Digital Marketing vs. Traditional Marketing in a Modern Scenario

Indubitable is the fact that since its advent and proliferation, proactive companies have strived to leverage the reach and impact of digital media to ramp up their marketing initiatives. Apart from offering a cost-effective marketing avenue with the inherent advantage of producing measurable results, digital marketing provides companies with the golden opportunity to establish a direct interface with its target consumers over a short duration; thus, serving up a hugely viable, engaging, profitable and efficacious alternative to traditional marketing conduits, that are increasingly susceptible to creative monotony, consumer apathy and the vagaries associated with highly cluttered markets. Consequently; the proliferation of the internet, social networks and mobile technology have made digital marketing a prescient investment for any company with the available resources and insights into prevalent consumer trends.

However, while digital marketing has rapidly become a vital cog in many an organisation’s holistic marketing mix; the significance and upshot of traditional marketing avenues cannot be undermined; especially in a developing nation. In India, for instance, despite numerous technological and logistical advancements; the penetration and reliability of a basic internet or telecommunication connection remains a major impediment; especially in rural India where almost 70% of its denizens reside. In such a scenario, traditional marketing offers a “safer bet” despite its high cost dynamic. Thus, it would be naïve to write off the same, just yet. Companies ought to strike a balance between both digital and traditional channels after prudently identifying and outlining their target consumer base and marketing campaign objectives to begin with. The industry, market segment, product offering, operational size of the company and marketing plan budget are also critical determinants whilst developing a robust and far-reaching marketing mix. Thus, instead going gung-ho over the multiple benefits of digital marketing, companies would be better served if they objectively took cognisance of the aforementioned factors before making an informed decision. The dynamism of “the new” ought not to enfeeble the solidity of “the tried and tested”.

Blog by:- Pradyut V. Hande

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