Comparative Study of Traditional Advertising Vis à Vis Digital Marketing - With Reference to FMCG Products.

Agarwal, Pooja

Marketing has been growing for decades in one form or another. The main purpose of marketing is to make goods and services available to customers as per their needs and wants. Traditionally, marketing used to be done through limited mediums like television, print media, and so on. However, with the changing times and with continuous improvements in information technologies, there has been a shift to modern ways of marketing. Digital Marketing has provided the great opportunity and a huge platform to the marketers to connect to the target audience. India is one of the largest growing markets in the world and the scope for digital marketing is going to increase the most. Modern tools include social media advertisements, e-mail marketing, and so on. This study will focus on how companies and various firms are moving towards the use of modern ways of advertising, and how it is getting easier for them to use these mediums and in connecting the tastes and preferences of a larger customer base.

INDIA; FAST moving consumer goods; MARKETING; DIGITAL technology; CONSUMER preferences; COMPARATIVE studies; ADVERTISING; INTERNET marketing; DIGITAL media

International Journal of Applied Marketing & Management, 2022, Vol 7, Issue 1, p17

2455-0132

Academic Journal