Blending traditional and digital marketing

• Author: Todor R.D.
• Pages: 51-56

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 1 - 2016

Blending traditional and digital marketing

Raluca Dania TODOR1

Abstract: It is a matter of fact that we are in the digital era and internet marketing and

social media have a significant impact on the way consumers behave, companies do business

and it is a must for companies to adapt to the new reality. Due to the fast evolution of the

technology, the continuous increase in demand and supply, the supply chain elongation and

the big amount of date, the only solution to face the major changes is the automation of all

the processes. But even though the new era of communication is here, specialist suggest that

companies should not ignore traditional methods, and to try to blend digital marketing with

traditional campaigns in order to achieve their goals.

Key-words: digital marketing, traditional marketing, inbound marketing

1. Introduction

Marketing is everything a company does to place its product or services in the hands

of potential customers. In order to do this better than the competition they must

know everything about their customers from what their need is and how they can

satisfy it, to what need can they further create.

In order to be successful, the companies need to maintain a very good

relationship with their existing customers and to know their future need even before

they know it. The focus nowadays is to sell as much as one can to a customer,

focusing on the existing customers while acquiring new ones and treating them as

individual persons and not as a target group. The amount of big data coming from

everywhere, starting with the website, social media or direct calls helps companies

to know their customers, to do analysis and forecasting. But in order to use wise

these big amount of data, companies need to automate their marketing processes

through marketing automation tools.

Brand awareness and customer retention may rise if companies become more

aware of the potential blending both digital and traditional marketing campaigns.

1 Transilvania University of Braşov, raluca.todor@unitbv.ro