Marketing: Traditional v Digital - Exploring Modes of Awareness Development

This paper based on different modes of marketing, some of them traditionally used, and some belong to today marketing like digital marketing. Marketing is a source to develop an awareness of product, company, and what kind of services it is offering. The traditional mode of marketing consists of old theories and market patterns. Mostly, companies were focusing on product development according to their own suitable structure and cost, then goes to the market to sell it. Because of limited substitutes, companies take benefit of it. Another common trend was about product monopoly, example belongs to 1980s, VCR was a product to play videos, and there was no substitute for it. The original company takes benefits of it as long as possible for it. Further theories developed in this field, 4Ps are also one of the traditional modes of marketing but exist still in that time.

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These 4Ps are product, place, promotion and price, Product designed before and then move towards placement in the market, promotion was around via newspaper, billboards, and advertisement, prices were charged high because of limited substitutes. But marketing trends has been changed, as the first innovation in this segment was Google Ads, single add shown to several websites further once. Now a day marketing style has been changed mostly companies' shift to digital market and expense very high budget on marketing. Industries trend has been changed market shift from company oriented products to customer-oriented products. First companies focus on the marketing of product then lunch it to market; several channels hold the promotion of products, for example, digital marketing, short advertisements, social media sites, Google advertisements are common practices. These all techniques play a very vital role in company success. After marketing next significant and essential thing is about company brand image in the customer mindset, it develops on the base of product and services offered by the company and how they are useful to target customers.

Most probably those products offered by the company attract more customer, where a single product is able to meet many customer requirements with reasonable price and easily accessible to them. Here significant distinguish between existing companies strategies and new start-ups. Marketing and capturing customers is easy for existing companies rather than new ones. But they also have a plus point to attract customer with innovative and unique services. Next comes customer and company relationship; it is very much important to organizations for success, customer care services develop such kind of strong relationship among them. For the creation of brand images, organization staff plays a very significant role it to develop brand image outside the workplace. Here three market leaders in the food industry, Starbucks, McDonald's and Dunkin' Donuts, in this study, they described on single product Coffee. These are leaders in offering food items with the well-known brand image, all above discussion modes play a vital role in their brand image and for success CITATION Cha19 \l 2057 (Chaffey, 2019.).

Key Concepts

Today digital marketing is an opportunity for entrepreneurs to attract a large number of the customer once.

Monopolist products offered by the company are an opportunity for the company to capture more customers.

Customer's online data collected by different sources can be useful for other companies to market via indirect contact with them.

By saving online data, companies use it on different events; due to providing information about itself, it creates a strong relationship between them.

Brand name of the product is also a way to attract the customer towards the company.

Relational intelligence of companies to take a view about customer and brand relationship.

Verities of customer's expectations from the company regarding their useful products also a motivation for the company for their work

Company employees and their role in company image are very significant.

Market leaders affect the performance of each other positively.

Demand for product into the market and the number of customers in target geographical location play a vital role in company performance.

Marketing strategies, product positing, pricing and roadmap to work step by step is very much significant to the organization.

Research on the parts that I lack sufficient knowledge on

When time changed, people needs and demands also changed, the industry has been shifted from previous to advance trends and established in ways. As discussed above, traditional ways of marketing were not so much effective till this time, because people demands changed day by day, not just people but industry circumstances also changed. From traditional methods, companies shifted to industry new requirement; it leads the organization in new position of success. Today, era belongs to technological revaluation; technology is playing their role in every field of life, in the marketing department of any company, it is very important new trends. Companies expand very high budget on marketing because technology has too much influence on customer mindset. Everyone is a user of social media sites, and initially, Google ads were the start-up of digital marketing, and then this trend became common in practices. Digital marketing is a way of marketing where, on a single click, several customers can get access to information about the company and their offering products. By this technological shift, companies and customers directly communicate with each other.

In the early era, most of the companies can get opportunity being monopolist due to minor substitutes available in the market, and companies get the advantage of it. But nowadays it is very difficult for companies to create a monopoly, it faces very tough competition to market even there are several industry leaders in the same product line, as the above discussion was about Coffee, three industry leaders are there all of them getting high profit due to services and marketing strategies. It also depends on the brand image of any company; it developed by companies' services to customers, the verity of products and employees of the company play a leading role in this segment. Rational intelligence is an approach to get customer mindset about the company offering products and overall brand name.

Market competition among multiple companies those are offering substitutes of each other. This competitive environment put very much positive impact on companies' performance; they focus on offering unique services to the customer for making a strong customer relationship with them. In traditional ways, companies charge high prices, but today, the market has full control of market demand and supply forces. There exist high competitions among them, which lead them in a reduction in prices to capturing more customers CITATION Spi19 \l 2057 (Spiller, 2019).

Companies marketing strategies play a very significant role in attracting more customers, previously 4Ps of marketing was used in very little meaning, but now they are expanded, firstly companies design product and take an overview of market demand fulfilment, then promotion comes into consideration then several approaches and marketing tools used to take benefit if it. These concepts are very useful in the success of company profitability and creating a well-known brand image.

Synthesis of the cogent body of thought from key concepts

A market is a place where a large number of buyer and seller meet to gather by physical appearance, while on the other hand digital market is a platform where a large number of buyer and seller communicate to each other for sale and purchase of company offering product and services. The digital platform is a new trend, the use of technology with advanced marketing strategies. It is sources which connect several buyers once with the company; it engages many customers on a single click. Sign-up is a source to collect customers personal information like date of birth, where he or she is living, from where he get company information; on another side via giving login Ids and passwords customers can also get access to company information. This builds a strong relationship among them.

Digital platforms sources initially very much attractive business marketing trend and this trend in itself also a business, it creates significant value and network effects to protect competitive advantage. But the challenge is over here how to establish and get initiative in this way. Because at the beginning, it is an empty platform, but it is not too severe much issue when a company lunch digital platform successfully, it attracts a large group of customers by sign-ups. Company has to provide features and even value-added services, even a few users it has. For example, online booking of a taxi to move from one place to other, traveler will book online, and the driver accepts an online request to giving him or her offering service.

In early days companies were not directly connected with customers. They do not have relational intelligence, unable to know what their regular users' want, how much expectations they are waiting for, but due to lack of attraction companies are unable to do it; while, a digital platform is an approach, which directly connects to customers and companies. In this direct relationship, very much easier for a company to get connect more value-added relationship. Company treat their customers as friends and family, by sign-up process companies get better information about a customer, then decided what kind of relationship will develop among them. Today industry working on the base of customer-oriented business strategies, companies invests the very heavy amount on marketing and sale staff recruitment for serving the customer and for development of strong customer relationship, which is very much important in today's market. By collecting all key concepts in one place and practically apply all of them, most probably companies are in roadmap to meet customers' expectations. On the other side, some companies are unable to meet customers desire wants and need because they are not well established in technology use and has no strong relationship with their clients CITATION Kin19 \l 2057 (Kingsnorth, 2019).

Missing points and connections

This study comprises the role of digital marketing; examples are coded to explain the significance of marketing strategies. How strategies lead companies towards success, McDonald's, Starbucks, Dunkin' Donuts are three market leaders in offering food and beverages in the market around the globe. Initially, they were not leader, even minimal name they were. But gradually, with time, company policies, and struggle and by the adoption of market trends, they become a leader in the industry. The first strategy they adopted is about franchising of their own, not on multiple locations but also in different states. It is one of the reasons for their success stories.

Other key factors of their success are competitors in the industry; these companies figure out here on the base of one product Coffee, they all are giving very tough competition to each other. Verities of products like flavours of coffee attract many customers, and brand image as they all have a powerful brand name. According to new technological advancement, some requirement are missing in current practices of these companies as they are focusing on different strategies, like Starbucks are focusing on services they are offering as the taste of coffee, they concentrate on staff, employees development, their role in creating a brand image within and outside the company.

The second segment, they adopted globalization and customize product in other states like permissible ac...