e-ISSN 2320 –7876 www.ijfans.

org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

TRADITIONAL VS DIGITAL MARKETING: A COMPARATIVE

STUDY OF THE LAST TEN YEARS
NIRMALA. R
Research Scholar
M.Phil Commerce
Bharath Institute Of Higher Education And Research
Mail Id : nirmalatet@gmail.com

Guide Name: Dr. J. Kannan

Assistant Professor, Department Of Commerce
Bharath Institute Of Higher Education And Research

Address for Correspondence

NIRMALA. R
Research Scholar
M.Phil Commerce
Bharath Institute Of Higher Education And Research
Mail Id : nirmalatet@gmail.com

Guide Name: Dr. J. Kannan

Assistant Professor, Department Of Commerce
Bharath Institute Of Higher Education And Research

Abstract:

The basic concept of marketing is to match the supply and demand in a

macroeconomic scale while sales are the concept to match the need, utility and solution in the
micro economic scale. The barter system was the ancient mode of trading in which the
producers exchange the products with each other according to their need in a common place
and it was the first mode of marketing noticed by Herodotus, the ancient Historian and the
earliest statement about the origin of marketing activity was made by Herodotus only (Dixon
& Donald, 1967). The Indians only introduced the gold and silver coinage system and started
adopting the same in retail trade. The terminology of ‘marketing’ was emerged to represent
‘buying and selling’ in ‘Turkey’ (old Asia Minor) and then it spread to other regions like
Greek and whole over the world. The marketing concept was later transformed from
‘detrimental individual gain to social bonding’ and the ‘consumer behaviourism’ was

1014
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

observed in consumption and based on this the trading pattern also started changing. The
thoughts of great philosophers like Socratic Philosophers, Plato, St Augustin of Hippo, st
Thomas Aquinas, had explained the social behaviour towards balancing demand and supply,
social behaviour, self-management of excess and scarce supplies by self-balancing pricing
system (Jons & Shaw, 2002). Now the present market is a composition of traditional
marketing system and digital marketing system. There are three categories of customers;
traditional buyers, online buyers, and hybrid buyers who use both.Modern marketing is a
replica of the old system and main difference is in the exchange of goods and services. In the
real world promotion and transaction occurs through virtual platform and the information and
computational system replace traditional marketing activity. The central philosophy of online
is the virtual reality in tangibility instead of sensing real product, information transfer is
factual than emotional, system based than humane, self-decision than peer or family
influence, virtual monetary transaction than real hard currency, convenience than exertion,
quick than delayed and so on.

Introduction

The Indian retail industry has three segments: informal retail channels, traditional retail
networks and online retail networks. The online retail chains emerged in India after the
growth of the Information and Telecommunication Technology in India since 1990. The
growth of the technology was slow in the early stage till 2000 and then grew at a high rate
after the mobile technology became popular through the emergence of the smart phone and
internet service in mobile devices. The Android technology changed the growth of the
internet-based technology in India.

1015
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

The data shows that the users of smart phones are increasing and 2.6 billion users are
there all over the world in which 46% are Indian users who use the smart phones to access
internet. 65% of the smart phone holders use mobile sites for purchasing. The companies are
using mobile friendly websites for marketing their products or services. The data shows that
95% users are below 35 years and 21% use internet applications for the online purchase.
Smart phones are used for chatting, social networking, voice calling, email and short
messaging services.

Digital Marketing: Effect on normal life

The Digital Marketing is an integrated form of Information and Communication

Technology (ICT) and Marketing principles to promote the products and services. The high
pace growth in telecommunication and information technology had catalysed the mode of
mass communication from print media and television to fourth and fifth generation mobile
technologies that enables the user to be multifunctional and networked in a continuous frame.
The HI-FI and WI FI technologies enhance fast mass data transfer and the visual
communication turned to be more influential and effective. This had given the ‘market’ an
access to personal life and personal life turned to be a market driven than social and ethical
life. In the market driven personal life, the individual is tempted to spend for their
convenience and entertainment as the feel of need is instigated through ‘display of products
and services’ continuously. The technologies like AI, Search Engine Optimization enabled

1016
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

the peak search sites float at top and there exists a competition in brands to be at the top list
always by encouraging the searchers through attractive pop ups. It is attention seeking
process for a rational buyer and continuous effort is needed to be in top searched brands or
sites to persuade consumer for clicking the pop-up ads. The search based on key words
compels the marketers to define their products using multiple key word definitions so that the
ads get maximum clicks. This research is an attempt to analyse how companies use digital
marketing strategies to float in top searched caches. The ‘newness’ and ‘attention seeking
strategies’ are the prime composition for increasing. clicks. The research also analyse how
companies maintain a successful strategy for ‘newness and attention seeking’ among the
consumers and future prospect.

TRADITIONAL MARKETING

Offline marketing is another term for traditional marketing. Traditional simply refers
to the “transfer” of anything, such as ideas, traditions, or behaviours. When you think about
conventional marketing, keep in mind that it refers to methods and strategies that have been
around for a long time. Furthermore, “offline marketing” is a phrase that refers to any
technique or means of advertising that does not use the internet.

Traditional marketing is more concerned with the business and the product, while
internet marketing is more concerned with the consumer and their interests. So, in general,
you'd utilise conventional marketing to grow your company and try to spread your goods
across the three major geographic tiers (local, regional, national), and eventually globally.
Although others may disagree with this reasoning, it seems that there would be less emphasis
on the real client and their requirements.

In today's corporate environment, traditional marketing is becoming obsolete. As the

number of internet users grows year after year, more individuals are increasingly promoting
their companies online. To give you a sense of scale, the internet is now used by over 1
billion individuals. How can the offline market possibly come close to competing with that?
However, just because a new revolution has occurred does not imply that the old methods are
no longer effective. If done properly, traditional marketing may still bring in a lot of
consumers and generate a lot of money. So don't assume that you should just use the internet

1017
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

to promote your company. The goal is to get the best outcomes by combining online and
conventional techniques.

METHODS OF DIGITAL MARKETING AND TRADITIONAL MARKETING

virtual advertising is at the boom, and in 2019 it handed traditional marketing

spending for the first time. that is because of the reality that clients are increasingly
more the usage of net structures. marketer are better organized with the adv ertising and
marketing technology required to attain customers on digital gadgets at precisely the
proper time way to technological advances like AI and gadget getting to know.
traditional advertising strategies, then again, need substantial planning and s ite. don't
forget the following:

• There are 7.7 billion human beings on the earth, and four.4 billion of them use
the internet.

• Almost a 3rd of customers could decide on engage with businesses via social
media than go to a store.

Organizations must be present across digital channels and devices in order to

remain competitive. This isn't to say that offline channels should be disregarded
entirely. An omnichannel presence – which mixes physical and digital components – is
the best approach to fulfil customer expectations.

Your company may build a more coherent, customer-centric customer journey by

implementing digital marketing efforts that reach your target audience where they are. It
also allows for continued interaction after a purchase, which may assist marketing teams
build brand loyalty and increase consumer retention more efficiently.

Platforms, according to Gartner, are instruments that offer various business or

technological capabilities in the context of contemporary business. Platforms provide
various tasks across these requirements, while tools target particular functions inside
one business need, such as a single tool to plan social media updates alone. With APIs,
integrations, and collaborations with other apps or data sources, platforms general ly
allow a broader range of functions.

1018
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

Let us now return to the original question. What is the definition of a digital
marketing platform? A digital marketing platform is a software solution that permits
you to do a variety of errands connected to online marketing. According to Gartner, a
platform cannot promise to handle every aspect of digital marketing, but rather will
include features such as media purchasing, performance assessment and optimization,
and brand monitoring. Other marketing activities, such as SEO and social media, may
not be included.

Social media, influencer marketing, content marketing, email, search engine

optimization (SEO), pay-per-click (PPC), affiliate, and mobile are eight popular digital
marketing channels. Let's take a closer look at each of them:

FRAME WORK AND CUSTOMER SATISFACTION OF ONLINE AND OFFLINE

BUSINESS

Customer connections are the most important element of every company. As a result,
profit maximisation via client pleasure is the primary goal of every company. However,
keeping a client happy is never easy. Even though a customer expresses his requirements and
desires, he may behave in ways that contradict them. He may be unaware of his true motives
and could alter his opinion at any time.

Despite their differences, customers have many things in common. To discover them,
research into target consumers' desires, perceptions, and shopping and purchasing habits
would be beneficial, as it will offer the data needed to create new goods, pricing, channels,
communication, and other marketing components.

However, in the vast majority of marketplaces, purchasers have vastly different

purchasing behaviours. Coming to grips with these disparities is a difficult job for the
marketing strategy. Buyers in consumer markets vary not just in expressions of their age,
income, educational attainment, and geographic location, but also in terms of their
personalities, existences, and aspirations. The assessment of consumer groups with unmet
wants and aspirations is an essential rationale for researching consumer behaviour. The core
of the contemporary marketing idea is that all aspects of a company should be oriented
toward customer pleasure.

1019
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

SATISFACTION OF CUSTOMERS

Customer satisfaction is a key strategic weapon for any kind of company in the 1990s
and beyond. Because the goal of a commercial company is to earn money, customer
happiness is very essential. It's crucial to figure out which service elements have the most
impact on a customer's proclivity to purchase and to be ahead of closest competitors in terms
of service offer. Customer contentment is an ephemeral concept. Because the competition is
likewise trying to meet or surpass consumer expectations, customer expectations and
performance standards are always evolving. Different surveys may be utilised to highlight
different elements of customer satisfaction, based on customer characteristics. Customer
happiness is influenced by four different variables, according to marketing experts. Product,
Sales activity, After-Sales, and Culture are the main elements of each, according to Lile and
Sheth.

Since Cardozo's (1965) first education of customer exertion, prospects, and

consummation, customer consummation has been a prominent subject in marketing practise
and academic research. Despite many efforts to quantify and explain consumer happiness,
there seems to be no agreement on its meaning (Giese and Cote, 2000). Customer satisfaction
is usually described as an evaluation of a creation or provision after it has been consumed. It's
the outcome of an evaluation procedure that compares repurchase expectations to
performance judgments during and after the consuming experience (Oliver,1980).

Buyer and Buyer Behaviour

According to Simpson J.A. and Weiner E.S.C., the buyer is According to the Oxford
English Dictionary 8, purchasing refers to the act of obtaining ownership of (somewhat) by
providing an equal, typically in money, to acquire by disbursing a price.

Buyer behaviour and consumer behaviour are defined by William F. Schoell (1985).
As a result, customer behaviour is a subset of human behaviour concerned with people'
choices and actions in buying and consuming goods, while buyer behaviour is a subset of
consumer behaviour concerned with the decisions that precede the acquisition act and the
business itself.

1020
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

J.A. Simpson and E.S.C. Weiner (1989) describe behaviour as the way one conducts
himself in his life's external relationships. In other words, it refers to one's behaviour, general
practise, life path, and course of action toward or towards the treatment of others.

The customer and buyer behaviour are emphasised in the international literature, with
consumers intending to acquire the product because of its quality, accessibility, and price.
However, their behaviour must be handled more aggressively throughout the completion of
their transaction.

MACRO – MODELS

to begin this debate on client pride, it is vital to define the term. “pride is the patron's
satisfaction reaction,” in step with a typically regarded definition. it is a determination that a
services or products characteristic, or the carrier product itself, furnished (or continues to
deliver) a nice degree of intake-associated fulfilment, including ranges of beneath- or
overfulfillment...” (1997, Oliver). that is an amazing definition. First, instead of a "client," the
emphasis is on a "purchaser." A client utilises a services or products, whilst a consumer can
pay for the product or service however is not necessarily the patron (this is, the direct
consumer). Granted, that is a bit distinction that receives overlooked in normal communique,
but it makes a distinction in a researcher's delight modelling. satisfaction with a service or
product is a assemble that needs product or service enjoy and usage (Oliver, 1997).
individuals who pay for a product/carrier but by no means use it need to no longer be
predicted to have the same level of (dis)pride as a product/service user (the client). As a
result, we have to understand that the notion of purchaser pride refers to patron (or consumer)
pleasure rather than consumer satisfaction (which may also consist of non-customers).

Second, fulfilment is a sensation. It's a short-term mindset that may easily shift
depending on the circumstances. It is distinct from visible actions like as product selection,
complaint, and repurchase since it exists in the user's head. Third, contentment often has
lower (insufficiency or under fulfilment) and higher (fulfilment) criteria (excess or over-
fulfillment). This implies that if a customer receives “too much of a good thing,” his or her
pleasure may suffer. Many individuals are preoccupied with the lower barrier and overlook
the possibility of a higher threshold.

1021
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

CONCLUSION

Traditional marketing has been around for a long time, whereas digital marketing has
just been prominent in the last one or two decades.

In this article, we learnt that digital marketing has a significant advantage over
conventional marketing, and that digital marketing is the ideal form of marketing to reach
your target audience whether you are an entrepreneur or beginning a small company with a
limited budget.

It will be less expensive for you, and you will be able to play against much larger
opponents.

Finally, we can conclude that both marketing methods have benefits and drawbacks,
as we have shown in this essay. Determine your marketing strategy depending on your
company's needs and budget.

TRADITIOANL MARKETING DIGITAL MARKETING

Traditional marketing is Digital marketing is marketing
marketing through traditional methods through digital media such as Social
such as television, radio newspapers, etc. media (Facebook,Instagram,etc.
websites,Youtube etc.,).
Traditional marketing is quite Advanced segmentation of target
expensive. audience.
The reach of the campaign depends The reach of the campaign is
on the marketing investment and style, irrespective of geographical location and

1022
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

chosen media and size of the audience. size of the audience.

Traditional media is unilateral Digital marketing is bilateral
communication. There is no real communication. You can know the
interaction between consumers and reaction and response of the audience
businessman. instantly.
Traditional marketing does not Digital marketing offers you
offer you flexibility. That means once your flexibility. You can modify or even remove
content is published it cannot be revoked. your content whenever you want.
You can’t calculate your return on It is easy to calculate your return on
investment. investment using various statistical
analytical tools such as Google analytics.
Advertising through traditional Advertising through digital
marketing can be invasive. marketing generates value for customers as
well as satisfy their needs and resolve their
problems
The advertisements in traditional The advertisements in digital
marketing remain on air for a limited marketing are omnipresent and
period of time and as long as you pay to permanent. However, there are categories
keep running it. too. The content you upload on your
personal social media handles or on your
own website stays forever. Whereas, the
ads that you run on Google or on YouTube
runs for the period of time that you pay
for.
The only limited target audience The huge audience can be reached
can be reached. irrespective of geographical boundaries.
Zero or low scope of viral High chances of viral popularity.
popularity.

1023
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

REFERENCES

1. Marketing Management, “Philip Kotler, Gary Armstrong Prentice Hall of India, Edition
2011.
2. Consumer Behaviour, “Jay O. Lindquist & M. Joseph Sirgy”, Edition 2009, Cencage
Learning.
3. Consumer Behaviour and Marketing Action”, Henry Assael ,Edition 2011, Cengage
Learning India Private Limited.
4. Marketing Management, “Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, Edition 2013”, Pearson Publication.
5. Marketing, Rajan Nair N & Sanjith R Nair, Seventh Edition, Sultan Chand and Sons,
2002, pp. 190-192.
6. Aaron Gazley, Gemma Clark,Asish Sinha “Understanding preferences for motion
pictures” – Journal of Business Research – October 2010.
7. Anderson, E.W., & Fornell, C. “A Customer Satisfaction Research Prospectus.” In R.T.
Rust & R.L. Oliver (eds.), Service Quality: New Directions in Theory and Practice,
241-268. Thousand Oaks, California: Sage, 1994.
8. Abdul Haneef M, Edwin M, Gnanadhas and B.A. Abdul Karim “Consumer Buyer
Behaviour of Two Wheelers in Tirunelveli District” – Indian Journal of Marketing
Volume NO.XXXVIII NO.4. 2006.
9. Ahmad Waluge Mbe (2010) - Customer Awareness,Trust,Perception And Readiness To
Accept E- Shopping.(Case Of Selected Super Markets In Kampala Dt.)-
Dissertation,Pp1-93.
10. Ainur Rofig, S.Kom,Se, Mm, Devi Permata Sari (2013);Customers’ Intention On
Purchasing Airlines E- Ticket,The Analysis Of Online Trust And Technology
Acceptance Model In Garuda Indonesia Web Commerce;International Management
Program; Pp 1-10.
11. Anea-Maria Constan Tin (2012); The Antecedents Of E-Satisfaction And ELoyalty
And The Relationship Between Them; Timisoara Journal Of Economics; Vol:5;Issue:
18;Pp 236-252.
12. Anna Mattila and Jochen Wirtz 2000 “Role of Pre-consumption Effect in Post Purchase
Evaluation of Services” – Vol 17(7) July 2000 pp.587 – 605.

1024
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

13. Appa Rao.V and K.S.Vijayashanti “Customer satisfaction at Eseva Centres” – Indian
journal of Marketing - Volume No. XXXVII No.2. 2007.
14. Arpita Khare,Anshuman Khare,Shveta Singh (2012)’attracting shoppers to shop online
challenges and opportunities for the Indian retail sector’- journal of internet commerce-
pp 161-185.
15. Asokan and G.Hariharan “Profile and Perception of Retail Consumers – An Empirical
Study in Palakkad District” – Indian Journal of Marketing. Volume No. XXXVIII
NO.2. 2008.
16. Aviv Shoham , Maja Makovec Brencic, 2003. Compulsive buying behaviour, Journal
of Consumer Marketing, Vol.20, Issue:2, page:127-138.ISSN:0736-3761.
17. Bateson, J.E.G. “Understanding Services Consumer Behavior.” In C.A. Congram,
(Ed.), The AMA Handbook of Marketing for the Service Industries, 135-150. New
York: American Management Association, 1991.
18. Bitner, M.J., & Hubbert, A.R. “Encounter Satisfaction Versus Overall Satisfaction
Versus Quality.” In R.T. Rust & R.L. Oliver (eds.), Service Quality: New Directions in
Theory and Practice, 72-94. Thousand Oaks, California: Sage, 1994.
19. Bina T- “A Case of Emotional Decision Making”– Indian Journal of Marketing.
Volume No. XXXV No.2. 2005.
20. Byeong –Joon Moon “Consumer adoption of internet as an information search and
product purchase channel” - Internet Marketing and Advertising Volume No.1. 2004.
21. Chai Har Lee,Uchenna Cyril Eze,Nelson Oly Ndu Bisi(2011);analyzing key
determinants ofonline repurchase intention; Asia pacific journal of marketing and
logistics;vol-23;no.2;;pp 200-221.
22. Changsu Kim,Robert D.Galliers,Namchul Shin,Joo-Han Ryoo,Jong Heon
Kim(2012)’factor influencing internet shopping value and customer re purchase
intention-electronic commerce research and applications,11,pp 374-387.
23. Chao-Min Chiu,Chen-Chi Chang,Hsiang-Lan Cheng,Yu-Hui Fang(2009);determinants
of customer repurchase intention in online shopping; emerald,online information
review;vol:33;no.4;pp 761 – 784.
24. Chem L. Narayana and Rom Markin (1975) “Consumer Behaviour and Product
Performance: An Alternative Conceptualization”, Journal of Marketing Vol.2, October
1975 pp.39

1025
 e-ISSN 2320 –7876 www.ijfans.org
Vol.11, Iss.9, Dec 2022
Research Paper © 2012 IJFANS. All Rights Reserved

25. Cherie Keen, Martin Wetzels, Kode Ruyter, Richard Feinberg “Etailers Vs Retailers” -
Journal of Agricultural and Applied Economics, 37, April 2004 pp 185 -193.
26. Chiara Mauri “Card Loyalty – A New Emerging Issue in Grocery Retailing” 2001.
27. Chinnadurai .M. and .Mrs.B. Kalpana “Promotional strategies of cellular services- A
Customer perspective” – Indian Journal of Marketing Volume No.5, May 2006, pp 29-
37.
28. Christopher Lovelock, “Services Marketing”, Fourth Edition, Pearson Education Asia,
2001, pp. 114-116.
29. Christopher Lovelock, Services Marketing, Fourth Edition, Pearson Education Asia,
2001, pp. 116-118
30. Christy M.K.Cheung and Matthew O.Lee “Consumer satisfaction with Internet
Shopping” – Information and management 41, 2006 pp 85-90.

1026