Digital vs Traditional Marketing: Customer Journey with Facebook

This report provides a comparative analysis of traditional and digital marketing strategies, emphasizing the significance of understanding customer touchpoints and the omnichannel nature of the customer journey. Using Facebook as a case study, the report explores how data analysis enables marketers to map the customer's journey, improve overall performance, and enhance customer experience. It highlights the differences between traditional and digital marketing through the 4Ps of marketing (Product, Price, Place, Promotion), illustrating how digital platforms offer more targeted and cost-effective approaches. The report concludes that digital marketing, leveraging data-driven insights, is crucial for businesses aiming to optimize customer engagement and achieve a loyal customer base. Desklib provides access to similar solved assignments and study tools for students.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Understanding traditional and digital marketing....................................................................1
Evaluating customers touchpoints and omni-channel nature of customers journey..............2
Understanding how analysis of data enables a marketer to map customer's journey to improve
its performance and customers experience.............................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing refers to the promotion of products and services to potential customers
by utilizing the internet and other various digital communication platforms. In the modern-day
digital marketing is important for a businesses due to its low cost and high reachability of
customers through various digital communication channels. For the following report Facebook
has been taken in to consideration. The Facebook company offers services of social interaction
with friends and families along with assistance to third-party businesses to sell their products and
services to its customers. The following report will cover the comparison and significances of
traditional and digital marketing by using the 4P's of marketing. Moreover, it will examine
customers touchpoints and the omni-channels of marketing along with how analysis of data
enables marketers to map the journey of their customers in context to the Facebook company.
MAIN BODY
Understanding traditional and digital marketing.
It is crucial for a business to perform marketing in an optimal manner in order to ensure
large number of customers are influenced. Various businesses utilize tradition and digital
marketing methods in order to effectively reach their targeted audience (Ki and et. al., 2020). The
traditional and digital marketing are elaborated below along with their comparison by applying
4P's of marketing:
Tradition marketing:
Tradition marketing refers to an offline form of promoting products and services to
customers. Companies use marketing channels such as print , broadcast, telemarketing in order to
reach a broader customer base. It helps a company to connect with the local customer base and
establish credibility in the market.
Digital marketing:
This form of marketing refers to advertising and promoting products and services through
digital channels such as search engines, website and social media platforms (Kotler, P., 2020).
This form of marking is crucial in modern time as it enables a business to promote their business
in an effective manner to a large customers base in minimal amount of times.
Given below is the comparison on tradition and digital marketing by utilizing 4P's of
marketing.
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Bases Tradition marketing Digital marketing
Product The various products such as
music and movie disks have
become obsolete in the
tradition market and have a
niche customer base.
The digital market has
transformed products such as
music and movie disk into
services and provided them
online to a large customers
base.
Price In the tradition marketing the
price of products in high due to
various involvement of
middlemen. Moreover, it is
difficult to compare price of
products and services.
In digital marketing price of
products and services are
relatively low as it promotes
delivering products and
services directly to customers.
Moreover, it is easy to
compare prices in digital
market.
Place It requires a complex channel
of logistics and distribution in
order to provide products and
services which reduces its
convenience.
It has simplistic logistic
channels of distribution which
make it cost effective and
convenient for customers.
Promotion It uses print media and TV
advertising to promote
products and services to
customers at a mass scale.
It is able to use social media
platforms and various online
advertising services to focus
on both a mass and targeted
customer base.
Evaluating customers touchpoints and omni-channel nature of customers journey.
Customer touchpoints refer to the interaction between a business and its customers or
potential customers before, during or after while purchasing products and services (Peruta, A.
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and Shields, A. B., 2018). These touchpoints are enhanced by omni-channels which assist in
integrating various channels for a business to effectively link with their customers. These
touchpoints and omni-channels enable a business to effectively map and outline customers
journey to understand their experience from the initial interaction with their business (Salmiah
and et. al., 2020) The various touchpoint as a Facebook subscriber are mention below:
Online advertising:
This touchpoint enables an individual to become aware about the products and services
offered by Facebook. The touchpoint serves as an initial interaction between the company and
customer.
Landing pages:
Landing pages serves as a crucial touchpoint as individual are able to gain their
perspective about Facebook and understand its overall workings along with the availability of
products and services.
Website:
The Facebook website is a vital touchpoint for its subscribers as the users are able to use
products and services offered by the company. Moreover, it helps company and users to interact.
Newsletters:
The Facebook subscriber receive periodic newsletter form Facebook which server as a
touchpoint between company and the subscriber. This helps the users to be updated of any
changes or activities done by Facebook.
Understanding how analysis of data enables a marketer to map customer's journey to improve its
performance and customers experience.
The Facebook company gathers data from various methods such as the time spent on a
page by a subscriber, their interaction with pop-up advertisement and from the devices they use.
This collection of data helps the company to better understand its customer base and improve
their experience.
The collected data helps Facebook to effectively map the journey of its customers by
identifying their needs . It assist in understanding the customers behaviour and developing online
and offline touchpoints to promote their services (Shawky and et. al., 2019). Moreover, the data
enables the company to provide quality services such as chat bots and customer care during the
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customers journey. The collected data helps Facebook to gain a loyal following of customers at
the end of a customers journey.
The data serves as an crucial element for Facebook as they are able to develop and offers
services that will fulfil the need of its subscribes and enhance their overall experience. Moreover
it will help the company to improve its performance. The data helps Facebook in improving its
efficiency by introducing new services such as software updates which enhance the experience of
their subscribers. Furthermore, data helps the company to establish better engagement with its
customers improving their experience while using services of Facebook.
CONCLUSION
From the above report it is concluded that, Digital marketing is an effective method of
marketing when compare to tradition marketing as it was cost effective and has the ability to
target a specific audience. Moreover, a business can identify methods to improves their
performance by evaluating the customer touchpoints along with paying emphasis on identifying
the overall journey of the customer and how it can be improved. It was also analysed that data is
vital for both the customer and business in order to enhance the overall user experience and
increase the performance of the company.
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REFERENCES
Books & Journals:
Ki and et. al., 2020. Influencer marketing: Social media influencers as human brands attaching
to followers and yielding positive marketing results by fulfilling needs. Journal of
Retailing and Consumer Services, 55. p.102133.
Kotler, P., 2020. Marketing and value creation. Journal of Creating Value, 6(1). pp.10-11.
Peruta, A. and Shields, A. B., 2018. Marketing your university on social media: A content
analysis of Facebook post types and formats. Journal of Marketing for Higher
Education, 28(2). pp.175-191.
Salmiah and et. al., 2020. Online Marketing. Yayasan Kita Menulis.
Shawky and et. al., 2019. Using social media to create engagement: A social marketing
review. Journal of Social Marketing.
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