A Comparative Analysis of Traditional Marketing and Digital Marketing: A Case of Kathmandu Valley

Abstract

This study examines a comparative analysis of traditional marketing and digital marketing: A case of Kathmandu Valley. Effectiveness of marketing is the dependent variable. The independent variables are types of marketing strategy, budget allocation, marketing channel used, technological adoption and competitor influence. The primary source of data is used to assess the opinion of the respondents regarding types of marketing strategy, budget allocation, marketing channel used, technological adoption, competitor influence and effectiveness of marketing. The study is based on primary data of 126 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of traditional marketing and digital marketing: a case of Kathmandu Valley. The study showed a positive impact of types of marketing strategies on effectiveness of marketing. It indicates that effective marketing strategies lead to increase in effectiveness of marketing. Similarly, the study showed a positive impact of budget allocation on effectiveness of marketing. It indicates that higher the budget allocation for marketing, higher would be the effectiveness of marketing. Likewise, the study showed a positive impact of marketing channel used on effectiveness of marketing. It indicates that high reach marketing channel used leads to increase in effectiveness of marketing. Further, the study showed a positive impact of technological adoption on effectiveness of marketing. It indicates that use of high tech instruments for marketing leads to increase in effectives of marketing. In addition, the study showed a positive impact of competitor influence on effectiveness of marketing. It indicates that high level of competition leads to increase in effectiveness of marketing.