Traditional marketing vs.

Modern
marketing

A.FATHIMA NOWREEN
20-PCO-001
TRADITIONAL MARKETING
It is concerned with those activities of transferring the ownership of goods
from the manufacturer to the ultimate consumer . Marketing in traditional time
was just selling of goods and services. More emphasis is laid on selling the
goods and services rather than consumer satisfaction.

MODERN MARKETING
It is concerned with creation of customers by identifying their needs and
organizing business to satisfy those needs. Their aim of achieving profit is by
means of consumer satisfaction which is often referred as consumer oriented
concept. More emphasis is made on consumer needs and satisfaction.
 INNOVATION

TRADITIONAL MARKETING
Flow of innovation was vertical in traditional marketing. It is often
from companies to market, hence companies built strong R&D Research and
development infrastructure.

MODERN MARKETING
Flow of innovation is horizontal, it is from market to the
companies ,which commercializes those ideas.
 COMPETITORS

TRADITIONAL MARKETING
Earlier marketers do not face much competitions . Even when
the consumers are not willing to buy the goods or services from a particular set of
marketers they are forced to buy because they do not have any other go, their
choice for alternatives is very less.

MODERN MARKETING
But today the competitions have become very stiff .
Eg: Hotel industry and Taxi companies would not have thought about
Competition with players like Ola, Uber ,Zomatto, Swiggy.
 PRICE STRATEGY

TRADITIONAL MARKETING
In traditional marketing, marketers always adopt a price
which is in line with their competitors. Their strategy to fix a price was very
narrow. They also followed standardized pricing strategy at least for a limited tim

MODERN MARKETING
In modern marketing, marketers tries to match the quality
of major brands at relatively lower price. It is made possible by online go to -
market option. Eg : Xiaomi and Oppo provides all the features which a very
well known brands like Sony and Samsung provides .
 ADVERSTISEMENT

TRADITIONAL MARKETI NG
Boards , Pamphlets , Radio and Televisions were used as the
advertising medium in traditional times. Only few possessed televisions hence
their wasn’t a widespread awareness about the products available in the market.

MODERN MARKETING
Along with traditional marketing methods modern marketers
uses methods like Online marketing , Social media marketing , E-mail
marketing , content marketing to promote their products and services to the
customer.
 CUSTOMER TRUST

TRADITINAL MARKETING - Customers were influenced by advertising campaigns.

MODERN MARKETING - Customers were influenced by friends, families, peers,

social media followers at large than the marketing
communication.
 SOCIAL MEDIA

TRADITIONAL MARKETING
The concept of social media does not exist , Geographic
and demographic boundaries are considered.

MODERN MARKETING
Social media eliminates geographic and demographic
barriers and helps in connecting people at a cheaper price. Customers buying
process has become more social.
 CONSUMER BEHAVIOUR

TRADITIONAL MARKETING
Customers were passive. They do not consider the trend
prevailing in the market. They consume goods and services for their needs.
They do not spend much time in seeking information about the products.

MODERN MARKETING
Customers are more powerful today they actively search for
Information on the brands and they make more informed purchase decision but
They lack control on what they buy and seeks others opinion. They buy new
products simply to update and live up to the trend.
 SEGMENTATION

TRADITIONAL MARKETING
Traditional marketing begins with segmentation i.e dividing
markets based on demographic, geographic and psychographic criteria.

MODERN MARKETING
Consumers are socially connected. They can be connected
through various social media platforms. But it is necessary to seek permission to
send marketing messages, if not consumer gets irritated about the unwanted
messages which affects the image of the company in the minds of the consumer.
Permission marketing is the best way to engage with customers.
 BRAND

TRADITIONAL MARKETING

Earlier, brand is a image the company posses in the

Consumer minds. It may be in the form of a brand name , logo, tagline that
differentiates the company’s products with that of the competitors.

MODERN MARKETING
In modern times brand has become representation of the
Consumer experience.
 PRODUCT MIX

TRADITIONAL MARKETING

4P’s such as Product , Price, Promotion and Place served

as the basic component to start with the manufacturing.

MODERN MARKETING

With the advent of social media consumers are

involved in the very first stage of ideation . Modern marketers adopts
Co-creation strategy in the development of New product.
 SHIFT IN CONSUMER PATH

TRADITIONAL MARKETING

Ac Act
Awa Attit
re ude
aga
t in

MODERN MARKETING
Ap Ad
Aw
pe
A A voc
are sk ct
al ate
 MARKETING INFLUENCE IN OLDEN DAYS AND TODAY

 In olden times the advertising medium which the marketers used was very
different when compared to modern times. The selling strategy which they used
varied to a very great extent. Any product which entered the market will be
marketed to the consumer either selling it personally ( one-to-one) or advertised
through mediums like Radio , Television , Pamphlets , Boards.

 But today any product which is introduced in the market gets our immediate
attention either by way of social media platforms , interacting with the social
communities or through mediums like e-mail by seeking our permission to send
mails regarding the particular goods or services which they offer.
  In traditional times consumer didn’t had any chance of interacting with the
manufacturers to redress their grievances if any or to know in detail about the
product which they bought or intend to buy. Retailers possessed very limited
knowledge regarding the product description because they themselves lacked
awareness about the product.

 But in modern times customers are given chance to give their reviews about
the product. It has become the vital source of information to the youngsters
who search for reviews before making a purchase decision. Positive reviews
add value to the manufactures goods and services. Customers today were also
given a chance to address their difficulties which they face while consuming
the product so that the manufacturers eliminate those difficulties once ,
addressed.
 The influence of the marketers to buy the product in olden times was very
minimal . Lot of changes has taken place in the last sixty decades, especially
underdeveloped countries found it very difficult to adapt dynamics in the
market. Majority belongs to the weaker section of the society who made
purchase only when there is very important need arise.

 Today the standard of living of the people has raised, they want everything
they see whether it is creates value or not they wanted to be updated and
live up- to the trend which created opportunities to the marketer to influence
their products to the customer.
 Word Of Mouth (WOM) in traditional times was very confined, its influence was
not so much on the purchase decisions. Consumer of that times were not
ready to try new products they were not prone to change.

 In recent times, WOM is influenced more by youths, women and netizens .

They act as the most influential segment in the digital era. Youths by their active
participation in social media recommend their suggestions to others, in the same
way bloggers , blogs different topics and create awareness and interest about
the product.
  In traditional times it was very difficult to the marketers to develop business
ideas , because the amount of sources available were very less. People were
unaware about what happened the rest of the world .

 With the advent of transparency brought by the internet , entrepreneurs

draws inspirations from developed countries. Eg : Amazon inspired Flipkart
in India. Internet also plays a significant role in influencing the goods or
services which we search in any of the search engine.
 In traditional times there doesn’t exist a separate market for women. Women’s
are not financially independent they do not possess the required purchasing
power. Hence a very narrow attention is given to the women by the traditional
marketer.

 Things are not same today, women has become financially strong and they
make purchase decision not only for themselves but also for their family
members. Hence by attracting women , marketers gains the whole family’s
attention and interest. Women plays a role of information collectors and
value seekers, therefore marketers aims at attracting women.
TRANSFORMATION OF CLASSIFIEDS OVER TIME
 REFERNCES

E-BOOKS
 Marketing 4.0, Moving from traditional to digital ( Philip Kotler, Hermawun
kartajaya and Iwan setiawan) ISBN 9781119341208.
 Pilot to profit :Navigating modern entrepreneurship to build your business
using online marketing, social media marketing and content marketing.
(Larter lisa) ISBN 9781630475765.
MAGAZINE
 Beyond market – September 2020

WEBSITES
 https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/

Changing -face -of marketing/

THESIS
 Buying decision making in household , influences and practices, Gupta kurum
(Feb 2011) , school of management.