PROJECT REPORT

ON
“COMPARAITIVE STUDY IN BETWEEN TRADITIONAL MARKETING
AND DIGITAL MARKETING”

BACHELOUR OF BUSINESS ADMINSTRATIVE

(2020-2021)

SUBMITTED BY:- SUBMITTED TO

RAVI MRS.YOGITA
BBA 5THSEM GIRDHAR
Roll No. 202506
Exam Roll No.

HINDU COLLEGE OF SONIPAT , HARYANA

 ACKNOWLEDGEMENT
Any research is never an individual effort. It is contributory effort of many
heads, hands & hearts. Firstly, I would like to convey my heartfelt thanks to
HINDU COLLEGE , SONIPAT, who provided me an opportunity to do my
training in. “CHANNEL PLAY LTD.” for a period 45 Days. I am highly indebted
to those who have helped me in making this training report a success and
helped me to understand and remember the important and valuable details
for the completion of report. It is my profound privilege to express my sincere
thanks to Mr. Gourav malik who gave me an opportunity to pursue my
training in their prestigious company.
I would also like to thank Mr. SANJAY for giving his expert guidance &
cooperation whenever I approached his for help in carrying out my project
related to “COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING
AND DIGITAL MARKETING” And also provided the valuable insights in
understanding the basic fundamental about CHANNEL PLAY and regulation
throughout duration of my project. I would like express my thanks to all
faculties throughout which this learning was possible. My project has been
successes only because of their guidance & support.
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 DECLARATION
I RAVI, hereby declare that this is my project report on a “COMPARATIVE
STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING”
which is submitted in partial fulfillment of the requirement of the degree
MASTERS OF BUSINESS ADMINISTRATION. This is my original work and not
submitted for the award of any other degree, diploma, fellowship or other
similar titles. The assistance and help during the execution of the project has
been fully acknowledged.

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 TABLE OF CONTENTS
Sr no CONTENT PAGE NO

1 CHAPTER- 1 5-33

INTRODUCTION

2 CHAPTER- 2 34-35

NEEDS , SCOPE AND

OBJECTIVES OF STUDY
3 CHAPTER- 3 36-38

RESEARCH METHODOLOGY

AND LIMITATION
4 CHAPTER- 4 39-48

DATA ANALYASIS

AND INTERPRETATION
5 CHAPTER- 5 49-51

FINDING AND SUGGESTION

Page4

6 CHAPTER- 6 52-54

CONCLUSION

7 CHAPTER-7 55-59

QUESTIONARRE

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 CHAPTER-1
INTRODUCTION
Page5

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 INTRODUCTION TO THE TOPIC
What Is Traditional Marketing?
Traditional marketing refers to any type of promotion, advertising or
campaign that has been in use by companies for years, and that has a proven
success rate. Methods of traditional marketing can include print
advertisements, such as newsletters, billboards, flyers and newspaper print
ads. Other forms of traditional marketing include television spots or
commercials, as well as radio spots advertising a business, product or service.

Techniques of Traditional Marketing

MAGZIENES
FLYER&
NEWSPAPER BROUCHERS

TRADITIONAL
MARKETING

RADIO
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BILLBOARDS
TV ADS

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Direct Mail
Direct-mail marketing creates awareness of a product through postcards,
brochures, letters and fliers sent through mail. Direct mail is called a targeted
type of marketing strategy because information is sent to a specific target
market. However, direct-mail marketing can be expensive as a business incurs
design and printing costs as well as postage expenses to reach its target .

Print
Print marketing includes advertising products and services through
newspapers and magazines. Print marketing is both a mass-marketing and
niche-marketing strategy. As a mass-marketing strategy, printed
advertisements reach different classes of people, who might or might not have
an interest in the product. In magazines, print marketing reaches out to the
niche market that reads the magazine, such as women, fathers, teens or car
lovers

. Broadcast
Television and radio are traditional avenues still widely used. Broadcast
marketing reaches a large audience within a limited period of time. Television
advertisements also bring authenticity and realism to a product as people can
see how the product works. However, broadcast messages have a shorter
lifespan compared with printed messages. Additionally, marketing through
television and radio is costlier, compared with other forms of traditional
marketing.

Referral
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Referral marketing, also known as word of mouth, relies on customers to

spread information about products or services. Referral is not a strategic or
planned marketing activity, but it might help a business build a loyal client
base. It also costs close to nothing for the business. However, a business
shouldn't rely primarily on referral marketing; it should combine this with the
other types of marketing to reach a wider target market .

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Billboards
Billboards are some of the largest forms of traditional advertising. Many exist
on the interstate to entice travelers to stop along their journeys. These
advertisements must be short and very visible to have an impact. It is also
important for the billboards to be placed in an area that receives a lot of
traffic, as well as in a reasonable proximity to the business.

Newspapers
Newspapers are one of the oldest areas in which to place advertisements.
With new editions daily, in most cases, this makes it also the most disposable
type of advertising. The effect must be gathered before the consumer turns
the page or the usefulness of the advertisement is gone forever. Most
newspapers have a readership that consists mostly of local people to your
area, however, there are a few national newspapers. Consider your target
market and which newspaper they are most likely to read prior to purchasing
newspaper advertisements.

Magazines
Magazines are more long-term versions of advertising medium, as opposed to
newspapers. While the magazine is most likely published monthly, many keep
their magazines for several months and read them more than once.
Additionally, magazines are more typically passed off to others than
newspapers, so there is a much higher chance that your advertisement will be
seen. The high gloss and color content of a magazine, versus a newspaper,
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makes it a desirable form of advertising.

Radio
Radio is another traditional form of advertising. Radio signals can reach a large
area, and commercials span 30 to 60 seconds, which makes them an attractive
advertising option. The major drawback to radio advertisements is the ability
for the listener to simply turn the station or turn off the radio to avoid hearing

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them. With print advertising, if the person's eye is caught by the advertising,
they are likely going to read them. However, if the radio is not on, the listener
certainly will not hear the advertisement.

Advantages and Disadvantages of Traditional

Marketing
While newer marketing methods do work and can increase a company's client
base, completely replacing traditional marketing with the latest marketing
techniques can prove dangerous. Traditional methods have a high success rate
and are proven. Internet methods are subject to clients or customers having
access to an online medium and being Internet savvy. With traditional
marketing, anyone with a newspaper, mail service, television or radio can
learn of your business or service. Rather than customers going online to find
your business or service (and possibly stumbling on your competitor's
website), you bring your business or service to potential customers with print
advertisements and other traditional methods.

Advantages
Reach You can reach a group of specific consumers that do not necessarily
utilize internet browsing.

Face to Face
Contact Personalized marketing is considered to be one of the best strategies
and the most efficient method to gain recognition as a brand and product .

Tangible Offers
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Traditional Marketing offers tangibility- this refers to ads or products that

clients could come to contact in during their free time, like a newspaper ad for
example.

Product Testing

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 Depending on the product, traditional marketing can offer product testing and
through this method, prove its quality.

Disadvantages
Expensive
Purchasing television, radio, or printed ads tends to be pricey for both small
and mid-sized businesses

. Inefficiency
Unlike Online Marketing, it is quite difficult to measure the conversion rate of
your ads through traditional marketing, which makes it difficult to have a good
understanding of the efficiency of your ads and the results they offer.

Forced Strategy
This type of marketing strategy is known to be a forced method of selling a
product, since the consumer is not necessarily seeking your product in the first
place.

Timing
Traditional marketing uses static text or advertising commercials to promote a
product. If an ad is placed in the newspaper, it can't change until you place
another ad. For example, if you have a sale on bicycles that you put in the
newspaper and then you run out of bicycles, you may have many unhappy
customers. On the other hand, on the Internet you can instantly update your
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page to let people know your bicycles are "sold out."

Costs
You must pay for ads in newspapers or mailers every time you run a new
campaign. Adding new products or sales pages to your website doesn't create
additional costs if you already have a person on your team who can update
your product information. Traditional marketing companies 15 may charge per

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delivery area for fliers or mailers. On the Internet, your ad is accessible to the
entire World Wide Web.

Customization
With traditional ads, it is difficult to target a specific customer. Specific market
segments can be targeted, but not an individual. For example, an ad may
target young women. The ad may show young people interacting and present
interesting copy about a new style of purse. On the Internet, new marketing
techniques can track what a viewer has looked at and suggest similar products .

Pricing Options
Traditional marketing can present special sales and pricing. However, it is
typically more difficult to offer complex bundle pricing. Most print marketing
doesn't have the space to explain all the different pricing variations that may
appeal to buyers. An online catalog may present you with an offer that if you
buy four items from one category, you get a free item from another category.
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What is Digital Marketing?
Digital marketing (also known as data-driven marketing) is an umbrella term
for the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any
other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the
way brands and businesses utilize technology for marketing. As digital
platforms are increasingly incorporated into marketing plans and everyday life,
and as people use digital devices instead of visiting physical shops, digital
marketing campaigns are becoming more prevalent and efficient.

Digital Marketing Strategies

1. Educate with your content

Content has long been king and 2019 was no different. Citing figures from the
Content Marketing Institute’s 2019 trends report, Robin Barendsen, head of
digital marketing at office space rental company We have Anyspace, noted
77% of B2B marketers use content marketing.

“In fact, the majority of B2B content marketers use educational assets to
nurture leads and build audience trust, which is absolutely essential for
inbound marketing,” he said. “Think about informational blogs, white papers
or quizzes.

We’re likely preaching to the choir here, but, generally speaking, brands
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should create content that is relevant, authoritative and, of course, educates

its audience.

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2. Personalize your marketing messages
Peter Wilfahrt, managing director of digital agency Versandgigant, said
marketers should personalize every single message in 2020 by digging
into analytics and understanding demographics, affinity categories and in-
market segments. More on that in a moment.

“Only very few brands execute a personalized messaging strategy,” he said.

“And we’re not talking about adding the first name to your email greeting …
really dig into your prospect’s mind and discover what they fear, wish and
want.”

While Brock Murray, COO of digital marketing agency seoplus+, agrees

consumers should be made to feel special, he argues automation is the way to
go because it allows advertisers to create ads that dynamically change based
on whoever is searching. And, Murray said, results show consumers want this
type of customization.

“With that being said, timeliness also proved to be a critical part of any
strategy as users proved they still don't want to be bombarded with content,
particularly if it isn't even relevant to them,” Murray added. “Overall, all of
your content and markup should be concise and easily understandable to
ensure your users receive value with each interaction. Transparency and
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respect of users’ privacy should also be a critical component of any digital

marketing strategy.”

Frank Spear, content marketer at WordPress contest plugin RafflePress,

said personalization boosted his marketing strategy far beyond his
expectations in 2019.

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“We tried to implement personalized content in virtually every aspect of our
strategy,” he said. “Our opt-in ads change based on the content users read
before the popup was triggered. The relatable promotion is designed to show
consumers that we understand their pain points and want to help. We allow
our customers to pick the type of content they want to receive from us when
they subscribe to our email marketing campaigns.”

Effective personalization is the result of efforts like behavioral segmentation,

or separating audience members into groups based on their actions, like first-
time purchases, abandoned carts, repeat purchases and page views without
conversion, said Sam White, marketing manager at CBD site Soul CBD.

“Each behavior group can look very similar to each other demographically and
then act in very different ways,” White added. “Behavioral segmentation is
what allows us to speak to each group in a way that makes sense with how
they interact with the brand.”
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Vivek Chugh, CEO of checklist app Listables, agreed data-driven segmentation

has worked well so far because it allows Listables to tailor its messages and
make sure it is getting it in front of the right people, so this segmentation will
be a big part of marketing in 2020, too.

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3. Let data drive your creative
According to Natalia Wulfe, CMO of digital marketing agency Effective Spend,
platforms like Google and Facebook are taking control more control
of audience targeting as they simultaneously move away from manual bidding
capabilities. Meanwhile, their algorithms have become adept at understanding
which ad images and copy will drive the best click-through and conversion
rates.

“With these shifts, we’ve seen creative emerging as a serious performance

driver, carrying equal weight to other key drivers like placement selection and
audience targeting,” she said.

As a result, Effective Spend overhauled its creative design process to

incorporate a data-first approach.
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“We analyze the performance metrics of existing creative, identify where the
gaps are, and then design new creative that directly impacts those poor
performing metrics,” she added.

4. Invest in original research

One of the best marketing strategies of 2010 was investing in original
research.
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Tamas Torok, head of online marketing at Javascript development company
Coding Sans, said Coding Sans has been publishing its own research on
software development trends since 2017, and these reports have
generated links from reputable websites and yielded thousands of subscribers.

“This strategy worked because we came up with something new,” he said.

“New data attracted links and it was beautifully presented, which made people
share it on social media.”

Coding Sans plans to publish at least three new reports with original research
in 2020.

Matthew Zajechowski, outreach team lead at digital marketing agency Digital

Third Coast, agreed using proprietary data to create long-form content with
graphics has been an effective 2019 strategy, resulting in backlinks from
thousands of high-authority publications.

“Publishers want new story angles to cover on a subject even if they’ve

covered it a billion times before,” he added. “Having proprietary data allows
us to have that unique angle and presenting it with graphics makes it easy for
them to share. We look for writers and publications who cover that subject
and present it to them as new research or a study.”

5. Update your content

And don’t forget the content you’ve already published.

In fact, Cyrus Yung, co-founder of SEO company Ascelade, said updating old

content is a strategy that has served Ascelade well as Google has a freshness
ranking factor and most sites eventually see content decay.
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“They have old articles that have ranked well previously and have attracted
backlinks, but the search traffic for that particular article is on a downward
trend,” he said.

Mark Webster, co-founder of online marketing education company Authority

Hacker, said 2019 was the year Authority Hacker focused on this tactic
of refreshing older content instead of just pumping out new, high quality
content.

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 “After some testing, we found that making simple updates and tweaks and,
most importantly, changing the date of the article to represent the newest
revision [made] our rankings instantly [jump] up,” he said. “It's no secret
Google prefers fresh content but we had not anticipated this to be such an
easy win.”

What’s more, it’s cheaper to refresh old content, so Webster this small
technique a “huge win.”

Jeroen Minks of PPC agency Vazooky Digital, too, called updating existing
website content “one of the best and most successful marketing strategies
that I [used] last year.”

“By going through each article and page individually and [updating] them, I
have seen a big increase in organic rankings which have led to more website
traffic and new customers,” he said. “Part of the content optimization was to
involve other experts in my articles, which led to more external links and a
better social media presence.”

6. Try subscribing to HARO

Another popular 2019 strategy was responding to queries from journalists on
services like Help A Reporter Out (HARO), as they are constantly looking for
experts in a range of fields.
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In fact, Olga Mykhoparkina, CMO of chat platform Chanty, called answering

HARO queries “by far the best marketing activity we’ve done this year”—more
so than even guest blogging and fixing broken links.

That’s because Chanty gets an average of five to ten links a week by

responding to relevant queries.

An example HARO request from Twitter.

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“We’ve come up with a methodology to pick the best and most relevant
queries, send timely answers to them and, in the vast majority of cases, we’ve
gotten backlinks from high authority websites,” she said. That list includes
outlets such as American Express, Forbes, CMSWire, and Inc.com.

“As a result, we’ve grown our organic traffic and our domain authority has
noticeably increased in a matter of just a few months,” she added.

Vartika Kashyap, marketing manager at project management software firm

Proofhub, agreed, noting HARO has been a great source of authoritative
backlinks and has helped boost content ranks.

“And do you know what the best part is?” asked Alexandra Zamolo, head of
content marketing at communications platform Beekeeper. “It's absolutely
free. All it takes is a little bit of your time to craft a few well-written quotes
every day that apply to your industry. How cool is that?”

7. Expand your guest blogging opportunities

Another way to expand your reach? Allow more people to create content for
your brand through guest blogging. Pamela Bourgault, a digital marketing
specialist at digital marketing and social media reporting platform DashThis,
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said DashThis has scaled its content strategy by allowing clients to contribute

to its blog.

“This type of strategy is ideal for both of us since they can use this guest post
contribution to leverage their expertise and we can use their knowledge to
leverage our blog as a resource for relevant information and lead generation,”
she added. “In most cases, these articles bring in a lot of organic traffic and

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promising leads for us. We have some articles that our clients have written
that still to this day bring in over 200+ leads per month.”

8. Use more video (again)

Video remained a popular digital marketing tactic in 2019, and it’s a must
marketing strategy for this year, too.

Stuart Leung, vice president of marketing for vaping brand Breazy, said videos
forge stronger bonds with consumers, which, in turn, makes them more likely
to purchase a product. Options include tutorials, testimonials and behind-the-
scenes footage.

Case in point: Chris Savage, CEO of video software company Wistia, said Wistia
has paid close attention to the rise of streaming platforms and has seen more
and more businesses take a page from the Netflix playbook, creating longer-
form original content to build brand affinity. That’s why Wistia created its own
late-night-style talk show, Brandwagon.

“Throughout the series, I talk with some of the top minds in the marketing
world to learn the secrets behind some of their biggest successes,” he said.
“Plus, we welcome some unexpected special guests and our team even buys a
’91 wagon to transform into the ultimate Brandwagon along the way.”

Wistia used social media to advertise trailers and clips and allows viewers to
binge watch the entire show, resulting in a steady increase in brand search
volume and an increase in overall time spent with the brand, Savage said.

9. Livestream
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Morgan Lathaen, marketing specialist at printing company Thumbprint, noted

livestreaming was on the rise in 2019 and will continue to dominate in 2020
because it is free, takes a short amount of time to produce, reaches a broader
target audience, and offers authentic user engagement.

“With that, live content has the ability to generate greater impressions than
posts published in newsfeeds,” she added.

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10. Try explainer videos

Another option for video content is explainers. That’s what Raj Vardhman,

editor-in-chief of remote work resource GoRemotely.net, said his site opted to
do in 2019 to make complex concepts easier to understand.

“The Google algorithm continues to favor websites with video content, which
makes these incredibly important both for marketing and SEO,” he added.

Larissa Murillo, Marketing Manager at SEO and website marketing tool

Marketgoo, said Marketgoo took this one step further by creating a course for
online learning platform Udemy that was more educational than promotional.

“The idea behind this tactic was to build brand awareness of our SEO tool and
use the course to teach basic SEO and how to use our tool to help with that
effort,” she said.

While conceding the attribution for signups was tricky because students were
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typing in URLs rather than clicking on links, Murillo said another advantage
was the videos were reusable in other capacities, like blog posts.

11. Host or join podcasts

Digital marketing consultant Ryan Scollon called podcasts “a real breakthrough
in 2019” with a surge of shows in digital marketing in particular.

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Marketers can appear as guests on established podcasts or start their own,
both of which Scollon said offer huge benefits with few downsides.

“Podcasts are a great way at building a solid audience that returns every week
without having to have your face in front of the camera,” he said. “It's also a
great way for repurposing content that you may already have on your blog.”

Stacy Caprio, founder of Accelerated Growth Marketing, said appearing on

podcasts has been one of her most effective marketing strategies of 2019
because it has driven site traffic and brand awareness.

“The trick is to go on … podcasts that have devoted audiences in your own

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niche, so the audience interest overlaps with your own,” she said. “This works
well when the podcaster has a large audience that trust them implicitly and
will take their interviewing of you as an endorsement that they want to check
out on their own.”

12. Prioritize local SEO

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According to Dan Rice, marketing manager at recruiting firm Talent Locker, the
most effective strategy in 2019 was optimizing and prioritizing Google My
Business, the free tool that allows businesses to manage their online presence
across Google, including search and maps.

“We have used this as part of a wide-ranging digital marketing campaign

designed to raise awareness of the brand and brand name,” he said. “Through
steadily producing posts, updates and actually helping drive people to our
Google My Business listing, we have been getting strong results … it doesn’t
just appear to be helping local SEO, it is also highly significant in driving
searches on brand names, too.”

Digital marketing consultant Leslie Whittaker agreed, noting while most

businesses have claimed a Google My Business listing, only a small percentage
have optimized it. Plus, Google continually adds new features and many
businesses aren’t even aware they exist, which means they are missing out on
opportunities to drive leads.
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“For business with a brick and mortar location, Google My Business is an

essential marketing tool,” she said. “It's the first place people turn when
looking for a business, especially local businesses and it’s an easy way to
increase leads in a short time.”

For example, by focusing on the Google listing, Whittaker said one client, a spa
in Midtown Manhattan, saw a 398% increase in the number of times the listing
appeared in Google searches, an 84% increase in phone calls and a 153%

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increase in traffic to the website. Another, a dermatologist with a new practice
in Long Island and a new listing, has appeared 8900 times in search results and
has received 280 site visits from said listing, along with 300 phone calls.

Erin Sparks, CEO of digital marketing firm Site Strategics, said the new real
estate from Google, along with lead funnel functionality, shows it wants
customers to interact with its properties first, which is why Google is giving
businesses the tools to connect with said customers.

“From the Get a Quote functionality to Custom Service Menus to the relatively
new Google Guaranteed Local Service Ads, it is clear that Google wants you to
interact with the customer as quickly as possible with its tools,” he added.

13. Set up automated email marketing campaigns

Maciej Baranowski, manager of customer engagement at career advice
website ResumeLab, said ResumeLab started automating its email
marketing campaigns in 2019, which was a “resounding success.”

That’s because the company can send almost four times as many newsletters,
which more than compensated for the initial drop in conversion rates.

“Ideally, we want both, but math tells us that the tradeoff was more than
worth it and we’ve been surging ever since,” he said.

Automated email also allows for better customization with A/B testing,
infographics, sequences, time zones and CTA buttons, as well as data-backed
optimization.
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“With each subsequent week, we’re getting smarter about what the ideal
newsletter looks like,” Baranowski said. “In the end, the juice was more than
worth the squeeze. The transition pains have yielded a much smoother,
smarter and efficient approach that we look forward to fine-tuning further.”

14. Prepare for voice technology

Continuing a trend from prior years, voice search was once again on
marketers’ minds in 2019.

That includes chatbots, which Paige Arnof-Fenn, CEO of marketing consulting

firm Mavens & Moguls, noted cut costs and convert visitors into leads by
answering FAQs, as well as optimizing for voice queries and long-tail keywords.
Again.

Arnof-Fenn said the latter will be key to maximize marketing and advertising

opportunities via voice assistants like Siri, Alexa, and Google Assistant.

 “I predict that the brands that perfect the branded skill with more customer-
friendly [and] less invasive ads are going to win big,” she added.
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Faizan Ali, who does PR for WordPress resource site WPBeginner, said adding
semantics and optimizing content for voice searches yielded a lot of featured
snippets for WPBeginner, which helped increase traffic by 37% in 2019.

What’s more, Alexander Kehoe, operations director of web design firm Caveni

Digital Solutions, said Caveni is using natural language processing to assess the
quality of its own human contributors and create more value for customers.

15. Test out augmented reality

Extending the personalization trend, Polly Kay, senior marketing manager at
window treatment retailer English Blinds, said interactive content that allows
customers to preview products paid off well in 2019.

For English Blinds, that means rolling out a tool for prospects to upload

pictures of their home interiors to create window treatment designs to see
how they’d look.

“This idea initially came from my seeing hair design websites in which women
were able to upload a picture of their face and see how it would look with
different hair styles overlaid to it,” she said. “This proved to be hugely
successful for us during testing, for many reasons. The most obvious of these
is that it enables people to see how one of our products will look in their home
before paying the money and taking a chance, which of course helps to
incentivize sales in and of itself.”

After a four-month trial of this Virtual Interiors tool, the brand decided to look
closely at enabling additional interactivity in 2020.

16. Use smart bidding

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According to Wulfe, Google and Facebook have also significantly expanded

their AI-based ad targeting and bidding capabilities over the last year and her
agency has adopted them across “at least 90% of our search and social ad
campaigns.”

That’s because smart bidding options like Google’s Target CPA are able to
learn quickly from past data to optimize ad spend toward top-converting
search queries, ad creative, audiences and demographic segments. To ensure
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the algorithms have as much data as possible, Effective Spend tracked all the
important activities users do on clients’ sites and connected clients CRM data
directly to each digital channel to tell the algorithm which conversions were
junk and which ones became qualified leads and sales. 

 “The more engagement and lead value information you feed the algorithm,
the more insights it can crunch to optimize your ad spend toward the leads
that are most likely to turn into paying customers,” she said. “We saw this
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firsthand and are further committing to it in 2020.”

The best marketing strategies to try in 2020

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 Benefits of Digital Marketing
Reduce cost
Your business can develop its online marketing strategy for very little cost
and can potentially replace costly advertising channels such as Yellow
Pages, television, radio and magazine.
Simple to measure
You can see in real time what is or is not working for your business online
and you can adapt very quickly to improve your results. For measuring
traffic to your site you can use Google Analytics to measure specific goals
you want to achieve for your website or blog and most packaged email
marketing solutions provide good insight into how many people are
opening, reading and converting from your emails.
Greater client appeal
The firms have the benefit of attractive to customers in results that can be
brought by a medium rapidly. Online marketing gives a range to them of
options to promote their business to the market.
Thus, the technique and overall success of marketing strategies rely on
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business objectives and the total amount the business desire to purchase
online marketing.
Brand Development
A well maintained website with quality content targeting the needs and
adding value to your target audience can provide significant value and lead
generation opportunities. The same can be said for utilizing social media
channels and personalized email marketing.

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Greater engagement
With digital marketing you can encourage your prospects, clients and
followers to take action, visit your website, read about your products and
services, rate them, buy them and provide 32 feedback which is visible to
your market. So it doesn't take long for good publicity to enhance the
prospects of your business.

Level playing field:

Any business can contend with any opponent regardless of dimension with
a strong digital internet marketing strategy. Typically a smaller store would
find it difficult to coordinate the grace of the accessories of its larger
opponents. Online, a sharp well thought out site with a sleek customer trip
and fantastic service is master – not dimension.
Available 24/7:
The World Wide Web never rests and so does Online promotion, enabling
business with little sources to maintain physical 24-hour functions to
contend in the electronic industry using Online promotion resources that
can run almost 24 hours a day and 7 days a week.
Disadvantages of Digital Marketing
Promotion Strategy Can Be Copied:
One of the hazards in Internet marketing is that a particular technique can
easily be copied by a rival, and many have done so with finish ignore for
the lawful repercussions their actions may carry. Pictures or images can be
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used to mislead customers and take away an important business from you.
Not only that, these can also be used for perpetrating adverse and
incorrect information about your product, products or services that will
harm your online reputation – and reduce useful focused customers.
Digital Marketing Includes Too Much Competition:
Just like the growth and growth of online ads, Internet promotion is
experienced with a great process of too many competitors. Digital

28
promoters are not capable of getting into a more powerful place for the
best possible exposure for their promotion and promotion tasks, and with
33 the use of too many competitors, will make it even more difficult and
expensive to get the interest of targeted viewers.
Security Issue:
Internet marketing has its own disadvantages which are not noticeable on
its experience value. For a person or client who queries online for products
or services, there is a caution not to reveal all the private information as it
might be used against them by unidentified people.
Lack of trust:
One of the significant drawbacks may be a deficiency of believing in of the
customers because of could be exclusive special offers that appear to be
scammers. This is a part that declines the picture and trustworthiness of
quality and sincere companies.
Requires More Initial Investment:
Playing Digital marketing contains various restrictions like developing
delicate and professional looking for your website and planning an
effective technique. Paid marketing like Search engines Ad Words, Search
engines Ads, and Social Press Marketing is quite expensive, especially for
small enterprise owners.
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 Basic Difference Between Traditional and Digital Marketing

Traditional marketing Digital marketing

1. Communication is unidirectional. Communication is bidirectional. The
Means, a business communicates customer also can ask queries or
about its products or services make suggestions about the business
with a group of people. products and services.

2. Medium of communication is Medium of communication is mostly

generally phone calls, letters, and through social media websites, chat,
Emails. and Email.
3. Campaigning takes more time for There is always a fast way to develop
designing, preparing, and an online campaign and carry out
launching. changes along its development. With
digital tools, campaigning is easier.

4. It is carried out for a specific The content is available for general

audience throughout from public. It is then made to reach the
generating campaign ideas up to specific audience by employing
selling a product or a service. search engine techniques.

5. It is conventional way of It is best for reaching global audience

marketing; best for reaching local
audience
6. It is difficult to measure the It is easier to measure the
effectiveness of a campaign. effectiveness of a campaign through
analytics
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DIGITAL INDIA 2020

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With 23% boost, Digital India Program gets Rs 3,958 crore . The government
has increased the outlay for digital India programme by 23 per cent to Rs
3,958 crore for 2020-21 compared to the actual allocation in the current fiscal .
Digital marketing is no longer a mere component of the larger marketing
strategy; it is now seen as a foundation to marketing. The government has
increased the outlay for digital India programme by 23 per cent to Rs 3,958
crore for 2020-21 compared to the actual allocation in the current fiscal. The
increase has been mainly on account of incentives to be given for electronic
manufacturing, research and development, development of manpower for the
segment, cyber security and promotion of IT and IT enabled services.The
finance ministry had allocated Rs 3,750.76 crore in the previous budget but
the same was revised downward to Rs 3,212.52 crore, according to the budget
document released on Saturday."The Government has been taking several
initiatives on continuous basis for promotion of electronics manufacturing in
the country to provide an enabling environment for the industry to compete
globally. Electronics manufacturing is one of the important pillars of the Digital
India Programme and the target to achieve net zero imports is a striking
demonstration of intent," the document said. The finance ministry had
allocated Rs 3,750.76 crore in the previous budget but the same was revised
downward to Rs 3,212.52 crore, according to the budget document released
on Saturday."The Government has been taking several initiatives on
continuous basis for promotion of electronics manufacturing in the country to
provide an enabling environment for the industry to compete globally.
Electronics manufacturing is one of the important pillars of the Digital
India Programme and the target to achieve net zero imports is a striking
demonstration of intent," the document said.Government has increased
provision for promotion of Electronics and IT hardware manufacturing through
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modified special incentive package scheme, electronics development fund and

electronics manufacturing cluster to Rs 980 crore from Rs 690 crore in the
current fiscal. The fund is envisaged to be spent on R&D activity in Electronics,
nano and microelectronics including semiconductor integrated circuit layout
design registry, medical electronics and health informatics, innovation
promotion and start-ups, high performance computing including National
Supercomputing Mission, open source etc. The fund for Pradhan Mantri

31
Gramin Digital Saksharta Abhiyan will remain unchanged at Rs 400 crore in the
upcoming fiscal year, according to the budget document.

 The research and development programme under the Ministry of

Electronics and IT will get 75 per cent higher fund in 2020-21 compared
to Rs 435 crore in the current fiscal
 The fund allocation for cyber security projects and promotion of IT and
ITeS industries have been increased to Rs 170 crore each from Rs 102
crore and Rs 90 crore respectively.
 The government has increased allocation for National Knowledge
Network to Rs 400 crore from Rs 274 crore in the current fiscal.
Government has slashed funds for promotion of digital payment by
more than half to Rs 220 crore for 2020-21 from the Rs 480 crore it
allocated for the current fiscal.
 The aggression to reach the customer is evident from a survey
conducted which tells that the top e-Commerce websites in India (For
e.g. Amazon, Flipkart) currently send at least 8 promotional (excl. the
transactional) emails a week to each of its customers.
 With 10 billion internet users and 12.25 billion Smartphone users in the
world, almost half of the world can be reached through the digital
platform at an unprecedented speed and ease.
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 CHAPTER-2
Scope , Needs
And
Objective of the
study
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33
 SCOPE OF THE STUDY
o The scope of the study is limited to the market of
advertisement.
NEED FOR THE STUDY
1. To carry out the comparative study of the traditional and digital
marketing and to determine that which one is better and how this
whole phenomena actually works. Under this project the aspects of
traditional and digital marketing are covered.

OBJECTIVES OF THE PROJECT

 To derive and analyze difference between traditional and digital
marketing.
 To study the various factors which influence both the marketing
strategies.
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34
 CHAPTER-3
Research
Methodology and
Limitation
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35
 RESEARCH METHODOLOGY

Research Method
The Research Method used for project is Descriptive method. Descriptive
research, also known as statistical research. Different tables, pie charts are
used to show the responses given by respondents.

Data Collection Methods used

Primary and Secondary data collected to carry out the research work

Primary data :
Information was collected directly from the interns for the project work.
The data collected during the study included the data collected through
questionnaires only.

Secondary data :
Information was collected directly from newspapers, magazine and
internet about the companies.

Measurement Technique
Questionnaire :
Questionnaire is a formalized instrument for collecting information
directly from the respondents. During this research questionnaire was used
Page36

as tool for getting information from the companies.

Sampling Method :
The sample is selected based on non-probability sampling method. Under
this method Convenience sampling technique adopted.

36
Sample Size :
The sample size consisting of 50 company‟s interns were selected for the
study. Questionnaire will be filled by the interns of the company.

LIMITATIONS OF THE STUDY

1. This study has been restricted to Bangalore, Pune, Chandigarh, Mohali ,
Delhi & NCR, Bathinda only.
2. Time factor was the main limitation for the study as the project was
restricted to small period.
3. Most of the interns of all the companieswere busy and were not willing
to answer.
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37
 CHAPTER-4
Data Analysis and
Interpretation
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 DATA ANALYSIS AND INTERPRETATION

1. Do you believe in the concept of marketing ?

60 RESPONSE

60 PERSON RESPONSE
YES 57 95%
NO 3 5%
YES
NO
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39
2. On Which methods would you like to concrete
more ?

60 Response

methods Response %

Traditional 12 20%

Digital 48 80%

RESPONSE

20%

traditional
digital
Page40

80%

40
3. Which method is best in term of ROI ?
60 Response

methods Response %

Traditional 15 25%

Digital 45 75%

ROI
traditional digital

25%

75%
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41
4. Do you use digital marketing techniques to grow
your business ?
60 Response

methods Response %

Traditional 6 10%

Digital 54 90%

traditional digital

10%

90%
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42
 5. On which of these online communities do you
hold a personal account ?

60 response

flicker 13%

snapchat 20%

twitter 50%

instagram 70%

youtube 96%

facebook 86%
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43
6. Have your organisation faced any difficulty or
disadvantage of digital markeing method ?

60 Response

18%

yes
no

82%
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44
7. Does your organisation currently have any online
advertising initiatives running or planned ?

Response

30%

yes
no
50% May be

20%
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45
8. In the ratio does your organisation spend on
traditional and digital marketing ? (eg: traditional
: digital- 30:70)

Response

20%

34%
30 . 70
70 . 30
50 . 50
80 . 20

30%

16%
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46
9. Do you believe in the growth prospect in digital
markeing in the future ?

RESPONSE

8%

Yes
No

92%
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47
 CHAPTER-5
FINDINGS
&
SUGGESTIONS
Page48

48
 FINDINGS
1. Nowadays, Companies are concentrating more on digital marketing instead
of traditional marketing.

2. According to survey, 75% of companies say that digital marketing gives

them best results in terms of ROI.

3. 90% of companies u se digital marketing techniques to grow their business.

4. 86% of respondents have personal account on Facebook and it is the most

used social networking site around the world.

5. 96% of companies have personal account on Youtube and it second on list.

6. Instagram is almost near to FACEBOOK and 70 % of companies holding their
personal account.

7. , Twitter is 30% , flicker is 13% and only 20% companies have account on
Snapchat.

8. Only 18% of respondents faced some difficulty or disadvantage in using

digital marketing methods.

9. 82% respondents are satisfied by using digital marketing methods.

10. 20% of respondents are not aware about their company‟s running online
advertising initiatives.

12. 34% of respondents spend 70% of their marketing budget on digital

marketing and remaining 30% on traditional.

13. 30% of respondents spend half of their marketing budget on digital

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marketing and second half on traditional.

14. 16% of respondents spend 70% of their budget on traditional marketing.

15. Only 20% of respondents are there, who spend 80% of their budget on
traditional marketing.

16. Only 22% of companies have highly satisfied customers and 36% have
satisfied customers.

49
17. 30% of companies have customers, who are neither satisfied nor
dissatisfied. 70

18. Remaining 12% companies are there, who have dissatisfied and highly
dissatisfied customers.

19. 92% of total respondents believe that digital marketing have growth
prospect in the future.

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CHAPTER-6
CONCLUSION
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51
 CONCLUSION
The topic of my study was “Study the comparison between traditional
marketing and digital marketing and the objective was to derive and analyze
difference between traditional and digital marketing and to study the various
factors which influence both the marketing strategies. I found that in our
country internet 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 of print ads in newspapers, magazines,

billboards, direct mail, business cards, posters, TV and radio commercials and
printed paraphernalia such as brochures or leaflets. These were effective
mediums until the advent of the internet and they are perhaps somewhat
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, lets 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 aeons
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
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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. To what result you may
ask? Research statistics suggest that organisations that have opted out of
52
traditional marketing fall somewhere in the bracket of 140-160%, whereas
expenditure on digital marketing increased over 14%. And its not just
advertising that is affected, the digital medium has intrinsically changed the
way businesses work as well, for example, Newsweek, a well-known magazine
brand has switched to a digital publication.

The challenges faced by a digital marketer today are evolving,dynamic and

tangible in real time. Smart digital agencies fully utilize 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. 75

Since Nov 2016, Demonetization has being playing a great role in making our
country a cashless economy. Due to shortage of cash, companies were opted
for digital marketing, even our local vendor have started accepting payments
using digital modes. For instance : phonepay, paytm, mobikwik, payuUoney,
freecharge In nov 2019, PAYTM was earning rs. 240 crore per day.

Based on the above discussion it has been found out that through digital
marketing we are able to focus target market in a better way than traditional
marketing. The study has also revealed that in order to utilize the digital
marketing in an effective way, the companies are required to design an
effective platform. The transition of newspaper from the printed version to the
online version exemplifies the current trends of the digitalization.
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 CHAPTER – 7
QUESTIONARRE
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 Questionarre
1. Do you believe in the concept of marketing ?
o Yes

o No

2. On Which methods would you like to concrete

more ?
o Traditional

o Digital

3. Do you use digital marketing techniques to grow

your business ?
o Traditional

o Digital

4. Which method is best in term of ROI ?

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o Traditional

o Digital

55
5. Do you use digital marketing techniques to grow
your business ?
o Yes

o No

6. On which of these online communities do you

hold a personal account ?
o Facebook

o Twitter

o Snapchat

o Youtube

o Flicker

o Instagram
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56
7. Have your organisation faced any difficulty or
disadvantage of digital markeing method ?
o Yes

o No
8. Does your organisation currently have any online
advertising initiatives running or planned ?
o Yes

o No

o May be
9. Since when have you been using digital
marketing as a part of your markeing method ?
o Yes

o No
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10. Are you customer satisfied your product or
services ?
o Highly satisfied
o4
o3
o2
o1
o Highly dissatisfied
11. Do you believe in the growth prospect in digital
markeing in the future ?
o Yes

o No
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