Integrating Digital and Traditional Marketing Strategies: A Comparative Analysis of Brand-Consumer Interactions

Authors- Ms. Nikita Jain

Abstract-This research compares traditional and digital marketing tactics, focusing on their effects on brand-consumer interactions. Traditional marketing, such as print ads and television commercials, is compared to digital strategies leveraging online platforms, social media, and data analytics. Using case studies of firms like Coca-Cola and Amazon, this study demonstrates how combining both approaches can improve consumer engagement. The findings indicate that traditional marketing remains crucial for broad reach, while digital marketing fosters personalized interactions. Together, these tactics in multichannel campaigns enhance brand loyalty and consumer connection.

DOI: /10.61463/ijset.vol.13.issue1.108