Outline the main differences between traditional media and digital Essay

Outline the main differences between traditional media and digital media and analyse and appraise in relation to consumer buying behaviour 02244 - Essay Example The digital marketing has been boosted by the rise of technological advancements, this has not only changed the way marketers advertise their products, but it has also changed the customers’ method of purchasing. The concept of online shopping has opened up new prospects of digital marketing. The marketers can easily monitor the purchasing trends of the customers and offer customized discounts and product suggestions. Thus, it is evident that digital media marketing is more effective in conducting the promotional activities. The global business market place is constantly changing mostly in terms of the increasing competitiveness. The firms are trying to seek out for new ways to add value for the customers and competitive advantage in the industry (Evans, 2010). Moreover, the customers’ and psychology are also evolving over the years. Not only they are easily bored with the same product but they also have become quite immune to the traditional marketing media. This is a major concern for the marketers as it has become imperative to adopt new marketing communication medium which will help to break the clutter and attract new customers. The following sections cover a comparative discussion on the effectiveness of traditional and digital marketing and how they are effective on influencing the consumers’ buying behaviour. According to Wicks (2014), the traditional marketing media mostly include the television commercials, radio commercials, print advertisements, telephone advertisements and direct sales. The print media is further divided into news paper advertisements, street side billboards, hoarding, etc. These forms of promotional activities have been used over the decades. Lavinsky (2013) have mentioned that with the advent of the internet and rapid rise of computer and gadget usage, the marketing technique have evolved over the last ten years. The internet plays