Digital Marketing: Traditional vs. Digital Marketing Strategies

This study compares traditional and digital marketing strategies, focusing on customer touchpoints and omni-channel experiences. It also discusses the analysis of data in digital marketing. Discover the importance of these concepts in improving marketing strategies.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Traditional and Digital Marketing...........................................................................................1
2. Customer Touchpoints and omni-channel of customer journey:.............................................2
3. Analysis of Data through Digital Marketing...........................................................................3
CONCLUSION:...............................................................................................................................3
REFERENCS...................................................................................................................................5

INTRODUCTION
Digital marketing refers to the marketing of products and services by the use of digital
platforms which are used to generate awareness towards the products and services offered.
Digital marketing is a system used to create which increased the performance of the system
which can be boost up the performance of firm. Digital Marketing is important for the business
because it provides a digital platform which is most popular means of telling things to the world
in context to marketing.
This report includes the various means of marketing in comparison with traditional and
digital marketing. Customer touchpoints which are used to evaluate strategies for the companies
explaining the use of omni-channel which can be used to generate a techniques of digital
marketing.
MAIN BODY
1. Traditional and Digital Marketing
Product- Traditional Marketing was dependent on the advertisement strategy which was
dependent on print media like newspapers, radio, television sets and billboards which were the
means of the advertising channel in the traditional marketing. Major tool was the use of print
media which was a means of advertising the traditional method rely in the four p's of marketing
which was the fundamental of the marketing strategy. They used a proper sales funnel for the
marketing strategies.
Modern approach uses major digital values needs are upgraded with the development of
the digital value and provide a sustainable market. Brand are experienced with the market
strategies.
Price- Digital marketing is dependent on the digital platform which is now used by each and
every person. Digital marketing is an easy tool which can be used for advertising using social
platform. With the growth of technological advancement have been made to develop various
strategies of marketing. Social platform is used to develop marketing strategies.
As for modern approach advertisement has been boosted with the use of social
platform(Chaffey and Ellis-Chadwick, 2019). Price transparency is generate through online
platform less of fraud cases are detected.
Place- Digital marketing can be done online. While traditional marketing needs to be done by
place to place. Ways of communication was the use of telephones and fax which was used as a
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means of communication. A communication channel created a mouth of advertisement and
increases the purchasing power. It is always a one way communication channel. It does not
generates feedback and responses from the audience. Distribution model is used to provide a
strategic approach to online sales segment of people are targets.
Promotion- In traditional marketing the promotion can be done be face to face. Digital marketing
promotion can be on websites. Communication channel through this means is very much simple
and easy means of communication. Digital marketing is a two way communication channel
which provides a way in which the responses can be traced and shared which can help in
improvising strategies.
For modern approaches various integration techniques are used and an evaluation of
online and offline promotions are used. Online promotions are carried out by digital marketing
by the use of social media targeting a segment of the clients.
2. Customer Touchpoints and omni-channel of customer journey:
Customer touch points refers to the ways in which a company gets in touch with the
customers, this helps in generating a feedback from the customers. It can be a journey of a
customer from start to finish and afterwards which tells an organization about the journey life
cycle of the customer and ways to improve it. It mainly consist of three measures before
purchase, during purchase, after purchase(Kannan, 2017). This is a measure to create a customer
service management more appropriate and improved. Company's touchpoints can be websites, e-
mails, advertisements etc. these are digital touchpoints which can be used to create a channel
which can be used in expansion of customer base. This moreover improves customer relationship
life cycle which can be used to generate awareness of the products and company. Touchpoints
can differ from customer to customer and create a different paths. Which are categorised in
segments and are addressed through segments which carries out through a channel which helps
in improvising the strategies to facilitate more of customers. Analysing the map can improve the
customers and helps in generation of customer services which can build a healthy customer
relationship. Life cycle stages are most important aspect which is used by the company. Use the
information you gather as to determine the falling aspects of the company and try to find the
solution to overcome it. Company's touchpoints can be the various trace points which needs to be
addressed by the organization in order to evaluate the working process and to check the
responses which are carried out for the various sources which can be used for the development of
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the strategy. Strategical approaches can be used to evaluate out the feedbacks and responses
through the touchpoints.
Omni-channel
Omni-channel is a means in which a company used the experience form the past that is
the data from the customers which helps in various means of improvising which includes design
structures, marketing strategies, improvising resources which can be used to improve the
strategies, which leads to market generation. It a means of providing a platform for the customers
which leads to the development of the organization(Todor, 2016). Omni-channel is an experience
provided by a company to provide a seamless channels of working. An integration between
distributions promotions and communication strategies which are provided to the customers for a
better experience.
3. Analysis of Data through Digital Marketing
Analysis of Data can be carried out with the help of the tracking various social media
platforms the data can be analysed as per the needs of the organizations. This can be done by the
method of indicating the touchpoints which are required by the organization. Data analysis is
done in order to evaluate out the success ratio or failure ratio which are carried out to improve
the performances of the organization(Walliss and Rahmann, 2016).
This is carried out through a systematic methodologies:
 Define a problem
 Set data driven goals
 Collection of data
 Changes to be carried out
Define a problem- The problematic approach is carried out which can help in improve in sales
strategy which can help in data generation. A problem defined must be approached various
means are calculated by the means of errors or loop holes generated. A defined problem is seen
and analysed.
Data driven goals- Data which is to be carried to find a solution is set up by evaluation by
experts. Goals are set up with the data provided which can be evaluated to find a solution which
can be evaluated out to achieve in a strategic developments.
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Collection of Data- Data related to problem is collected and defined which is set up by the the
experts which carries out the evaluation process. Data collection is done on the basis of acquired
problems which can be used to find out the solution, which helps in profit generation of the
company.
Changes: Data is evaluated using various algorithms and the changes are made with the help of
problems which are generated, an achievable solution is carried out which helps in the profit
generation of the firm(Wilder and Wilder, 2017).
Organization uses this data which can be used for the generation and development of the
strategies by identifying various touchpoints which can be used to generate a digital marketing
strategy which can be used to bring out the profit within the organization. Which can help in the
growth and strategic formulation of the strategy.
CONCLUSION:
This study concludes that digital marketing is an easy platform which helps in the
generation of market by various strategical approaches used by the organization. Use of customer
touch points are made to evaluate various the marketing approaches and finding ways to improve
its feasibilities. Means of data analysis is carried out for the use of improvising market
strategies. Ways to improve methods of marketing and functioning of the organisation.
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REFERENCS
books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.
Walliss, J. and Rahmann, H., 2016. Landscape Architecture and Digital Technologies: Re-
conceptualising design and making. Routledge.
Wilder, J. and Wilder, H., 2017. Navigating the Digital Landscape. The Resilient Mental Health
Practice: Nourishing Your Business, Your Clients, and Yourself, p.85.
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