An Analysis of Social Media and Traditional Media Marketing Strategies

This dissertation proposal explores the comparison between social media and traditional media marketing strategies. The proposal outlines the research aims and objectives, which include understanding the concepts of both marketing approaches, analyzing their differences and similarities, and examining the tools used by companies. The rationale highlights the importance of understanding the relationship between these marketing methods for both personal and professional development. The methodology involves a quantitative research approach using surveys to collect primary data. The proposal also discusses the feasibility of the chosen methods and their relevance to existing academic work, addressing gaps in previous studies. It defines social media marketing as the use of digital platforms and traditional media marketing as the use of conventional channels. The proposal also examines the similarities and differences between the two approaches. The document includes a timescale for the research activities and a list of relevant references.

Dissertation Proposal

Contents
Contents.....................................................................................................................................................................2
Title: Differences and similarities between social media and traditional media.......................................................3
Aims / objectives.......................................................................................................................................................3
Rationale....................................................................................................................................................................3
Possible research design and methods.......................................................................................................................4
Feasibility..................................................................................................................................................................4
How this fits with existing academic work?.............................................................................................................4
Concept of social media and traditional media marketing....................................................................................4
Difference between social media and traditional media marketing......................................................................5
similarities between social media and traditional media marketing.....................................................................5
Social media tools and traditional media tools used by companies for marketing the products and services......5
Timescale...................................................................................................................................................................5
REFERENCES..........................................................................................................................................................8
Social Media vs. Traditional Media, 2022. [Online]. Available through: https://uhurunetwork.com/social-media-
vs-traditional-media/.................................................................................................................................................8

Title: Differences and similarities between social media and
traditional media
Aims / objectives
Research aim:
“To identify the differences and similarities between social media and traditional
media marketing”.
Research Objectives:
 To gain understanding about concept of social media and traditional media marketing.
 To analyse the difference between social media and traditional media marketing.
 To determine the similarities between social media and traditional media marketing.
 To examine the social media tools and traditional media tools used by companies for
marketing the products and services.
Research Questions:
 What is the concept of social media and traditional media marketing?
 What is the difference between social media and traditional media marketing?
 What is the the similarities between social media and traditional media marketing?
 What are the social media tools and traditional media tools used by companies for
marketing the products and services?
Rationale
The main reason to conduct the research is to gain detailed understanding about the social
media marketing and traditional media marketing. This research will also help in showing the
relationship between social media and traditional media marketing (Tagge, Lackland and
Ovbiagele, 2021). The existing investigation has also of great interest in me as it will help in
achieving dual perspective that are personal and professional. With respect to the personal it
will help in enhancing the knowledge about the topic as well as develop various skills in me.
On the other side, with respect to professional the current investigation would assist in
building sound professional career (Moran and Carroll, 2020).

Possible research design and methods
As per the current research the methodology which will be used for collecting and analysis
data is quantitative research method. This will help in gathering numerical information in the
form of numbers and values in less time and cost. To collect numerical method positivism
philosophy will be chosen and to test the theories deductive approach will be used (Eisend
and Kuss, 2019). The research strategy will be survey as it helps in collecting quantitative
data from larger people in one single time. In the current study the data collection method is
primary data. This is because it helps in gathering fresh information from the participants
without the involvement of any third person or source. To collect the data Questionnaire will
be developed and design in the form of closed ended question (Daniel, Kumar and Omar,
2018).
Feasibility
The selected methods are feasible and valuable for as it will help in collecting valid and
reliable information from the participants. The above methods and tools also helps in
evaluating and measuring information in right manner so that aims and objective can be
attained in accurate and appropriate manner. Thus, the chosen method is feasible for the
current resrrch topic and are quite significant for the investigation (Zhang and et. al, 2021).
How this fits with existing academic work?
In the previous studies, there is a discussion about concept of traditional marketing
and social marketing. Along with this, it also consist of data about social media tools used by
companies but it lacks information about comparison between social media and traditional
media marketing. In order to fulfil this gap, research questions were developed.
Concept of social media and traditional media marketing
As per the view of Vanessa Rodriguez Lang, 2022, Social media marketing refers to
the use of digital platforms in order to promote the products and services of a brand whereas
traditional media marketing includes television, newspaper, magazines and conventional
channels of marketing products. Social media channels are relatively cheaper medium of
promotional strategies and these are highly effective as they are widely used by audience
nowadays. Marketing through traditional media channels are highly expensive as it requires
huge investments in order to market products through mediums of advertising. Social media
marketing channels such as Instagram, Facebook and google ads etc. are gaining wide

popularity due to their high convenience and emerging trend among customers to influence by
such platforms.
Difference between social media and traditional media marketing
As per the viewpoint of Bailey, (2016), social media marketing refers to the modern
ay of promoting the goods and services by using tools such as facebook, instgarm and so on.
It help an organisation to reach large number of customers in less time period ((Social vs.
Traditional, 2016)). On the other side, traditional marketing consist of targeting the people
through newspaper, billboards and many more.
similarities between social media and traditional media marketing
As per the viewpoint of Carver, there are various similarities as compared to the
differences among the social media and traditional media. In context to the similarity, both the
traditional and social media need to be planned out (Carver,2018). In reference to other
similarity, it comprises of being measurable. In context to social media plan, it need to be
worked every day whereas the traditional media plan is timely consuming. In context to both
the media, it is very important to be simple and clear.
As per the view of Kristin Johnson (2021), Social media marketing refers to the use of
digital media tools and techniques in order to promote their goods and services. The
emergence of growing use of social media has promoted the concept where an organisation is
able to promote its brand through cost-effective media techniques . Whereas traditional
marketing media is associated with promoting a brand with effective use of conventional
media such as television, newspapers, magazines etc. (Social media vs. traditional media,
2021) Marketing through traditional media methods is relatively expensive and thus through
social media marketing, an organisation is able to induce customer base through posting
attractive and creative content. Social media marketing provides various advanced features
which allows a brand to gain insights and interact with audience.
Social media tools and traditional media tools used by companies for marketing the
products and services
It is analysed that social media tools that is used by companies for marketing their
offerings are Facebook, Instagram, websites and so on. In addition to this, the blogs and
attractive content is also the part of social media marketing. The traditional methods used by
companies are billboards, newspaper, Commercials and so on.

Timescale
It is important for researcher to set the timeline of each and every activity associated to
research so that objectives can be attained on time period. Foe this, researcher use Gantt chart
which is a bar chart that illustrates the initial and ending time of every activity and is given
below:

REFERENCES
Books & Journal
Tagge, R., Lackland, D.T. and Ovbiagele, B., 2021. The TRANSCENDS program: rationale
and overview. Journal of the Neurological Sciences. 420. p.117218.
Moran, T.P. and Carroll, J.M. eds., 2020. Design rationale: Concepts, techniques, and use.
CRC Press.
Eisend, M. and Kuss, A., 2019. Research methodology in marketing. Cham, Switzerland:
Springer International Publishing.
Daniel, B., Kumar, V. and Omar, N., 2018. Postgraduate conception of research methodology:
implications for learning and teaching. International Journal of Research & Method
in Education. 41(2). pp.220-236.
Zhang, Z., and et. al, 2021. Recent advances in blockchain and artificial intelligence
integration: feasibility analysis, research issues, applications, challenges, and future
work. Security and Communication Networks. 2021.
Online
Social Media vs. Traditional Media, 2022. [Online]. Available through:
https://uhurunetwork.com/social-media-vs-traditional-media/
Social vs. Traditional, 2016 [Online]. Available through:
Mediahttps://apps.prsa.org/Intelligence/Tactics/Articles/view/11445/1124/
Social_vs_Traditional_Media_Has_the_Battle_Already#.Ym2WGnbMKM8
Social media vs. traditional media, 2021. [Online]. Available through:
<https://sproutsocial.com/insights/social-media-vs-traditional-media/>
Carver,2018. Traditional media vs. social media: Making the right choices [Online] Available
Through <https://exclusive.multibriefs.com/content/traditional-vs.-social-media-making-the-
right-choices/marketing