Digital Marketing: A Comparison of Traditional and Digital Marketing and Mapping Customer Journey

This report provides a comparison of traditional and digital marketing through the four P's of marketing. It also discusses customer touchpoints and the importance of mapping the customer journey for better performance and experience.

DIGITAL MARKETING LSBM200

Table of Contents
INTRODUCTION.......................................................................................................................................2
MAIN BODY..............................................................................................................................................2
The differentiation between traditional and digital marketing:................................................................2
Customer touch points and explanation of Omni channel through customer journey:.............................4
Analysis of data help marketer to map the customer journey:.................................................................5
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................6

INTRODUCTION
Digital marketing means advertisement of the products through various online platforms
such as social media, Google ads and Facebook ads. Digital marketing is the most powerful tool
that help business to increase the sales by promoting the product. This is a broad term which
have various elements that include promotion as well as awareness, many companies create
campaign to promote the details of the product and any such campaigns are been used to spread
the awareness through such online platforms. This report is based on the face book as the digital
landscapes.
MAIN BODY
The differentiation between traditional and digital marketing:
Mix Traditional digital
Product mix The product mix of traditional
marketing means various
points of the product such as
design, feature and quality
(Khwaja, Mahmood and
Zaman, 2020). This is mainly
used by the brands who
already have the powerful
establishment, tradition
marketing means marketing
of product done through
various methods for example
company use broadcast,
telemarketing or even
billboards. This traditional
marketing is been design to
attract the attention of the
The product mix of digital
marketing means show
audience or providing the
details of the product through
various online platform.
Product of the company
answer various questions of
the customer and even
provide the solution if the
audience is facing any
specific problem which only
can be solved by the product.
With the help of digital
platforms, many company are
now able to provide details of
the product more effectively.

audience.
Price mix The price mix of the
traditional marketing refers to
rates which a customer is
willing to pay for the
purchase of the product or
service. In traditional
marketing prices is been fixed
at the product tag and cannot
be changed, customer knows
that price is reasonable and
ready to pay. Many business
use this method till now
because this help them to set
their price permanent as
shown in the traditional
marketing.
The price mix of digital
marketing refers to price
show by the company to their
customer on digital marketing
campaign (Kavoura, Bozyigit
and Ozelturkay, 2020). Many
company use dynamic price
strategies to keep the rates
changing according to the
popularity of the product and
reach of the campaign.
Digital marketing is way
more suitable as compared to
traditional marketing in price
mix because it help business
to change is accordingly and
even have more impact on the
sales as compared to
traditional marketing.
Place mix The place mix of the
traditional marketing means
the unlimited usage of the
product by the potential
customer at a particular area
or location. Many company
try to focus the traditional
way to approach audience
through particular place of the
customer. When company
tend to design the traditional
The place mix of the digital
marketing means the exact
location of the customer and
the information where
product is been consume the
most. Digital marketing have
the biggest advantage as it
unlock various beneficial
doors for the company and
provide them unlimited
access to various location

marketing, they are limited at
a place as they do not have
access to sell their product
through various other places.
For example, Amazon sell
various product through their
retails stores which do not
require any digital platform to
sell the product of the
company.
where they can sell their
products.
Promotion mix In the traditional marketing
promotion is been done by
print media communication
such as news papers or
billboards.
Promotion mix of digital
marketing refers to using
various online platform to
promote the products such as
Google ads and other
advertising platforms.
Customer touch points and explanation of Omni channel through customer journey:
Ominchannel means the journey of the customer and their touch points through various
interactions, these interactions are mainly between customer and company. This touch points can
be noticed at the point of sales or lifecycle of customer in purchasing of the product (Barann and
et.al., 2020). Customer try to interact with the company through various touch points such as
social media or the official website of the company. Face book users try to interact with the
company using various interaction points such as market place of the face book where they can
find solution of their problems. There are certain touch points where a customer interact with the
company such as:
Website: through website many customer get the enough information which they are
looking for, this is the first ever touch point where customer find out about the products or the
details of the company (Hickman, Kharouf and Sekhon, 2020). Website is one of the most
important part in the customer journey as this shows the product and highlighted the details
which create another touch point between the customer and company.

Analysis of data help marketer to map the customer journey:
Performance of the company and customer experience can be improved by the analysing
the data by mapping the journey of the customer. Marketer of the company try to map the
journey of the customer by finding out where the company is lacking behind and how this
journey can improve the strategies for better performance (Vollrath and Villegas, 2021).
Marketer try to target the problem faced by the customer and provide solution, they try to
analyse the last touch point where the customer have stopped and did not completed their
journey, for example many people find the things which they been looking for on the website but
fails to order because the company is unable to provide the size or any other necessary
requirement. Marketer of the company target such weak points and plan strategies accordingly.
CONCLUSION
In this report we have discussed digital marketing and its importance in today’s world.
This report provide comparison of traditional and digital marketing, this comparison is been done
through four P’s of marketing. Later we have provided customer touch points and explanation of
Omni channel, this help company to understand the interaction of the customer. At last we have
provided and identified how marketer of the company uses these data to map the journey of the
customer, this help company to create the strategies to improve the performance and experience
of the customer.

REFERENCES
Book and Journals
Barann, B and et.al., 2020. Can't touch this? Conceptualizing the customer touchpoint in the
context of omni-channel retailing. Journal of Retailing and Consumer Services. p.102269.
Hickman, E., Kharouf, H. and Sekhon, H., 2020. An omnichannel approach to retailing:
demystifying and identifying the factors influencing an omnichannel experience. The
International Review of Retail, Distribution and Consumer Research. 30(3). pp.266-288.
Kavoura, A., Bozyigit, S. and Ozelturkay, E.Y., 2020. Turkish and Greek gift purchase
behaviour and advertisement on traditional and online media communication tools based
on gender differences. International Journal of Technology Marketing. 14(1). pp.1-21.
Khwaja, M.G., Mahmood, S. and Zaman, U., 2020. Examining the effects of eWOM, trust
inclination, and information adoption on purchase intentions in an accelerated digital
marketing context. Information. 11(10). p.478.
Vollrath, M.D. and Villegas, S.G., 2021. Avoiding digital marketing analytics myopia: revisiting
the customer decision journey as a strategic marketing framework. Journal of Marketing
Analytics. pp.1-8.