Using Digital and Traditional Media in Marketing Communication Campaigns

This report discusses the importance of marketing communication campaigns in promoting goods and services. It explores the use of digital and traditional media in advertising and marketing, highlighting the advantages and disadvantages of each. The report also examines how successful companies like IKEA and Tesco use both media to reach a wider audience and gain a competitive advantage.

Essentials of Marketing
Assessment 1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing in business plays a very significant role through which a firm can increase its
profits and selling with customer satisfaction (Katsikeas, and et.al., 2019). The businesses in
nowadays are producing variety of products and services which have to reach all the customers
worldwide and this can only be done with the help of marketing by proper marketing research
and with the use of marketing the use of digital and traditional media has also increased through
which the company can communicate its products and services worldwide. Marketing strategy
used by the companies involves use of traditional and digital media both. This report will include
about the use of digital and traditional media by all the marketing communication campaigns.
Furthermore, the ways in which all the marketing communication campaign should use this
media so the proper message and advertisement can reach the mass number of customers easily
for more sell and profits and to make the marketing more efficient.
MAIN BODY
Marketing communication campaign
Marketing communication campaign is the activities which are aimed at promoting
goods, brand and services of a company through various channels of communication like media,
television, internet etc (Pearson, 2018). This campaign include advertising because it also
include exhibitions and many more processes for making people to know about the brand and the
products. This marketing communication campaign is held by the companies to remain
productive in market and to gain the competitive advantage of the products in the market. All the
international companies like IKEA, TESCO, Tesla etc are investing there huge amount of funds
in this type of activities so that they can attract huge number of customers and make them know
about the features or qualities of new products.
Marketing communication campaign helps company’s to gain the attention of customers
with arranging various seminars and exhibitions in which the customers can join and can
experience and get to know the new products and its features during this campaign (Catalán-
Matamoros, 2019). During the exhibition the products which are unique and brand are presented
in front of the customers so that they can get to know about the upcoming products for example
the automotive sectors arranges various seminars and exhibition in which the existing customers
and medias are being called and those vehicle are presented in front of the customers for

advertising or marketing purposes by communicating each and every thing about the products to
the customers.
Marketing communication campaign uses various medias of communicating the
information to the customers like advertising on social media, websites, television, newspapers,
radio, billboards etc and invest huge amount of fund for making peoples aware about its brand
and attract customers in international market or globally (Barik, and et.al., 2019). Company
TESCO is investing huge amount of its budget in advertising and promoting its products with
various marketing strategy so that it can remain more competitive in the present world. This
company is investing huge amounts in advertising its products through websites and social
medias through which it influences customers to buy those products.
Using of digital and traditional media both in marketing communication campaign.
Nowadays companies are using digital media more in promoting its products and services
online and suing less of traditional medias because customers or adults are using more internet
and social medias or websites and giving less interest in television and traditional medias (Parry,
and et.al., 2021). This does not mean that they are useless millions of peoples are still depended
on this traditional medias due to no availability of the resources and more suitable forms of
information. The companies are discouraging the needs of traditional media for attracting the
customers because they find that those medias will not increase there customers and will results
in waste of money. Digital as well as traditional media plays significant role in marketing
campaign.
Traditional media are those famous communication channels which are used by the
companies before this social medias could take place. The use of this medias are decreasing due
to increasing use of digital medias. The traditional medias still have wide scope like television
which is used by every house and communicating the products through television has great
advantages. Broadcasting on television, radios company’s by the company still has huge
importance and can reach huge number of customers. As well as newspaper, magazines are still
first preferences of many consumers or buyers and many companies are doing its marketing
campaign on this media like company IKEA is advertising its products in the magazines or
newspaper for attracting huge customers.
Some companies like HSBC, Barclays are the banks who always prefer safe and secure
ways of attracting the customers through telemarketing for making the customers aware about

there present schemes and policies. They also use methods like direct mailing so that the target
customers can be informed by this communication channel. Billboards, posters are also used by
most of the companies like all the fashion industries or various other branded companies are
using there poster or billboards so that customers can be more attracted towards the products by
watching them.
Traditional medias have various advantages like they are impactful and easy to
understand by each customer and easy to digest by all different types of cultural peoples. The
people of all ages can understand the message or advertisements because it looks more real in
reality than social medias and more easy to memorise by seeing the advertisements. Due to
expensive and no direct interaction of the customers its hard to used by the company’s and this
involves more efforts that is the only reason companies are not using this channel of
communication because more trending things are always appreciated but this media always
create mass attraction of customers and companies should use this method for attracting or
marketing communication campaign. This type of media is used worldwide and is efficient for
increasing the marketing efforts of the company.
Digital media are those marketing communication campaign the use of this channels are
increasing on rapid rate because peoples are using social medias and digital online platforms on a
rapid growth and advertising on this sites will leads to increase in companies marketing and the
companies can reach mass number of consumers (Gerwin, and et.al., 2018). All the companies
whether it is small or big are using digital medias for attracting huge number of customers
globally. Social medias like facebook, Instagram, twitter, online websites, content marketing,
search engine marketing etc are trending and people are using it on daily purpose and marketing
communication channels are done more efficiently with this channels.
Digital marketing campaign helps the companies to reach huge number of customers with
low cost and low efforts. Using digital media it has more chances of reaching the target audience
rather than advertising in a particular market and wasting the time by just focusing on only one
area (Bala, 2018). Every brand of companies are using digital marketing for communicating with
the existing customers and the attracting new customers with variety of products so that it remain
competitive in the present world. The hotel Premier Inn is advertising its services worldwide
though every branches by using digital marketing and creating very tough competition in the

market whenever there is a new scheme and policies arrived they advertise through every digital
media so that it can be communicated to all the customers.
Digital marketing should be used because it provides huge options for marketing its
products through various channels like some may use social medias more and some may use
websites more so by using all this channels will attract all type of customers and increase there
productivity (Munsch, A., 2021). The tracking of digital marketing is easy and its is measurable
so the next strategy and actions can be create with clear understanding like what improvement
should the firm make or what kind of changes the products and services needed etc. This also
makes the target clear for the products like which type of products and customer the company
have to attract. Digital marketing communication campaign helps in getting the consumer
reviews and feedbacks immediately through internet and the company can according to the
feedbacks can change its products or services with after sales services so that they can
maintained there demand for the products and services. SEO and social media marketing are low
cost and free channels of digital marketing so every company wants this type of communication
channel over the traditional channels which involves more cost and huge efforts (Shcherba,
2022). Digital media is also very complicated task because every company is using this methods
so the customers with bulk amount of advertising will get frustrated and the important and
branded products are hidden down in the notifications.
Both the traditional media and digital media has some advantages and disadvantages but
the company’s should use both this media for efficient marketing communication channels
(Bobkina, 2020). The company’s using both this channels of communication is gaining huge
competitive advantage over other companies. The marketing communication campaign should
use both traditional and digital media because both can lead to attract huge number of customers
and both have some advantages and disadvantages like traditional media is expensive or less
flexible and digital media is low cost marketing with high level of flexibility but traditional
media is more easy to understand by the publics and memorize for long period of time where as
digital media is a bit confusing because of the bulk adds and competition on the digital sites
(Šehić, 2020). The successful marketing campaign like IKEA, Tesco, are using both the medias
for advertising and marketing its products and services so that they gain as much attraction or
attention as much they can to become more profitable and successful in the market with huge
competition advantages.

Marketing campaign should use both the media for marketing the products because using
these both leads to reaching wider range of audience or very type of different cultural publics
with different though and opinions because everyone has different choices of socialising some
may use digital network some may prefer television this way using both this media will make the
company to become more profitable (Vilkaite-Vaitone, 2019). The best way the company or
marketing communication campaign can do is advertising its products online or offline because
most of the peoples remain offline and use less internet services in this the traditional media best
to reach those customers. Like the Dominos is using more of digital media to cover the target
public and switching from traditional approach to digital approach this way it faces huge lose of
customers because using one medium of communication will leads to focus on only one portion
of the public and the market which is left will create huge losses. Traditional media or marketing
include all type of ages of people who still prefer radio, television, magazines etc over social
sites and traditional media build a strong image of the brand in mind of the customers which
digital media is lacking. Traditional marketing also supports digital marketing like calling to
each target customers or mailing them to see the new products available on the websites through
network. Combining methods will lead to reaching the market or publics more effectively and
efficiently. Marketing communication campaign should use all methods of communication
which are available to them so that not a single are should be left for communicating to the
public about the products and services. Marketing communication campaign should use both this
media for making its efforts worthful by reaching all kind of customers.
CONCLUSION
From the above report it has been concluded that marketing is very essential for every
company for advertising its products in the market for more publicity globally. Traditional media
is lacking its value due to use of more digital media due to increasing dependency of internet and
social medias the use of digital media is more nowadays by the company then traditional media.
Furthermore, it also has been concluded that traditional media is as important as digital media
because most of the people still prefer radio, television, magazines and prefer offline methods
rather then online. Moreover, using both the methods together for marketing communication

campaign huge number of customers can be reached and no market or target of customers can be
left behind. Both the medias digital and traditional have same number of benefits like traditional
is expensive and digital is free or low cost of marketing due to low cost mostly company prefer
this marketing but for the successful marketing operation the company or marketing campaign
should use both this media so that each audience globally can be reached.

REFERENCES
Books and journals
Katsikeas, and et.al., 2019. Revisiting international marketing strategy in a digital era:
Opportunities, challenges, and research directions. International Marketing Review.
Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly, 24(1), pp.45-57.
Catalán-Matamoros, D. and Peñafiel-Saiz, C., 2019. How is communication of vaccines in
traditional media: a systematic review. Perspectives in public health, 139(1), pp.34-43.
Barik, and et.al., 2019. The effectiveness of traditional media (leaflet and poster) to promote
health in a community setting in the digital era: A Systematic Review. Jurnal Ners, 14(3),
pp.76-80.
Parry, and et.al., 2021. A systematic review and meta-analysis of discrepancies between logged
and self-reported digital media use. Nature Human Behaviour, 5(11), pp.1535-1547.
Gerwin, and et.al., 2018. The interplay between digital media use and development. Child and
Adolescent Psychiatric Clinics, 27(2), pp.345-355.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising
effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing
Science, 31(1), pp.10-29.
Shcherba, and Denisenko, J.N., 2022. Formation of Social Marketing Communication Channels
in the Development of Digital Technologies in the Russian Federation. In Business 4.0 as a
Subject of the Digital Economy (pp. 779-784). Springer, Cham.
Bobkina, J. and Domínguez Romero, E., 2020. Exploring the perceived benefits of self-produced
videos for developing oracy skills in digital media environments. Computer Assisted
Language Learning, pp.1-23.
Šehić, L. and Peštek, A., 2020. The effects of digital media buying on advertisers. Management:
Journal of Contemporary Management Issues, 25(1), pp.279-291.
1

Vilkaite-Vaitone, N. and Skackauskiene, I., 2019. Green marketing orientation: evolution,
conceptualization and potential benefits. Open economics, 2(1), pp.53-62.
2