Digital & Traditional Marketing Strategies: A Facebook Analysis

This report provides a comparative analysis of digital and traditional marketing strategies, with a specific focus on Facebook. It examines the key differences between the two approaches, utilizing the four Ps of marketing as a framework. The report further explores customer touchpoints and the omnichannel nature of the customer journey, using the example of a typical Facebook subscriber. It also discusses how data analysis enables marketers to map the customer journey, improve company performance, and enhance customer experience. The conclusion emphasizes the importance of digital marketing in today's business world and highlights the role of customer touchpoints in understanding customer journeys and improving company performance.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Give the differences between digital and traditional marketing with support of four Ps of
marketing ........................................................................................................................................4
Describe about customer touch points and omni channel nature of customer journey. Activities
should reflect about Facebook subscriber........................................................................................5
Describe about how analysis of data enables marketers to map the customer journey, improve the
company's performance and customer experience ..........................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing refers to the promotion of brands to connect with potential customers
using the internet and other forms of digital communication. It not only includes email, web-
based advertising and social media but also include multimedia messages and text as a marketing
channel. Digital marketing is important because it helps in easily tracking and monitoring the
campaigns on a large scale(Floričić., 2016). In the present report, Facebook has been taken into
consideration. Facebook is a social networking service site which was by Mark Zuckerberg in
the year of 2004. It is basically an American multinational technology company which is based
in California(About Facebook).The report covers discussion about differences between digital
and traditional marketing with support of four Ps. It also covers analysis about customer
touchpoints and omni channel nature of customer. The report consist of analysis about data
which enables marketers to map the customer journey.
MAIN BODY
Give the differences between digital and traditional marketing with support of four Ps of
marketing
Traditional Marketing Digital Marketing
 Traditional marketing refers to form of
promotion which reaches to an
audience in the offline manner.
(Gulati., 2019). Companies generally
use marketing channels such as print,
broadcast etc to engage the audience.
 Digital marketing is basically
promotion of products or brands using
electronic devices or internet.
 Product:Under this type of marketing,
it is necessary that while producing
product and also required to understand
needs of consumers.
 Product: Under digital marketing, a
company has to understand current
demand and requirement of the
consumers so that company works
accordingly on it. For example
Facebook has taken an initiative
towards attracting young people for

spending their time in a more enjoyable
manner.
 Price:Under this type of marketing, it is
necessary to understand that
consumers should be ready to pay for it
and they have to compare prices
through physical market.
 Price: Digital marketing gives a
platform to compare their prices of
products on online basis.
 Place: This type of marketing requires
that product should be available at the
right time, in right quantity and also at
the right place as well so that
consumers can access product in a very
easy form
 Place: Place is the parameter where
consumers is able to access their
products and services. So online
platforms is the place where products
can be promoted on large scale under
digital marketing.
 Promotion:This type of marketing
covers advertising, message and direct
sales for the promotion of their
products.
 Promotion: Under this type of
marketing, there are lots of ways to
promote the products and services such
as social media platforms, Youtube,
pay per click etc.
Describe about customer touch points and omni channel nature of customer journey. Activities
should reflect about Facebook subscriber
Customer touch points: Customer touch points are those moments at which a customer
will directly or indirectly comes into contact of the brand. These touch points act as important
parameter in making up the customer journey and also a key in terms of influencing the customer
experience(Setkute., 2018). For example there are basically five customer touch points. It
includes brand promise, innovation, purchase moment, brand story and experience of consumers.
Omni channel nature of customer journey: An omni channel customer journey
basically consists of important interactions over multiple touch points between customer
prospect and a company during the point of sale and throughout the customer life cycle.

Customers also expect seamless experience regardless of the communication channel or device
they choose.
As a typical Facebook subscriber, in this competitive digital market where people use
these platforms at a very fast pace manner(Singla and et.al., 2017). When people use such
platforms on a large scale then company can collect data and information of an individual. This
data act as strong parameter in terms of making money at large scale. Facebook also uses this
data in terms of showing specific ads as it also showcases that an individual can enjoy on a single
click. In this manner, Facebook uses customer touch points and omni channel in the journey of
customer.
Describe about how analysis of data enables marketers to map the customer journey, improve the
company's performance and customer experience
Data used by Facebook helps the marketers to understand the customers in a more closer
manner and this data is also helpful in terms of improving the financial performance of the
company. Facebook uses this data basically for understanding customers mindset and their
interests as well(Terrance and et.al., 2017).This data is also helpful in terms of knowing the gaps.
For example customers switches from one device to another(Facebook uses data for ad
targeting).Data of customers also support in terms of understanding journey of consumers from
one channel to another. For example from social media page to website. In this way, analysis of
data helps marketers to map the journey of customers as well as company's performance.
CONCLUSION
Digital marketing plays a very important role in this business world. There are various
differences between traditional and digital marketing because both have different approaches
towards marketing. These differences occur majorly on four Ps of marketing. Both have different
parameters towards product, place, price and promotion. With respect to Facebook company,
company has customer touch points which plays a very important role in terms of understanding
the customer journey. These touchpoints is also helpful in terms of analysing company's

performance and customer satisfaction as well. As a typical subscriber of Facebook, in today's
period of time digital marketing is very helpful specially for youngsters for spending their time
in a more enjoyable manner. The data used by Facebook company is helpful in terms of building
their brand name as well as understanding customers in a more precise manner according to
current interests. So digital marketing is very supportive in terms of reaching to a next higher
level in this business world.
REFERENCES
Books and Journals
Floričić, T., 2016. Innovatiove Digital Marketing of Sme Hotels. In Innovation Management,
Entrepreneurship and Corporate Sustainability (IMECS 2016) (pp. 189-202). Vysoká
škola ekonomická v Praze.
Gulati, S., 2019. Digital Marketing Strategies for Startups in India. In Proceedings of 10th
International Conference on Digital Strategies for Organizational Success.
Setkute, J., 2018. In search of digital marketing communications success: the case of oil and gas
industry B2B SMEs (Doctoral dissertation).
Singla and et.al., 2017. Role of Ethics in Digital Marketing. Imp. J. Interdiscip. Res, 3, pp.371-
375.
Terrance and et.al., 2017, December. Importance of Search Engine Marketing in the Digital
World. In ICITKM (pp. 155-158).
Online
Facebook uses data for ad targeting,2021[Online]Available
through:<https://www.vox.com/2018/4/11/17177842/facebook-advertising-ads-
explained-mark-zuckerberg/>
About Facebook,2021[Online]Available through:<https://about.facebook.com/company-info/>