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Impact on the Sustainable Development Goals (SDGs)

Analysis of institutional authors

Gelashvili VCorresponding Author

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October 10, 2022
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Digital marketing vs. traditional marketing: Literature review and practical lessons

Publicated to:Advanced Digital Marketing Strategies In A Data-Driven Era. 34-50 - 2021-01-01 (), DOI: 10.4018/978-1-7998-8003-5.ch003

Authors: Gelashvili V

Affiliations

Business Economics Department, King Juan Carlos University, Spain - Author

Abstract

Digitalisation has caused important changes that have affected people's lives on a social, economic, or personal level. These changes have affected both business and society in general. Therefore, companies had to adopt different strategies to reach with their users, since traditional methods were no longer effective in some cases. It is the case of marketing, where companies had to change or blend traditional marketing with digital marketing (i.e., to promote their products and services through the internet). The aim of this work is to analyse the existing literature on similarities and differences between traditional and digital marketing. The methodologies used to achieve these objectives were a systematic literature review and bibliometric analysis by Scopus. The results obtained have shown that both traditional and digital marketing are important for companies, so firms must find out which of them is more compatible with the company's objectives. This chapter provides practical lessons for entrepreneurs or marketing makers when choosing a type of marketing for their businesses. © 2021, IGI Global.

Keywords

Decent work and economic growth

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

Esta aportación ha sido publicada por la editorial Igi Global according to the SPI Ranking, y en el año de publicación del trabajo, 2021-01-01, es considerada en la posición Q2.

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2025-08-02:

  • Open Alex: 3

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-08-02:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 129 (PlumX).
Continuing with the social impact of the work, it is important to emphasize that, due to its content, it can be assigned to the area of interest of ODS 8 - Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all, with a probability of 53% according to the mBERT algorithm developed by Aurora University.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Gelashvili, Vera) and Last Author (Gelashvili, Vera).

the author responsible for correspondence tasks has been Gelashvili, Vera.