Traditional Marketing Vs Digital Marketing

767 Words4 Pages
Marketing is an essential part of business nowadays, and incorporates a large part of any company’s activities and efforts. There exists the tendency to sub-divide marketing into ‘traditional’ and ‘digital’. The marketing gurus Philip Kotler and Kevin Keller gives the following definition of traditional marketing, “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. In fact, this definition is universal, and corresponds to both traditional and digital marketing. Ultimately, both are aimed at gaining and/or keeping customers and stimulating sales.
One would usually mean the Web referring to digital marketing, however, due to the increasing role of mobile devices in people’s lives, the so-called ‘mobile’ marketing is gaining weight as part of digital marketing. For the sake of this research, only marketing on the Web will be taken into consideration, and will be referred to as ‘Online marketing’.
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Internet marketing involves many components: Web design, information management, PR-technologies, sales, customer service, technological capabilities, etc. The two unique benefits of online marketing are the following:
1. It allows to precisely segment the audience, and thus, to create personalized content and messages. Companies have a chance to choose their audience, track their online behavior and preferences, as well as to reach them with rele-vant messages in proper
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