Page 42 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

from the online marketplace was ascertained using the chi square test. The secondary data gathered from a
range of websites, books, journals, and articles.

Digital marketing as opposed to Conventional advertising

Conventional advertising Digital marketing

One-sided communication occurs when an Two-way communication allows the
organization informs a group of people. organization to engage with its customers.
Conventional means of communication, such The primary purpose of social media is
as letters and mail, are utilized. communication.
This approach is appropriate for addressing a This approach works well for reaching a
local audience. worldwide audience.
This process takes a lot of time and money. This process takes less time and is
comparatively less costly.
There is a time restriction on the exposure. In this instance, product and service exposure
is continuous.
Various elements of digital marketing

1) Text messaging: This is a way to use mobile and smart phone devices to deliver information about

products and services. Businesses can use these devices to send text (SMS), images, videos, or audio
(MMS), as well as to send marketing messages. SMS (Short Message Service) became more and more

common in Europe and some Asian countries in the early 2000s. Order confirmations and shipping
alerts can be sent via text message. Businesses may send their clients marketing messages at any

moment using this strategy. Additionally, they have the ability to design surveys and compile crucial

client input that will help them in the future to improve their products and services.
2) Online advertising: It is sometimes referred to as online marketing or web advertising. It's a type of

marketing and advertising where customers receive promotional messages via the internet. It is a
significant component of internet marketing. The business is in total control of when the advertisement

appears.

3) E-Mail Marketing: Email marketing is the practice of sending messages about goods and services to
current or potential customers via email. It is relatively less expensive and may capture the buyer's

interest by presenting the goods and services in an enticing combination of text, visuals, and links.
4) Pay Per Click (PPC): Alternatively referred to as cost per click (CPC), this online advertising

increases website traffic by charging a publisher—typically the owner of a website or network of

websites—only when an advertisement is clicked. Instead of gaining website clicks naturally, pay per
click marketing uses search engine advertising to drive clicks to the website. Both marketers and

searchers benefit from pay per click. It is the ideal method for business advertisements since it is
inexpensive and increases customer interaction with the goods and services.