A comparison of traditional and digital mediums’ effect on reach and purchase intention

Abstract

The use of digital media marketing has been increasing rapidly with technological advances and marketers today are searching for new ways to reach their consumers and increase purchase intention. Digital media marketing can be described as the component of marketing that utilizes the internet and other online digital techniques and technology, i.e. computers, smartphones as well as other digital media such as social media platforms to promote products and services. The primary purpose of the study is to investigate whether digital media marketing is proving to be more effective in reaching consumers and increasing purchase intention rather than traditional media marketing. Traditional media marketing is defined as the use of any offline media to communicate with consumers, such as television, print media and billboards. This communication between marketers and consumers is observed from the marketers perspective however the behavior of consumers can not be ignored. This research paper is built on information from interviews conducted by the researchers and information from scholarly articles, books and studies