MKTM027: Digital vs. Traditional Media Impact on Consumer Buying

This report delves into the evolution of marketing, contrasting traditional and digital media strategies. It outlines the fundamental differences between these approaches, including communication methods, transparency levels, the actors involved, marketing strategies, and customization capabilities. The analysis explores how digital marketing, particularly through social media, influences consumer purchasing decisions and buying behavior, emphasizing the shift from one-way to two-way communication and real-time marketing strategies. The report also discusses the impact of digital technology on consumer behavior, the role of social media in influencing purchasing power, and the increased competition in the market due to digitization. The conclusion highlights the benefits of digital marketing in attracting customers and improving business operations in the modern digital environment.

Strategic Digital Marketing

Contents
INTRODUCTION.....................................................................................................................................3
Outline the main differences between traditional media and digital media and appraise in relation
to consumer buying behavior............................................................................................................3
CONCLUSION.........................................................................................................................................8
REFERENCES..........................................................................................................................................9

INTRODUCTION
In this modernized world full of digitization, uses of internet have grown rapidly.
Business men have found out many ways to market their products towards the people around
the world. Digital marketing strategy can be considered as the promotion of products and
services using various digital media such as social networking sites and advertisements etc.
This study will provide differences between traditional media and digital media. This report
will also help in creating understanding about the influence of consumer buying behavior
after adopting digital marketing strategies. The research is based on thr comparative study ofg
the effectiveness of traditional and digital media that have changed the decision of the
consumer.
Outline the main differences between traditional media and digital media and appraise
in relation to consumer buying behavior
Advancement of technology has raised the use of digital marketing which have also
converted the ways of advertising products and services to the large number of customers.
With the increase in the technological world, entrepreneurs have found out many ways in
order to adopt different marketing strategies. Earlier all the business communicates their
products and services through the use of television, radio, newspaper etc. that might not be
considered as an effective marketing technique nowadays (Ryan, 2016). So the global
business market place is constantly changing in terms of increasing competitiveness. So in
order to increase the sales, firms are adopting various ways to add values and influence the
purchasing power of the business. It helps in rapid growth of the business activities.
Traditional media is the concept of marketing which is earlier used by the
businessman in order to advertise their products and services. Traditional media was
considered as the one way transaction theory of consumer marketing whereas digital
marketing have improved the marketing strategies that help in achieving the effective
communication with customers in order to increase the sales of the company.
Basis of difference Digital media Traditional media
Communication It is two-way communication
that helps in interacting with
customer. It helps in
increasing the sales of the
Traditional media is the one-
way communication that
helps in marketing the
products and services. This

goods and services which
increases the profitability of
the company.
only helps in
Transparency It is more effective way of
marketing goods and services
and this is more transparent
and fastest method of
promoting products to the
large number of customers.
It is less effective way as
traditional media is in the
form of newspaper, television
etc. so it could only reach to
those people who socially
active (Royle and Laing,
2014). Basically it is an
opaque and slowest method
of promotion.
Actors Digital marketing influences
the decisions of the
consumers and it can be
referred as community
decision making and this
method also adopts digital
marketing strategy.
This is the online advertising
formats which is generally
influences the mind of people
using promotional techniques
of celebrities and popular
actors etc
Marketing It uses social media to
advertise commodities
therefore it can be termed as
one –on-one marketing and it
also provides the user
generated content and
authentic content to large
number of people.
Traditional marketing
strategy usually adopts
advertising through television
and newspaper so this can be
termed as mass marketing
which only displays the
professional content to public
(Gulati and Soni, 2015).
Generally this content can
also be called as polished
content.
Strategy Digital marketing concept
uses bottom-up strategy and
this concept also uses
Traditional method of
marketing generally adopts
top-down approach which

informal language in order to
advertise the services and
goods of particular industry.
It also uses data-driven and
result-oriented digital
marketing strategy which
also helps in high growth and
development of the business.
this method is ineffective in
marketing research and
therefore this method was
Customization It can be considered as Real-
time creation and digital
marketing is the best
technique which can also
help in fascinating
customized products to
customers. It can be
determined as real-time
creation marketing strategies.
Traditional media can only
provide the uses and
information about the
produced goods but it cannot
interact with people in order
to identify their needs but iot
can only be possible by
market survey or research. It
is basically called as pre-
produced or scheduled
marketing.
Analytic and actions Here marketers perform deep
analysis in order to identify
the needs and requirements
of consumers. This can be
possible by interacting with
them effectively. This could
be considered as paid, owned
and earned practices of
building marketing strategy.
Traditional system performs
poor analytics as it is only a
single way communication in
which entrepreneurs provides
the information about the
products but it could hard to
get their reviews in order to
develop more features in
goods and services. Even
earlier traditional media can
also be determined as a paid
up actions (Digital Media,
2018).

Change in structure: Digital technology has changed the structure of marketing
nowadays. As initially buyers have to follow a linear path in order to understand various
aspects of products so now it digitization have transformed the ways of marketing
(Marchand, Hennig-Thurau and Flemming, 2018). Fortunately, digital practices have
streamlined every step of consumers and business in order to maintain the strong relationship
with customers.
Social media as a tool: Digital marketing strategy has adopted social media as a tool
for interacting with large number of consumers in order to increase the sales of goods and
services produced in the industry. It has drastically influenced consumer’s purchasing
decision and shopping behavior. . Consumer is the person who pays a amount in order to
consume the services and products who purchases goods according to their purchasing
power. This purchasing power of the consumer can be influenced by applying marketing
techniques which help in selling the products of the company. Customers play the important
role in functioning of the demand and supply chain in the company. So business man adopts
different ways to attract customer towards their produced goods and services. In order to
attract large number of customers various advertising and marketing techniques are adopted
by the firms which influences the decision of consumer in order to consume particular
products (Hassan, Nadzim and Shiratuddin, 2015). This consumer behavior can be influenced
by different types of advertising techniques which were earlier done with the traditional
method. Today’s digital world had provided variety of options to promote the goods and
services. There are various effects of advertisements and promotions on consumer behavior.
Such factors are as follows:
 Consumer search for a particular commodity then various perceptions' comes to
the minds of the consumer such as price , quality, quantity etc. so earlier
traditional media provides the limited information about the use of the product to
consumer but nowadays with the advancement of technology digital media uses the
social media in order to promote the goods and services. Digital technology has
proved as an effective method as t helps the company and consumers to build a strong
interpersonal relationship. This has also helped company in performing the deep
marketing research in order to identify the needs and demands of the particular
product in the market.

 Traditional marketing strategies was adopted in order to inform the consumers
about the development of products and services but traditional system was a one-way
communication process that influences the minds of the people once but sudden
change in the marketing trend can influence their customer’s behavior suddenly.
 Digital marketing have improved communication of the company with customers
which have also increased the sales of goods and services. In order to influence the
purchasing power of the consumer social media has played a vital role as it attracts
many customers by its advertising and promotional techniques.
 Social media networks have replaced more traditional communities and this is what
draws millions of people into social networks and convenience in spending the
significant time in order to engage the businessman digital marketing strategies.
Rather than disrupting the conversation and join the conversation digital marketing have
integral part of the community in order to purchase goods and services online (Piercy, 2016).
On the other hand traditional method not only analyses the marketing requirements but it was
poor in interaction with customers so consumer demands are properly identified. Therefore it
was not an effective marketing strategy.
 Real-time marketing can be considered as digital media marketing which help the
organization ion growth and development whereas traditional method was way away
from all this social media content.
Traditional method have to suffer different marketing techniques in order to reach the
information about newly developed product but nowadays promotion of the goods is one
click away from the business (Charlesworth, 2014).
 Digital marketing has the capabilities to provide goods and services online which
helps the customers in easily buying the products and this thing influences the
purchasing power of the customers. On the other hand traditional concept only allows
the customer in determining the brands of products which they can consume.
Digitization also increases the competition in the market in order to attract the
consumers because the industries who are dealing with the same goods and services have to
acquire innovative feature in order to differentiate the products from different companies.

Whereas traditional media uses old methods for advertising the products which are less
effective and this cannot retain its loyal customers again (Kaufman and Horton, 2014).
 Increasing use of technology have provided various facilities to customers as they
cannot have to visit markets of shops for buying goods and services but all the
products are available to them online and digital marketing also attracts the customers
by providing various rewards and home delivery options so it helps them in easily
buying the goods sitting at home. On the other hand traditional media only inspires
them by providing the advertisements and spending major coasts at promoting their
services to influence large number of consumers.
CONCLUSION
It has been concluded that digital marketing had improved the perspective of different
business in order to attract large number customers. It had also explained that earlier
organizations operate with the familiar legacy customers in a great hope that it remain the
solution to digital relevance but digital transformation had provided various innovative and
adoptive ways in order to operate the business functions. The report had created a clear
understanding about digital transformation which has rapidly increased with the emerging
technologies. The study had also helped in understanding about the strategies adopted by
traditional media in order to achieve the modern digital concepts for the future growth and
development of the business all around the world. It had also been clear that increasing use of
internet has also raised consumer buying behavior.

REFERENCES
Books and journals
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Marchand, A., Hennig-Thurau, T. and Flemming, J., 2018. Social Media Resources as
Strategic Determinants of Social Media Marketing Effectiveness.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
Gulati, R. and Soni, T., 2015. Digitization: A strategic key to business. Journal of Advances
in Business management. 1(2). pp.60-67.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences. 172.
pp.262-269.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market. Routledge.
Adhikari, A., 2018. Strategic Marketing Issues in Emerging Markets.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Online
Digital Media. 2018. [online]. Available through:< https://studentshare.org/technology/1529744-
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