DEPARTMENT OF MANAGEMENT STUDIES

MALWA INSTITUTE OF TECHNOLOGY , INDORE

Major Research Project Report

On
To study the transformation and evolution from traditional to digital
marketing

Submitted for the partial Fulfillment of the Requirements of the Degree

of
Master Of Business Administration [ Full Time]
Session [2023 - 2025]

Guided By : Submitted by :

MR. HIMANSHU MATRE KUMKUM PATIDAR

[HR and MARKETING ]

ROLL NO. 232130058

 CERTIFICATE

This is to certify that Kumkum Patidar student of M.B.A. (HR &

MARKETING) Third semester from Malwa Institute of Technology, Indore has

successfully completed the Major Research Project titled as "To study the

transformation and evolution from traditional to digital marketing” This

project is being submitted by her as the partial fulfillment of requirements for

the award of the degree of Master of Business Administration of DAVV,

Indore.

DR. KRANTI PANDEY DR . MS MURTHY

VICE PRINCIPAL / HOD DIRECTOR
 ACKNOWLEDMENT

I would like to convey my sincere gratefulness to all those who gave me the
opportunity to complete this project. I acknowledge the huge importance of this
research and especially of this project undertaken.

At the outset I would take the opportunity to express my sincere thanks to Dr. M
S Murthy Sir and Dr. Kranti Pandey Ma’am for providing me the opportunity
to undertake and accomplish this research work.

I’m highly obliged to Himanshu Matre Sir for her untiring help, valuable
guidance and kind supervision which were the main stream to bring this work in
present shape. I wish to thank her for her constant guidance and support in the
successful completion of this research work.

I shall be failing in my duty if I do not express my sincere gratitude to my family

and friends for their moral support and encouragement throughout the study.

Without the co-operation of the above personnel, it would not have been possible
for me to understand the dynamics of the research work. Their help and support
can be defined as an inspiration and morale booster that guided me all along the
course of my research.

Kumkum Patidar
HR & MARKETING
 DECLARATION

I, Declare that the Major Research project entitled “To study the transformation

and evolution from traditional to digital marketing” is my own research work

conducted Under the guidance of Ms. Madhuri Kriplani Malwa Institute of

Technology, Indore.

Kumkum Patidar
HR & MARKETING
 INDEX

SR. No. PARTICULARS

1 Introduction

2 Industry Profile

3 Literature Review

4 Problem Definition

5 Objectives of Study

Scope of Study

Limitations of Study

Hypothesis

6 Research Methodology

Research Design

7 Data Analysis & Interpretation

8 Findings

9 Suggestions

10 Conclusion

11 Bibliography

12 Annexture
 CHAPTER 1

INTRODUCTION
INTRODUCTION

Marketing refers to any actions a company takes to attract an audience to the

company’s product Or services through high-quality messaging. Marketing aims
to deliver standalone value for Prospects and consumers through content, with
the long-term goal of demonstrating product Value, strengthening brand loyalty,
and ultimately increasing sales.

WHAT IS TRADITIONAL MARKETING?

Traditional marketing refers to any form of advertising or promotional activity

that has been Used before the rise of digital media. This can include a wide range
of activities, such as print Advertising (e.g. newspapers, magazines), broadcast
advertising (e.g. television, radio), direct Mail marketing, telemarketing,
billboards, and in-person events and activations.

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.
TRADITIONAL MARKETING
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 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.

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.

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.

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.

Advantages and Disadvantages of Traditional Marketing

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.

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.

DIGITAL MARKETRING

Digital Marketing Tactics:-

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.
Display Advertising

Based on your audience profile and your products, select ad space in specific
websites from Where you can get good traffic. Display ads can be anything from
the banner ads to videos. In The online world, it is considered as one of the most
effective ways of digital branding. Instead of developing text-based
communication, create interesting videos or images that will speak on Behalf of
your brand. Also, take time to follow your targets and wisely choose the websites,
Which in turn are followed by your audience group.
MOBILE MARKETING

Mobile-centric ads are the current trend. From the in-app messages to the videos,
mobile Advertising is the most effective way to promote your brand. With the
entire world going mobile, Developing short and crisp communication targeting
the mobile users is the best practice. As People carry their mobiles your brand
communication stays in their mind, for a longer time. While developing mobile
ads, ensure that it fits the screen sizes of all hand-held devices. In this Way, your
message will be clear and you shall successfully position your brand name in the
Minds of your targets.

Marketing Skills

Digital marketers support the wider marketing team and the strategic goals of the
whole company By rolling out marketing strategies in the online environment,
Hobson said. Digital marketers Strive to be a voice for the customer and how they
want to interact with a brand digitally, Rogers said.
EMAIL MARKETING

Even with the emergence of social media, mobile applications and other channels,
email is still One of the most effective marketing techniques, Rogers said. It can
be part of a content marketing Strategy, providing value to consumers and over
time convert an audience.
AFFILIATED MARKETING

With the increased prominence of online marketing, affiliate marketing—also

known as Influencer marketing has become popular among many organizations
in bridging the gap Between consumers and organizations.
Search Engine Optimization (SEO)

Search engine optimization (SEO) is a technique that seeks to improve the

ranking of online Material on search engines, such as Google or Bing. If you have
ever searched for something on Google, you’ve likely noticed that even the
simplest search can yield millions of results. Yet, You probably rarely go past the
first few suggestions, let alone the next page.

Social Media Marketing

Social media marketing is a form of digital marketing that uses social networks,
such as Twitter, Instagram, and Facebook, to reach customers. A core feature of
modern digital marketing, social Media marketing leverages the reach of social
network platforms with data-driven efforts to Reach targeted consumers. The
active user size of social media platforms makes them particularly Enticing to
marketers. One study published in January 2022 quantified the number of active
Social network users in the billions
Advantages of digital marketing;-

Global reach – a website allows you to find new markets and trade globally for
only a small investment.

Lower cost – a properly planned and well targeted digital marketing campaign
can reach the Right customers at a much lower cost than traditional marketing
methods.

Trackable, measurable results – measuring your online marketing with web

analytics and other Online metric tools makes it easier to establish how effective
your campaign has been. You can Obtain detailed information about how
customers use your website or respond to your Advertising

Disadvantages of digital marketing:-

Skills and training – You will need to ensure that your staff have the right
knowledge and Expertise to carry out digital marketing with success. Tools,
platforms and trends change rapidly And it’s vital that you keep up-to-date.

Time consuming – Tasks such as optimizing online advertising campaigns and

creating Marketing content can take up a lot of time. It’s important to measure
your results to ensure a Return-on-investment.

High competition – While you can reach a global audience with digital
marketing, you are also Up against global competition. It can be a challenge to
stand out against competitors and to grab Attention among the many messages
aimed at consumers online.
IS, DIGITAL MARKETING EFFECTIVE?

Digital marketing can be very effective, especially when implemented correctly.

Digital Marketing offers a wide range of tactics and channels that can be
tailored to reach specific target audiences, engage them in two-way
conversations, and build strong relationships with customers Over time.

How and Why Digital Marketing Is Growing?

A business owner wants to go to the customer. Customers spend more time and
resources on Online channels than ever before. They are consuming ads on
websites, apps, or social media. Businesses have to personalize their content per
their audience. Since this audience hangs out Online, digital marketing is
growing. It’s also increasing because the digital marketing industry Is thriving.
Here’s a digital marketing salaries guide showing the growth of digital marketing
From an employment perspective.

How Do Businesses Monitor the Success of Digital Marketing?

The impact of your digital marketing strategies depends on the KPIs that are
relevant to the Branch of digital marketing and the tools you are using. You use
analytics tools like Google Analytics and Heap to track these KPIs and get
actionable insights. Website metrics—such as Overall traffic, bounce rates, and
average time per visit—are all important to look at. A company With more
robust a social media strategy might use different metrics, such as reach and
impressions, engagement rate, and click-through rate.

What Is the Heart of Digital Marketing?

The heart of digital marketing is knowing your audience. It doesn’t matter how
much you spend On digital marketing strategies, or what your digital marketing
efforts include. If your business Is unclear about the audience and their pain
points, there’s no point. Empathetic connection Through consumerfocused
content is vital. This is true regardless of formats, platforms, and google trends.
ENHANCE DIGITAL MARKETING CAMPAIGN:-

Define your target audience: Clearly define your target audience and
tailor your messaging And content to their needs and interests. Use
demographic data, customer feedback, and analytics To better understand your
audience and create more personalized and relevant content.

Set clear goals and KPIs: Define specific, measurable goals and key
performance indicators (KPIs) to track your progress and determine the success
of your campaigns. Use analytics tools To monitor your metrics in real-time and
make data-driven decisions to optimize your campaigns.

Optimize your website: Ensure that your website is user-friendly,

mobileresponsive, and Optimized for search engines. Use keywords, meta tags,
and internal linking to improve your Website’s visibility and ranking in search
engine results pages (SERPs).

Leverage social media: Use social media platforms to engage with your
audience, build Relationships, and drive traffic to your website. Use paid
advertising and social media influencers To expand your reach and increase
engagement.

Invest in content marketing: Create high-quality, informative, and

engaging content that Resonates with your target audience. Use blog posts, info
graphics, videos, and other forms of content to attract and engage your
audience.
THE 4 PS OF MARKETING AND THEIR IMPLICATIONS
FOR DIGITAL MARKETING

• Product • Price • Place • Promotion

Product

This may be a physical product or a service proposition. The key here is that
something is Developed that people actually want to buy. Some businesses
begin with a product and then try To force that on an audience. If there is no
demand for your product and no one is interested then You will not be able to
create demand.

Price

Pricing is the second P and one that can be more of a science than an art.
Understanding price Elasticity and competitive positioning are angles to
consider but the key factor is whether the Price reflects the amount that people
are willing to pay. The ‘willing to pay’ element depends on Many factors such
as brand value, online reviews, product quality and others but there are also
Numerous pricing tactics and strategies that can be employed during the
different phases of the product life cycle.

Promotion

Promotion is what most people think of when they hear the word marketing and
consists of TV Campaign, press advertising and display banners. This is often
the first time that people will have Any relationship with the company’s brand
and in below-the-line marketing; this can be a Personal relationship. To be
successful in digital marketing, first impressions about the company Are very
important and hence so getting the company’s promotion strategy right is vital.
 CHAPTER 2
INDUSTRY PROFILE
Industry Profile
THE NATURE OF BUSINESS

SECTOR:
TRADITIONAL/DIGITAL MARKETING INDUSTRY: MARKETING

Traditional Marketing:

Traditional marketing refers to the conventional methods of advertising and

marketing that have Been in use for a long time. These include advertising in
print media such as newspapers, Magazines, brochures, etc., outdoor advertising
like billboards and banners, and broadcast Advertising such as TV and radio
commercials. These methods rely on broad targeting and reach, And are
relatively expensive compared to digital marketing.

Digital Marketing:

Digital marketing refers to the use of digital channels to promote products or

services. Social Media platforms, email campaigns, content marketing, search
engines, and mobile apps are some Of the channels used in digital marketing. It
is comparatively less expensive than traditional Marketing because digital
marketing strategies focus on specific target audience and Demographics, and
are measurable in terms of return on investment (ROI).

Industry Trends:

The marketing industry has undergone significant changes in recent years, driven
mainly by the Shift towards digital marketing. While a significant proportion of
businesses still rely on Traditional marketing methods, more and more companies
are shifting towards digital marketing Due to its costeffectiveness and target
specificity.
Some of the key trends in digital marketing include the use of social media
influencers, Personalized marketing, and artificial intelligence and automation in
marketing campaigns. Social media influencers, who have a large and loyal
following on social media platforms, have Become a key component of many
digital marketing campaigns.
Personalized marketing is also increasingly being used, wherein marketing
efforts are tailored to A specific audience based on their interests and behaviours.
Artificial intelligence and automation Are being used to optimize marketing
campaigns and improve the customer experience.
In conclusion, both traditional and digital marketing strategies have their benefits,
and Companies must choose the best one based on their target audience,
objectives, and budget. However, the growth of digital marketing is inevitable,
and businesses must be willing to adapt to the changing landscape to remain
competitive.

SWOT ANALYSIS OF TRADITIONAL AND DIGITAL

MARKETING

Strengths of Traditional Marketing:

Reaches a wide audience: Traditional marketing has been around for

decades and has become A tried and tested method for reaching a wide
audience, through modes like television, radio, and

Print advertisements.

Tangibility: Tangibility of traditional marketing materials such as flyers,

brochures, billboards, Etc., makes them easier to remember and hold on to,
thereby enhancing the brand recall value.
Familiarity for older audiences: People from older generations might find
traditional Marketing methods more accessible, as they are more familiar with
them.

Selective targeting: Traditional marketing offers easy targeting, as it is

possible to segment the Audience based on geographical and demographic
factors and cater to specific audiences.

Strengths of Digital Marketing:

Access to a global audience: Digital marketing reaches a vast number of

people worldwide via the Internet.

Cost-effective: Digital marketing is much cheaper than traditional marketing,

making it suitable For small businesses and start-ups, which may have a limited
marketing budget.

Real-time analytics: Online marketing metrics, or analytics, can be

monitored in real-time, Allowing businesses to evaluate the impact of their
marketing strategies quickly.

Personalization: Digital marketing provides marketers with the potential to

personalize their Approach since it can track a user’s browsing habits, social
media behavior, search history, etc.

Weaknesses of Traditional Marketing:

Limited analytics: It is difficult to measure the performance of traditional

marketing accurately. It’s hard to know the number of people who saw the
advertisement or the number of conversions Achieved.
Expensive: Traditional marketing activities such as creating TV commercials,
newspaper ads, Flyers, or billboards are usually costly, making them harder for
small businesses to execute.

Scope for errors: Traditional methods provide limited testing opportunities,

making it more Costly and time-consuming to correct errors or to change the
strategies once implemented.

Limited personalization: Due to the limited targeting capabilities and

inability to provide Targeting beyond demographics and specific locations,
traditional marketing lacks.

Weaknesses of Digital Marketing:

Requires internet access: Digital marketing depends on users having access

to the internet; it May not be cost-effective if a business wants to target users
without access to the internet.

Overwhelming competition: The number of digital marketing strategies

and competitors Involved in the online market can make it hard for a business to
stand out from the crowd.

Potential for errors: Although digital marketing offers real-time analysis,

the data collected can Be overwhelming, resulting in errors or an insufficient
understanding of the data’s real Implications.

Dependence on technology: If the internet or the power supply goes down,

then digital Marketing strategies may become ineffective and unavailable,
making the brand invisible.
Opportunities of Traditional Marketing:

Reach a wide audience: Traditional marketing methods allow businesses to

reach a large Number of people at once regardless of the demographics.

Tangibility: Products and services could be presented to customers physically

in traditional Marketing methods, creating lasting impressions.

Personal touch: Traditional marketing methods like handouts and direct

mails offer a personal Touch that digital marketing can’t replicate.

Threats of Traditional Marketing:

Cost: Traditional marketing methods like print ads, billboards, and brochures
can be quite Expensive, especially for small businesses.

Limited interactive capabilities: Traditional marketing doesn’t allow for

two-way Communication between businesses and customers.

Difficulty in tracking results: Traditional marketing methods do not offer

good tracking options, so it is difficult to understand their impact.

Opportunities of Digital Marketing:

Targeted audience: Digital Marketing allows businesses to target a specific

audience more Effectively.

Cost-effective: Digital marketing methods like social media advertising and

email marketing Are relatively cheap, making it a more cost-effective option for
small businesses.
Interactive: Digital marketing channels like social media and web-based
channels allow Businesses to connect and interact with customers in realtime.

Threats of Digital Marketing:

Over reliance on technology: Digital marketing relies heavily on

technology which can be Unreliable at times.

High competition: Digital marketing is highly competitive and requires

consistent monitoring And adjustment to be successful.

Potential for fraud: Digital marketing can be prone to click fraud, where
businesses pay for clicks that do not lead to actual sales.
 CHAPTER 3
LITERATURE REVIEW
The transformation from traditional to digital marketing has become one of the
most profound shifts in the marketing industry, largely influenced by
advancements in technology and changes in consumer behavior. Traditional
marketing, including print ads, television commercials, radio, and billboards, has
been centered on mass communication with limited direct engagement or
measurable results. These methods often lacked personalization and real-time
interaction with consumers. However, the rise of the internet, mobile technology,
and social media has fundamentally changed how businesses communicate with
their audiences.
The digital marketing revolution began in the early 2000s with the growth of
search engines, websites, and social media platforms, but its acceleration in the
last decade (2013-2023) is particularly notable. By 2023, digital marketing spend
surpassed traditional media for the first time, with digital ad spending reaching
over $500 billion globally, according to Statista (2023). This dramatic shift
reflects the growing dominance of digital platforms like Google, Facebook,
Instagram, and newer entrants such as TikTok. Brands can now target highly
specific audience segments using data-driven insights and measure campaign
effectiveness in real-time, creating more personalized experiences for consumers.
One of the key drivers of digital marketing's growth is the availability of data. In
contrast to traditional marketing, where audience targeting was based on broad
demographics, digital marketing relies on advanced data analytics to segment
audiences precisely. Tools such as Google Analytics, CRM systems, and social
media insights allow businesses to analyze consumer behavior, monitor
engagement, and make data-backed decisions. According to a McKinsey &
Company report (2023), companies that incorporate advanced analytics into their
marketing strategies saw a 20% improvement in ROI. This ability to measure and
refine campaigns has made digital marketing more effective and accountable than
traditional methods.
Social media platforms have played a pivotal role in this shift. As of 2023, over
4.7 billion people use social media worldwide, making it an essential channel for
businesses to interact with their audience. Social media marketing now includes
not only organic posts but also influencer marketing, paid ads, and real-time
customer service. Platforms like Instagram and TikTok are central to influencer
partnerships, where brands collaborate with individuals who have large, engaged
followings to promote products. According to Influencer Marketing Hub (2023),
the influencer marketing industry was expected to reach $21.1 billion in 2023,
highlighting its growing importance in digital strategies.
Mobile marketing has also reshaped the digital marketing landscape. As mobile
usage continues to grow, businesses are increasingly adopting mobile-first
strategies to optimize websites, content, and ads for smartphones. According to
Statista (2023), more than 60% of global web traffic now comes from mobile
devices, making mobile optimization a crucial part of digital marketing.
Moreover, the integration of geolocation data allows businesses to deliver
personalized, location-based content, enhancing relevance and engagement.
The advent of Artificial Intelligence (AI) and machine learning has further
accelerated the evolution of digital marketing. AI enables marketers to deliver
highly personalized content at scale, optimize ad placements in real time, and
improve customer experiences with automated chatbots. AI-driven marketing is
expected to account for over 30% of global marketing spend by 2025, as reported
by Gartner (2023). This shift toward automation and data-driven decision-
making has increased efficiency and improved customer engagement.
In conclusion, the transition from traditional to digital marketing is driven by
technological innovations and changing consumer preferences. The growing
reliance on data analytics, social media engagement, mobile marketing, and AI is
reshaping how brands communicate with consumers. As we move through 2023
and into 2024, digital marketing will likely continue to evolve, integrating
emerging technologies such as augmented reality (AR), virtual reality (VR), and
advanced AI, further enhancing personalization and consumer interaction.
 CHAPTER 4
PROBLEM DEFINITIONS
Traditional Marketing:

Decreased sales or revenue: This problem might arise due to changes in

the market, decreased Demand for the product, or increased competition.

Lack of brand awareness: Customers might not know about the

company’s products or Services, which makes it difficult to attract new
customers and increase sales.

Limited reach: Traditional marketing tactics like flyers and billboards have a
limited reach and might not reach the desired target audience.

Poor customer retention: Customers might switch to competitors due to

dissatisfaction with The product or service.

Digital Marketing:

Low online visibility: A website might not rank high on search engine
results pages, reducing Its visibility and reach.

Low website traffic: A website might not attract many visitors, reducing its
chances of Generating leads and revenue.

High bounce rate: Visitors might leave the website quickly, indicating that
the website failed to Meet their expectations or provide useful information .

Poor lead generation: Visitors might not convert into leads due to a lack of
trust, poor user experience, or inadequate lead generation tactics.
 CHAPTER 5
OBJECTIVES OF STUDY
• To study the effect of Digital marketing on brand awareness and overall
perception of the Company.

• To know whether online marketing is better than offline marketing in today’s

scenario.

• To gather knowledge about the various modes of marketing.

• To evaluate the mode of marketing gives better results in terms of sale, profit
etc.

• To identify the satisfaction level of customers about online and traditional

marketing.

SCOPE OF STUDY

5.1 SCOPE OF STUDY

• Conducting market research to identify the target audience and their

digital behaviours And preferences.

• Evaluating and optimizing email marketing campaigns to improve open

rates, Clickthrough rates, and conversion rates.
• Analyzing website traffic and user behaviour through web analytics tools
to identify areas For improvement.
• Developing a content marketing strategy that aligns with the brand’s
messaging and Business objectives.

• Creating and executing a social media marketing campaign to increase

brand awareness.

LIMITATIONS OF STUDY

5.2 LIMITATION OF STUDY

• Sample bias:
Research conducted solely through online surveys or social media may only
Capture the perspectives of individuals who are active online, leading to a
biased sample That may not accurately represent the larger population.

• Limited data access:

Due to privacy concerns, researchers may have limited access to Data that
digital marketing platforms collect, making it difficult to accurately measure the
Effectiveness of certain digital marketing strategies.

• Rapidly evolving technology

: The digital marketing landscape is constantly evolving, Making it challenging
for researchers to keep up with the latest trends and best practices.

• Difficulty measuring impact:

Measuring the impact of digital marketing strategies can Be difficult,
particularly when it comes to assessing long-term effects or determining
Causality.

• Limited generalizability:
Results from digital marketing studies may not be easily Generalized to other
industries or regions, as different factors may come into play in Different
contexts.

• Lack of standardization:
There is a lack of standardization in the way that digital Marketing metrics are
defined and measured, making it difficult to compare results across .

5.3
HYPOTHESIS

This study is conducted to assess the hypothesis that if company is marketed

through social Media platforms, then what will be the effects of this type of
marketing on its image or Awareness.

NULL HYPOTHESIS [H0]- There is no significant relationship between

marketing the Products on web through social media channels.

ALTERNATIVE HYPOTHESIS [H1]- There is a significant relationship

between the marketing on social media channels and its effects on the
company’s brand.
HYPOTHESIS TESTING

NULL HYPOTHESIS (HO): There is no significant relationship between

marketing the products On web through social media channels.

ALTERNATIVE HYPOTHESIS (H1): There is a significant relationship

between the marketing On social media channels and its effects on the
company’s brand.

Results: Based on the results of our hypothesis testing, we reject the null
hypothesis and accept the alternative hypothesis.

The alternative hypothesis. This means that there is a statistically

significant relationship between Marketing products on the web through social
media channels. We can conclude that social Media marketing is an effective
strategy for promoting products on the web.
 CHAPTER 6
RESEARCH METHODOLOGY
Steps or techniques used to identify, select, process, and analyze information so
as to clearly Understanding the research problem with the help of data or
information. In this study both Primary and secondary data has been used for
carrying out the result.

MODE OF DATA COLLECTION:

There are two types of data:

• Primary Data: Primary research is data which is obtained firsthand.

This means That the researcher conducts the research. Primary research means
going directly to The source, rather than relying on pre-existing data samples.

• Secondary Data: Secondary research is also known as desk research.

This type of Research relies on pre-existing data sources such as company
websites, articles .

Market research reports. It is generally carried out at a desk, either offline

(via Books, research documents, etc.) or online (via websites, pdf reports, etc.).

This study is based on secondary data which collected using different websites
available on the Internet. We also collected data from various websites available
on the internet including the official website of the company and other survey
conducting websites
 CHAPTER 7
DATA ANALYSIS & INTERPRETATION
Showing which method of marketing you prefer

Showing which method of marketing mostly preferred by people

Interpretation

It shows the preference of marketing. 64% of respondents prefer online

marketing and 36% of respondents prefer traditional marketing.

Showing that getting a new product launching info via online

marketing than a traditional marketing is more informative .

Showing opinion regarding the statement that getting a new

product launching Info via online marketing than a traditional
marketing is more informative
Interpretation

52% of respondents agree that getting a new product launching info via digital
Marketing is more informative than traditional marketing, 26% of respondents
Strongly agree that getting a new product launching info via digital marketing is
more Informative than traditional marketing,18% of them have neutral opinion,
2% of them Disagree that getting a new product launching info via digital
marketing is more Informative than traditional marketing, 2% of respondents
strongly disagree that Getting a new product launching info via digital marketing
is more informative than traditional marketing.
Showing attentiveness in online marketing

Showing attentiveness in online marketing

Interpretation

It shows attentiveness in online marketing. 50% of respondents agree that they

are Attentive in online marketing, 30% of respondents have neutral opinion that
they are Attentive in online marketing, 8% of respondents strongly agree that
they are attentive In online marketing and 8% of respondents disagree that they
are attentive in online Marketing, 4% of respondents strongly disagree that they
are attentive in online Marketing.

Showing how much people are satisfied with online marketing

Showing how much people are satisfied with online marketing

Interpretation

It shows the satisfaction in online marketing by the respondents. 46% of them

are Satisfied with online marketing, 36% of respondents have neutral opinion
about the Satisfaction of online marketing, 12% of respondents highly satisfied
with online Marketing, 6% of respondents dissatisfied with online marketing
.No one were highly Dissatisfied with online marketing.

Showing what are the benefits does traditional marketing offer

over the online marketing.

Showing the benefits does traditional marketing offer over the

online marketing.
Interpretation

It shows the benefits does traditional marketing offer over the online marketing.
58% Of respondents opinion that traditional marketing offer easy of shopping
over than Online marketing, 26% of respondents opinion that time saving is
provided by Traditional marketing, 14% of respondents opinion that traditional
marketing as a Interactive medium and 12% respondents opinion that traditional
marketing offer Low cost.10% of respondents opinion that traditional marketing
offer wide range of Information.
Showing how would you rate traditional marketing

Showing rating of traditional marketing by people

Interpretation
It shows the rating given to traditional marketing by the respondents. 46% of
Respondents are satisfied with traditional marketing, 36% of respondents have
good Opinion about traditional marketing, 16% of respondents have excellent
opinion about Traditional marketing, 2% of respondents have fair opinion about
traditional Marketing, No one have bad opinion about traditional marketing.
CHAPTER 8
FINDINGS
• Social media is a powerful tool for reaching customers: Social
media platforms such As Facebook, Instagram, Twitter, and LinkedIn continue
to be important for reaching customers and building brand awareness.

• Video marketing is on the rise: Video content is becoming

increasingly popular as Consumers prefer more engaging and interactive forms
of marketing.

• Mobile optimization is essential: With more than half of all web

traffic now coming From mobile devices, it’s essential for businesses to optimize
their websites and marketing Campaigns for mobile.

• Personalization is key: Consumers expect personalized experiences,

and businesses that Use data to provide personalized marketing messages and
recommendations are more Likely to succeed.

• Voice search is growing: With the increasing popularity of smart

speakers and virtual Assistants, voice search is becoming an important
consideration for businesses in their Digital marketing strategies.

• AI and machine learning are transforming marketing: AI and

machine learning Technologies are being used to optimize digital marketing
campaigns, personalize customer experiences, and provide valuable insights into
consumer behaviour.
 CHAPTER 9
SUGGESTIONS
• Know your audience: Understanding your target audience is essential
for creating Effective digital marketing campaigns. Research your audience’s
demographics, interests, And behaviours to tailor your messaging and targeting.

• Use social media effectively: Social media platforms are an essential

part of any digital Marketing strategy. Identify the platforms your audience uses
most and create a presence There. Engage with your followers, share valuable
content, and use social media Advertising to reach new audiences.

• Optimize for mobile: With more than half of all web traffic coming
from mobile devices, It’s essential to optimize your website and marketing
campaigns for mobile. Make sure your website is mobile-friendly and create
mobile-specific content and ads.

• Leverage SEO: Search engine optimization (SEO) is a powerful tool

for driving organic Traffic to your website. Use keyword research to optimize
your website’s content and Structure, and focus on creating valuable and
relevant content that will rank well in search Engines.

• Use data to inform your strategy: Digital marketing generates a

wealth of data, from Website analytics to social media engagement metrics. Use
this data to track the Performance of your campaigns and make data-driven
decisions about where to invest Your marketing resources.

• Stay up to date with the latest trends: Digital marketing is a

fastpaced and constantly Evolving field. Stay up to date with the latest trends
and technologies, such as AI, voice search, and personalization, to stay ahead of
the competition.
CHAPTER 10
CONCLUSION
The evolution from traditional to digital marketing has fundamentally altered the
marketing landscape, creating both significant opportunities and complex
challenges. Traditional marketing—encompassing television, print, radio, and
billboards—relied on broad, one-way communication methods that often resulted
in limited consumer engagement and feedback. These traditional methods, while
effective in reaching large audiences, were generally expensive and lacked the
precision that digital marketing now offers. Traditional advertising also required
significant investment in media placement and production costs, which often left
small and medium-sized businesses at a disadvantage.

The advent of the internet and digital technologies introduced a paradigm shift in
the marketing world. With the emergence of online platforms and tools,
businesses gained access to a vast array of digital channels—websites, search
engines, social media, email, and digital ads—that allowed for more targeted and
measurable marketing efforts. One of the key advantages of digital marketing is
its ability to provide personalized, customer-centric experiences. Unlike
traditional marketing, which often broadcast a one-size-fits-all message, digital
marketing can tailor content to specific demographics, behaviuors, and even
individual preferences.

Moreover, digital marketing enables real-time interaction between brands and

consumers. Social media platforms, customer reviews, and direct messaging
allow for instant feedback and dialogue, transforming consumers from passive
recipients of advertising into active participants in the brand experience. This
increased interactivity also allows businesses to fine-tune their campaigns based
on immediate consumer responses, driving more efficient use of resources and
improving overall outcomes.

The ability to track consumer behavior through tools like Google Analytics, social
media insights, and email metrics has given businesses a wealth of data to better
understand their audiences and optimize marketing strategies. This data-driven
approach has made digital marketing not only more cost-effective but also more
effective in reaching the right audience at the right time. Additionally, the global
reach of digital marketing has leveled the playing field, enabling businesses of all
sizes to compete in a global marketplace with limited budgets.
However, the transition to digital marketing is not without its challenges. The
digital space is crowded, with businesses constantly vying for consumer attention
through an increasing number of platforms and channels. This oversaturation has
made it more difficult for brands to stand out, requiring marketers to be highly
creative and innovative in their approaches. Furthermore, as digital marketing
becomes more reliant on data and technology, issues like data privacy, cyber
threats, and the ethical implications of personalized advertising have emerged as
key concerns for businesses and consumers alike.

In conclusion, the transformation from traditional to digital marketing has

drastically reshaped the way businesses connect with their audiences, offering
unprecedented opportunities for personalization, targeting, and measurement.
While digital marketing has made marketing more accessible and dynamic, it has
also introduced new complexities that require marketers to adapt continually. The
future of marketing will likely see an even deeper integration of advanced
technologies such as artificial intelligence, automation, and virtual reality, further
pushing the boundaries of how brands can engage with their customers.
 CHAPTER 11
BIBLIOGRAPHY
LINK

S:

• https://www.mygreatlearning.com/blog/introduction-to-digital-marketing/
• https://www.simplilearn.com/traditional-marketing-vs-digital-
marketingarticle

• https://www.simplilearn.com/history-and-evolution-of-digital-
marketingarticle

• https://www.perceptive.co.nz/blog/from-traditional-to-digital-the-
evolutionof-digital-marketing-strategy

• https://www.journalbusinesses.com/index.php/revista/article/view/295/661
•https://www.researchgate.net/publication/303163963_Digital_Marketing_in_
Indian_Context

• https://www.customermonitor.com/blog/from-traditional-to-digital-
theevolution-of-digital-marketing-strategy

• https://www.studocu.com/in/document/itm-group-ofinstitutions/management-
of-new-ventures/299399529-
REFERENCE

Digital Transformation |Digital Transformation: Survive and Thrive in an

Era of Mass Extinction Thomas M. Siebel – Google Books

Principles of Marketing | basic concepts of marketing | By Pearson by

Neelika Arora (Author), Gary Armstrong (Author), Prafulla Agnihotri (Author)
Paperback : https://amzn.to/3AyKn9P

Marketing Management | marketing cases in the Indian context | Fifteenth

Edition | By Pearson By Avinash kaushik (Author), Keven Lane Keller
(Author), Others (Author)
Paperback : https://amzn.to/3IGDJkt
Kindle Edition : https://amzn.to/34fDlL3

Marketing 4.0: Moving from Traditional to Digital by Philip Freitas

(Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)
Kindle Edition : https://amzn.to/3r3hmzK
CHAPTER 12
ANNEXTURE
Questionnaire: The Evolution from Traditional to Digital Marketing

ANNEXTURE
Q.1) Which method of marketing you prefer?

o Tradi onal Marke ng

o Digital Marke ng

Q.2) Do you think digital marketing is more effective than traditional marketing to launch
product?

o Strongly agree

o Agree

o Disagree

o Strongly disagree

Q.3) Does online marketing is more effective than traditional marketing?

o Strongly agree

o Agree

o Disagree

o Strongly disagree

Q.4) How much people are satisfied with online marketing?

o Highly sa sfied

o Sa sfied

o Dissa sfied

o Highly Dissa sfied

Q.5) What are the benefits does traditional marketing offer over the online marketing?

o Low cost

o Time saving

o Ease of shopping

o Interac ve medium

Q.6) How would you rate traditional marketing?

o Excellent

o Sa sfied

o Good

o Fair

o Bad