ABSTRACT
The study investigated the Combined Effect of Digital and Traditional Marketing on Consumers Buying Intentions in Nasugbu, Batangas. A phenomenological research design was employed in this study, which involved five (5) participants using a convenient sampling method.
Participants revealed that the integration of digital and traditional marketing creates freedom, ease of purchase, and accessibility among consumers. They also stated that digital marketing strategies have benefits and challenges. The benefits to consumers were accessible and personalized, while the challenges are age range, competition, rejection, and lack of access. The factors that affect the marketing strategies are purchasing a product in modern world and traditional, interest, strategies in selling and customers satisfaction.
Moreover, Businesses should continue to promote their product and services for customers to appreciate the hard work of workers and encourage customers to continue purchasing through digital marketing or traditional marketing. The Department of Budget and Management should conduct a program that discusses the benefits and challenges that the consumer might encounter in purchasing a product through digital and traditional marketing to make the consumers aware. Business owners should put more effort into analyzing the factors that affect their marketing strategies and assessing about the demographics and behaviors of their target market, which will help them enhance their marketing strategy.
Keywords: traditional marketing, digital marketing, consumer buying intention
INTRODUCTION
According to Desai (2019), digital marketing encompasses all marketing efforts that use an electronic device or internet. Businesses leverage digital channels such as search engines, social media, email and their websites to connect with current and prospective customers. This can also be referred as online marketing, internet marketing or web marketing. Digital Marketing is defined by use of numerous digital tactics and channels to businesses online branding assets –digital advertising, email marketing, online brochures, and beyond there’s spectrum of tactics falling under the umbrella of “digital marketing”.
On the other hand, traditional Marketing is a promotional strategy that targets audiences using offline materials. Marketers may use traditional marketing to interact with customers in physical locations. They typically insert these marketing materials in places where their audience is more likely to see, hear or interact with them. Examples of traditional marketing are radio and television commercials, billboards and direct mail campaigns (Kutev , 2023).
Combining marketing methods is the best way to guarantee a company’s audience is reached effectively. When a company uses every method available to them, they will reach and convert more viewers to their business. Many people still listen to the radio, watch televisions, and read the newspapers and magazines. Traditional Marketing is not dead. In fact, digital marketing is essentially traditional marketing digitized. The trick to incorporating both online and offline marketing methods is to tie all marketing efforts together. Not everyone is online all the time so this is where marketing comes to fill the gap.
The study aims to investigate the impact of digital and traditional marketing strategies on consumer’s buying intentions. With the dynamic landscape of marketing, where both digital and traditional channels coexist, understanding how these channels complement each other to influence consumer behavior is crucial for businesses. By examining in the combined effect of these strategies, the study seeks to provide insights into how marketers can effectively allocate resources across various marketing channels to enhance consumer engagement and ultimately drive purchase decisions. New technology has empowered consumers. They have unlimited access to information and demand products and services when they want. Social Media has given consumers a bigger voice and new channels to communicate with brand and share their opinions and influence of a company to buy things because of good service to customer.
METHODOLOGY
This study used Qualitative approach using phenomenological research design. This type of approach aims to study the phenomenon or experience of people. Also, it’s give an idea on how individuals or a group of people react or experience a certain phenomenon. A phenomenon is a rare occurrence or an experience of an individual that is not common. In this study, the researchers want to study about the effect of digital and traditional marketing on consumers buying intentions. This study was conducted at Nasugbu Batangas.
Using a convenience sampling, the researchers select five (5) participants that are convenient to involve in the study. This saves researchers time and effort in looking for participants who will participate in this study.
RESULTS AND DISCUSSION
This chapter presents the data gathered, analysis and interpretation to answer the problem which this study aims to achieve.
TABLE 1: Influenced of Digital and Traditional Marketing in Purchasing a Product
| R1 | Nakakatulong ang digital marketing sa akin dahil nagkakaroon akong kalayaan na mamili dahil madaming variety at less hassle. (Digital Marketing gives me the freedom of purchasing and it provides lot of variety that allows me to choose and less hassle.) |
| R2 | Mas napapadali ang pagbili ko kasi nakukuha agad nito ang atensyon ko lalo nakapag gumagamit ako ng phone at nags-scroll kapag may mga bagong produkto may mga patalastas agad, kaya napapa-add to cart agad. (It makes my purchase easier because it immediately gets my attention especially when I use the phone ad scroll when there are new products with commercials, I immediately added it in my cart.) |
| R3 | Yung advertisement, dahil maganda ito kasi mas malalaman mo ang mga produkto na pwede mong mabili at yung mga bagay na angkop na bibilhin mo sa pamamagitan nito makakatulong ito sa mga bagay na dapat mong bilhin.(By advertisement because it is good and you will know more about the products that you can buy and the things that are suitable for you, it also helps you to buy the things you needed to purchase.) |
| R4 | Kalinisan ng paninda.(In terms of cleanliness in products.) |
| R5 | Nakakatulong ito sa pagse-search sa shopee at lazada, makikita nyo agad yung produkto na hinahanap nyo,hini kagaya sa palengke na mag iikot-ikot pa kayo.(It helps me by searching in shopee and lazada, I can easily find the product I want, unlike in market I need to go in many stores.) |
INTERPRETATION FOR TABLE 1:
The participants responses were about, freedom, purchase easily and accessible. Table one (1) shows the study explores the impact of digital and traditional marketing strategies on consumer purchasing intentions. Three (3) participant said that may perceive brands using both digital and traditional channels as more credible, while others may prefer one channel based on personal preferences and habits.
This is connected to the study of Shridhar (2023), stated that the factors that influence consumer satisfaction are easy-to-market accessibility, good product quality, and guarantees provided. Infrastructure factors and the responsibility of traders have not been able to increase customer satisfaction.
TABLE 2: Effectiveness of Traditional Marketing in Gaining your Trust and Attention
| R1 | Nagiging epektibo ito dahil nagkakaroon ng 1 on 1 koneksyon sa pagitan ko at ng magtitinda kaya nakukuha nito ang aking atensyon at ngain ang aking trust hindi lamang sa magtitinda pati sa produkto.(It is effective because it creates one on one connection between the seller and the buyer that’s why I gain my trust and attention not only in seller but also the trust in product.) |
| R2 | Kapag namimili tapos biglang may nag aalok o namimigay ng mga pamphlets ,nakikita kona agad sa personal yung quality kaya nakukuha agasd nito ang atensyon at tiwala ko. (When I’m shopping then suddenly someone offers and hands out pamphlets, he immediately sees the quality in person, so it gets my trust and attention in a faster way.) |
| R3 | Maging tapat sa mamimili. (By being honest of the seller in their customers.) |
| R4 | Sa pamamagitan kasi nito malalaman mo yung mga produkto at mas maiintindihan mo kung dapat mo ba ito bilhin o hindi. (Through Traditional marketing, we will know if the customers will really buy or no.) |
| R5 | Sa pamamagitan ng reviews at sa feedback ng ibang mamimili.(By reviews and feedback of other customers.) |
INTERPRETATION FOR TABLE 2:
All the participants responses were about connection and attention. Table (2) shows the effectiveness of traditional marketing in gaining their trust and attention. All participants said that building a strong connection between the customer and seller that gain the attention of the customer and also the seller’s trust using traditional marketing .
This is connected to the study of Bharti and Khumar (2020), who say that the traditional marketing which includes print, broadcasting, telemarketing and outdoor advertisements were the effective techniques of marketing. Gaining customer's attention with the use of hand out pamphlets or the traditional marketing and to develop strong connections with customers by providing them with information directly suited to their interest by promoting open communication.
TABLE 3: Benefits of Digital and Traditional Strategies in Buying Decisions
| R1 | Sa digital mas creative ang way of approaching habang sa traditional makikita mo naman yung aktwal naadvertising ng produkto. (In Digital marketing, it is more creative way of approaching because of the commercials while in Traditional marketing it is an actual advertising of products that uses pamphlets and leaflets.) |
| R2 | Mas natutulungan ako nito sa pagbili ng produkto lalo na kung may mga ibat ibang klase ang produktong gusto ko nagkakaroon ako ng pamimilian at sa tulong ng kanilang panghihikayat mas nalalaman ko yung mga gusto ko kasi nakukuha nito ang aking interes. (It helps me more in buying the product especially if there are other classes that I want, when I’m shopping and with the help of their encouragement I know more about what I want.) |
| R3 | aaari pong magbigay ito ng mga benepisyo sa pag-personalize ng mga serbisyo sa mga indibidwal, kahit na sa tradisyunal po na komunikasyon, sa pamamagitan po ng pag-aalok ng mas malapit na koneksyon at ugnayan. (By providing benefit in personalizing services to individuals, even in traditional communication by offering connections and relationships.) |
| R4 | Bukod nga sa tradisyunal at sa makabago mas mapapabilis o mas mapapadali ang pagbili ng produkto ng mga suppliers. (Both of them will speed up or make it easier for the suppliers to purchase a product.) |
| R5 | Mas mabilis nahahanap yung product at mas nakakamura. (Much easier to find a product and have cheap price.) |
INTERPRETATION FOR TABLE 3:
The participants responses are about accessible and personalize services. Every participant discuss the advantages that both cutting-edge and conventional approaches to convincing someone to buy something can have for them. Two (2) participants said that is more accessible. Three (3) said that it provides and personalizes the services to make each transaction or need faster for each individual. It also demonstrates how each one supports each other to expedite the acquisition of the goods and is less expensive.
This is connected to the study of Shridhar (2023), which stated that the factors that influence consumer satisfaction are easy-to-market accessibility, good product quality, and guarantees provided.
TABLE 4: CHALLENGES OF DIGITAL AND TRADITIONAL MARKETING IN BUYING DECISIONS
| R1 | Sa digital pag walang signal mahirap ma access, sa traditional sobrang nakakapagod at time consuming .(In Digital marketing without the connection there’s a failure in access and in Traditional marketing it consume a lot of time in purchasing.) |
| R2 | Siguro yung minsang pagtanggi ng mga mamimili maari kong ihalimbawa ang tulad ko, minsan kasi kapag may lumalapit sakin upang mag abot ng mga pamphlets minsan hinahayaan ko na lamang ito at hindi binabasa at mahirap din yon sa traditional at sa makabago naman siguro yung mga matatandang hindi gumagamit ng mga makabagong teknolohiya kaya nahihirapan silang maka access ang mga ito. (The consumers rejection, like example when someone approach me to hand out pamphlets, sometimes I just let it go and didn’t read it and that’s also difficult for the traditional and the modern ones. Older people do not usually use modern technologies so they have difficulty accessing them.) |
| R3 | Kalaban sa negosyo/kapahero . (The competitors in business.) |
| R4 | Siguro ang hamon dito ay kapag sa matatanda kasi yung produkto na ang gamit nila ay makabago ay mahihirapan sila na intindihin ito.(The challenge here is that the elderly will find it difficult to keep up with the modern so they prefer the Traditional they are used to.) |
| R5 | Kapag fake yung product at kapag naiscam tayo. (If the product is fake and when the seller is a scam.) |
INTERPRETATION FOR TABLE 4:
All participants response are about ages, competition, rejection and lack of access. Table (4) shows the challenges of integrating digital and traditional marketing strategies in buying decisions. Two(2) participants say that the elderly are the ones who have difficulty with digital marketing because they are not used to using it and the others are having a hard time because of scamming and they will also have an competitors. One (1) said that the competition in businesses. One (1) said that the other challenge is the lack of access and the last said the rejection among customers.
This is connected to the study of Pribanic (2020), proved that the another way to get both traditional and digital marketing to work together is to deliver a personalized experience to your customer. Traditional marketing uses demographics like age and location, as well as, psychographics like interests and lifestyle. This information can be used to target specific audiences with a particular ad. This ad can also use a call to action to lead viewers online to continue their personalized experience in a digital format.
TABLE 5: Elements of Digital and Traditional Marketing in Purchasing a Product
| R1 | Sa Digital modern world madami yung mulat sa technology kasi madali lang bumili, sa traditional naman yung paggamit ng brochures. (In Digital marketing we’re living in modern world that’s why most of us know what can technology do like easy purchasing and in Traditional marketing the uses of brochures and pamphlets.) |
| R2 | Yung mga interes ng mga tao sa ngayon syempre kapag nalaman nila yung interes ng mga tao sa isang bagay mas madali nilang makukuha ang atensyon ng mga mamimili kasi interesado na sila isa din siguro yung mga uso sa panahon ngayon diba sabi nga ng iba kapag uso ibig sabihin alam ng nakararami. (People’s interest today, of course when they know people’s interest in something. It’s easier to get the attention of consumers because they are interested, maybe one of trends in today’s time.) |
| R3 | Sales talk/Pagiging madiskarte sa pagtitinda. (Sales talk and the strategies in selling. ) |
| R4 | Malaking epekto ito sa atin kasi mas mapapadali yung pagpili ng mga produktong ibebenta dahil kapag ang tradisyonal ay mahihirapan tayo. (This has a big impact on us because it will be easier to choose the product to sell because when it is traditional it is difficult.) |
| R5 | Mababa yung presyo at mabilis lang naibibigay yung product. (The price is low and the product is arriving fast.) |
INTERPRETATION FOR TABLE 5:
The participants response are about modern world and traditional, interest, strategies in selling, easy way to sell, and customer satisfaction. Table (5) shows the effectiveness of traditional marketing in strategies in selling & interest. Three (3) participants said that we are still in modern world and traditional marketing focus on how they are going to sell their products in creative way to gain the customer interest. Table (5) explained how they going to satisfied the consumer by selling their products faster.
CONCLUSIONS
Based on the findings of the study, the following conclusions were drawn.
1. The integration of digital and traditional marketing creates the freedom, ease of purchase and accessibility among consumers and it becomes effective by building connections and gaining consumers attention.
2. Integrating digital and traditional marketing strategies have benefits and challenges. The benefits in consumers such as accessible and provide personalized while the challenges are age, competition, rejection and lack of access.
3. The key factors that contribute to the influence of combined digital and traditional marketing in driving buying intentions include the purchasing a product in modern world and traditional, interest, strategies in selling, easy ways to sell and customer satisfaction.
RECOMMENDATIONS
From the preceding findings and conclusions, the following recommendations are offered by the researcher:
1. Businesses should continue to promote their product and services for customers to appreciate the hard work of workers and encourage customers to continue purchasing through digital marketing or traditional marketing.
2. The Department of Budget and Management should conduct a program that discusses the benefits and challenges that the consumer might encounter in purchasing a product through digital and traditional marketing to make the consumers aware.
3. Business owners should put more effort into analyzing the factors that affect their marketing strategies and assessing about the demographics and behaviors of their target market, which will help them enhance their marketing strategy.