The Marketing Debate: Exploring Traditional vs. Digital at Assumption

Assumption College Undergraduate

According to a recent Pew Research study, “81 percent of online Americans report their internet and cell phone use has made them better informed about products and services today than they were five years ago.” Also, contrary to popular belief, the study finds that the majority of Americans are not overwhelmed by the amount of information at their fingertips.

These findings continue to spur the debate over traditional vs. digital marketing.

As digital technologies allow businesses to reach consumers in more ways than ever before, marketing professionals are debating about the most effective way to allocate their advertising budgets.

Traditional marketing methods include print and television advertisements, while digital marketing utilizes electronic devices such as computers, phones and tablets to engage and advertise to the target audience. Digital marketing methods include e-mail, websites, social media, etc.

Proponents of digital marketing suggest that the industry is shifting away from traditional media, citing studies that indicate most marketing managers believe their digital marketing budgets will soon surpass traditional media spending.

Others have a more two-sided view. Tom Doctoroff, CEO of JWT Asia Pacific, writes in his AMA Marketing News article: “The $250 billion spent on television globally suggests that broadcast media is not going to fade away. And search engine advertising, as well as expenditures on other digital platforms, will continue to boom.” Doctoroff argues for the harmony of opposites— a strategy that combines the benefits of both traditional and digital marketing to effectively reach target audiences.

Assumption students pursuing a bachelor’s in business have an opportunity to learn about the evolving digital marketplace through a number of courses including MKT 326 – Marketing on the Internet. The objective of this course is to increase students’ understanding of the complexity and consistently changing strategies of marketing goods and services on the internet by analyzing technology from the marketing and communications perspective. Students can also choose to minor or major in Marketing.

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