Professional Documents
Culture Documents
Digital Marketing
Aim:
The aim of this study is to:
Defining:
Marketing is considered to be a collective process where individuals or groups can
exchange goods and services based on their needs and wants. Philip Kotler (2003)
defines marketing as, the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchange that
satisfies individual and organisational objectives.
The theory of marketing mix has been analysed and rewritten many times by many
authors but, it was Neil Borden, who presented the content of this process as a
marketing mix for the first time in 1953. Kotler himself considers marketing mix as a
mixture of different tools or instruments for pursuing a marketing plan.
Traditional Marketing: this is a process of promoting through well known and
established channels like Billboards, Print Media, TV commercials, Radio
jingles, Door-2-Door marketing, Banner Adverts, Street promos, Mobile
Adverts, etc. The objective here is to attract the attention of your target
customers, discover and satisfy their wants and needs.
Digital Marketing: digital marketing is a new tool that companies can use to reach
their customers. It can be seen as traditional marketing done online, as the
basic premise remain the same engaging the customers and responding to
their concerns. It is defined as the application of the internet and related digital
technologies to achieve marketing objectives and support the modern
marketing concept.
Digital marketing has a far reaching ability in todays business world when
compared to traditional marketing. And not just that, the speed with which
customers can be reached digitally is nothing like the traditional.
Conclusion:
Based on the above, it will be wrong to generalise and advice to choose one over the
other, as both have their merits and demerits. But, depending on your companys
goals, products, targets audience and budget, the right choice of marketing tool can
be made. Strategies and Budgets should be fine-tuned and streamlined based on
your companys sector and objective.
And, in stressing further, it will be good to say that the best marketing plan would be
the one that can integrate both tools a plan that can locate the areas of
consistency between the two approaches and try to harness them towards achieving
the companys goals; especially where objectives are the same
Reference:
Chaffey, Dave et al (2000): Internet Marketing: Strategy, Implementation and
Practice, Pearson Education Ltd.,
Hoffman, Donna L; Novak, Thomas P (1999): Marketing in Hypermedia ComputerMediated Environments: Conceptual Foundations; Working Paper No.1 (Revised)
Kotler, Philip (2003): Marketing Management; 11th Edition, Prentice Hall,
Newman, Daniel (Nov. 2014): Understanding the Channels: An Overview of Social,
Mobile, Digital and Traditional Marketing for B2B; Forbes Magazine accessed
online on 06 July, 2015 via http://www.forbes.com
Shima, Alfa; Varfan, Mona (2008): Traditional Marketing vs. Internet Marketing: A
Comparison; Thesis submitted for a Bachelors Degree in Business Administration in
Malardalen University, Sweden.
Van Waterschoot, Walter; Van den Bulte, Christopher (1992): The 4Ps classification
of marketing mix revisited; Journal of Marketing