Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

Comparative Analysis of Traditional Marketing

vs. Digital Marketing Strategies
Dr. Nishant Dubey

Jawaharlal Institute of Technology and Management

Khargone (M.P.) India

Abstract
This paper presents a comparative analysis of traditional marketing and digital marketing strategies,
examining their respective strengths, weaknesses, and applicability in today's dynamic business
environment. Traditional marketing methods, including print, broadcast, direct mail, and outdoor
advertising, offer broad reach and credibility but are often costly and lack precise measurability. In
contrast, digital marketing leverages internet-based channels such as social media, SEO, PPC, and
email marketing, providing cost-effective, targeted, and measurable campaigns. While digital
marketing excels in precision and engagement, it faces challenges like high competition and the need
for technical expertise. This study also explores the potential of integrated marketing communications
(IMC) strategies that combine both traditional and digital approaches to maximize impact. The
analysis underscores the importance of adapting marketing strategies to evolving consumer behaviors
and technological advancements, recommending a hybrid approach for optimal results in diverse
business contexts.

Keywords: Traditional marketing, digital marketing, integrated marketing communications (IMC),

consumer behavior, technological advancements.

I. INTRODUCTION
Marketing has always been a cornerstone of business success, serving as the bridge between companies and
their customers. Over time, the methods and channels used for marketing have evolved significantly,
influenced by changes in technology, consumer behavior, and global connectivity. This evolution has led to
a dichotomy in marketing strategies: traditional marketing and digital marketing. Both approaches aim to
achieve the same fundamental goal—promoting products and services to generate sales—but they do so
through vastly different means. A comparative analysis of traditional marketing versus digital marketing
strategies is crucial for understanding their respective strengths, weaknesses, and applicability in today's
dynamic business environment.
Traditional marketing encompasses a range of techniques that have been used for decades, if not centuries.
These methods include print advertising (newspapers, magazines), broadcast advertising (television, radio),
direct mail, outdoor advertising (billboards, posters), and face-to-face marketing (events, trade shows). The
core advantage of traditional marketing lies in its ability to reach a broad audience through well-established
channels. Television and radio ads, for example, can achieve massive reach and frequency, ingraining brand
messages in the public consciousness. Print media, with its tangible nature, allows for a more personal
connection with the audience, often perceived as more credible and trustworthy.
However, traditional marketing is not without its limitations. One of the most significant challenges is the
high cost associated with many traditional advertising channels. Television and radio spots, especially
during prime times, can be prohibitively expensive for small and medium-sized enterprises (SMEs).

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

Additionally, traditional marketing lacks the precision and measurability that modern businesses demand. It
is challenging to track the exact impact of a billboard or a print ad on consumer behavior and sales. This
lack of detailed analytics makes it difficult for marketers to optimize their campaigns and ensure a good
return on investment (ROI).
In contrast, digital marketing has revolutionized the way businesses approach their marketing strategies.
Digital marketing leverages the internet and electronic devices to deliver promotional content. This includes
a wide array of tactics such as search engine optimization (SEO), pay-per-click (PPC) advertising, social
media marketing, email marketing, content marketing, and influencer marketing. The rise of digital
marketing has been fueled by the proliferation of the internet and mobile devices, which have transformed
how consumers access information and make purchasing decisions.
One of the most compelling advantages of digital marketing is its cost-effectiveness. Unlike traditional
media, which often requires significant upfront investment, digital marketing campaigns can be scaled
according to the budget. Small businesses can start with modest investments in social media ads or PPC
campaigns and gradually increase spending as they see results. Moreover, digital marketing offers
unparalleled targeting capabilities. Marketers can tailor their campaigns based on demographics, interests,
behavior, and even real-time data, ensuring that their messages reach the most relevant audience. This
precision targeting helps improve conversion rates and reduces wasted ad spend.
Another key benefit of digital marketing is its measurability. Advanced analytics tools enable marketers to
track every aspect of their campaigns, from impressions and clicks to conversions and customer acquisition
costs. This data-driven approach allows for continuous optimization, ensuring that marketing efforts are
always aligned with business objectives. Additionally, digital marketing fosters greater engagement through
interactive content, social media interactions, and personalized email campaigns, creating a more dynamic
relationship between brands and consumers.
Despite these advantages, digital marketing also faces challenges. The digital landscape is highly
competitive, with countless businesses vying for the attention of the same audience. This saturation can
make it difficult for brands to stand out and achieve meaningful engagement. Additionally, digital marketing
requires a certain level of technical expertise and ongoing adaptation to new trends and algorithms.
Businesses must stay abreast of the latest developments in SEO, social media algorithms, and digital
advertising platforms to maintain their competitive edge.
The comparative analysis of traditional marketing and digital marketing strategies also needs to consider the
context in which these strategies are deployed. Different industries, target markets, and business goals may
dictate the suitability of one approach over the other. For example, in regions with limited internet
penetration, traditional marketing methods might still hold significant value. Similarly, industries that rely
heavily on visual appeal and emotional connection, such as luxury goods and high-end fashion, may benefit
from the tactile and immersive experience offered by print and television ads.
Moreover, a hybrid approach that combines both traditional and digital marketing can often yield the best
results. Integrated marketing communications (IMC) strategies leverage the strengths of both approaches to
create a cohesive and comprehensive marketing plan. For instance, a brand might use television ads to build
broad awareness while simultaneously running targeted digital campaigns to drive engagement and
conversions. This synergy can amplify the overall impact of marketing efforts and provide a more seamless
experience for consumers.
The rise of digital marketing does not signal the end of traditional marketing. Instead, it highlights the need
for a more nuanced understanding of how different marketing strategies can complement each other. As
consumer behavior continues to evolve, businesses must remain flexible and open to adopting new methods
while retaining the proven effectiveness of traditional techniques. This adaptability is especially important

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in the face of ongoing technological advancements, such as artificial intelligence (AI) and machine learning,
which are poised to further transform the marketing landscape.
AI and machine learning are already beginning to influence both traditional and digital marketing. In
traditional marketing, AI can enhance media buying decisions, optimize ad placements, and provide deeper
insights into audience preferences through advanced analytics. In digital marketing, machine learning
algorithms can personalize content, automate customer interactions, and predict consumer behavior with
high accuracy. The integration of these technologies into marketing strategies can lead to more efficient and
effective campaigns, driving better results for businesses.
However, the adoption of AI and machine learning also brings challenges, including data privacy concerns
and the need for significant investment in technology and skills development. Businesses must navigate
these challenges carefully, ensuring that their use of technology aligns with ethical standards and regulatory
requirements. Additionally, the human element in marketing—creativity, empathy, and relationship-
building—remains irreplaceable, underscoring the importance of a balanced approach that combines
technological innovation with human insight.

II. LITERATURE REVIEW

A market is a place where buyers and sellers gather to exchange goods and services, either physically or
online through platforms like websites and apps. Marketing enhances the speed of these transactions, aiming
to provide goods and services that meet customer needs and wants. With advancements in information
technology and widespread internet access, marketing is transitioning from traditional methods to digital
approaches. Organizations adopting new marketing technologies can better communicate with customers
and deliver products and services more effectively[1].
Digitalization, particularly through Industry 4.0, has significantly impacted the production and service
sectors, leading to new business models. This shift affects marketing processes, necessitating the integration
of the 7P's of marketing with Industry 4.0 elements. This study uses the best-worst method (BWM) to
prioritize criteria for integrating these elements, revealing that product, process, and physical evidence are
the most affected. The findings provide valuable managerial insights for future marketing strategies within
the context of Industry 4.0 [2].
This article examines the impact of strategic orientations on digital marketing tactics and international
business performance of small electronic retailers (e-retailers) in cross-border e-commerce. Analyzing data
from 446 e-retailers in 20 European countries, it finds that digital marketing positively affects international
business performance. Foreign market orientation is closely linked to digital marketing use, while growth
orientation benefits e-retailers in developed markets and customer orientation negatively affects those in
emerging markets. These findings highlight the need to consider market-specific strategies in e-commerce
[3].
Marketing has always been customer-centric, with strategies evolving from traditional to digital methods.
Digital marketing, or e-marketing, aims to increase sales, generate leads, improve customer retention, and
enhance brand awareness while reducing costs. It includes tools like social media marketing and targeted
online promotions. Traditional marketing methods, such as newspaper ads and TV commercials, require
significant time and budget. The rise of digital marketing is driven by internet and social media penetration,
enabling direct interaction with audiences and efficient brand message delivery [4].
This paper discusses current and future marketing trends, based on recent literature and secondary data. It
highlights India's shift towards digitalization, with consumers increasingly using the internet to find the best
deals. Digital marketing methods such as SEO, SEM, content marketing, and social media marketing offer
substantial benefits to businesses. The study emphasizes the importance of understanding consumer motives
and the effectiveness of different internet marketing techniques across various businesses. It suggests that

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knowing the target market's preferred social media sites is crucial for successful online marketing and
proposes further research to compare internet marketing techniques for specific businesses [5].

This internship report focuses on both traditional and digital marketing strategies, policies, and practices at
Navana LPG Ltd., a subsidiary of Navana Group. The report examines how digital marketing, which uses
various forms of electronic media to advance brands, is quickly overtaking traditional marketing methods
due to its faster, more flexible, and practical nature. It emphasizes that companies not adapting to digital
marketing risk obsolescence, and increased investment in digital media is needed for better brand visibility.
The main aim is to balance traditional marketing activities with digital marketing approaches at Navana
LPG [6].
Marketing, although one of the oldest professions, continues to evolve, capturing the attention of businesses
worldwide. Traditional marketing methods like newspaper ads and TV commercials are being overtaken by
e-marketing due to the latter’s efficiency and reach. E-marketing, which includes tools like social media and
online promotions, helps businesses to increase sales, generate leads, improve customer retention, and
enhance brand awareness while reducing costs. This paper compares traditional marketing with e-marketing,
highlighting the shift towards digital methods [7].
Business innovation is evident across all sectors, including marketing, where conventional methods are
evolving into non-conventional techniques with the incorporation of Artificial Intelligence (AI). This
research studies the evolution of AI in marketing and customer perspectives towards AI adoption. A survey
reveals that while there is significant interest in AI marketing, its full implementation will take time. The
study concludes that both consumers and companies need more time to adapt to AI in marketing fully [8].
Selecting effective advertising campaigns is essential for organizations, especially with the shift from
traditional to digital marketing methods. This chapter investigates the impact of e-marketing and outdoor
media advertising on consumer buying behavior in Pakistan’s electronic products market. The findings
reveal that while both methods influence buying behavior, e-marketing has a stronger positive impact. The
chapter offers managerial implications and suggests further studies for academics and practitioners to
explore e-marketing’s growing trend [9].
In emerging markets, firms face challenges with the burgeoning use of the internet and digital sales
platforms. This study develops a model to analyze the influence of various digital communication methods
on B2B sales in Brazil. Findings indicate that owned media and digital inbound marketing significantly
impact customer acquisition, complemented by earned social media. The study highlights the need for
tailored digital strategies in emerging markets, encouraging managers to rethink their approach to digital
marketing for B2B customer acquisition [10].
The increasing use of social media and smartphones has revolutionized marketing, with businesses focusing
more on branding and promotion through social networks. This paper compares various social media
platforms, analyzing their user bases, ratings, and reviews. It explores how social media has changed
communication between consumers and marketers, emphasizing the need for businesses to adapt to
technological changes quickly to stay competitive in a globalized world [11].
The internet age has led to the replacement of old marketing methods with new digital marketing
techniques. This paper compares traditional marketing with digital marketing, discussing the advantages and
disadvantages of each. It highlights how "desk research" has evolved into "online research" and how digital
marketing methods are becoming more prominent in product promotion and marketing [12].
Understanding consumer behavior in media advertising helps companies target their marketing effectively.
In Bosnia and Herzegovina, research shows that telecommunication users pay more attention to marketing
messages through online media, especially social networks, followed by TV, billboards, and other channels.
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This paper provides insights into consumer behavior in the dynamic telecom sector of BiH, highlighting the
preferred marketing communication mediums [13].
This paper explores digital marketing opportunities in tourism, with a focus on Africa. It uses an integrative
literature review and content analysis to examine digital marketing trends and their application in promoting
African tourism. The findings reveal that digital media, content, and mobile advertising present significant
opportunities for Africa to market its attractions in the digital era [14].
The paper investigates the impact of digital marketing capabilities on the market performance of SME agro-
processors in Harare, Zimbabwe. Using a survey of 298 managers and owners, it finds that digital strategy
development and execution, market innovation, e-market sensing, and leadership capabilities positively
influence intermediate outcomes like customer awareness and brand associations. However, only digital
strategy development and execution significantly impact final outcomes such as sales growth and
profitability, emphasizing the need for SMEs to develop comprehensive digital marketing capabilities for
sustainable business success [15].
This chapter examines the attitudes of Chinese B2B customers toward traditional and internet marketing
approaches, with a focus on Western companies entering the Chinese market. An empirical survey of B2B
businesses in Jiangsu province assesses receptivity to various marketing channels. The study finds that
internet use is widespread among Chinese management groups, but effectiveness varies based on prior
experience with foreign firms. This research provides implications for both academic studies and practical
marketing strategies for Western companies in China [16].
This study compares the effectiveness of online media and traditional advertising for promoting tourism in
KwaZulu-Natal, South Africa. Despite KZN's success in hosting major events, visitor numbers have
declined, highlighting the need for effective promotion. Traditionally reliant on media like TV and
billboards, tourism marketing is shifting towards online advertising due to advances in network
technologies. The rise of online media has revolutionized business promotion, raising concerns about the
competitiveness of traditional media. This study aims to guide tourism marketers in choosing effective
media channels [17].
As data complexity grows, content marketers need to understand machine learning (ML) applications. This
study compares three ML techniques—Random Forest, K-Nearest Neighbor, and Neural Network—for
classifying online news articles. The Neural Network model, with an F1 Score of 70%, performs best and
effectively labels unstructured data from websites and YouTube. This research contributes to marketing
literature by evaluating ML models for content classification and demonstrating cross-channel applicability,
suggesting ML can optimize content tagging across platforms [18].
Digital marketing's share of total marketing spend is increasing, but many companies lack clear methods to
evaluate its effectiveness. This paper reviews existing evaluation methods, assesses their strengths and
weaknesses through expert interviews, and explores their practical applications. The conversion evaluation
method is most commonly used due to its direct link to business goals like sales. The study highlights the
need for specific evaluation methods tailored to different marketing objectives and offers recommendations
for their practical use [19].
In the digital age, enterprises use digital marketing to enhance customer loyalty and competitive advantage.
This study investigates digital marketing strategies of national and international airline companies, focusing
on email marketing, web marketing, social media marketing, and mobile applications. Findings show that
airlines are adapting to changing customer expectations by using digital tools effectively. The study
emphasizes the importance of using the right digital marketing strategies to differentiate and compete in the
airline industry [20].

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

This paper explores opportunities and challenges for firms in developing effective international marketing
strategies using digital technologies. It considers factors such as internal company requirements, external
environmental conditions, foreign market selection, and strategy implementation. The study highlights the
role of online resources in influencing market entry decisions and marketing strategy choices. It explains
how digital technologies can facilitate foreign market selection and improve the implementation and control
of international marketing strategies [21].

Table 1. Review of Literature

Serial Author(s) Title Advantage Disadvantage Application
1 Bharti, P. K., & Traditional vs. Comprehensive May lack in-
Useful for
Kumar, A. Digital marketing: a comparison of depth analysis
understanding the
(2020) comparative study traditional and of specificfundamental
digital marketing industries or
differences and
methods. contexts. applications of
each marketing
strategy.
2 Caliskan, A., Digital Highlights the Focuses mainly Provides insights
Özkan Özen, Y. transformation of shift towards on theoretical into how
D., & traditional marketing digital marketing aspects, may traditional
Ozturkoglu, Y. business model in in the new lack practical businesses can
new industry era industrial era. examples. transition to digital
marketing models.
3 Goldman, S. P., Strategic Offers a Limited to the Valuable for
van Herk, H., orientations and comparative e-commerce businesses looking
Verhagen, T., & digital marketing analysis of digital sector, may not to expand
Weltevreden, J. tactics in cross- marketing tactics be generalizable internationally,
W. border e-commerce: in developed and to all industries. especially in e-
Comparing emerging commerce.
developed and markets.
emerging markets
4 Sinha, R. (2018) A comparative Detailed May not cover Useful for
analysis of comparison with the latest trends academic purposes
traditional marketing historical and innovations and historical
vs digital marketing context. in digital analysis of
marketing. marketing
strategies.
5 Bala, M., & A critical review of In-depth review Focuses Useful for digital
Verma, D. digital marketing of digital primarily on marketers looking
(2018) marketing digital to understand
practices and marketing, with current trends and
trends. less emphasis best practices.
on traditional
methods.
6 Sakib, N. Roles of Digital Provides a real- Case study may Practical insights

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

(2019) marketing vs world case study not be for businesses

traditional marketing on the applicable to all considering a shift
communication a effectiveness of industries or to digital
perspective on digital marketing. markets. marketing.
Navana LPG Ltd.
7 Geetha, S. A Comparative Highlights the May not delve Useful for
(2018) Study on Traditional key differences deeply into the beginners and
Marketing and E- and similarities strategic students in
Marketing between implications of marketing.
traditional and these
digital marketing. differences.
8 Khokhar, P. Evolution of Explores the role Focuses heavily Insights into the
(2019) artificial intelligence of AI in on AI, may not future of
in marketing, transforming provide a marketing with AI
comparison with marketing balanced view integration.
traditional marketing strategies. of traditional
marketing.
9 Waheed, A., The Comparison Compares May not Useful for
Yang, J., Khan, Between Traditional traditional provide detailed understanding the
I. U., Khan, S. vs. Advanced Means marketing with case studies or evolution of
U., & Farrukh, of Marketing advanced digital industry- marketing
M. (2018) Communications marketing specific communications.
methods. examples.
10 Vieira, V. A., de In pursuit of an Focuses on Limited to B2B Practical guidance
Almeida, M. I. effective B2B digital digital marketing markets, may for B2B marketers
S., Agnihotri, marketing strategy strategies in B2B not be relevant in emerging
R., da Silva, N. in an emerging contexts within to B2C markets.
S. D. A. C., & market emerging strategies.
Arunachalam, markets.
S. (2019)
11 Bhosale, J., & Is social network Discusses the Focuses mainly Relevant for
Phadtare, R. G. marketing a disruptive impact on social media, businesses
(2019) disruption to of social media may overlook leveraging social
traditional on traditional other aspects of media for
marketing? marketing. digital marketing.
marketing.
12 Lawrence, S., A comparative study Provides a May lack in- Useful for
Deshmukh, S., of digital marketing balanced depth analysis understanding the
& Navajivan, E. vs. traditional comparison of of the latest broad differences
(2018) marketing both marketing digital between traditional
methods. marketing tools and digital
and platforms. marketing.
13 Tarik, Z., & Online vs Specific to the Findings may Useful for telecom
Adnan, S. traditional; telecom industry, not be companies and

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

(2018) marketing challenge providing generalizable to those interested in

in the telecom detailed insights. other industries. industry-specific
market in Bosnia marketing
and Herzegovina challenges.
14 Mkwizu, K. H. Digital marketing Explores the Focused on a Practical insights
(2020) and tourism: potential of specific region, for tourism
opportunities for digital marketing may not apply marketers in
Africa in promoting to global Africa.
tourism in Africa. contexts.
15 Phiri, M. (2020) Impact of digital Examines the Limited to Useful for SMEs
marketing impact of digital SMEs and a in developing
capabilities on marketing on specific markets looking to
market performance SMEs in a geographic enhance their
of small to medium developing region, may not digital marketing
enterprise agro- market context. be widely capabilities.
processors in applicable.
Harare, Zimbabwe
16 Cooley, J. Introduction: Focuses on B2B Limited to the Valuable for
(2018) Business-to- marketing Chinese market, businesses looking
Business Marketing strategies in the findings may to enter or expand
in China: Digital or Chinese market. not be in the Chinese
Traditional? generalizable. B2B market.
17 Madondo, E. A comparative Provides a Focused on a Useful for tourism
(2018) analysis of the detailed specific region marketers in
performance of comparison in and industry. KwaZulu-Natal
traditional the tourism and similar
advertising media sector, offering regions.
and online media for practical insights.
the promotion of
tourism in
KwaZulu-Natal
18 Salminen, J., Machine learning Compares ML Highly Useful for content
Yoganathan, V., approach to auto- techniques for technical, may marketers looking
Corporan, J., tagging online improving not be to leverage
Jansen, B. J., & content for content content accessible to all machine learning.
Jung, S. G. marketing marketing marketing
(2019) efficiency: A efficiency. professionals.
comparative analysis
between methods
and content type
19 Gaitniece, E. Digital marketing Reviews various May lack Useful for
(2018) performance methods for detailed case marketers seeking
evaluation methods evaluating digital studies or to understand and
marketing practical implement

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

performance. examples. performance

evaluation
techniques.
20 Karaağaoğlu, An evaluation of Focuses on Limited to the Practical insights
N., & Çiçek, M. digital marketing digital marketing airline sector, for digital
(2019) applications in strategies in the findings may marketers in the
airline sector airline industry. not be airline industry.
applicable to
other industries.
21 Katsikeas, C., Revisiting Discusses the Broad focus, Useful for
Leonidou, L., & international impact of digital may not businesses
Zeriti, A. (2020) marketing strategy technologies on provide detailed developing or
in a digital era: international industry- refining their
Opportunities, marketing specific international
challenges, and strategies. insights. marketing
research directions strategies.

III. RESEARCH GAP

Despite the growing importance of digital marketing across various sectors, significant research gaps
remain. There is a need for more comprehensive studies comparing the effectiveness of traditional and
online media in different contexts, such as tourism and international marketing. While machine learning
applications in content classification have shown promise, further exploration is needed to optimize these
technologies for broader marketing uses. Additionally, there is a lack of clear, universally accepted methods
for evaluating digital marketing effectiveness, especially in emerging markets and specific industries like
agro-processing and airlines. Understanding how digital strategies can be tailored to enhance customer
loyalty and market performance in diverse geographical and sectoral contexts remains underexplored.
Addressing these gaps would provide valuable insights for businesses to effectively navigate the evolving
digital marketing landscape and maximize their strategic outcomes.

IV. CONCLUSION
the comparative analysis of traditional marketing versus digital marketing strategies reveals a complex and
evolving landscape. Both approaches have unique strengths and limitations, and their effectiveness can vary
based on industry, target market, and specific business goals. While digital marketing offers unparalleled
precision, cost-effectiveness, and measurability, traditional marketing continues to provide broad reach and
credibility. A hybrid approach that integrates both strategies can often deliver the best results, leveraging the
strengths of each to create a cohesive and impactful marketing plan. As technology continues to advance,
businesses must remain agile, continuously adapting their marketing strategies to meet the changing needs
and preferences of consumers. This ongoing evolution will ensure that they can effectively engage their
audience, build brand loyalty, and drive sustainable growth in an increasingly competitive market.

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Volume 10 Issue 2 @ March – April 2022 IJIRMPS | ISSN: 2349-7300

2. Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2021). Digital transformation of traditional
marketing business model in new industry era. Journal of Enterprise Information Management, 34(4),
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11. Bhosale, J., & Phadtare, R. G. (2019). Is social network marketing a disruption to traditional
marketing?. Asian Journal of Multidimensional Research (AJMR), 8(3), 476-485.
12. Lawrence, S., Deshmukh, S., & Navajivan, E. (2018). A comparative study of digital marketing vs.
traditional marketing. IIBM'S Journal of Management Research, 112-121.
13. Tarik, Z., & Adnan, S. (2018). Online vs traditional; marketing challenge in the telecom market in
Bosnia and Herzegovina. Economic Review: Journal of Economics and Business, 16(1), 45-57.
14. Mkwizu, K. H. (2020). Digital marketing and tourism: opportunities for Africa. International
Hospitality Review, 34(1), 5-12.
15. Phiri, M. (2020). Impact of digital marketing capabilities on market performance of small to medium
enterprise agro-processors in Harare, Zimbabwe. Business: Theory and Practice, 21(2), 746-757.
16. Cooley, J. (2018). Introduction: Business-to-Business Marketing in China: Digital or
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Digital Service Hub, 1-40.
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and online media for the promotion of tourism in KwaZulu-Natal (Doctoral dissertation).
18. Salminen, J., Yoganathan, V., Corporan, J., Jansen, B. J., & Jung, S. G. (2019). Machine learning
approach to auto-tagging online content for content marketing efficiency: A comparative analysis between
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19. Gaitniece, E. (2018, September). Digital marketing performance evaluation methods. In CBU
International Conference Proceedings (Vol. 6, pp. 135-140). ISE Research Institute.
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sector. Journal of Human Sciences, 16(2), 606-619.
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21. Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a
digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405-
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