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Comparative study in between traditional and Digital marketing

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Comparative study in between traditional and Digital marketing

  1. 1. 1 PROJECT REPORT ON “COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING” (A Training report submitted in partial fulfillment of the requirement for the degree of) MASTERS OF BUSINESS ADMINISTRATION (2016-2018) SUBMITTED BY:- Khushpreet Singh MBA 3th SEM Roll No. 142 Baba Farid College of Management & Technology Deon, Bathinda
  2. 2. 2 ACKNOWLEDGEMENT Any research is never an individual effort. It is contributory effort of many heads, hands & hearts. Firstly, I would like to convey my heartfelt thanks to BABA FARID COLLEGE, BATHINDA, who provided me an opportunity to do my training in. “VETERAN MEDIA GURGAON” for a period 45 Days. I am highly indebted to those who have helped me in making this training report a success and helped me to understand and remember the important and valuable details for the completion of report. It is my profound privilege to express my sincere thanks to Mr. SUSHIL SHUKLA who gave me an opportunity to pursue my training in their prestigious company I would also like to thank Mr. SONU AGNIHOTRI for giving his expert guidance & co- operation whenever I approached his for help in carrying out my project related to “COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING” And also provided the valuable insights in understanding the basic fundamental about VETERAN MEDIA and regulation throughout duration of my project. I would like express my thanks to all faculties throughout which this learning was possible. My project has been successes only because of their guidance & support.
  3. 3. 3 DECLARATION I Khushpreet Singh, hereby declare that this is my project report on a “COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING” which is submitted in partial fulfillment of the requirement of the degree MASTERS OF BUSINESS ADMINISTRATION. This is my original work and not submitted for the award of any other degree, diploma, fellowship or other similar titles. The assistance and help during the execution of the project has been fully acknowledged. Khushpreet Singh
  4. 4. 4 TABLE OF CONTENTS Sr. No. Contents Page No. 1 CHAPTER-1 Executive Summary 5-6 2 CHAPTER-2 Introduction 7-55 3 CHAPTER-3 Scope, need and objectives of the study 55-56 4 CHAPTER-4 Research methodology and limitations 57-59 5 CHAPTER-5 Data analysis and interpretation 60-67 6 CHAPTER-6 Findings and suggestions 68-72 7 CHAPTER-7 Conclusion 73-75 8 CHAPTER-8 Questionnaire 76-80 9 CHAPTER-9 BIBLIOGRAPHY 81-82
  6. 6. 6 EXECUTIVE SUMMARY This project has been a great learning experience for me at the same time it gave me enough scope to implement my analytical ability. It is purely based on whatever I learned at VETERAN MEDIA. One can have a brief knowledge about Advertising and Retail branding. All the topics have been covered in a very systematic way. The language has been kept simple so that even a layman could understand. All the data have been well analyzed with the help of charts and graphs. The second part consists of data and their analysis, collected through a survey done on 50 interns working with reputed companies. It covers the topic „COMPARATIVE STUDY IN BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING‟ The data collected has been well organized and presented. Hope the research finding and conclusions will be of use.
  8. 8. 8 INTRODUCTION TO THE COMPANY Veteran media They create, building, review, grows and solve problems for brands. They do everything from advertising campaigns, media buying, retail, brand communications and entertainment. At veteran media, they pride ourselves on a professional, consultative, creative, flexible and customer focused allowing the client to make sure their product is always one step ahead of the competition. Our Mission Company with an excellent track record for the best customer satisfaction. We have never compromised on the quality and the services provided to the customer. Our Vision A world in which we have to prove our self so we are keen to prove by our work and we stick on that endlessly.
  9. 9. 9 SERVICE VETERAN MEDIA PROVIDE Fresh & Clean Idea's The exact blend of Idea's and creativity used in project, and the only ingredient Veteran Media will reveal is work and work harder, It also provides the way to work from 0 to 1 Million, a guide to building a company so stay and believe to us. Latest Technology We believe in era and there technology so we also believe in competency and hence we never hesitate to use new either it's fresh Piece of thought or technology. Client Servicing The Most essential, futuristic and integral part of any growing or grown company that area accountability effected 101% growth of any company and we believe we are best in this..
  10. 10. 10 INTRODUCTION TO THE TOPIC What Is Traditional Marketing? Traditional marketing 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. Methods of traditional marketing can include print advertisements, such as newsletters, billboards, flyers and newspaper print ads. Other forms of traditional marketing include television spots or commercials, as well as radio spots advertising a business, product or service. Techniques of Traditional Marketing Direct Mail Direct-mail marketing creates awareness of a product through postcards, brochures, letters and fliers sent through mail. Direct mail is called a targeted type of marketing strategy because
  11. 11. 11 information is sent to a specific target market. However, direct-mail marketing can be expensive as a business incurs design and printing costs as well as postage expenses to reach its target. Print Print marketing includes advertising products and services through newspapers and magazines. Print marketing is both a mass-marketing and niche-marketing strategy. As a mass-marketing strategy, printed advertisements reach different classes of people, who might or might not have an interest in the product. In magazines, print marketing reaches out to the niche market that reads the magazine, such as women, fathers, teens or car lovers. Broadcast Television and radio are traditional avenues still widely used. Broadcast marketing reaches a large audience within a limited period of time. Television advertisements also bring authenticity and realism to a product as people can see how the product works. However, broadcast messages have a shorter lifespan compared with printed messages. Additionally, marketing through television and radio is costlier, compared with other forms of traditional marketing. Referral Referral marketing, also known as word of mouth, relies on customers to spread information about products or services. Referral is not a strategic or planned marketing activity, but it might help a business build a loyal client base. It also costs close to nothing for the business. However, a business shouldn't rely primarily on referral marketing; it should combine this with the other types of marketing to reach a wider target market. Billboards Billboards are some of the largest forms of traditional advertising. Many exist on the interstate to entice travelers to stop along their journeys. These advertisements must be short and very visible to have an impact. It is also important for the billboards to be placed in an area that receives a lot of traffic, as well as in a reasonable proximity to the business.
  12. 12. 12 Newspapers Newspapers are one of the oldest areas in which to place advertisements. With new editions daily, in most cases, this makes it also the most disposable type of advertising. The effect must be gathered before the consumer turns the page or the usefulness of the advertisement is gone forever. Most newspapers have a readership that consists mostly of local people to your area, however, there are a few national newspapers. Consider your target market and which newspaper they are most likely to read prior to purchasing newspaper advertisements. Magazines Magazines are more long-term versions of advertising medium, as opposed to newspapers. While the magazine is most likely published monthly, many keep their magazines for several months and read them more than once. Additionally, magazines are more typically passed off to others than newspapers, so there is a much higher chance that your advertisement will be seen. The high gloss and color content of a magazine, versus a newspaper, makes it a desirable form of advertising. Radio Radio is another traditional form of advertising. Radio signals can reach a large area, and commercials span 30 to 60 seconds, which makes them an attractive advertising option. The major drawback to radio advertisements is the ability for the listener to simply turn the station or turn off the radio to avoid hearing them. With print advertising, if the person's eye is caught by the advertising, they are likely going to read them. However, if the radio is not on, the listener certainly will not hear the advertisement.
  13. 13. 13 Advantages and Disadvantages of Traditional Marketing While newer marketing methods do work and can increase a company's client base, completely replacing traditional marketing with the latest marketing techniques can prove dangerous. Traditional methods have a high success rate and are proven. Internet methods are subject to clients or customers having access to an online medium and being Internet savvy. With traditional marketing, anyone with a newspaper, mail service, television or radio can learn of your business or service. Rather than customers going online to find your business or service (and possibly stumbling on your competitor's website), you bring your business or service to potential customers with print advertisements and other traditional methods. Advantages Reach You can reach a group of specific consumers that do not necessarily utilize internet browsing. Face to Face Contact Personalized marketing is considered to be one of the best strategies and the most efficient method to gain recognition as a brand and product. Tangible Offers Traditional Marketing offers tangibility- this refers to ads or products that clients could come to contact in during their free time, like a newspaper ad for example. Product Testing Depending on the product, traditional marketing can offer product testing and through this method, prove its quality.
  14. 14. 14 Disadvantages Expensive Purchasing television, radio, or printed ads tends to be pricey for both small and mid-sized businesses. Inefficiency Unlike Online Marketing, it is quite difficult to measure the conversion rate of your ads through traditional marketing, which makes it difficult to have a good understanding of the efficiency of your ads and the results they offer. Forced Strategy This type of marketing strategy is known to be a forced method of selling a product, since the consumer is not necessarily seeking your product in the first place. Timing Traditional marketing uses static text or advertising commercials to promote a product. If an ad is placed in the newspaper, it can't change until you place another ad. For example, if you have a sale on bicycles that you put in the newspaper and then you run out of bicycles, you may have many unhappy customers. On the other hand, on the Internet you can instantly update your page to let people know your bicycles are "sold out." Costs You must pay for ads in newspapers or mailers every time you run a new campaign. Adding new products or sales pages to your website doesn't create additional costs if you already have a person on your team who can update your product information. Traditional marketing companies
  15. 15. 15 may charge per delivery area for fliers or mailers. On the Internet, your ad is accessible to the entire World Wide Web. Customization With traditional ads, it is difficult to target a specific customer. Specific market segments can be targeted, but not an individual. For example, an ad may target young women. The ad may show young people interacting and present interesting copy about a new style of purse. On the Internet, new marketing techniques can track what a viewer has looked at and suggest similar products. Pricing Options Traditional marketing can present special sales and pricing. However, it is typically more difficult to offer complex bundle pricing. Most print marketing doesn't have the space to explain all the different pricing variations that may appeal to buyers. An online catalog may present you with an offer that if you buy four items from one category, you get a free item from another category.
  16. 16. 16 What is Digital Marketing? Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient. Digital Marketing Tactics 1. Content Marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. Use First Person in Call to Actions & Get 90% Increase in Click through Rate To have a persuasive call to action you must know your audience and what its triggers are. For example, millennial are very critical since they‟ve grown up fast-forwarding through commercials and online advertising. An effective digital tactic is to correlate the call to action with the visual component (if there is any), have a compelling verb (to entice you to take action), communicate value (what you are offering) and create a sense of urgency. You should use “get your free e-book” instead of “download” or “get free quote” instead of “submit” and so on. A call to action is a great way to make the user take action and persuade them into taking the action you want without letting them know that on a conscious level. You should have a call to
  17. 17. 17 action message on your landing page, newsletters and emails. It was discovered that using the first person instead of the second person on a payment page brought 24.95% more payment. Boost traffic by 300% While Using Editorial Calendars New content appears daily. You must bring something fresh every time. Investing in social media, sales funnel, conversion rate optimization, customer relationships, marketing budgets, web analytics; they are all keywords that pops in your head all the time. Yet, which are the most effective tactics one should use? Scheduling your blog posts is mandatory, especially if you work with multiples copywriters. Make sure your marketing plan includes an editorial calendar for improving your results. Creating an editorial calendar is easier than you think. There are lots of apps that can help you with that. Meistertask is a task management app you could use to drag and drop tasks for each participant and create an editorial calendar easily. Use Content Syndication & Get a Constant Traffic of 250,000 Unique Visitors Content syndication is the process of publishing your content on third party sites. You need to find authoritative publications. The idea behind is to drive more engagement for your content. Outbrain and Taboola power your content on their marketing channel. Once you republish your article on a big site like those two, you are exposed to a new audience and could reach a higher traffic. Promote Your Business with SlideShare to Drive 20% More Organic Traffic Slideshare is the largest marketing platform for sharing presentations and it‟s best suited for B2B companies. Didit Marketing, an advertising agency from New York, conducted a study showing
  18. 18. 18 that SlideShare gets 500% more traffic from business owners than Facebook, Twitter or Youtube. An important fact you need to keep in mind is that SlideShare received billions of viewers every month and it‟s a great way to connect with different specialists and find quality information in a friendly format. Ana Hoffman, blogger at Traffic Generation Cafe, conducted a study showing how she received from 0 to 243,000 views in 30 days on Slideshare. The fun part is that you don‟t need entirely new content to do a presentation; you can work through your old content displayed in a visual form to be easy to read. 20% of the SlideShare visitors come directly from Google. The rest come from social media and other SlideShare presentations. Always keep eye on your metrics from Google Analytics to see how are you performing in terms of organic traffic, paid traffic, visitors and so on. Sales Growth with 185% by Offering Highly Qualitative Case Studies Smart and effective digital tactics are a gold mine. Case studies as well. Not to mention the conversion optimization rates you can get with them. Case studies have a huge potential to grow traffic, sales, and revenue if you offer quality results and show your product brings value. The Content Marketing Institute conducted a research where they saw that 63% of UK marketers believe that case studies are an effective digital marketing tactic. Case studies are the fifth most popular marketing tactic used out of 12, after social media, newsletters, blogs and blog posts. Neil Patel, one of the top 10 marketers according to Forbes, conducted a study to see the influence of the use of case studies on his own site. He witnessed a growth in his revenue by 185%. 2. Search Marketing Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.
  19. 19. 19 Build a Network of Partner Websites to Get Influence on the SERP and Jump up to 30+ Positions Brand mentions on well-known publications are important and hard to get. They could lift you up in ranking on the search engines for the right keyword phrases and you could improve your Search Engine Optimization (SEO) efforts. Usually, startups collaborate with content marketing specialists or firms because some of them don‟t have the budget for a full-time person. Building a network of partner websites for a short period of time is an effective digital marketing technique to bring awareness and traffic to your site. The profile of the website could include publications, edu websites, web directory, blogs, forums, e-commerce and so on. Rank Higher on Review Sites to Have an Average 18% Uplift in Sales 9 out of 10 people look at online product reviews before they make a purchase decision. According to BrightLocal, 72% of Consumers say positive reviews make them trust a business more. Other 88% say they trust customer reviews as much as personal recommendations. Reevoo discovered through an in-house case study that online reviews bring an average 18% uplift in sales. In 2015, US e-commerce sales were about $341.7 billion showing an increase of almost 15% over 2014. With a continuous growth in e-commerce sale, customer reviews (all reviews, not necessary the ones coming from some ideal customers) are a major factor, an efficient trigger and quite essential tools nowadays for e-commerce websites. Be Part of the 90% of Marketers Who Saw a Significant Increase in ROI by Taking Advantage of Trends for Traffic Generation Google Trends is a pocket of gold. You‟ll find a lot of data to help you to generate content and see what‟s trending to stay on top of your competitors. The particularity of this tool is that you‟ll find real-time search data or help to gauge consumer search behaviors over time. You need to keep your eyes open for the marketing trends that will come. The marketing trends that will dominate 2017 include the Internet of Things, virtual and augmented reality, live
  20. 20. 20 streaming video, visual storytelling, native advertising, marketing automation, influencer marketing, mobile marketing. In 2016, video content was very popular and still is. Fire Brand proved that following trends can bring growth. The results showed that 90% of marketers have noticed significant increase in Return on Investment (ROI) through video content. Gain a Higher Advantage in Front of Your Competitors with AMP Receiving 40% Organic Traffic from the Whole Site Traffic AMP is a simpler and easier way to built light-weight web pages with static content that loads faster on mobile devices, due to its technology. The project is based on AMP HTML, new open framework built of existing web technologies. The pages with an AMP version see a 2% higher CTR, which translates to more clicks AMP version has 40% of all the traffic for a page. It is an utterly amazing improvement for many sites because the content renders faster. The project comes to the rescue for a large number of publishers. Write on Medium to Get Awareness through 6.2 Million Page views Medium is a network built out for people from people and offers a new kind of content – publishing, and social media synergy. Every day, there are newly published articles that could get you over 45,000 views. For a global audience, it‟s best to publish your piece of content on Sunday at 0:00 GMT, because people look forward to reading something new as the week starts. To give it a kick, you should use an A/B emailing test sent at different hours to see which hour has the best open rate. 3. Social media marketing Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will
  21. 21. 21 share with their social network to help a company increase brand exposure and broaden customer reach. Develop a Facebook Customized Page Tab to Engage 40% of Fans Investing in social media is a must. Yet, don‟t know if you knew that a customized page tab gives you the advantage to offer exclusive information to fans. A personalized page tab can be used to promote registration for upcoming events, to bring fans to your website, to promote an app or a contest, create a content library, feature customers reviews or case studies and so on. Socially Stacked demonstrated that a customized page for a discount can influence the engagement for that page. In the end, 42% fans liked the page to get a coupon or discount. On the same side, a case study by Wildfire Interactive showed that a Facebook coupon-based page tab received the highest engagement rates beside giveaways, sweepstakes, trivia Contests, Sweepstakes, Contest essays, photo contest, coupons, and video contest as you can see in the next graph.
  22. 22. 22 Write Valuable Content on LinkedIn Pulse and win up to 1,900 Social Shares in 30 Days LinkedIn Pulse is a professional self-publishing platform. At first, everyone could write and publish content without any approval. Currently, it is composed of 500 selected experts. According to Kapko, LinkedIn Pulse “lies somewhere between blog and social network”. Authors add a number of 50,000 articles on the platform every week. Brian Lang, blogger at Small Business Ideas, conducted quite an interesting study on 300 posts featured on LinkedIn Pulse. Most articles from Pulse were about careers (42%), then about business (15%) and self improvement (9.33%) and other (33.67%) which includes technology, sales & marketing, current events, and productivity. On average, the articles from Pulse got 1,843 social shares, and only 10% had less than 500 social shares, which leaves almost 90% with more than 500 social shares. If you are featured on LinkedIn Pulse, it can bring you a good amount of social exposure. From now on, writing on Linkedin Plan should be a part of your marketing plan. Use Reddit to Grow Your Business & Generate $6,188 in 3 Months Reddit is a community that has been growing since 2005. Here you can meet people with similar interests. It‟s a place where you could follow news in a thread categorized in “hot”, ”new”, ”rising”, ”controversial”, ”top”, ”gilded”, ”wiki” and “promoted”. The nice part is you could follow lots of sub reddits depending on the industry you‟re interested. There were numerous cases when different stories from Reddit became famous and gained many upvotes. If you choose to post a link instead of a text you can link to your business and bring visitors to your website. Scott Keyes is an example of best practice in this case. He is a reporter for Think Progress and founder of Scott‟s Cheap Flights. He turned an obsession with cheap plane tickets into a $1 million business in under 2 years. In 3 months he managed to make $6,188 only by posting on Reddit. According to what he said, his posting got him 1,000 free subscribers and 250+ premium subscribers.
  23. 23. 23 Target the Online Communities and Hit 10.000 Monthly Unique Visitors Online communities are a great way to grow your online presence and to catch insights. Being apart of an online community has its perks. Being around by people with similar interests and exchanging knowledge is a good way to develop yourself and the company you are working at. The best online marketing communities you need to join are LinkedIn, Reddit, Quora, Slack, GrowthHackers and,, ordered in chronological order. A good example of using the last two comes from Grow and Convert. The company was born when Devesh Khanal and Benji Hyam met a few years ago. Since they launched their site, they were active in online marketing communities, Devesh Khanal on GrowthHackers, on the one side, and Benji Hyam on, on the other side. They set up a goal of bringing 40,000 monthly unique visitors in 30 days. As you can see in the next picture it is not quite like that, but they were able to bring more visitors from online communities than from organic searches. That is a good start! Get Social Influence to Receive Higher Rankings by 15% There is a lot of fuss around the subject about the importance of social signals in rankings. We already know that investing in social media is an effective digital tactic that can help out with the conversion rate optimization. Moz study says that Google doesn‟t use social share counts directly in its algorithm. Neil Patel, on the other hand, claims that there might be a connection between social shares and rankings as you can see in the next screenshot from a Quick Sprout gifographic. A huge lift of almost 15% in rankings was the result of an increase of 100 Google Plus followers for a business page. Facebook brought a 6,9% increase in ranking from 70 shares and 50 likes. Lastly, 50 Tweets lift rankings with only 2.88%.
  24. 24. 24 4. E-mail Marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads. Design a Smart Automated Reactivation Campaign and Boost Sales by 164% Each business makes its own format for newsletters, but designing a segmentation for customers that interacted with the site is a guaranteed path to lift the reactivation of inactive subscribers. The ideal customer will open all emails and buy your products every time, but that will happen in a month of Sundays. The email marketing platform PostUp created an in-house case study for one of their clients to convert inactive subscribers. They built up an automated reactivation campaign and succeeded in boosting email-related sales by 164%. This is a great example of improving the conversion optimization of your inactive subscribers. Eventful created a new approach to automated reactivation campaign where emails included recommended news based on the previous behavior of the users. Get Personalized Emails to See an Average of a 19% Increase in Sales Over the years there have been numerous studies showing that email marketing is the most effective digital marketing tactic for lead nurturing in your digital strategy. Personalized emails are more efficient than non-personalized emails and can bring relevant results. Personalized emails are based on a more in-depth research and understanding of customer behavior and
  25. 25. 25 marketing trends. Most important of all, it requires you to know your buyer persona to deliver relevant information. Reduce Friction and Increase by 100% Your Email Sign-Up Rate In marketing, friction means everything that slows down the process of a user to convert. The ideal marketing planning is not to have friction at all, but since that‟s almost impossible, it‟s best to have less friction so you could convert your leads easily. The news company Quartz leads a research by reducing friction in email sign-ups. The changes they made to the sign-up process was to simplify it by using only an email address for subscription and moving to double opt-in (the user had to click on a link in the first email they received to activate subscription) to opt-out. When visitors want to subscribe, they go to a new landing page. Use Segmentation to Increase Deliverability & Experience 141% Increase in Revenue per Campaign If you aren‟t able to use segmentation to target your audience, you won‟t succeed in writing relevant subject lines. You can use segmentation based on interests, location behavior consumption, mobile marketing, keyword phrases, lifestyle or other factors. Lyrics discovered that 4 out of 10 marketers who used segmentation experienced a higher open rate, 3 out of 10 marketers saw a lower unsubscribe rate and 2 out of 10 experienced better deliverability and greater revenue. Increase Your Email Open Rate by 33% with a Subject Line That Triggers Curiosity Your subject lines are everything when you‟re thinking about the email open rates. Everything comes from there. The call to action from the subject line must be relevant to your audience. Before you send the message to your list, think you‟re sending the message to one person, someone you know. Keep in mind that your message shouldn‟t be cold, no matter the industry you‟re in.
  26. 26. 26 A study from Informz shows how important a subject line is. 33% of email recipients open emails are based on the subject line alone. 5. Online PR Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing. Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work - there are no short corners. Encourage Brand Lovers to Support You Against Trolls Brand lovers are those who play the role of brand advocates and define the term evangelism marketing. They are highly satisfied customers and identify themselves with the brand. They are an asset because they promote the brand waiting for nothing in return. McKinsey and Company say 70% of purchase experiences are based on how the customer feels. It is bloody important to provide value and customer fulfillment. Besides the fact that brand lovers will make sure to tell everyone your product is the best, they will support you against trolls. Nowadays, people on social platforms are very critical, and a single wrong comment or tweet can ruin you. Some haters and trolls can make your life a living hell on the social media. But, thank God for brand advocates! OldNavy, an American retailer, got socially trolled. The company tweeted an upcoming sale with an interracial couple image, and then a group of racist people started posting negative tweets about the brand with hashtags #whitegenocide and #miscegenation. Before the team from Old Navy began to respond, some advocates of the brand started supporting the company by posting their own pictures with interracial couples they have in the family. In times of crisis, it is best to have your brand lovers that can make a powerful statement.
  27. 27. 27 Built a Strong Customer Following & Get Free Endorsement Millennials are a socially conscious generation. Embracing a cause might be just the answer you‟re looking for if your brand addresses the Y generations. If they believe in a cause, they are willing to pay more and even a premium price. Knowing they give something for a better cause makes them feel valuable. The shoe brand TOMS created a campaign based on a cause that brought endorsement from celebrities and famous people. They created a new concept „One Day without shoes‟, meaning that for each purchased pair of shoes, another pair goes to a child in need. People from all over the Globe started a word of mouth campaign and even walk without shoes the whole day. Charlize Theron became a strong supporter of the cause, alongside a lot of other celebrities, such as Lenny Kravitz, Chaske Spence and Julia Jones from Twilight, Dawn Olivieri from the Vampire Diaries, plus Cheryl Tiegs, Gillian Zinser, Jason Mraz, Tara Mercurio and Lacey Chabert, Thomas Jane, Matisyahu, Living Things and Tory Burch. Gain Free Media to Get Everyone Talk About You on News and Get 5 Million Views on YouTube Earned media or free media is a term that describes all the publicity that is not paid but rather gained through promotional efforts. Earned media happens when you make people talk about your brand no matter where it appears. Earned media happens after you make smart and creative ads or involved in successful real marketing actions, created impactful events and so on. Avon used a digital marketing tactic that generated massive amounts of earned media. “Choose Beautiful” reached over 5 million of views on YouTube and the term <Dove „choose beautiful‟> received more than a million entries on Google. Hundreds of media outlets covered the video; numerous news websites claimed that “proves beauty is a choice”. Create Fascinating Video Content to Attract Native Customers & Increase the Conversion Rate by 80% Video content started to gain a lot of attention in the past few years. Almost 1 billion unique monthly visitors are on YouTube, 130 million on Vimeo, 100 million on Dailymotion, 45 million
  28. 28. 28 on LiveLeak and 42 million on Vine. That is a lot of viewers! Let‟s not forget the social video part, 100 million hours of video are watched on Facebook, and 82% of Twitter users watch video content on Twitter. In 2013, Instagram introduced videos in addition to photos and more than 5 million videos were shared in the first 24 hours. Video consumption on Instagram has increased by 40% in 2016. According to Hyperfine Media, 90% of users say that product videos are helping them in the decision process and almost 40% of online consumer trust video ads. Use Webinars to Gain 16,394 new leads Organizing webinars can produce juicy content. They are great to deliver useful content to your readers and engage with them. Practically you can give a presentation to them and then discuss to see their main points. This is a great way to receive hot information, smart insights and see what topics you can debate on the blog in order to push the leads down the funnel. Basically you need a microphone, a PC/laptop, and you‟re set. Then use a service like AnyMeeting or GoToWebinar to connect with your viewers. Webinars are such and effective digital marketing technique that could bring you 518,399 visitors and 16,394 leadsfrom 77 webinars as KISSmetrics experienced. Neil Patel, founder at KISSmetrics, estimated that those webinars generated $1,638,000. 6. Affiliate Marketing Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model. Start Running an Affiliate Program to Monetize Your Website & Get Extra $4500 Monthly Profit There are upsides and downsides of an affiliate program in your digital strategy. The upside of this marketing technique is that it can generate high revenue and the downside is that it doesn‟t work for all kinds of business.
  29. 29. 29 For example, the popular web hosting service Bluehost gets new customers through its affiliates. Shopify uses an affiliate program that rewards its affiliates with $2,400 per sale. Generate Product Order Increase by 9.8% Through Voucher and Reward Sites In 2015, the Internet Advertising Bureau (IAB) released the Online Performance Marketing study showing that 57% of product orders were through voucher and reward sites. Thomas Cook, one of the world‟s leading leisure travel, developed a campaign based on the use of voucher codes to encourage users to buy online tickets. They wanted to keep the cost-per-order (CPO) lower than £65. As a result, the orders increased by 9.8% while the CPO decreased, thus keeping it under £65. Map out the Affiliates’ Value to Increase the Long Haul Share by 19% Thomas Cook Airlines has a long activity in the affiliate marketing area, and this led the company to always improve their marketing strategy. They learned that knowing the values of their affiliates is highly important. One of their affiliate campaigns had the next objectives: minimize the average cost-per-sale (CPS); increase the number of long-haul bookings (meaning the bookings for travelers that last a long period of time); A way to do that was to map out the affiliate‟s value. For that, all the bookings from 2014 were analyzed to see the path to conversion for each affiliate. This helped the company to discover the CPS and the contribution brought by each affiliate. The results were quite impressive: they kept the average CPS below 2% of revenue and reduced the cost-per-click by 73% while increasing the long haul share by 19%. On top of that, they sold thousands of seats from routes that weren‟t performing well at all. Reach Over 60% Social Engagement and Advocacy for the Brand with Respected Influencers through an Affiliate Program The affiliate agency Schaaf-PartnerCentric conducted an in-house study based on REACH (Relations, Exposure, Advocacy, Connection, Hype) program that provides customized outreach
  30. 30. 30 and guarantees placement on influencer websites for a boutique fashion retailer. The client has proposed to increase the exposure and advocacy within a short period of time with the help of influencers. The campaign raised 63% social engagement in the first week after the big launch. Instagram saw the highest engagement, with 92% of the social interactions. Pinterest increased up to 6% social interactions. Implement a Publisher Strategy to See a Monthly Revenue Growth Rate of 177% Cost Plus World Market is a furniture store that implemented a publisher campaign through an affiliate program. The online retailer has been in the furniture market for almost 30 years now and has had more than 100 brands and thousands of products. They implemented a publisher program with the help of Schaaf-Partner Centric team. Only after 90 days, the company‟s results were highly visible. The monthly traffic increased by 100.7%, the monthly sales increased by 257%, and the monthly revenue grew by 177%. Cost Plus World Market is a furniture store that implemented a publisher campaign through an affiliate program. The online retailer has been in the furniture market for almost 30 years now and has had more than 100 brands and thousands of products. They implemented a publisher program with the help of Schaaf-PartnerCentric team. Only after 90 days, the company‟s results were highly visible. The monthly traffic increased by 100.7%, the monthly sales increased by 257%, and the monthly revenue grew by 177%.
  31. 31. 31 Benefits of Digital Marketing Reduce cost Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine. Simple to measure You can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results. For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails. Greater client appeal The firms have the benefit of attractive to customers in results that can be brought by a medium rapidly. Online marketing gives a range to them of options to promote their business to the market. Thus, the technique and overall success of marketing strategies rely on business objectives and the total amount the business desire to purchase online marketing. Brand Development A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing. Greater engagement With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide
  32. 32. 32 feedback which is visible to your market. So it doesn't take long for good publicity to enhance the prospects of your business. Level playing field: Any business can contend with any opponent regardless of dimension with a strong digital internet marketing strategy. Typically a smaller store would find it difficult to coordinate the grace of the accessories of its larger opponents. Online, a sharp well thought out site with a sleek customer trip and fantastic service is master – not dimension. Available 24/7: The World Wide Web never rests and so does Online promotion, enabling business with little sources to maintain physical 24-hour functions to contend in the electronic industry using Online promotion resources that can run almost 24 hours a day and 7 days a week. Disadvantages of Digital Marketing Promotion Strategy Can Be Copied: One of the hazards in Internet marketing is that a particular technique can easily be copied by a rival, and many have done so with finish ignore for the lawful repercussions their actions may carry. Pictures or images can be used to mislead customers and take away an important business from you. Not only that, these can also be used for perpetrating adverse and incorrect information about your product, products or services that will harm your online reputation – and reduce useful focused customers. Digital Marketing Includes Too Much Competition: Just like the growth and growth of online ads, Internet promotion is experienced with a great process of too many competitors. Digital promoters are not capable of getting into a more powerful place for the best possible exposure for their promotion and promotion tasks, and with
  33. 33. 33 the use of too many competitors, will make it even more difficult and expensive to get the interest of targeted viewers. Security Issue: Internet marketing has its own disadvantages which are not noticeable on its experience value. For a person or client who queries online for products or services, there is a caution not to reveal all the private information as it might be used against them by unidentified people. Lack of trust: One of the significant drawbacks may be a deficiency of believing in of the customers because of could be exclusive special offers that appear to be scammers. This is a part that declines the picture and trustworthiness of quality and sincere companies. Requires More Initial Investment: Playing Digital marketing contains various restrictions like developing delicate and professional looking for your website and planning an effective technique. Paid marketing like Search engines Ad Words, Search engines Ads, and Social Press Marketing is quite expensive, especially for small enterprise owners.
  34. 34. 34 Basic difference B/w Traditional marketing and Digital marketing Communication is unidirectional. Means, a business communicates about its products or services with a group of people. Communication is bidirectional. The customer also can ask queries or make suggestions about the business products and services. Medium of communication is generally phone calls, letters, and Emails. Medium of communication is mostly through social media websites, chat, and Email. Campaigning takes more time for designing, preparing, and launching. There is always a fast way to develop an online campaign and carry out changes along its development. With digital tools, campaigning is easier. It is carried out for a specific audience throughout from generating campaign ideas up to selling a product or a service. The content is available for general public. It is then made to reach the specific audience by employing search engine techniques. It is conventional way of marketing; best for reaching local audience. It is best for reaching global audience. It is difficult to measure the effectiveness of a campaign. It is easier to measure the effectiveness of a campaign through analytics.
  35. 35. 35 DIGITAL INDIA 2016 With each passing day, the growing importance of internet and shifting nature of consumer engagement is magnifying in the eyes of India Marketers. Digital marketing is no longer a mere component of the larger marketing strategy; it is now seen as a foundation to marketing. The scenario is even more encouraging for India where internet using population has risen phenomenally from 120 million in 2011 to 350 million in 2015. India is second largest in the world by the number of internet users, after China. The number of smart phone users is also expected to reach 651 million in 2019 from 140 million in 2014, almost 4.7 times. The future of Digital India looks promising with Government of India‟s „India Digital Plan‟ 2019*. The plan promises that 250,000 villages in India will have internet and all public places will have Wi-Fi.  With 3.2 billion internet users and 4.4 billion Smartphone users in the world, almost half of the world can be reached through the digital platform at an unprecedented speed and ease.  With over 300 million Internet users in the country and another 200 million Indians set to join by 2017, the Internet is opening up huge opportunities for Indian businesses and entrepreneurs  The aggression to reach the customer is evident from a survey conducted which tells that the top e-Commerce websites in India (For e.g. Amazon, Flipkart) currently send at least 3 promotional (excl. the transactional) emails a week to each of its customers.
  36. 36. 36 HIGHLIGHTS 1. Revenue generated by e-Marketing:  Email Marketing is an efficient way to track consumer behavior via the calculation of Click-Through Rates (CTR).  46% of the India Marketers stated that e-Marketing generates 30% or more of revenue for them. This is a slight decline from last year, but 25% of the marketers reported that e- Marketing contributed between 10% to 30% to their revenue.
  37. 37. 37 2. Online marketing activities that will see increase in investment:  Social Media Marketing remains the most popular Online Marketing activity for the sixth year in a row and it is steadily growing. However, Email Marketing (40%) and Search Marketing (43%) remain in top 3 when we compare 2011 to 2016.
  38. 38. 38 3. Impact of Integrated Campaigns:  More than 80% of India Marketers share that there is an increase in conversion rates as a direct impact of Integrated Campaign Integrated Campaigns (Email, Social & Mobile) vs. disparate campaign conversion rates?
  39. 39. 39 4. Maximizing Customer Engagement:  Social Media updates remain the primary source of Customer Engagement. This is also reflected in the findings that 48% of the consumers purchasing behavior get affected by Social Media. Email campaigns are the second choice for customer engagement
  40. 40. 40 2015-2016 Insights Digital Marketing 1. Leveraging New Technology: The end of June 2015 saw the number of internet users in India grow to 345 million (back in October of 2013, there were only 205 million internet users. This is an increase of 140 million users in less than two years).  More than 80% of the India Marketers use technology to power up their marketing.
  41. 41. 41 2. Primary e-Marketing activity in 2015:  Social Media Marketing (66%), Websites (54%) and Email Marketing (53%).  Search Marketing (52%) and Mobile/SMS Marketing (45%) not left behind.
  42. 42. 42 3. E-Marketing budget allocated in 2016:  Approximately 36% of India Marketers are not willing to spend more than 10% of their budget on e-Marketing.
  43. 43. 43 4. Plan to increase e-Marketing Budget:  A good 21% of marketers are thinking of increasing their budget in e-Marketing by 20% or more. This is a surprising development for 2016 5. Use of Google Analytics:  45% of India Marketers use email for their campaigns monthly volume of 50k or more, this is 32% for SMS volumes.
  44. 44. 44 Digital (Email & SMS) + (Social Media Marketing) in India 1. Biggest Challenge India Marketers saw in Email marketing in 2015:  Reaching out to target audience still remains the biggest challenge of the marketers surveyed.  Data marks a 3% increase to 54% of the Marketers surveyed, as against 51% last year. The thought is that reaching out the target base effectively remains difficult. Similar increase in percentage was seen in the challenge of „Acquiring new email addresses‟
  45. 45. 45 2. SMS and email volumes sent: Email is becoming a new favorite of India Marketers with higher campaigns volume when compared with SMS. 45% of India Marketers use email for their campaigns monthly volume of 50k or more, this is 32% for SMS volumes.
  46. 46. 46 EMAIL MARKETING TRENDING DATA (2011-2015) + 2016 Forecast 1. Online Budget for Email Marketing: According to the AIMIA 2014 Loyalty Study, 45% of India Consumer responded positively to email an offer (which is 3x of the US Consumers). For 2016, we see a jump of almost 50% of India Marketers who will be increasing their investment by 31%-50% in email channel
  47. 47. 47 2. Effectiveness of Email Marketing: 89% of India Marketers voted for Email Marketing to be an effective tool for their business. We see 10% YoY growth for India Marketers reporting effort of email work.
  48. 48. 48 3. Top factors impacting Inbox Deliverability Rate: Frequency/Volume of Sending are voted by 57% of marketers as the top factor affecting the delivery of emails, followed by content and sender‟s reputation at 45% and 42% respectively. India Marketers have also shown an increased awareness on how Blacklists & Sender Reputation impact Inbox Deliverability Rate.
  49. 49. 49 4. Email Marketing Practices that Reduce Spam: Increased Personalization and Targeting remains the most voted practice (63%) by the marketers to reduce email spam. The other practices are perfecting the title of email (47%), as well as sending at the most appropriate time (i.e. when you are likely to get the most attention from the audience) [43%].
  50. 50. 50 5. Effectiveness of Behavioral Targeting: For the past six years, almost 50% of our India Marketers have consistently believed that Behavioral Targeting results in a substantial increase in effectiveness of the email. Almost 87% of Respondents believe that Behavioral Targeting is useful in some way.
  51. 51. 51 6. Email viewed on Mobile Devices: We‟ve been tracking email opens for more than six years, and it‟s remarkable to see how behaviors have changed over time. Mobile emails were barely a blip on our radars in 2011, and made up just 8% of email opens. Fast forward to 2014, and nearly half of the emails are opened on smartphones and tablets-a 500% increase in five years. 66% of India Marketers surveyed said that 50% or more of their emails will be opened on Mobile Devices.
  52. 52. 52 7. Influence of Social Media on Email Marketing: The power of Social Media can also be harnessed in order to drive Email Marketing. By creating social networks, it‟s easy to understand the patterns of your followers, which helps in Behavioral Targeting. Social Media also provides a face and a structure to who you are, which allows for more effective and streamlined marketing strategies In the year 2016, marketers are expecting a considerable impact of Social Media on Email Programs. The acceleration in growth of subscribers is expected by 31% of Marketers-a 500% increase from 2015.
  53. 53. 53 8. Email Marketing Segmentation Techniques: The 2012 Obama re-election campaign has been talked about the most because of the extremely well done segmentation. This truly illustrates the importance of segmentation, and how well marketers observe the underlying common thread in order to pick out similar customers who serve their end goal. India Marketers show an increasing performance for Purchase History to be the pivot for Email Marketing Segmentation.
  54. 54. 54 9. Performance Metrics for Email Marketing Campaigns in 2016: Out of the host of metrics used for analyzing an Email Marketing Campaign‟s performance, CPL (Cost Per Lead) and CPC (Cost Per Click) are the most preferred metric by far. 47% of marketers surveyed would like to utilize both.
  56. 56. 56 SCOPE OF THE STUDY The scope of the study is limited to the market of advertisement. NEED FOR THE STUDY To carry out the comparative study of the traditional and digital marketing and to determine that which one is better and how this whole phenomena actually works. Under this project the aspects of traditional and digital marketing are covered. OBJECTIVES OF THE PROJECT  To derive and analyze difference between traditional and digital marketing.  To study the various factors which influence both the marketing strategies.
  58. 58. 58 RESEARCH METHODOLOGY Research Method The Research Method used for project is Descriptive method. Descriptive research, also known as statistical research. Different tables, pie charts are used to show the responses given by respondents. Data Collection Methods used Primary and Secondary data collected to carry out the research work Primary data Information was collected directly from the interns for the project work. The data collected during the study included the data collected through questionnaires only. Secondary data Information was collected directly from newspapers, magazine and internet about the companies. Measurement Technique Questionnaire Questionnaire is a formalized instrument for collecting information directly from the respondents. During this research questionnaire was used as tool for getting information from the companies. Sampling Method The sample is selected based on non-probability sampling method. Under this method Convenience sampling technique adopted. Sample Size The sample size consisting of 50 company‟s interns were selected for the study. Questionnaire will be filled by the interns of the company.
  59. 59. 59 LIMITATIONS OF THE STUDY 1. ThisstudyhasbeenrestrictedtoBangalore,Pune,Chandigarh,Mohali,Delhi&NCR,Bathindaonly. 2. Time factor was the main limitation for the study as the project was restricted to small period. 3. Mostoftheinternsofallthecompanieswerebusyandwerenotwillingtoanswer.
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  69. 69. 69 FINDINGS 1. Nowadays, Companies are concentrating more on digital marketing instead of traditional marketing. 2. According to survey, 76% of companies say that digital marketing gives them best results in terms of ROI. 3. 86% of companies u se digital marketing techniques to grow their business. 4. 90% of respondents have personal account on Facebook and it is the most used social networking site around the world. 5. 64% of companies have personal account on Youtube and it second on list. 6. Instagram is almost near to Youtube and 62% of companies holding their personal account. 7. Linkedin is 42%, Twitter is 36%, Pinterest is 26%, flicker is 10% and only 2% companies have account on Snapchat. 8. Only 28% of respondents faced some difficulty or disadvantage in using digital marketing methods. 9. 72% respondents are satisfied by using digital marketing methods. 10. 22% of respondents are not aware about their company‟s running online advertising initiatives. 11. Mostly the companies, started their digital marketing campaigns in 2016 & 2017. 12. 34% of respondents spend 70% of their marketing budget on digital marketing and remaining 30% on traditional. 13. 30% of respondents spend half of their marketing budget on digital marketing and second half on traditional. 14. 16% of respondents spend 70% of their budget on traditional marketing. 15. Only 20% of respondents are there, who spend 80% of their budget on traditional marketing. 16. Only 22% of companies have highly satisfied customers and 36% have satisfied customers. 17. 30% of companies have customers, who are neither satisfied nor dissatisfied.
  70. 70. 70 18. Remaining 12% companies are there, who have dissatisfied and highly dissatisfied customers. 19. 85% of total respondents believe that digital marketing have growth prospect in the future.
  71. 71. 71 Recommendations Complete the Consumer Loop: There is a lot of time consumed by marketers in sending or pushing customer communications-or what we call 'campaigns'. This is also borne out of this research where most marketers are not using tracking mechanisms effectively. Consistently, we find that Indian Marketers are under- investing in data science-analysis, gathering insights and completing the feedback loop on what worked, as well as how to improve future campaigns Mobile First please: India is a mobile first country where the users are using internet with the smaller and portable screen. 95% of new online users every month are connecting through mobile devices. Yet we see that for most of the campaigns, content and creatives is first developed and tested on large screens (desktop) and then deployed on mobile platforms (responsive design). This approach has to change in 2016 to mobile first (design, develop and deployment) with optimised experience for the desktop. 3. Marketing Technology: The combination of data, devices and digital has helped grow the consumer touch points exponentially. To answer such a demanding consumer, technology empowers today‟s marketers with platforms, tools and automation that can make real-time marketing a reality. Yet we find
  72. 72. 72 that most marketers in India are not harnessing the true potential of newer technology. However, many India marketers continue to deploy repetitive, time-consuming, manual, and often „batch and blast‟ emailing practices. Consumers are racing ahead in terms of adopting technology, and India marketers need to reduce the gap in terms of how to effectively use automation on online platforms.
  74. 74. 74 CONCLUSION The topic of my study was “Study the comparison between traditional marketing and digital marketing and the objective was to derive and analyze difference between traditional and digital marketing and to study the various factors which influence both the marketing strategies. I found that in our country internet users are mounting with each passing day. Due to this, companies are spending huge amount of their budget on digital marketing, and with each passing day, companies are shifting from traditional to digital marketing. Traditional marketing comprises of print ads in newspapers, magazines, billboards, direct mail, business cards, posters, TV and radio commercials and printed paraphernalia such as brochures or leaflets. These were effective mediums until the advent of the internet and they are perhaps somewhat relevant even today, as a miniscule part of a brands marketing strategy. However, traditional marketing has had its run and is now perhaps approaching the last mile of the race. To fully appreciate how digital marketing has overpowered the traditional medium, lets look at it from a different angle; think of it this way, do you still carry the same cell phone you purchased 10 years ago? Or do you still drive the same vehicle that you had purchased aeons ago? Most likely not. Traditional marketing is somewhat similar to that outdated cell phone, namely it has a limited audience, it is static and there‟s a time lapse in the communication. Not to mention it is expensive and manages to reach only a local audience. Facebook, Twitter, YouTube, Google, LinkedIn and many other Social Medias have emerged as the transformational new digital marketing tool. What‟s more, these media have seamlessly integrated into our everyday lives and it can be said that nearly all of us are connected all of the time. There‟s a real time impact on the personal and professional lives and this has taken a whole new dimension for corporations establishing their brand presence on the digital stage. Many organizations are in the process of scratching out traditional marketing and opting for complete digital advertising campaigns. To what result you may ask? Research statistics suggest that organisations that have opted out of traditional marketing fall somewhere in the bracket of 140-160%, whereas expenditure on digital marketing increased over 14%. And its not just advertising that is affected, the digital medium has intrinsically changed the way businesses work as well, for example, Newsweek, a well-known magazine brand has switched to a digital publication. The challenges faced by a digital marketer today are evolving,dynamic and tangible in real time. Smart digital agencies fully utilize the given mediums, engage and interact with the customer with fresh, relevant content, calibrate campaigns if needed and do it at a fraction of the cost as compared to traditional marketing methods.
  75. 75. 75 Since Nov 2016, Demonetization has being playing a great role in making our country a cashless economy. Due to shortage of cash, companies were opted for digital marketing, even our local vendor have started accepting payments using digital modes. For instance : phonepay, paytm, mobikwik, payuUoney, freecharge In nov 2016, PAYTM was earning rs. 120 crore per day. Based on the above discussion it has been found out that through digital marketing we are able to focus target market in a better way than traditional marketing. The study has also revealed that in order to utilize the digital marketing in an effective way, the companies are required to design an effective platform. The transition of newspaper from the printed version to the online version exemplifies the current trends of the digitalization.
  77. 77. 77 QUESTIONNAIRE
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  82. 82. 82 BIBLIOGRAPHY WEB PAGES advertising-industry-