IIBM’s Journal of Management Research ISSN : 2395 - 5147

A COMPARATIVE STUDY OF DIGITAL MARKETING VS

TRADITIONAL MARKETING

Ms. Sudha Lawrence, Ms. Snehal Deshmukh, Ms. Elavarasi Navajivan, Assistant Professors
Smt. K. G. Shah Dept. of Computer Applications under
Dr. B. M. N College of Home Science, Matunga, Mumbai
[email protected], ,[email protected], [email protected]

Abstract

With the advent of Internet age, some old marketing methods have been eliminated, and replaced
with new methods for product promotion and marketing. "Desk research" has turned into "online
research". This paper makes a comparative study of traditional marketing and digital marketing,
also known as online marketing. It also includes the pros and cons of traditional marketing and
digital marketing.

Traditional marketing is the conservative mode of marketing that has been used since the
beginning of marketing. This promotion of products and services was through:
 Television
 Newspaper
 Radio
 Flyers and billboards by the roads and highways
 Pamphlets

Digital Marketing is the marketing mode of the modern times. Digital marketing is promotion of
products and services through platforms like:
 Social media like Facebook, Twitter
 WhatsApp
 Promotional ads via emails

Vol. 3; Issue : 1 & 2; January – December 2018 Page 112

IIBM’s Journal of Management Research ISSN : 2395 - 5147

 Paid pop ups

 Blogs
 Mobile Apps
The traditional marketing methods support digital marketing. Both the marketing methods are
dependent on each other.

Introduction
The world is facing a drastic shift towards Digital environment. Many of our routine activities
like Banking, Shopping, Bill Payment, Reading & Learning, and Ticket Booking are performed
online. The revolution that has taken place in the field of information technology (IT) has
changed the way of marketing. Nowadays, even Marketing & advertisements for promotion of
their goods and services are done through internet. This new trend is much cheaper, easier, useful
and proven to be successful. Without actually entering the market / shop, neither wasting time
nor wasting cost nor energy, one can find what needs areand make purchases with a quick click.
These activities raise many questions in our mind - Does Traditional Marketing really exist?
Does Digital Marketing suppress Traditional Marketing?

Even though, digital and traditional marketing have a common goal of attracting qualified
customers and building brand awareness of the product and services in the market, and both
work together to boost marketing results, the differences between the two are very clear. To
clarify the terms digital marketing concentrates on web and internet like creating a webpage,
advertising the product via different social media. On the other hand, traditional marketing
concentrates on advertisement through newspapers, magazines, ads on TV and Radio.

Objectives:
 To study briefly the concept of Digital and Traditional Marketing
 To find out why we still need to consider Traditional Marketing in Marketing Strategy
 To find out why Digital Marketing has overcome Traditional Marketing
 To observe the success of Digital and Traditional Marketing with reference to a case
study

Vol. 3; Issue : 1 & 2; January – December 2018 Page 113

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Research methodology:
This study is based on secondary data, which has been collected from various sources like
National and International Published Journals, Internet, Books, etc.

What is Traditional Marketing?

Traditional marketing is the most accepted form of marketing that has been successful for years.
It involves many familiar forms of advertising that we watch and listen in our everyday life.
Methods of traditional marketing can include -
 Printed Advertisements in Newsletters and Newspapers
 Billboards and Flyers along the roadside
 Pamphlets and brochures
 Catalogs
 Magazines
 Commercial Ads on TV & Radio
 Direct mail

Magazines
Postcards Flyers &
& Letters Brochures

Telephone
Traditional Radio Ads
Marketing

Newspape
r TV Ads

Billboards

Fig 1: Methods of Traditional Marketing

Vol. 3; Issue : 1 & 2; January – December 2018 Page 114

IIBM’s Journal of Management Research ISSN : 2395 - 5147

The figure below projects the different categories of Traditional marketing strategies.

Traditional
Marketing

Print Broadcast Direct Mail Telephone

Marketing Marketing Marketing Marketing

Sales
Brochures
Newspaper TV Ads Message
& Flyers
over Phone

Magazines Radio Ads Catalogs

Postcards &
Letters

Fig 2: Categories of Traditional Marketing

Print Marketing is one of the old methods of traditional marketing which was prevalent since
olden times. It is the strategy of advertising in paper form through newspapers, magazines and
newsletters which could be distributed to the customers.
Broadcast Marketing is the advertisements of the product or service broadcasted on radio and
television so that it could virtually attract people.
Direct Mail Marketing uses printed material like postcards, brochures, letters, catalogs, and
flyers which could be sent through postal mail to the customers.
Telephone Marketing / Telemarketing is the practice of conveying sales information about the
product or service via telephone and convincing them to purchase the product or service.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 115

IIBM’s Journal of Management Research ISSN : 2395 - 5147

What is Digital Marketing?

The promotion of products or services using digital network to reach the customers across the
globe is commonly known as Digital marketing which could be done through:
 Blogs
 Social media (Facebook, Twitter)
 App Development
 Promotional ads via emails
 Paid pop ups

Web Design

App
Paid pop ups
Development

Digital
Marketing

Blogs Social Media

Email

Fig 3: Methods of Digital Marketing

Why we still need to consider Traditional Marketing?
Traditional marketing methods are outdated because there is a constant look out for the
most effective ways to advertise the product or service online and drive more attraction towards
it. While online and digital marketing can increase branding, there are still many benefits of
traditional marketing that could be lost in digital marketing. Below are just a few reasons why
traditional marketing methods are still needed to be integrated into the future marketing efforts.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 116

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Greater Exposure
Advertising via digital mode can increase the exposure of the product or service, but the
customers could not be expected to be online throughout to look out for the promotion of product
or service. In spite of the fact that in the current world, the customers first search online to
choose a product or service, there are still customers who either don‘t have immediate access to
the internet or they are not tech-friendly. At this scenario, traditional marketing methods can help
to complement the exposure of the product or service.

New Audiences
Advertising via mass media, such as billboards, television and radio, allows companies to reach a
large audience spread over a wide area, and by reaching such a large number, the product or
service is bound to get noticed by new viewers that one may not have been targeting. This wide
circulation of product or service exposure is one advantage of traditional mass media that isn‘t
the strength of today‘s digital marketing methods.

It’s Personal
Traditional marketing allows the product to cross paths with customers and interact with them on
a more personal level; more than what digital marketing does. People prefer human interaction
and rely on relationships in all aspects of life. Traditional marketing and advertising, such as
sending anniversary card with a special offer through direct mail, allows brands to create a
personal connection that may invite them to the store or to the website.

Tangibility
In a digital age, it‘s a nice change of pace to receive hard copies of a brochure or other printed
material that the customers can look through at their own comfort. Tangible items (For eg.
Business cards) are good ways to bring a company‘s brand to the customer, rather than depend
on them to find one‘s business through other platforms.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 117

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Why Digital Marketing has overcome Traditional Marketing?

Cost
In order to target a larger group of audience, traditional marketing methods are more expensive
than digital marketing methods because in traditional marketing producing the ads about the
product or service involves investment of a huge amount of money, whereas many forms of
digital marketing allows products/services to communicate with the customers free of cost.

Time constraints
Traditional marketing does not allow one to respond to changes in the marketplace as quickly as
digital mode of communication. As creating magazine ads and daily newspaper ads may require
at least week or month advance. Also changing broadcast ads requires time and additional
production expense. On the other hand, on the Internet one can instantly update the web pages or
Facebook pages to let customers know about the product or service.

Hard to Target Audience

Digital Marketing allows marketers to more precisely target potential customers. It is easy to
determine well in advance who visits a particular website, how often they visit, what they view
and other information. Thus it is easy to track and target a specific audience and suggest similar
products. On the other hand, once a magazine is mailed, a paper is delivered or an ad is
broadcast, it is difficult to predict who actually read, saw or viewed their ad. Thus, it is difficult
to target a specific customer.

Less Information
The message one can deliver with traditional advertising is much more limited compared to
online communications. In a website with the click of a banner ad or link, there are unlimited
opportunities to deliver page after page of information to customer, whereas in traditional
marketing, one must communicate one‘s advertisements within a limited space and stipulated
time.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 118

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Case study
After getting a brief understanding on digital marketing, its various techniques, advantages and
disadvantages, we tried to implement it in our college i.e. Dr. B. M. N. College of Home
Science. Discussions with the Management Members & Principal led to the conclusion that the
admissions for BCA course were dropping gradually. Therefore, the teachers of the department
decided to boost admissions with the help of digital marketing tools.
In the year 2015 – 16, the admission was 110 students for the BCA course. In the month of
August 2016, the department decided to market the course through College website, which
required a complete change. So the following strategies were decided-
 Changed the look and feel of the website and included all the details about the course on
the website.
 Created the Facebook pages ‗Ms. Vanity‘ and ‗Once upon a time in BCA‘
 Made students like/visit the website so that it could be listed in the first page of Google.
 Formed WhatsApp group of alumni and requested them to market the course.
 Uploaded all the students‘ achievements and college achievements on social media to
spread the message.
After implementing the above strategies, the admissions for the year 2016-17 shot up to125
students.
In order to reach out to the local students, we decided to club the traditional marketing with
digital marketing practices. Thus following strategies were planned and implemented for the
academic year 2017-18.
 Students were asked to conduct a survey by distributing questionnaire to at least five XII
std. girl students. After receiving the data, these students were contacted through phone
calls and SMS.
 Bags with course and college details printed on it were given to the students.
 Jute bags with course details were printed and distributed along with brochures &
pamphlets.
 Attractive flexes & banners were displayed at the college entrance gates.
These along with all the digital marketing strategies were incorporated and the results were quite
satisfactory. For the academic year 2017-18, we had 140 students enrolled for the course.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 119

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Result
160

140

120
No. of students enrolled

100

80

60 No. of Student enrolled

40

20

0
2015-16 2016-17 2017-18
Year

Fig 4: Graph depicting improvement in Students Enrollment

The above graph shows the improvement in students‘ enrollment for BCA course through
implementation of digital marketing strategies along with the existing traditional methods.

Vol. 3; Issue : 1 & 2; January – December 2018 Page 120

IIBM’s Journal of Management Research ISSN : 2395 - 5147

Illustrative representation of Case study

Traditional Marketing Digital Marketing

Ad on College Bags and eco-friendly Jute bags Details about BCA on the College Website

Flex at the College Gate Listed in the first page of Google

Conclusion
Comparing digital and traditional marketing, we would like to conclude that both can help
marketers to promote their products/services irrespective of their advantages and disadvantages.
Also both the marketing strategies have to be merged and applied for a satisfactory and
successful result.

References
www.lexicon.ft.com/Term?term=digital-marketing
www.marketing-schools.org/types-of-marketing/traditional-marketing.html
http://www.bing.com/images/search?q=advadntages+of+traditional+Marketing&FORM=HDRS
C2
https://bizfluent.com/info-7743048-disadvantages-traditional-marketing.html

Vol. 3; Issue : 1 & 2; January – December 2018 Page 121