Digital Marketing Report: Comparing Traditional and Digital Strategies

This report provides a comprehensive overview of digital marketing, contrasting it with traditional marketing methods. It delves into the differences between these approaches, highlighting the advantages of digital strategies such as targeted advertising and data-driven insights. The report then explores customer touchpoints and the omni-channel customer journey, emphasizing how businesses can create seamless experiences across various platforms. Furthermore, it examines the crucial role of data and analytics in digital marketing, demonstrating how businesses leverage data to measure campaign effectiveness, optimize strategies, and improve customer experiences. The report concludes by summarizing the key findings and emphasizing the importance of adopting digital marketing strategies in today's market.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Differences between traditional and digital marketing......................................................1
2. Customer touch points and the omni-channel customer journey.......................................2
3. The role of data and analytics in digital marketing............................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing refers to the marketing of goods or services that organisations do by
using digital based technologies. The main tool of digital technology marketing is internet, but
there are other techniques also such as; display advertising, mobiles, & other means of digital.
Further, it has changed the way marketers use digital marketing development as it was in 1999's
and 2000's. Also, there are numerous ways through which companies can use digital marketing
to have benefits in the marketplace. Whereas traditional marketing refers to any form of
publicity, or campaign that has been used by brands for years and this method has proven
success rate. Therefore, the report will cover difference between traditional & digital marketing.
Apart from this it will demonstrate customer touch points & customer journey. Lastly, it will
represent the role of data & analysis in digital marketing.
1. Differences between traditional and digital marketing.
It has been discovered that digital marketing channels include internet, mobile phones
and other digital technologies and are considered much more than just social media. It also
includes blogging, videos, email marketing and maintaining it through strategies such as account
based marketing & consumer relationship management. However, people take digital as just a
channel, but only marketers know that it is unique tool of interacting with current customers.
Further, are the benefits of digital marketing:
 Through this, organisations can target customers on the basis of various segmentation
tactics such as demographics, geographic, etc (Srinivasan, Rutz and Pauwels, 2016).
 By using internet digital technologies, marketers can provide a choice to customers to opt
for and they can choose what they wish to buy.
Whereas traditional marketing refers any type of promotional method, that make uses of TV
channels, radio, printing based advertisements and outdoor publicity such as billboards,
exhibition, etc. Moreover, it has been determined that this form of media is not considered strong
enough to achieve the goal. Also, marketers using traditional method, does not allow them know
that whether they have achieved their goal or not, as tracking is not well defined (Tiago and
Veríssimo, 2014).
Below are the benefits of traditional marketing :
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 Traditional marketing technique allows customers to have a hard copy of promotional
materials used.
 This method of marketing is considered as an easy to understand way of publicity
because people are already exposed these kinds of techniques (Ryan, 2016).
Digital marketing Traditional marketing
Message hit target market as analytical data
exist here.
Under this method messages may not reach
desired target customer.
In this technique, location of Ad can be
revised.
Advertisement location is unchangeable.
Little or no investment reuired. Requires a large investment.
2. Customer touch points and the omni-channel customer journey.
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Illustration 1: Customer Journey Map
(Source : Omni-channel Customer Journey : What, Why and How,
2018)

Omni-channel is described as a multi-channel sales approach that gives consumers with
an inbuilt customer experience. It is a method to marketing, serving customers, and selling in a
way that develops an integrated experience. People can shop online by using computer or mobile
services and the experience would be seamless. It was also known as cross- channel multi-
channel marketing to hold their images constant from print to online channels, so that consumers
would recognise them (Leeflang, Verhoef and Freundt, 2014). Further, it has been determined
that omni-channel customer journey is created by individual customer touch points over number
of channels that allow them to select where they left off on one channel and then continue to
experience another. Below are the steps to map Omni-channel customer journey :
Step-1
Collect data :- marketer chat with the customer to know feedback on products or services
as well as channels. Here they take an advantage through website based surveys, online reviews,
analysis and social networking to know who are the consumers & how they did it.
Step-2
Develop customer persona :- Here creating of an Omni-channel map takes place based on
a very crucial small groups, however, some companies build it with key customer groups.
Step-3
Joint customer portfolios with quantitative & qualitative data :- Under this step, they look
whether each customer needs will meet at each touch point or not.
Step-4
Make customer-aware questions:- It covers queries such as; what consumers wants, what
are the stages of their participations, etc (Kumar, Choi and Greene, 2017).
Step-5
Review the entire experience:- here marketers see that how customers felt at the time of
purchase, any problem faced by them, etc.
Step-6
Visualise journey:- the most important thing marketer should be aware of is that the map
of the customer journey is to be effective (Omni-channel Customer Journey : What, Why and
How, 2018).
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3. The role of data and analytics in digital marketing
It has been observed that, companies are facing great challenges in measuring
effectiveness of digital marketing. Moreover, digital analytics refers to the translation of
consumer behaviour into actionable business data (Karjaluoto, Mustonen and Ulkuniemi, 2015).
On the other hand, digital analytics evaluate business metrics like traffic, sales and leads. Apart
from this, the analytics involves data not only from website but also from email, online PR and
social media. Further, data visualisation tools could help companies to boost the effectiveness of
campaigns. Also, decisions are made on the basis of collective data points such as finding slow
or moving stock for better control of inventory. Additionally, web analytics in digital marketing
are supposed to measure things that webmaster cares about. Further, marketing analytics refers to
a procedure of measuring, analysing and managing strategy's performance to maximise its
effectiveness (Kannan, 2017).
CONCLUSION
From the overall report it has been concluded that, digital marketing is far much better
than traditional marketing. This is because in traditional marketing marketer are unable to track
the effectiveness of their technique used and also there is very limited communication between
customers & medium used for promotion. Also, it has been discovered that traditional marketing
is very costly as it includes printing materials that can be expensive. In part second, it
demonstrated about Omni-channel customer journey, which refers to a process of showing
customer experiences when they first identified their problem. This channel is considered as very
important customer journey map as it makes experience more and more smooth. In last part, the
report covered about the role of data & analytics in digital marketing. In which data is used to
improve users experiences and web analytics allows in measuring business metrics.
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REFERENCES
Books & Journal
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Kumar, V., Choi, J. B. and Greene, M., 2017. Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science. 45(2). pp.268-288.
Leeflang, P. S., Verhoef, P. C. and Freundt, T., 2014. Challenges and solutions for marketing in
a digital era. European management journal. 32(1). pp.1-12.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Srinivasan, S., Rutz, O. J. and Pauwels, K., 2016. Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity. Journal of the Academy of
Marketing Science. 44(4). pp.440-453.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Online
Omni-channel Customer Journey : What, Why and How. 2018. [Online]. Available on:
<https://blog.magestore.com/omnichannel-customer-journey/>
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