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Digital marketing vs. traditional marketing: Literature review and practical lessons

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

Autores: Gelashvili V

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Resumen

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.

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