Difference between Traditional and Digital Marketing
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This report explores the differences between traditional and digital marketing, including methods, purposes, and sources. It also discusses the importance of customer touchpoints and data analysis for a superior customer experience.
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Table of Contents INTRODUCTION...........................................................................................................................3 Difference between traditional and digital marketing............................................................3 Customers touchpoints and omni channel nature of the customer journey............................4 Consumer data analysis and their importance to support a superior customer experience....5 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Digital marketing is the way of promoting products and services of an organization by using digital technologies like internet, mobile phones etc. This report is going to show some differences between traditional and digital marketing which helps an organization to select the best one out of both (Chaffey and Ellis-Chadwick, 2019). Further, it will also show customers touchpoints and trends on the basis of that company satisfy them. After getting customers data their analysis also plays an important role for supporting a superior customer experience. Difference between traditional and digital marketing Marketing is a procedure that consists of several activities done by a marketing manager for promoting products of an organization. By making different tools of both digital marketing and offline marketing, marketing manager create awareness of their products and services. There is a difference between digital or online and traditional or offline marketing. Some main differences are described as follows: Basis of differenceDigital marketingTraditional marketing MeaningItisatypeofelectronic marketingwhichhelpsthe company to direct interact its customers across the world in digital space. It is a conventional mode of marketinginwhichan organizations interacts with its customerswiththehelpof various offline advertising as well as promotional methods. PurposeThemainaimofdigital marketingistoincrease revenue, saving time and being in a competition by knowing needs of customers. The primary aim of traditional marketing is to use the proper mediamixtodelivermany impressionbyprovidingthe right promotional incentives to customers (Xu, Frankwick and Ramirez, 2016).
Methods or sourcesSearch engine optimization, E- mail, social media marketing, lead generation etc. Prints(magazines, newspapers) Telephone (SMS marketing) Broadcast (TV, Radio) In the context of importance, it can be said that digital marketing that it helps out customers and the company to reach out to the potential customers all around the world. With the help of online marketing, many companies are providing 24*7 customers services which makes customers feel valued and respected (Opreana and Vinerean, 2015). On the other hand, traditional or offline marketing let marketing manager cross paths with potential buyers at trade shows. It allows customers to get the actual taste of products and services that are being promoted by the company. Customers touchpoints and omni channel nature of the customer journey Customers touch points refers brand's points of an organization of customers contact. Nowadays with the help of digital marketing, customers find any type of business online and see reviews given by existing and visited customers and then visit Website of an organization. Identification of needs and customers touch points is the first step to create a customers journey map. An omni channel customer journey is interaction over multiple touchpoints between customers and a company. Some touchpoints are described as follows: Website:Company's Website is the best way and touchpoint that allows customers to get details of each product and other things related to the company. By seeing traffic on Website, companies also can get needs of customers and can make an effective contact with them. Website can be easily viewed on a range of devices (Homburg, Jozić and Kuehnl, 2017). Search engine optimization:Search engine optimization is other main touchpoint as many people use this search engine to find a product and get details of that products. Marketing manager and the company needs to more focus on quality of content by using relevant keywords for providing effective informations to customers. The better quality and SEO can allow to the company to highly appear in search results. Voice search:It is also called the best tool that allows the company to solve customers queries at immediate level. Companies can take several opportunities with this help to satisfy customers needs and provide them informations about products and services.
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So, it can be said that customers touch points are beneficial for both customers and the company. It allows customers to get informations and allow companies to know needs of customers and being in a contact with them (Manser Payne, Peltier and Barger, 2017). Consumer data analysis and their importance to support a superior customer experience Consumer data plays an important role. Data is the key in marketing which helps an organization in satisfying them and providing products as per their requirements. After collection of data, it is also important for the company to analyse them for making them more relevant and supporting superior customers experience. Target audience and analysis of data gathered by marketing manager given an informed view of that who are the customers, what is their needs and everything related to products. This analysis (Alhelalat, 2015). Some reasons that shows importance of customers data analysis which can improve the overall performance of the company are: For an entrepreneur and investor it is important to know about the details of the company and things in which they are getting themselves into. These marketing and customers data analysis, companies can know about those companies and competitors who are providing the same features of products to customers. By analysing customers data, they can takecompetitive advantageswhich can improve their overall performance. So, it can be said that organization can beat the competition and analyse all those factors that are increasing competition. In addition, customers or marketing data analysis given an idea to the company that all strategies which are being used by the market. It gives several answers on which basis company can improve customers experience. Some questions are: Is there any room for improvements? Are company's resources being efficiently used? CONCLUSION From the above study it has been summarized that digital marketing played a vital role in accomplishing company's goals. It has also shown some key factors that made digital marketing differ from traditional marketing. Purpose, methods has been shown as differentiate basis. Further, it has also discussed some customers touch points or omni channel nature of customers by which an organization satisfied them. Customer data analysis also played an important role as it supported to the company to increase customers satisfaction.
REFERENCES Book & Journal Alhelalat, J.A., 2015. Consumer behaviour analysis of hospitality students' evaluation and satisfaction with their universities.Tourism and hospitality management.21(2). pp.127- 143. Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept.Journal of the Academy of Marketing Science.45(3). pp.377-401. Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda.Journal of Research in Interactive Marketing.11(2). pp.185-197. Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital inbound marketing.Expert Journal of Marketing.3(1). Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective.Journal of Business Research.69(5). pp.1562-1566.