Difference Between Traditional Marketing Vs. Traditional Marketing?

As consumers spend more of their time online, the demand for internet advertising continues to rise. Traditional advertising methods such as television, radio, newspapers, magazines, billboards, and directories are being abandoned by companies who desire to shift their marketing strategies to the web. Advertisers are taking advantage of the benefits of online advertising, including its low cost and ability to reach a large number of consumers. The internet makes it possible and cost-effective to operate markets with millions of participants and millions of products. Every day, eBay has two hundred million product listings, Google runs three billion searches, and two hundred million users log into Facebook (Levin, 2010). The internet’s vast reach can allow advertisers to reach significantly more people than traditional advertising at a fraction of the cost. In addition, online advertising is seeing increased demand from advertisers due to its efficient ability to target

Companies are notoriously technology-deprived on the digital marketing side of things. While this situation is being somewhat remedied by the increasing use and availability of automation tools, the digital marketing department is, many times, at the bottom of the IT department’s priority list.

As shoppers continue to make online purchases, they expect businesses to cater to their needs and provide them with the best deals. Marketing leaders understand this demand and also feel the underlying pressure to deliver a better return on investment.

Marketing has practically been around always in one structure or an alternate. Since the day when people initially began exchanging whatever it was that they initially exchanged, promoting was there. Showcasing was the stories they used to persuade different people to exchange. People have progressed beyond anyone 's expectations from that point forward, (Well, we like to think we have) and showcasing has as well.

The marketing environment is continuously being shaped by the “irresistible force of technology-driven change and innovation” – Winston and Edelbach (2012). The technologies available today have altered the fundamental principles and the communication tools available to marketers. Further discussed by Baines, Fill and Page (2011), the advent of the internet has allowed for the development and adoption of digital resources, from mobile technologies to the social web; including blogs, social networking sites, and multimedia services etc. Meaning, companies can now compete anywhere on the globe, on multiple platforms, thanks to the internet. This has changed the ways entire industries compete and how they now offer, previously unimaginable, customer value and benefits (Capon 2012).

Using new digital technologies constantly transform how current society operates in different spheres; consumer habits are one of the most influenced by these technological innovations, so digital marketing is popular day by day.

This report is written on digital marketing and the goal of this report is to evaluate if the activities from it creates and sustain a competitive advantage.

From the beginnings of an advertising campaign design to the implementation of large scale marketing efforts, technology has had a noticeable impact on the marketing industry. It is becoming more and more important for marketing experts to stay current with new software and programs to ensure they can reach their targeted client base. Companies are reaching out to more and more individuals, as the competition increases daily. The use of the internet and social media continues to become more and more popular as a way to reach out to consumers. A person in the Marketing industry today will experience a host of challenges that are completely unique to someone in the same industry 20 years ago. Why? Because the whole approach has changed. Through new design programs, Customer Relationship management systems, and social media, marketing efforts have evolved to meet the needs of the public, as well as the companies behind it all.

Advertising for Online Businesses The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity.

Digital marketing involves the use of digital technologies to market services or products through the internet and social platforms. It provides many opportunities, allowing marketers to expose their brands to a much wider range of people as everyone uses technology. Statistically speaking “the number of users including people aged 55+ has increased by nearly 80%” (Charjan, 2017). Not only is digital marketing the future, it is an ideal form of communication to gain many consumers. If companies do not keep pace with digital marketing, they are in risk of going bankrupt and losing consumers. In this case, the well-known confectionary brand Darrell Lea has “gone bust after 85 years in business, putting more than 700 jobs under threat” (Speedy, 2012), due to constant negative profits and lack of digital marketing which has had a major impact on their company.

Due to high competition in today’s business, firms under pressure to explore new technology that can address competitive issues (El-Gohary, 2009, p.1). Increasing the numbers of internet users than ever have forced decision makers to change their ways to stay live in market. Recently, e-Marketing (EM) has been used by different companies to advertise their services and products (Mokhtar, 2015, p.1).

The concept of marketing started many moons back, as far back as 1450! The first printed advertising started with the invention of ‘moveable type’, which made mass printing possible for the first time.

Advertising began to take form in the 1950 's and the 1960’s as the age of modern marketing began to rise. In the 1960 's, great economic changes took place the influenced how the marketers in large agencies advertising products to the general public. Beginning with the creative revolution, modern marketing formed itself to cater both the changing economy and the general public. Many companies followed the trend of branding, which is forming a distinction between two similar products produced by separate companies, to maintain the competitive edge. This caused advertising agencies, such as J. Walter Thompson and Doyle Dane Bernbach, to adapt new forms of advertising that included the greater use of commercials and the introduction of various company spokes characters. While modern marketing had its beginning in the 1950 's, the 1960 's were a pivotal decade in modern marketing because the changing economy, social conditions, and war efforts caused advertising agencies to generate different advertising campaigns that targeted various demographics as well as methods that are still in practice by advertising agencies in today 's market.

In the digital era, digital marketing has become the powerhouse of businesses and if you want to keep your lights on, then you must be ready to take your digital business to a higher level. But, what do you need to do achieve this? As an internet entrepreneur, thriving in your digital business will not be a stroll in the park. You have to be well equipped with knowledge about the internet marketplace, how to advertise yourself and how to get an edge over your competitors.

According to Paulus H. A. Andreki, Rashad Yazdanifard (2014), E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms started developing e-marketing strategies.