IS ONLINE MARKETING COMPLEMENTING OR CONTRADICTING TRADITIONAL MARKETING PRACTICE?
Authors:
Sunday Ewah, PhD, Joseph E. Osang. & Joseph A. Mpuon
Abstract:
The technological revolution is more or less changing virtually everything in the global market space and marketing domain is not an exception to this new development. It is a fact that the reality of the shift from analogue to the digital world has an inevitable impact on the realms of marketing generally. Therefore the question “is online marketing complementing or contradicting traditional marketing is rhetorical and can be attempted subjectively. The basis for the subjective answer is anchored on previous literature and other scholars’ supportive evidence in line with fast-evolving technology in online marketing and experience-driven markets. The more reason online marketing is gradually unsettling traditional marketing practices to a more sophisticated marketing field. To further gives credence to this study the researchers explored the typology and steps required in online marketing, the merits and demerits, online marketing vis-à-vis traditional marketing, and the conceptual model developed for the study encompasses the traditional ‘4Ps’ of marketing-product, price, promotion and place, while the other ‘p’ that symbolizes personalization captured the focus of individual customer’s interest and wants. The researchers concluded the study believing that the fast-growing online activities thrive mostly in urban areas where the enabling environment is conducive for business performance, while in the rural communities that lack infrastructural facilities and the poverty level of consumers adversely affects the use of current technology. This means that traditional marketing never the less is held in high esteem in such areas, and must continue to thrive till development stride catch up with a reasonable number of communities and consumers.