PROJECT REPORT ON

A COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL

MARKETING

Project Submitted for completion of course of P.G. DIPLOMA IN DIGITAL MARKETING &

STRATEGIES ( ODL) , School of Allied science , Swangi ( Meghe ) ,Wardha

Presented in the year 2021

Offered by

Ms. Pragati M.Deshmukh

Under the guidance of

Dr. Shailesh Kediya

 Abstract

With the advent of Internet age, some old marketing methods have been eliminated, and replaced
with new methods for product promotion and marketing. "Desk research" has turned into "online
research". This paper makes a comparative study of traditional marketing and digital marketing,
also known as online marketing. It also includes the pros and cons of traditional marketing and
digital marketing.

Traditional marketing is the conservative mode of marketing that has been used since the
beginning of marketing. This promotion of products and services was through:
 Television
 Newspaper
 Radio
 Flyers and billboards by the roads and highways
 Pamphlets

Digital Marketing is the marketing mode of the modern times. Digital marketing is promotion of
products and services through platforms like:
 Social media like Facebook, Twitter
 WhatsApp
 Promotional ads via emails
 Paid pop ups
 Blogs
 Mobile Apps
The traditional marketing methods support digital marketing. Both the marketing methods are
dependent on each other.

The world is facing a drastic shift towards Digital environment. Many of our routine activities
like Banking, Shopping, Bill Payment, Reading & Learning, and Ticket Booking are performed
online. The revolution that has taken place in the field of information technology (IT) has
changed the way of marketing. Nowadays, even Marketing & advertisements for promotion of
their goods and services are done through internet. This new trend is much cheaper, easier, useful
 and proven to be successful. Without actually entering the market / shop, neither wasting time
nor wasting cost nor energy, one can find what needs are and make purchases with a quick click.
These activities raise many questions in our mind - Does Traditional Marketing really exist?
Does Digital Marketing suppress Traditional Marketing?

Even though, digital and traditional marketing have a common goal of attracting qualified
customers and building brand awareness of the product and services in the market, and both
work together to boost marketing results, the differences between the two are very clear. To
clarify the terms Digital marketing concentrates on web and internet like creating a webpage,
advertising the product via different social media. On the other hand, Traditional marketing
concentrates on advertisement through newspapers, magazines, ads on TV and Radio.

Market is a place where buyers and sellers gathered exchanging of goods and
services. The present paper a comparative study of traditional and online marketing. Online
marketing is one of the fastest growing phenomenal in the business world in every country. Now-a-
days customer needs, wants, taste and preferences also changes due to this factor online market
increases. The physical marketing process has been dominating the Indian market for years.
Companies would advertise excessively on television, radio, billboards, fairs and exhibitions all
over India, but things are slowly changing in India as the internet is growing and people are getting
educated and learning about the internet and its use. This study will focus on the factors that
influence and impact a consumer’s perception and attitude towards the online market. This paper
reveals that some of the customers prefer online and some of the customers focusing on traditional
market, but which is depending on their attitudes, habits, time, knowledge regarding technology.

Marketing is an important socio-economic activity with history of many

centuries. It is an essential activity for the satisfaction of human wants and for also raising social
welfare. Production is the base of marketing. It supplements production activities by distributing
goods and services. Marketing links producers and consumers together for mutual benefits. It
facilitates transfer of ownership of goods and services to consumers. Production will be meaningless
if goods produced are not supplied to consumers through appropriate marketing mechanism. Online
marketing is advertising and selling the products or services of a business over Internet. Online
marketing relies upon websites or emails to reach to the users and it is combined with e-commerce
to facilitate the business transactions. In online marketing, one can promote the products and
services via websites, blogs, email, social media, forums, and mobile Apps. Online marketing is also
termed as Internet marketing, Web marketing, or simply, OLM.

Objectives:

1. To understand the comparative analysis between the digital marketing and tradition marketing
2. To understand the behavior of buyer
3. To analysis the of digital marketing and tradition marketing
4. advertisement expense for digital marketing and tradition marketing
5. increase of cost of product due to marketing expenses .

As per the study of the digital marketing and traditional marketing in my study I have tried to
satisfy my all objectives as per my project need . thus I can conclude that digital marketing and
traditional marketing take a vital place at their area and its also refers as per the choice of the
buyers and as per locality income group of the population of the area because both marketing has a
different cost of marketing and its increase the cost of the any products or services and every
producer or provider analysis the cost of the advertisement expenses and then decide the marketing
needs as per their choice and demand of the time .

Research methodology:
This study is based on secondary data, which has been collected from various sources like
National and International Published Journals, Internet, Books, etc.

What is Traditional Marketing?

Traditional marketing is the most accepted form of marketing that has been successful for years.
It involves many familiar forms of advertising that we watch and listen in our everyday life.
Methods of traditional marketing can include -
 Printed Advertisements in Newsletters and Newspapers
 Billboards and Flyers along the roadside
 Pamphlets and brochures
 Catalogs
 Magazines
 Commercial Ads on TV & Radio
 Direct mail

Magazines
Postcards Flyers &
Telephone
Traditional Radio Ads
Marketing
Methods of Traditional Marketing

Newspape
TV Ads
r
Billboards
The figure below projects the different categories of Traditional marketing strategies.

Traditional Marketing

Print Marketing Broadcast Marketing Direct Mail Marketing Telephone Marketing

Sales
Brochures & Flyers
Newspaper TV Ads Messag
e
over Phone

Magazines Radio Ads Catalogs

Postcards & Letters

Categories of Traditional Marketing

Print Marketing is one of the old methods of traditional marketing which was prevalent since
olden times. It is the strategy of advertising in paper form through newspapers, magazines and
newsletters which could be distributed to the customers.
Broadcast Marketing is the advertisements of the product or service broadcasted on radio and
television so that it could virtually attract people.
Direct Mail Marketing uses printed material like postcards, brochures, letters, catalogs, and
flyers which could be sent through postal mail to the customers.
Telephone Marketing / Telemarketing is the practice of conveying sales information about the
product or service via telephone and convincing them to purchase the product or service.
What is Digital Marketing?
The promotion of products or services using digital network to reach the customers across the
globe is commonly known as Digital marketing which could be done through:
 Blogs
 Social media (Facebook, Twitter)
 App Development
 Promotional ads via emails
 Paid pop ups

Web Design

App
Paid pop ups
elopm
Devent

Digital
Marketing

Blogs Social Media

Email

Methods of Digital Marketing

Why we still need to consider Traditional Marketing?
Traditional marketing methods are outdated because there is a constant look out for the
most effective ways to advertise the product or service online and drive more attraction towards
it. While online and digital marketing can increase branding, there are still many benefits of
traditional marketing that could be lost in digital marketing. Below are just a few reasons why
traditional marketing methods are still needed to be integrated into the future marketing efforts.
Greater Exposure
Advertising via digital mode can increase the exposure of the product or service, but the
customers could not be expected to be online throughout to look out for the promotion of product
or service. In spite of the fact that in the current world, the customers first search online to
choose a product or service, there are still customers who either don‘t have immediate access to
the internet or they are not tech-friendly. At this scenario, traditional marketing methods can help
to complement the exposure of the product or service.

New Audiences
Advertising via mass media, such as billboards, television and radio, allows companies to reach a
large audience spread over a wide area, and by reaching such a large number, the product or
service is bound to get noticed by new viewers that one may not have been targeting. This wide
circulation of product or service exposure is one advantage of traditional mass media that isn‘t
the strength of today‘s digital marketing methods.

It’s Personal
Traditional marketing allows the product to cross paths with customers and interact with them on
a more personal level; more than what digital marketing does. People prefer human interaction
and rely on relationships in all aspects of life. Traditional marketing and advertising, such as
sending anniversary card with a special offer through direct mail, allows brands to create a
personal connection that may invite them to the store or to the website.

Tangibility
In a digital age, it‘s a nice change of pace to receive hard copies of a brochure or other printed
material that the customers can look through at their own comfort. Tangible items (For eg.
Business cards) are good ways to bring a company‘s brand to the customer, rather than depend
on them to find one‘s business through other platforms.
Why Digital Marketing has overcome Traditional Marketing?

1. Cost
In order to target a larger group of audience, traditional marketing methods are more expensive
than digital marketing methods because in traditional marketing producing the ads about the
product or service involves investment of a huge amount of money, whereas many forms of
digital marketing allows products/services to communicate with the customers free of cost.

2. Time constraints
Traditional marketing does not allow one to respond to changes in the marketplace as quickly as
digital mode of communication. As creating magazine ads and daily newspaper ads may require
at least week or month advance. Also changing broadcast ads requires time and additional
production expense. On the other hand, on the Internet one can instantly update the web pages or
Facebook pages to let customers know about the product or service.

3. Hard to Target Audience

Digital Marketing allows marketers to more precisely target potential customers. It is easy to
determine well in advance who visits a particular website, how often they visit, what they view
and other information. Thus it is easy to track and target a specific audience and suggest similar
products. On the other hand, once a magazine is mailed, a paper is delivered or an ad is
broadcast, it is difficult to predict who actually read, saw or viewed their ad. Thus, it is difficult
to target a specific customer.

4. Less Information
The message one can deliver with traditional advertising is much more limited compared to
online communications. In a website with the click of a banner ad or link, there are unlimited
opportunities to deliver page after page of information to customer, whereas in traditional
marketing, one must communicate one‘s advertisements within a limited space and stipulated
time.

with the traditional vs. digital marketing debate going on, let us figure out what is most
suitable for the marketing and promotion of your business. Online advertising vs. traditional
advertising could seem like a tough decision to make but these pointers will help you make up your
mind. Marketing is that aspect of the business that you can never ignore. A wise entrepreneur will
set aside a separate budget for the marketing alone. The problem is, we live in the generation where
a huge part of the population does transactions only online while another chunk does not yet know
how to use the internet. So the traditional vs. Digital Marketing decision becomes difficult.
However, you can think things through and make the decision of online advertising vs.
traditional advertising. All you need to do is know the pros and cons of both and see how it applies
to your business. Check the benefits of Digital marketing vs. traditional marketing statistics and you
will have a good indicator of which mode of marketing you need more. Online marketing is more
versatile than traditional marketing, though all the types look similar. Now that we know what
traditional and online marketing is, let us find out the winner of the traditional vs. digital marketing
contest. Which is better? Traditional marketing was a thing only because digital marketing did not
exist. Of course traditional marketing has its own pros over digital marketing, but we will come to
that later.
Here are 12 reasons why digital marketing wins the traditional vs. digital marketing battle.
1. Reduced cost- Newspaper ads, television ads, and the likes cost a lot. Online advertising on the
other hand is something even young entrepreneurs can afford right out of some saved up money.
So, even school goers can have a startup thanks to the cheap cost price for online marketing. This
in turn helps expand the scope of marketing across boundaries of age and finance.
2. Real time result- With traditional marketing, you have to wait for weeks, sometimes even
months before the boosts start to turn up. In this battle of traditional vs. online marketing, online
marketing wins again owing to its quick results. You can see everything in real time including
Number of visitors, Most active time of the day, Conversion rates, Bounce rates. When you have
the result handy in real time, you waste no time taking action.
3. Brand development- Digital marketing vs. traditional marketing statistics can be measured but
one thing these statistics don’t take into consideration in comparison to online advertising vs.
traditional advertising is the brand image the online advertising gives rise to. This is mainly
because with the
limited space and frequency of advertisements with traditional marketing, digital marketing clearly
wins this category. You can have a whole website instead of a column on a newspaper page. You
can put forward things to people whenever you want once you own a blog or a Page on social
media. With this space, you can create a consistent image for your Company. This is something one
advertisement aired on the radio or posted in the newspapers cannot give you. And will also help in
branding your business.
4. Non-intrusive - People buying the newspaper do not buy it for the ads in it. People listen to the
radio for music and the weather forecast. Not to forget the radio is a dying concept already. People
buying magazines go for it for the contents list which does not include the ads. So, it is safe to say,
traditional advertising mostly goes ignored. With online advertising on the other hand, you can
choose whether you want to see it or not. It is not shoved into your face, apart from the annoying
popup ads of course. You can choose to ignore that email as long as you want. You can choose to
opt out of social media discussions on a particular brand page. You can also target interested
audience as the social networking sites keep a tab on what you look for on the internet. Hence, in
the battle of traditional vs. digital marketing, digital marketing seems to be the candidate that will
know how to intrigue people and not annoy them.
5. Higher exposure - Now, you can’t claim that a television ad or an advertisement on every
newspaper in town is going to cover the majority of the population. Any means of traditional
advertisement is limited to a certain locality. Whereas online advertisement reaches out to the
entire world so you are missing out on nothing.
6. Higher engagement- With traditional marketing, you cannot really interact with your target
audience. You need to wait out for the responses to come in before you can plan your next step.
This is a long and tedious process. Online marketing allows you to engage your audience in real
time. You can chat and discuss a lot about your brand or Company with the actual audience
immediately. Yes, this demands more engagement from your side too. You need to be prepared to
invest that much time or a public relations team into the marketing budget.
7. Quicker publicity - Very much due to the real time results of online marketing, you get instant
publicity. If you don’t, you at least instantly know that this particular ad isn’t working for you.
Traditional vs. digital marketing is an almost unfair comparison here because the former has no
scope to deliver in this regard. Whereas with the latter, there is a chain reaction of shares and
comments helping you reach a new audience and earn a new visitor every nanosecond.
8. Non Interuptive - Audience can choose to skip Ads. Online advertising vs. traditional
advertising have some lesser discussed but crucial differences. For example, the option of choice
of ads. With traditional marketing, flyers are handed to you when you are rushing to board that
bus. A television commercial comes up on repeat cutting right through a really interesting plot
 twist of your favorite TV show. Whereas, online marketing will offer you the choice of time and
media. Also, you cannot opt to receive a newspaper without ads. You can always skip online ads if
you are not interested.
9. Good For All Stages Of Fields - There are certain matters in which online advertising takes
precedence with due course in the battle of traditional marketing vs. digital marketing. You don’t
have
to worry about the size of your business and staff to reach the maximum potential of your online
presence and advertising. With traditional advertising, smaller businesses are at disadvantage.
Virtual expansion does not require large number of real people handling things.
10. Easy analytics - With online marketing you instantly know what is working for you and what
isn’t via Google Analytics. You can measure the inbound traffic, bounce rate, conversion rate,
profit, and the general trend of interested audience, all in real time. You don’t have to worry about
the size of your business and staff to reach the maximum potential of your online presence and
advertising. With traditional advertising, smaller businesses are at disadvantage. Virtual expansion
does not require large number of real people handling things.
11. Easy analytics - With online marketing you instantly know what is working for you and what
isn’t via Google Analytics. You can measure the inbound traffic, bounce rate, conversion rate,
profit, and the general trend of interested audience, all in real time. This helps people using online
marketing stay a big step ahead of people relying on traditional marketing.
12. Strategy Refinement - The very point of getting results and the analytics in real time is to be
able to catch up in real time. When you know how things are going down, you will have a chance
to improve them from bad to good and good to better. With traditional marketing, a host of
negative feedback won’t bother you much because your business might already have gone down
the drain by the time you receive them. Online advertising vs. traditional advertising statistics
help you find out what is working for you and what is not. You get the online statistics almost
instantly via Google Analytics and make the necessary readjustments. Traditional statistics would
be too late to make any concrete strategy refinement on time.
Case study
After getting a brief understanding on digital marketing, its various techniques, advantages and
disadvantages, we tried to implement it in our college i.e. Dr. B. M. N. College of Home
Science. Discussions with the Management Members & Principal led to the conclusion that the
admissions for BCA course were dropping gradually. Therefore, the teachers of the department
decided to boost admissions with the help of digital marketing tools.
In the year 2015 – 16, the admission was 110 students for the BCA course. In the month of
August 2016, the department decided to market the course through College website, which
required a complete change. So the following strategies were decided-
 Changed the look and feel of the website and included all the details about the course on
the website.
 Created the Facebook pages ‗Ms. Vanity‘ and ‗Once upon a time in BCA‘
 Made students like/visit the website so that it could be listed in the first page of Google.
 Formed WhatsApp group of alumni and requested them to market the course.
 Uploaded all the students‘ achievements and college achievements on social media to
spread the message.
After implementing the above strategies, the admissions for the year 2016-17 shot up to125
students.
In order to reach out to the local students, we decided to club the traditional marketing with
digital marketing practices. Thus following strategies were planned and implemented for the
academic year 2017-18.
 Students were asked to conduct a survey by distributing questionnaire to at least five XII
std. girl students. After receiving the data, these students were contacted through phone
calls and SMS.
 Bags with course and college details printed on it were given to the students.
 Jute bags with course details were printed and distributed along with brochures &
pamphlets.
 Attractive flexes & banners were displayed at the college entrance gates.
These along with all the digital marketing strategies were incorporated and the results were quite
satisfactory. For the academic year 2017-18, we had 140 students enrolled for the course.
Result 160
140

120

100

80
No. of students

No. of Student enrolled

60
40

20

0
2015-16 2016-17 2017-18
YearRrrr

Graph depicting improvement in Students Enrollment

The above graph shows the improvement in students‘ enrollment for BCA course through
implementation of digital marketing strategies along with the existing traditional methods.
 Illustrative representation of Case study
Traditional Marketing Digital Marketing

Ad on College Bags and eco-friendly Jute bags Details about BCA on the College Website

Flex at the College Gate Listed in the first page of Google

Conclusion
Comparing digital and traditional marketing, we would like to conclude that both can help
marketers to promote their products/services irrespective of their advantages and disadvantages.
Also both the marketing strategies have to be merged and applied for a satisfactory and
successful result.

Somewhere I also point out on the issue , I conclude that most of the people they prefer
traditional market than online market. The reasons are lack of technology knowledge, fear ness
about the product whether it is quality or not, fraud, threat of online transactions.etc., and one more
thing is customers are always expecting service along with the product. Whenever you are
purchasing product in online at the time they are checking the services is made or not, if service is
there the customers are willing to purchase the goods and services in online otherwise they prefer
traditional market.