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NAAS Journal 2026

International Journal Of Engineering, Business And Management(IJEBM)

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  3. Vol-9,Issue-3, July - September 2025
  4. A Comparative Analysis of Traditional and Digital Marketing Strategies in Era of E-Commerce

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A Comparative Analysis of Traditional and Digital Marketing Strategies in Era of E-Commerce

Umamaheswararao Gobbilla , Dadi Sai Kiran


International Journal of Engineering, Business And Management(IJEBM), Vol-9,Issue-3, July - September 2025, Pages 1-19 , 10.22161/ijebm.9.3.1

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Article Info: Received: 15 Jun 2025; Received in revised form: 09 Jul 2025; Accepted: 13 Jul 2025; Available online: 17 Jul 2025

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This study investigates the comparative effectiveness of traditional and digital marketing strategies within the rapidly evolving e-commerce landscape. Employing a mixed-method approach, it analyzes consumer perceptions, engagement, and purchase behavior through surveys, interviews, and secondary data from diverse industries in India. Key findings reveal that digital marketing significantly influences consumer decision-making, with higher reach, cost-efficiency, and engagement levels, while traditional methods remain vital for brand trust and visibility. The results suggest that integrating both approaches into hybrid, omnichannel strategies enhances overall marketing impact. These insights underscore the importance for businesses to adopt a balanced, consumer-centric approach that leverages the strengths of both channels to optimize brand presence and foster long-term loyalty in a competitive digital environment. The study highlights the critical need for adaptive marketing models to sustain growth and relevance in the e-commerce era.

Traditional Marketing, Digital Marketing, E-Commerce, Marketing Strategies, Consumer Behaviour, Online Advertising, Brand Engagement, Marketing Effectiveness, Customer Retention, Marketing Channels.

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