

Name of the Candidate : SUJAL GUPTA

Name of the College: THE BHAWANIPUR EDUCATION SOCIETY
COLLEGE
Registration Number: 017-1211-3229-22
CU exam Roll Number: 221017-11-0796
College UID:

SUPERVISED BY

Name of the Supervisor: PROF. SUBHASMITA GHOSH

Name of the College: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

MONTH & YEAR OF SUBMISSION:

JUNE, 2025
Annexure-IA

SUPERVISOR'S CERTIFICATE

This is to certify that Mr Sujal Gupta a student of B.Com. Honours in

Accounting & Finance of THE BHAWANIPUR EDUCATION SOCIETY
COLLEGE, under the University of Calcutta has worked under my supervision
and guidance for his Project Work and prepared a Project Report with the title
“Impact of Digital Marketing on Traditional Marketing” which she is submitting,
is his genuine and original work to the best of my knowledge.

Signature:

Name: PROF. SUBHASMITA GHOSH

Designation: LECTURER

Name of the College: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

Place: Kolkata
Date:

2
 Annexure-IB

STUDENT DECLARATION

I hereby declare that the Project Work with the title “Impact of Digital
Marketing on Traditional Marketing” submitted by me for the partial
fulfilment of the degree of B.Com. Honours in Accounting & Finance under
the University of Calcutta is my original work and has not been submitted
earlier to any other University/Institution for the fulfilment of the
requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has
been duly acknowledged providing details of such literature in the
references.

Signature:

Name: SUJAL GUPTA

Address:

Registration Number:

Place: Kolkata
Date

3
 ACKNOWLEDGEMENT

This dissertation examines the “Impact of Digital Marketing on Traditional

Marketing”, the report has been written as a part of the course program for
BACHELORS IN COMMERCE. I am thankful to the UNIVERSITY OF CALCUTTA,
for incorporating such an exercise into the course since it has presented me
with an excellent opportunity to explore and enjoy my analytical and report-
writing skills, consequently preparing me for my corporate future.

In addition, I would also like to thank my supervisor – Prof. SUBHASMITA

GHOSH for his generous support and guidance.

I would like to express my gratitude towards my friends and family for

supporting me throughout.

SUJAL GUPTA

4
 TABLE OF CONTENTS:

Chapter Title Page No.

CHAPTER 1 INTRODUCTION 06 - 11
1.1 Background 07 - 07
1.2 Need of Study 07 - 08
1.3 Literature Review 08 - 09
1.4 Objective of Study 09 - 09
1.5 Research Methodology 10 - 10
1.6 Limitations of Study 11 – 11
1.7 Chapter Planning 11 – 11
CHAPTER 2 CONCEPTUAL 12 -20
FRAMEWORK
2.1 Concept 13 – 13
2.2 Features 14 – 14
2.3 Advantages 14 – 14
2.4 Disadvantages 15 – 15
2.5 National Scenario 15 – 19
2.6 International Scenario 20 – 20
CHAPTER 3 PRESENTATION OF 21 -42
DATA ANALYSIS &
FINDINGS
CHAPTER 4 CONCLUSION & 43 -45
RECOMMENDATIO
NS
4.1 Conclusion 44 – 44
4.2 Recommendations 45 – 45
BIBLIOGRAPHY 46 – 46
QUESTIONNAIRE 47 – 50

5
CHAPTER 1
INTRODUCTION

6
Background

Over the last two decades, marketing has experienced a fundamental

transformation driven by rapid advancements in digital technology. The
proliferation of the internet, mobile devices, social media, and data analytics has
given rise to digital marketing—a modern marketing approach that focuses on
engaging with consumers through online platforms. These platforms offer
dynamic, interactive, and measurable marketing opportunities, unlike traditional
methods that relied heavily on print media, television, radio, and outdoor
advertisements.

Traditional marketing once the primary mode of reaching consumers,

emphasized mass communication through one-way messaging. It played a vital
role in building brand awareness and trust over time. However, it lacked the
precision, speed, and engagement offered by digital tools. Today, consumers
spend a significant amount of their time online, which has prompted businesses to
shift their marketing strategies accordingly.
Digital marketing’s ability to target specific audiences, track real-time
performance, and adjust campaigns on-the-go has positioned it as a preferred
strategy, especially for startups and small businesses with limited budgets. This
changing landscape calls for a deeper exploration of how digital marketing is not
only competing with but also complementing and transforming traditional
marketing strategies. This research aims to study this transformation and the
resulting implications for businesses and marketing professionals.

NEED OF THE STUDY

In the era of rapid digitization, understanding the impact of digital marketing on

traditional marketing has become essential. Organizations across industries are
now investing heavily in digital platforms to promote their products and services.
However, traditional marketing still holds significance in certain sectors and
demographics, particularly where digital penetration is limited or where personal,
tangible interaction is preferred.
7
Despite the growing reliance on digital strategies, many businesses struggle to
strike the right balance between traditional and digital marketing. Some view
digital marketing as a replacement, while others consider it a supplement to
traditional methods. This ambiguity necessitates a systematic study that compares
the two approaches in terms of reach, cost, effectiveness, consumer engagement,
and return on investment (ROI).
Additionally, marketing professionals and academicians require insights into how
consumer behavior is changing in response to digital trends and how marketing
strategies must evolve accordingly. This study is essential to:
 Evaluate whether digital marketing is replacing or complementing
traditional marketing.
 Understand how businesses can effectively integrate both forms of
marketing.
 Provide guidance to marketers on crafting optimized, data-driven
campaigns.
 Assist academic research in identifying trends, challenges, and future
directions in the marketing field.

LITERATURE REVIEW

A thorough review of past literature indicates that scholars and market analysts
have explored the shift from traditional to digital marketing from different angles.
These perspectives collectively demonstrate the significant transformation
happening in the marketing world:
Kotler & Keller (2016)
Kotler and Keller, in their foundational marketing work, emphasized the growing
role of digital tools within the marketing mix (product, price, place, and
promotion). They argued that while traditional marketing methods such as
television, radio, and print are still relevant, digital tools—such as social media
platforms, mobile apps, websites, and data analytics—have become essential for
reaching modern consumers. These tools allow for greater interactivity, precise

8
targeting, and real-time customer engagement, making them a critical component
of integrated marketing strategies.
Chaffey (2015)
Chaffey, a renowned digital marketing expert, highlighted that digital marketing
allows businesses to personalize their marketing efforts and achieve global reach
with relative ease and lower costs compared to traditional methods. Through tools
like CRM systems, cookies, and user data tracking, marketers can tailor messages
to individual preferences, enhancing customer experience and satisfaction.
Moreover, digital marketing breaks geographical boundaries, enabling even small
businesses to connect with audiences worldwide—something traditional
marketing could not achieve as effectively or affordably.
Statista and Nielsen Reports
Reports from leading market research agencies like Statista and Nielsen reveal a
clear trend of declining investment in traditional advertising mediums such as
newspapers, magazines, and TV, while digital ad spending continues to rise each
year. This shift indicates that businesses increasingly recognize the value of
online marketing in terms of cost-effectiveness, measurable ROI, and broader
audience reach. For example, digital platforms like Google Ads and Facebook
Ads offer performance metrics that allow marketers to track clicks, conversions,
and engagement—metrics difficult to obtain through traditional channels.
Studies on Digital Platforms (Social Media, SEO, Email Marketing)
Various academic and industry studies have explored how digital channels are
reshaping consumer behavior. Social media platforms such as Instagram,
Facebook, LinkedIn, and X (formerly Twitter) allow two-way communication
between brands and consumers, fostering trust and loyalty. Search Engine
Optimization (SEO) helps brands become more visible on search engines like
Google, influencing consumer decision-making at the research stage. Email
marketing, though older among digital tools, remains effective for personalized
communication and nurturing long-term relationships with customers. These
platforms contribute to more informed, empowered consumers who expect timely,
relevant, and interactive brand experiences.

9
 OBJECTIVE OF THE STUDY

 To examine the extent of digital marketing’s impact on traditional marketing

strategies.
 To compare the effectiveness and ROI of digital vs. traditional marketing.
 To explore how businesses are integrating both methods for optimal results.
 To assess consumer perception of digital versus traditional advertisements.

RESEARCH METHODOLOGY

Data Collection:

Primary data was used in making of this project.

●Primary Data - Primary data refers to data that is collected firsthand, directly
from its source. It is gathered through methods such as surveys, interviews,
observations, or experiments. It is often regarded as more reliable and accurate
than Secondary Data.

For this project obtained from creating a questionnaire and accepting responses
from public.

Nature of the questionnaire:

The types of questions asked are multiple-choice questions with options in form
of checkboxes, grid-ratio options as well as liner scale options.

Sampling Frame:

10
1) Data source : Primary Data as well as Secondary Data.
2) Research Instrument : Questionnaire.
3) Plan of Action: Collecting data through Google form.
4) Sampling method: Random sampling method is used.
5) Sample size: 40 respondents.
6) Duration of study: One Month
7) Tools Used: Bar Graph, Pic Char, Line Graph and other representation
methods of data are used.

LIMITATIONS OF THE STUDY

 Limited sample size may not represent the entire population.

 Biases in respondent perception.
 Constantly evolving digital landscape may impact the timeliness of findings.
 Focused only on a specific geographic or sectoral scope depending on
availability of data.

CHAPTER PLANNING

The report of this study include the following 4 chapters normally:

A) Chapter 1: introduction
This chapter include introduction of various topic which is related to study and it
also Deals with the fundamentals of the field, definition and important concepts.
This chapter Also include a brief literature review and the step wise procedure of
the research methodology Was Adopted to carry out this study and its limitations

B) Chapter 2: conceptual framework

11
This chapter contains the conceptual framework, benefit, and criticism, national
scenario, International scenario and laws related to it.

C) Chapter 3: presentation & analysis of data

This chapter present the swot analysis, organize in the form of tables, graph and
Diagrams. The data would be analyzed using appropriate statistical techniques.
And in this Chapter, the inferences are made from the analysis. And presents the
findings during the study.

D) Chapter 4: conclusion & recommendations

This chapter presents the summary of the study, the conclusion of the study and
recommendation to the government and investors.

12
 CHAPTER 2

CONCEPTUAL FRAMEWORK
/NATIONAL & INTERNATIONAL SCENARIO

13
CONCEPTUAL FRAMEWORK

The conceptual framework for this study revolves around the comparison and
interaction between digital marketing and traditional marketing.
 Traditional marketing involves conventional methods such as print
(newspapers, magazines), broadcast (TV, radio), direct mail, and outdoor
advertising (billboards, flyers).
 Digital marketing uses digital channels like websites, search engines, social
media, email, and mobile apps to reach consumers.
This study conceptualizes that digital marketing is not just replacing but also
transforming traditional marketing by introducing interactivity, cost efficiency,
real-time feedback, and personalization into modern marketing strategies.

Features
Traditional Marketing Features:
 One-way communication (brand to consumer).
 Mass targeting.
 Tangible media like newspapers, TV ads, banners.
 High cost of execution and time-consuming.
 Limited analytics and tracking tools.
Digital Marketing Features:
 Two-way communication (interactive and personalized).
 Highly targeted and segmented.
 Real-time results and analytics (clicks, impressions, ROI).
 Cost-effective and flexible budget options.
 Use of SEO, social media, influencer marketing, email, and content
marketing.

Advantages
Digital Marketing:
 Global reach with minimal cost.
 Better customer engagement and interaction.

14
  Immediate results and performance tracking.
 Personalization based on consumer behavior.
 Easy to modify and optimize campaigns in real-time.
Traditional Marketing:
 Greater trust and credibility among certain audiences.
 Effective for local branding and physical presence.
 Suitable for areas with low digital penetration.
 Tangible materials (e.g., brochures) can have a lasting impression.

Disadvantages
Digital Marketing:
 Requires continuous learning and adaptation due to fast-changing algorithms
and platforms.
 Information overload and ad fatigue can lead to audience disengagement.
 Security and privacy concerns.
 Not as effective for non-digital consumers.
Traditional Marketing:
 High costs for production and placement (especially TV/radio).
 Limited audience targeting and reach.
 Difficult to measure impact accurately.
 Slower execution and response time.

National Scenario

1. Shift in Consumer Behaviour

 Indian consumers are increasingly shifting towards online platforms for
product research, price comparison, and purchasing decisions.
 Smartphone and internet penetration (especially through affordable mobile
data) has made digital marketing more accessible.
2. Budget Reallocation
 Many Indian businesses, especially startups and SMEs, are reallocating
advertising budgets from traditional media (TV, print, radio) to digital

15
 platforms (Google Ads, Instagram, YouTube).
 A 2023 report by Dentsu India showed that digital ad spending in India grew
by over 30%, surpassing print advertising for the first time.
3. Traditional Marketing Still Holds Ground
 In rural and semi-urban India, traditional marketing methods (like wall
painting ads, radio jingles, and local events) still remain influential.
 Brands use a hybrid approach — for example, FMCG companies run both
TV ads and Instagram campaigns.
4. Government Initiatives and Policies
 Initiatives like Digital India and Startup India promote digital
transformation and encourage businesses to go online.
 GST and online compliance frameworks have made digital business
operations more streamlined.
5. Influencer and Meme Marketing Growth
 India has seen a surge in influencer marketing, with brands collaborating
with social media creators to target niche audiences.
 Meme marketing has become a trend, especially among youth-centric brands
like Swiggy, Zomato, and Netflix India.

International Scenario

1. Global Budget Shifts

 Worldwide, digital ad spending surpassed traditional media years ago, with
platforms like Meta, Google, and TikTok dominating.
 Brands prioritize targeted and ROI-driven campaigns over broad-reach TV
or print ads.
2. E-commerce Boom
 Post-pandemic, global e-commerce saw a massive boom, accelerating the
shift from physical to digital presence.
 Traditional marketing techniques have had to adapt — for example, QR
codes in print ads linking to digital content.
3. Decline in Traditional Media Consumption
 Print newspaper readership is on the decline globally; even television is
struggling to retain younger audiences.

16
  Traditional marketing is often now used for brand recall or older
demographics, while digital handles engagement and conversions.
4. Emergence of New Technologies
 Technologies like AI, big data, and programmatic advertising have
revolutionized digital marketing internationally.
 Personalized email campaigns, retargeting ads, and chatbots offer
advantages traditional methods cannot.
5. Integrated Marketing Strategies
 Globally, brands use an Omnichannel Marketing approach — blending
traditional (TV, OOH) and digital (social media, SEO, content marketing)
for holistic reach.
 Coca-Cola, Nike, and Apple combine emotional storytelling in TV
commercials with interactive digital experiences

17
 CHAPTER 3

PRESENTATION OF
DATA, ANALYSIS
&
FINDING
S

18
19
 CHAPTER 4

CONCLUSION
&
RECOMMENDATIO
N

20
CONCLUSION
The rapid advancement of digital technologies has significantly transformed the
marketing landscape, both nationally and internationally. Digital marketing has
emerged as a cost-effective, targeted, and measurable form of communication that
often surpasses the reach and efficiency of traditional marketing methods. In
India, while traditional channels remain influential—especially in rural and semi-
urban areas—the digital shift is evident through rising internet usage, mobile
adoption, and government support for digitalization. Globally, brands have
embraced digital-first strategies that utilize real-time data, personalization, and
global reach.
However, traditional marketing is not obsolete. It continues to play a crucial role
in building brand awareness and trust, particularly among demographics less
active online. The future of marketing lies in a balanced integration of both digital
and traditional strategies to create a comprehensive, omnichannel customer
experience.

21
RECOMMENDATION

1. Adopt an Integrated Marketing Strategy:

o Businesses should combine digital and traditional methods to reach a
wider audience and reinforce brand messaging.
2. Leverage Data Analytics:
o Utilize customer data to personalize digital campaigns and evaluate the
performance of traditional media through customer surveys and
feedback.
3. Enhance Digital Skills:
o Companies should invest in training marketers in digital tools such as
SEO, SEM, content marketing, and social media analytics.
4. Target Rural Markets with a Hybrid Approach:
o In regions with low internet penetration, blend traditional marketing
with digital formats like SMS campaigns or WhatsApp promotions.
5. Focus on Mobile Marketing:
o With increasing smartphone usage, optimizing marketing strategies for
mobile devices is essential.
6. Regularly Monitor Trends and Technologies:
o Stay updated on emerging platforms (e.g., AI-driven marketing, voice
search, AR/VR ads) to remain competitive.

22
BIBLIOGRAPHY

1. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson

Education.
2. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology
for Humanity. Wiley.
3. Statista. (2024). Digital Advertising Spending Worldwide. Retrieved from
www.statista.com
4. Dentsu India. (2023). Digital Advertising Report. Retrieved from
https://www.dentsu.com/in/en/reports
5. Economic Times. (2023). “Digital Ads to Outpace Traditional in India.”
Retrieved from https://economictimes.indiatimes.com
6. McKinsey & Company. (2022). The Future of Marketing and the Role of
Digital Transformation. Retrieved from https://www.mckinsey.com
7. IAMAI & Kantar. (2023). Internet in India Report. Retrieved from
https://www.iamai.in
8. HubSpot. (2024). State of Marketing Report. Retrieved from
https://www.hubspot.com
9. Kumar, V., & Petersen, A. (2020). Role of Traditional vs. Digital Marketing
in Brand Performance. Journal of Business Research, 118, 331-339.

23