IMPACT OF INTERNET AND TRADITIONAL MARKETING ON CONSUMER RESPONSE

Abstract

Problem: Marketing is among the most important strategy for business as it has various effective tools for advertising product/services. For many years, traditional marketing has been in use and currently new and innovative ways of doing business for companies has been brought by Internet which has affect on marketing. In this thesis we are going to discuss the key distinction among traditional and Internet marketing, among the two approaches which one offers more effective and used tools of marketing as well as which approach attracts more customers. Purpose: The aim of the thesis is to understand the difference between traditional and internet marketing along with which approach is more effective in attracting large number of audience. The main purpose behind this thesis is to find out which marketing tactic is more effective and efficient in gaining attention of large customer base along with what are the main points of difference between traditional and internet marketing. Method: The information gathered in this study was obtained through quantitative research from textbooks, websites, articles, research papers and survey. The sample size for survey is 100 comprising of male and female in equal ratio. The information collected from the analysis of survey and statistical data helped in coming towards a conclusion. Findings: By analyzing different aspects of theory, comparison, studies, statistical data and survey answers, the conclusion is that by using the advantages of both Internet and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. People ages from 31 and above still prefer traditional marketing but again there is emerging population which includes younger audience age from 16-30 who looks for internet nowadays for its easy access and 24/7 available buying option. For companies to have success now and in the future, keeping up with these constantly-evolving digital marketing technologies must be a top priority.