DIGITAL MARKETING AND TRADITIONAL MARKETING: WHICH AMONG THEM SUITS THE PECULIARITIES OF OUR SETTING?
Muhammad Sani Gawuna, Ph.D
Volume 9 Issue 2
Abstract
Businesses are being operating in a digital age equally dubbed as ‘New normal era’ that prompted the proliferation of digital marketing where products and services are promoted using digital technologies not only on the Internet, but also through mobile phones, display advertising and other digital channels. Thus, digital marketing is becoming an integral part of our daily lives as the traditional marketing practice is presently lagging behind. The paper is aimed at throwing some light on the concept of digital marketing, its benefits and its various forms. An extensive review of extant literature on past studies related to the concept is done. The Technology Acceptance Model (TAM) along with Social Exchange Theory (SET) served as underpinning theories of the work. Dearth of digital marketing related studies has been identified in less developed and developing countries. The outcome of the study also revealed the need for organizations to fully embrace the emerging trends and also merge digital marketing with the traditional marketing practices specifically, in an environment with paucity of infrastructural facilities to become relevant and competitive. Keywords: Digital Marketing, Traditional Marketing, Benefits of Digital Marketing
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