Difference between Traditional Marketing and Digital Marketing

Running Head: DIGITAL MARKETING 1
Digital Marketing
(Student Details)

DIGITAL MARKETING 2
Executive Summary
The following report highlights the difference between traditional marketing and digital
marketing; and what are the benefits of digital marketing in the present business world. The
report shows how Hungryhouse should implement digital marketing strategies to retain and
attract maximum customers. There are various tools and techniques that the digital marketer of
Hungryhouse should use to gain the desired objective of the company. The company should
implement strong strategies to manage SSM, SEO, and content marketing to make the website
attractive and worth reading. This study shows all the important aspects that a digital
professional should consider while promoting the company’s website.

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Contents
Introduction......................................................................................................................................4
1. Difference between traditional marketing and digital marketing.............................................4
Reasons stating why Hungryhouse should invest in digital marketing.......................................5
2. Website Optimization...............................................................................................................7
3. Use of Search Engine Optimization (SEO), Social Media Marketing (SMM) and Content
Marketing by Hungryhouse...........................................................................................................14
Search Engine Optimization......................................................................................................14
KPIs to manage SEO..............................................................................................................15
Social Media Marketing (SMM)................................................................................................16
KPIs to manage SMM............................................................................................................17
Content Marketing.....................................................................................................................18
KPIs to manage Content Marketing.......................................................................................19
4. Ways to gain competitive advantage by using Pay-Per-Click and Online display and video
advertising campaign.....................................................................................................................19
Steps to set up PPC (Pay-Per-Click) campaign.........................................................................19
Steps to design an effective online display and video advertising campaign............................20
5. Incorporation of Email Marketing in Digital Marketing........................................................23
6. Ways by which Hungryhouse can use analytics and management of digital marketing
methods..........................................................................................................................................24
Conclusion.....................................................................................................................................25
References......................................................................................................................................26

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Introduction
Traditional Marketing or Digital Marketing is still a question among many corporates when they
want to advertise their products. Choosing an appropriate method is a difficult task. Traditional
marketing involves announcements, business cards, handouts, and printed advertisements in
newspaper, business promotions on radio and TV, and magazines to publish certain occasion or a
product. We all know that the technology keeps on changing in order to meet the dynamic
requirements of the organization and the customers (Chaffey & Smith, 2017). Digital
Marketing involves social media, websites, and YouTube videos to publish and feature certain
product or services.
1. Difference between traditional marketing and digital marketing
Advertising vs. Value
Traditional advertisers simply aims at increasing sales with the ad spots and do not believe in
providing value. Digital Marketers focus on providing values to the audience by applying content
marketing and providing other solutions. One-third of the total world’s population uses social
media, considering this fact as an advantage, social media marketer research about what are the
interests of their audience (Dahl, 2018). Digital marketer uses page analytics, molds their brand
to offer solution, give necessary information, entertains, builds trust and provide values to their
customers. Such efforts attract audience and ultimately turning them into repeat customers. This
type of real and valuable B2C relationship cannot be created by a print or a radio ad.
Communication
Word of mouth has a great importance in the field of marketing. In traditional marketing just has
one way communication, in which a product is showcased or an event or service is informed.
Whereas, in digital marketing two ways communication is possible; where the customers can
give feedback and share their experiences (Dodson, 2016).
From the above discussion it can be said that digital marketing is better than traditional
marketing. Digital marketing tracks the businesses ROI, shows its analytic capabilities and even

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provide opportunity to increase it. Some important principles of digital marketing that makes it
better than traditional marketing are
 Know your customers
 Find strength in partnership
 Establish a strong foundation
 Stay updated
 Aim for consistency
Reasons stating why Hungryhouse should invest in digital marketing
Hungryhouse was a UK based company for ordering food online of takeaway food. The users
could search and browse for restaurants and local takeaways to order food. Hungryhouse offered
their services to locate the restaurants providing takeaway services by charging a small service
amount. The company faced many ups and downs in reference to its investment structure. It had
partnership with 60,000 restaurants covering 16 markets; but due to investment instability, it had
to close down. The company announced its closedown to its valuable customers through an
email in 2018.
Since the company has decided to come back into the market and start functioning, it has to use
strong marketing strategies to attract maximum customers and users. The company needs to grab
opportunities available in the market in order to be competitive and stable. It should invest more
in digital marketing rather than following traditional way of doing business and marketing.
Usually when companies pass through complicated time and sales downfall, the owners
implement order to cut down human resource and marketing cost; such decisions are wrong.
Marketing has an important role to play in order to increase sales and generate profit (Frick &
Werve, 2014). A marketing team should focus on internal and external analysis, study market
trends and offer what is needed by the customers. Choosing an effective form of marketing will
combat any crisis that a company is facing.
If Hungryhouse invests in digital marketing, it will embrace cost effectiveness. In a business,
everyone looks for ways to attract the target audience to buy their products and avail their
services; and at the same time take care that it does not costs much for the same. In this case

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digital marketing is the best as it is cost effective as compared to traditional marketing (Herhold,
2018).
Hungryhouse will be able to deliver relevant content to its target users through digital marketing.
It is said that “content is king” in marketing (Thrivehive, 2017). Most of the businesses avoid
content strategies due to inadequate knowledge about it. Hungryhouse should put focus on
content marketing in order to enjoy the following benefits:
 Increase in website traffic
 Increase in leads
 Increase in sale
 Enhanced brand image of the company
 Enhanced brand loyalty
 More brand visibility
 Improvement in customer relationships
 Strong social media following
Hungryhouse can boost the brand image of the company by promoting its services on numerous
platforms and in social networking sites as well. People, who will use these channels to look for
products and services they require, can have an access to the ratings given to Hungryhouse and
then make avail the services. The positive and favorable ratings on these channels will attract
more customers.
Investing in digital marketing will enhance the company’s revenue and boost return on
investment (Theinnovativeenterprise, 2018). The online presence of Hungryhouse can be
expanded by using relevant and appropriate internet marketing strategies. Engagement of target
audience will significantly increase operating revenue. When the information extracted from
different campaigns is relevant, the company can make adjustments and predictions, which will
ultimately boost ROI.