Can non-digital marketing remain relevant in the digital era to achieve marketing goals?

Abstract

The purpose of this study was to determine if non-digital marketing is relevant in the age of digital marketing. With ongoing discussions about non-digital marketing being considered outdated, this research provides valuable insights into non-digital marketing in the digital era. The term “non-digital marketing” is used throughout the paper instead of “traditional marketing” for better distinguishment and understanding.

The study was carried out through the implementation of qualitative and exploratory research along with the autoethnographic insights gained from the author’s previous work experience. The reason for choosing this research method was to gain information from the findings on a deeper level instead of using any variables or characteristics. The data from the interview consisted of senior lecturers who have direct or indirect marketing expertise and experience. The main reason for interviewing lecturers and adding autoethnography was to understand how lecturers in the business school considered non-digital marketing, compared to author’s experience in the marketing field.

The primary findings suggests that non-digital marketing remains relevant alongside digital marketing dominance in the digital era. However, due to limited secondary information and interviews held, this subject requires further investigation to validate the results while exploring additional perspectives.