LSBM200: Digital Marketing - Comparing Traditional and Digital Methods

This report provides a comparative analysis of traditional and digital marketing strategies, focusing on the differences in the 4Ps (Product, Price, Place, Promotion). It explores customer touchpoints, emphasizing the omni-channel nature of the customer journey and the role of social media and digital content. The report also highlights the importance of data analysis in understanding and optimizing the customer journey, using data from various sources like mobile apps and web browsing to improve brand loyalty and customer interaction. The analysis is crucial for organizations aiming to enhance their marketing effectiveness and compete in the modern digital landscape. Desklib provides a platform for students to access this and other solved assignments.

Digital marketing

Table of Contents
INTRODUCTION..............................................................................................................................3
Difference between traditional and digital marketing on the basis of 4P's...................................4
Customers touchpoints and the omni channels nature of a customer journey..............................5
Analysis of data enable to make customer journey......................................................................5
CONCLUSION..................................................................................................................................6
REFERENCES...................................................................................................................................7

INTRODUCTION
Digital marketing is an activity that is used by an organisation to promote their products an
services through internet. It is a projection of the conventional marketing on internet. But, it is
different fro the traditional marketing as it involve these of some online channels which make
them enable company to monitor their success of the marketing companions. The digital
marketing become very popular to promote company's goods and services. It include the display
advertising, digital technology, mobile phones and other online platforms. Use of the digital
marketing is depend on the business's marketing objectives. The websites needs to an
aesthetically pleasing that is easy to navigate it also need to have a quality content to reflect the
nature of an organisation. This report will include the difference between the digital and
traditional marketing on the basis of 4P's, consumer touchpoint and use of data analysis to
improve the company's performance (Bagherzadeh and et. al., 2020).
Difference between traditional and digital marketing on the basis of 4P's
There are various difference between these two concepts of marketing. For example-
traditional marketing's purpose is only to maximise the profit, but in modern marketing their main
propose is to maximize the customer's satisfaction. The main difference between them is the
medium through which the customers encounter a marketing messages. Following are some
difference on the basis of 4P's of marketing mix (Getov and Balkanski, 2020).
Basis Traditional marketing Digital marketing
Product In this type of marketing it focuses
on products only and these are short
term oriented.
In this, goods encompasses a variety ,
packaging, quality, design and the
positioning of the products.
Price Mainly if focused on the premium
policy and sometimes it also uses
the cost plus pricing strategy.
Digital marketing mainly adopt the
competitive pricing policies for their
products.
Place In this marketing earlier they had
local reach and could not cover a
In digital marketing it has a global reach
and cover a wide area by channels of

wide area of distribution channels. distribution.
Promotion The newspaper, magazines and the
print ads are the simple methods
used by the traditional marketing to
promote their product.
It promote their product through many
social media channels such as Facebook,
advertisement, twitter and You tube etc.
Customers touchpoints and the omni channels nature of a customer journey
There are various customer's touchpoints which are given below:
 Social media- It could be involved in the every section of that list, it us mostly used in the
customer acquisition. Because social media is the cost effective method to reach a large
area of the targets public. An organisation can use it to promote their product and build a
good relationship whit the customers or clients to enhance overall reputation of their
brand.
 Digital marketing content- It refers to that material which is used by the organisation
publish online to promote their brand. All these material could be in the form of
infographics, promotional videos and engaging the blog post like the someone reads
(Kotler, Kartajaya and Setiawan, 2021).
 Customers loyalty programs- It is another touchpoint of customers that teams must be
aware of. These types of programs will strengthen a relationship of the company with their
customers. By incentivize the customers with exclusive discounts and rewards, they will be
more likely to share the positive feedbacks about the company.
Omni channels nature of a customer journey
It s consist of the key indicator over the multiple touchpoints between a company and their
customers during the sale point and throughout the life cycle of a customers. This interaction may
start and stop on the different channels, that enhance the complexities to deliver a continued
experience during the customer's changing communication option. Nowadays Facebook is the
biggest social network worldwide by a very wide margin. The Facebook data show about how
much sales take p-lace in the store, how much store sales were influenced by the digital interaction
and how much these interactions were on mobile etc.

Analysis of data enable to make customer journey
Data is used to create a map of customer's journey and it visualizing that how a customer
get from A point to the B point. This map can reveal the insights within the customer's motivation.
Data is very essential to create an accurate journey of customers. The relevant data helps the
organisation move from the theorizing about their journey to creating a model based on the hard
evidences. There are various source of customer data such as mobile data app, web browsing data,
advertising platform data, survey data, customer services data and other etc. these data improve
the performance of a company by providing valuable information about that how the customers
interact with their brand after a purchase. These data are very crucial to build and maintain brand
loyalty. For example Facebook is very helpful to target the audience and interact with them. It is
the top social media advertising platform (Vargas Cruz, 2021).
CONCLUSION
From he above report it is concluded that, nowadays digital marketing has become an
essential part of marketing for any organisation. It is very essential to survive in the market and
compete with the other competitors. It is different from the traditional marketing and it has some
new new features. It uses the online platform in an effective manner and connect peoples from
various sources. There are various customer's touch points including social media services, online
advertising, customers feedbacks etc. These which are very helpful to interact with them and
describe the omni channel nature of the customer journey . For this, there are several data which
are undertaken by the organisation to improve the company's performance. These data are the
most effective method to understand the customer's journey and also provide the organisation a
high quality information which is used to create the customer journey map.

REFERENCES
Books and Journals
Bagherzadeh, R. and et. al., 2020. The journey from customer participation in service failure to
co-creation in service recovery. Journal of Retailing and Consumer Services. 54.
p.102058.
Getov, I. and Balkanski, S., 2020. E-Detailing: Keyways for Successful Implementation of Digital
Technologies in the Pharmaceutical Marketing. Chapters.
Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual
framework. Journal of Research in Interactive Marketing.
Kotler, P., Kartajaya, H. and Setiawan, I., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
Vargas de la Cruz, C.N., 2021. Marketing digital y su incidencia en el nivel de ventas de la clínica
dental San Pablo EIRL, 2020.