Comparison Between Traditional Marketing Management and Digital Marketing Management and How They Affect Consumers’ Behaviors

Comparison between Traditional marketing management and digital marketing management and how they affect consumers’ behaviors

                                                                         EAP Course     Zhang Yi

Abstract:

This essay gives an account of the comparison between traditional and digital marketing methods, especially the case when applied on different occasions in this digital era. The continuing power of traditional marketing methods is analysed in this essay, contrary to what some predictors have declared. At the same time, the strong momentum in the development of digital marketing has changed the business models. The author also illustrates the significant traits of traditional marketing and digital marketing approaches and how they influence consumers. This article aims to provide information on the developments in marketing so that the readers can take advantage to examine their purchasing behaviours, and take a close look at the effect marketing leave on their daily life.

1. Introduction

The twenty-first-century business world is primarily a digital world, whereby data is transferring and converting at the machine level. At the machine level, there is also an increasing trend among various industries that information is processed with various digital methods. Indeed, this digitalization era similar with the period when mobile phones were introduced to the market, affecting the speed, medium, and efficacy of communication. It is also driven by technological development that consumers are facing information explosion and hundreds of choices. For the greater success in any business areas, companies are adopting more e-marketing methods than ever before. At the same time, they are abandoning traditional marketing ways gradually. Whether the traditional marketing ways are outdated for now still remains to be seen. However, the digital marketing methods have already invaded and dominated our daily life without notice. In fact, digitalization is no longer considered as a long-term future trend, but the key competency of every organization who are seeking profits. At this point, companies have to make changes and think ahead to prepare for this situation. It is necessary to weapon up in every aspect including the service sector, products innovation, market research and customer satisfaction. The essay will focus on comparing modern E-marketing with traditional marketing methods and analyze the impacts they leave on the consumers.

2. Background

The market is a place where buyers and sellers meet to satisfy their needs and wants (Kotler, Wong, Saunders & Armstrong, 2005). In any market, during the business process, companies focus their main goal on making profits in the defined Market. To achieve this goal, different methods are applied when companies try to promote and sell their products, especially in FMCG industry (FMCG refers to fast moving consumer goods) companies. In order to attract and understand the target audience, consumers behaviour is often analysed to decide the way products are promoted. Basically, consumer behavior is described as the processes people or groups use to choose different products or services to fulfill their demands. (Lars Perner, 2016). Different marketing strategies are designed to affect consumers’ behaviour, to estimate the future sales. It is crucial for these companies to adapt themselves to updated marketing methods in order to meet the fierce competition as well as the challenge. In stepping into the digital market smoothly and successfully, most of the companies begin to equip themselves with digital marketing methods. On the other hand, traditional marketing methods are not necessarily and should not be underestimated. In many small business organizations, they still play a significant role in advertising and selling products.