.

1. COMPARATIVE STUDY IN
BETWEEN TRADITIONAL AND
DIGITAL MARKETING
EMANATED BY: KHUSHPREET SINGH
A SUMMER INTERNSHIP REPORT

2.  Started in April 2015
 Advertising
 Retail branding
 Dealership building
ASSOCIATED WITH BRANDS WE

3.  What is TRADITIONAL marketing?
 It refers to any type of promotion, advertising or campaign that has been in use by
companies for years, and that has a proven success rate.
 What is DIGITAL marketing?
 DM or data-driven marketing, it refers to marketing of products and services using
digital technologies, mainly the internet and mobile phones.
CONCEPT

4. † Direct Mail
† Broadcast
† Referral
† Billboards
† Newspaper
† Magazines
† Radio
TECHNIQUES / TACTICS OF
TRADITIONAL MARKETING

5. DIGITAL MARKETING
CONTINUE…
Social Media Marketing
E-mail Marketing
Content Marketing

6. BASICS
COMMUNICATION Unidirectional Bidirectional
MEDIUM OF
COMMUNICATION
Phone calls
Letters
Social media sites
Chat
Email
CAMPAIGNING Takes more time for
designing, preparing and
launching
Easier and takes less time
AUDIENCE Local Global
EFFECTIVENESS
MEASUREMENT
Difficult Easy through analytics

7. FACTS
• India is second largest in the world by the number of internet users.
• Number of smart phone users is also expected to reach 651 million in
2019 from 140 million in 2014.
• Govt. promises that 250,000 villages in India will have internet and all
public places will have Wi-Fi by 2019.
• We have 300 million Internet users in the country and another 200 million
Indians set to join by end of 2017.
• A survey conducted which tells that the top e-commerce websites in India
(amazon, flipkart) currently send at least 3 promotional emails a week to
each of its customers.

8. • Social Media Marketing remains the most popular Online
Marketing activity.
• 48% of the consumers purchasing behavior get affected by
Social Media.
• 66% of India Marketers surveyed said that 50% or more of their
emails will be opened on Mobile Devices.

9. SCOPE OF THE STUDY
NEED OF THE STUDY
OBJECTIVES OF THE
PROJECT
• Limited to the market of
advertisement.
• To determine that which one is
better and how this whole thing
actually works
• To analyze the difference between
TRADITIONAL & DIGITAL marketing
• To study the factors which influence
the marketing strategies.

10. Research
Methodology
LIMITATIONS OF THE STUDY
 Time factor.
 Geographical factor.
 Respondents were busy and not willing to answer.
MEASUREMENT TECHNIQUES
 Questionnaire
 Sampling method
Convenience sampling (non probability)
 Sample Size
50 interns
DATA COLLECTION METHOD
 Primary data
 Secondary data
RESEARCH METHOD: Exploratory research

11. DATA ANALYSIS AND
INTERPRETATION

12. It is clear from the above pie chart that all the respondents
know the concept of marketing.

13. Above chart shows that majority of respondents are with digital
marketing.

14. Traditional marketing gives less return as compared to digital
marketing.

15. 86% of the total respondents use digital marketing techniques to grow
their business.

16. Above diagram shows that FACEBOOK is top social networking
site, followed by YouTube then Instagram.

17. Only 28% of respondents faced some kind of difficulty or disadvantage
while using digital marketing methods.

18. 46% of respondents know that currently their organization is
running online advertising campaign and 22% have no idea about
it.

19. Above dates show that mainly organizations had started digital
marketing in 2016 and 2017.

20. Majority spends 70% of marketing budget on digital marketing, 30% of
respondents spend half of their budget on digital and remaining half
on traditional marketing.

21. Above bar graph, shows that majority organizations have satisfied
customers and only 22% say that their customers are highly
satisfied.

22. 86% of respondents think that digital marketing have a bright
future ahead.

23. FINDINGS
 Companies are concentrating more on digital marketing.
 Majority says that DM gives them best results in terms of ROI.
 86% companies use DM techniques to grow their business.
 90% of respondents have personal account on Facebook and it is the
most used social networking site around the world.
 Only 28% of respondents faced some difficulty or disadvantage in using
digital marketing methods.
 More than 70% of respondents are satisfied by using DM methods.
 1/5th of the respondents are not aware about their company’s running
online advertising initiatives.
 Mostly the companies started their DM campaigns in 2016 & 2017.

24. CONTINUE…
 34% of respondents, divide their marketing budget into 70 : 30 ratio.
 30% of respondents, divide their marketing budget into 50 : 50 ratio.
 16% of respondents, divide their marketing budget into 30 : 70 ratio.
 Only 20% of respondents, divide their marketing budget into 80 : 20
ratio.
 Only 22% of companies have highly satisfied customers.
 36% have satisfied customers.
 85% of total respondents believe that digital marketing have growth
prospect in the future.

25. CONCLUSION
Internet users are mounting with each passing
day.
Companies are spending huge amount on DM.
Scratching out traditional marketing.
DM focus on target market in a better way.

26. Bibliography
• http://octaneresearch.in/research/annual-e-marketing-outlook-2015/
• https://www.eliteonlinemedia.com/blog/online-marketing-vs-traditional-marketing.php
• http://contentmarketinginstitute.com/what-is-content-marketing/
• http://www.ehow.com/info_7743048_disadvantages-traditional-marketing.html
• https://cognitiveseo.com/blog/13006/digital-marketing-tactics/
• http://whatis.techtarget.com/definition/social-media-marketing-SMM
• http://smallbusiness.chron.com/examples-traditional-marketing-20423.html
• https://yourstory.com/read/7a6131b967-the-current-scenario-of-the-indian-traditional-
advertising-industry-
• http://www.marketingterms.com/dictionary/affiliate_marketing/