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EFFECTIVE MARKETING STRATEGIES FOR BUSINESS DEVELOPMENT: FROM TRADITIONAL METHODS TO DIGITAL PLATFORMS
A.T. Malikov, master S degree Central Asian University (Kazakhstan, Almaty)
DOI:10.24412/2500-1000-2024-12-4-208-213
Abstract. The article explores effective marketing strategies (MS) that integrate traditional methods with digital platforms. Approaches to achieving competitive advantages through technology integration, including social media, search engine optimization, and email, are analyzed. The successful experiences of companies adapting their marketing to various audience segments are examined. A comparative analysis of the effectiveness of traditional and digital tools highlights their synergistic potential. Special attention is given to the role of modern technologies, such as artificial intelligence, in enhancing personalization and the effectiveness of marketing campaigns. The study emphasizes the importance of flexibility and innovation for success in the era of global digitalization.
Keywords: marketing strategy (MS), digital platforms, traditional methods, social media, search engine optimization, personalization, innovation.
Modern business is undergoing a period of significant transformation driven by the rapid development of technology and changing consumer preferences. In the context of globalization and digitalization, companies face the necessity of adapting their marketing strategies (MS) to achieve competitive advantages. One of the key challenges is the integration of traditional marketing methods with the opportunities provided by digital platforms.
The relevance of this topic lies in the growing role of digital technologies in the economy and marketing. On the one hand, spending on digital advertising has increased significantly in recent years. On the other hand, traditional methods such as outdoor advertising and television commercials continue to occupy a substantial share of the market. This highlights the need for a comprehensive approach that considers the unique features and interactions of both strategies.
The purpose of this article is to analyze effective MS that transition from traditional approaches to the use of digital tools. The study explores successful marketing cases and conducts a comparative analysis of the effectiveness of traditional and digital methods.
Traditional marketing methods A comprehensive action plan, MS, are designed to achieve specific business goals by meeting the needs of the target audience [1]. It includes selecting target markets, defining value propositions, and developing channels for the
promotion and distribution of products or services. An effective strategy is based on an analysis of the external environment, consumer behavior, and competitive dynamics, enabling a company not only to increase its market share but also to strengthen its brand. An essential aspect of a MS is adaptability, which allows timely responses to changes in the economic, technological, and social landscape [2].
The evolution of MS is part of the change in the economy, technology, and consumer behavior. Marketing has become part and parcel of commercial activity since the late 19th century in developing demand and promoting goods. At an early stage, it was based on direct selling and oral advertising, which have been widely used to draw the attention of consumers. Later, print advertisements and billboards emerged with advances in mass media.
In the mid-20th century, the era of mass marketing began. Television advertising became the dominant communication channel, enabling companies to reach millions of viewers simultaneously. Outdoor advertising, in turn, gained particular importance for local markets. Billboards and posters provided visual engagement with the target audience. Direct sales, especially through company representatives, were actively used in the consumer goods and services sectors. Each of these methods has its own advantages and limitations (table 1).
Table 1. Advantages and limitations of traditional MS [3, 4]
Strategy Advantages Limitations
Television advertising Broad audience reach, especially through television. High production and placement costs.
Outdoor advertising Creation of memorable visual branding through outdoor ads. Limited opportunities for precise audience targeting.
Direct sales Personalized interaction with clients within direct sales processes. Dependence on the human factor in direct sales.
Print advertising High level of trust in traditional channels among certain consumer groups. Difficulty in measuring campaign effectiveness.
Brochures and catalogs Long-term impact through printed materials and outdoor products. Inability to quickly modify content after launch.
Modern changes in technology and consumer behavior present new challenges for traditional methods. Despite this, they remain an essential part of MS. Their integration with digital technologies helps to offset many shortcomings and provides a more comprehensive approach to promoting goods and services. Digital marketing platforms A collection of online tools and technologies used for promoting goods and services through the internet constitutes digital marketing platforms [5]. These platforms include social media, search engines, and email. Each of these platforms has its own unique features that define its use in marketing campaigns.
Social media serves as a foundation for brand creation and audience engagement. It provides opportunities for targeted advertising that reaches clearly defined user groups. According to Statis-ta, the majority of social networks with more than 100 million users were developed in the U.S.
Search engines are used to enhance the visibility of a website through search engine optimization and pay-per-click advertising. During the period of September 2023-August 2024, Google, which is owned by Alphabet, holds 95% in mobile and 76% in desktop segments of the market share (fig. 1).
Figure 1. Market share of Google search engine in the U.S, % [6]
This highlights the importance of adapting MS based on the type of device being used. An impressive percentage of the mobile segment requires optimization for this type of device, so it is crucial to ensure quick loading of the web pages and a comfortable interface. With desktop share decreasing, the plan will shift to more professional campaign targeting, focusing on those who work predominantly with desktops.
Email remains an effective tool for direct communication with clients, offering high levels of engagement at a low cost. According to Statis-ta, the number of email users worldwide in 2024 reached 4,37 billion. Furthermore, in 2023, the global email marketing market was valued at $8,3 billion, and forecasts predict this figure will grow to $18,9 billion by 2028. In 2024, the U.S. leads as the country with the highest number of emails sent daily - nearly 10 billion (fig. 2).
Figure 2. Daily number of emails sent globally in April 2024, billions
Email marketing is one of the most versatile and cost-effective tools for engaging with customers. It allows companies to establish direct communication with their audience, deliver personalized content, and promptly share news, promotions, and offers. The high accessibility of email makes it particularly valuable for reaching broad audience segments, regardless of their geographic location or demographic characteristics. Furthermore, automation capabilities enable companies to optimize email campaigns and tailor their content to individual user preferences.
Content marketing, in general, involves creating and distributing valuable information through blogs, videos, and infographics. This approach helps strengthen trust in the brand and increase organic traffic. It enables companies not only to inform their audience but also to address their problems, fostering long-term relationships with customers. High-quality content also improves website rankings in search engines, increasing visibility and attracting new users. According to a global survey of marketing and media executives conducted in early 2024, approximately 41% of respondents reported that their organizations had increased their content marketing budgets in the 12 months prior to the survey. Around 45% stated that they planned to increase investments in content within 12 months following the survey [7]. The increase in budgets and investments reflects companies' understanding that quality, targeted content is a key factor in attracting and retaining customers, as well as enhancing competitiveness in saturated markets.
Digital marketing platforms really provide companies with a wide range of opportunities for
interacting with their audience. First of all, one of the core advantages is very accurate targeting, giving a company a chance to deliver messages to certain consumer segments based on demographic, behavioral, and geographic characteristics. Real-time analytics are also an important feature that allows companies to understand campaign effectiveness, adjust strategies accordingly, and optimize their return on investment. Equally important, digital platforms offer a highly personalized environment for consumers. Companies can tailor content to the interests of each user, which raises engagement and builds trust in the brand. Another strong point is the interactivity that digital platforms offer: two-way communication with consumers through comments, surveys, and direct messages that add to improving the customer experience and building loyalty.
Despite their advantages, digital platforms have limitations that may affect their effectiveness. High competition in the online environment makes visibility difficult to achieve for new and small companies. Many users experience information overload due to the abundance of content, which reduces their attention to advertisements. Trust in digital platforms also depends on their reputation and data security, as data breaches can harm both users and brands. These aspects require companies to carefully plan to minimize risks and use digital resources effectively.
There are numerous examples of successful use of digital platforms in marketing. For example, Nike, one of the world leaders of sportswear and footwear production, is very active in using social media to engage with its young audience.
Nike frequently publishes videos that motivate people to reach high standards and to never give up. Furthermore, the company cooperates with famous sports players and influencers whose posts get high engagement and build trust with their audience. This helps Nike to continue positioning itself as an innovative, progressive brand.
Coca-Cola, one of the largest producers of non-alcoholic beverages globally, uses digital platforms for mass outreach and personalized interactions. The «Share a Coca-Cola» campaign, launched through social media, allowed users to search for bottles with names and share their photos. This not only boosted sales but also stimulated user-generated content, significantly extending the campaign's reach without additional investments. Coca-Cola effectively uses emotions and personalization to maintain its recognition and relevance in the market.
In Kazakhstan, digital MS are evolving, reflecting global trends while accounting for local market specifics. Particular attention is paid to mobile platforms, as a significant portion of the population uses smartphones to access the internet. Companies such as Kaspi.kz and Chocofood focus on creating user-friendly mobile applications and developing ecosystems where consumers can perform multiple tasks -from shopping to bill payments. This contrasts with the U.S., where digital marketing often em-
Digital marketing encompasses a number of advantages, from which it becomes indispensable for the companies of today. These include high flexibility, measurability, and personalization, which are the most important features a company should possess in a competitive environment.
phasizes integration with large international platforms like Amazon, which have a strong market presence. In Kazakhstan, local social networks and messengers like Telegram play a significant role and are widely used for targeted advertising and customer interaction. Additionally, there is a stronger emphasis in Kazakhstan on direct communication with consumers through social networks and local platforms, whereas in the U.S., highly automated and scalable tools like programmatic advertising dominate. These differences reflect the varying market sizes, levels of digital maturity, and consumer habits between the two countries.
Comparison of digital marketing effectiveness with traditional approaches
The effectiveness of MS depends on various factors, including the target audience, promotion channel, and the nature of the product. Over recent years, digital marketing has taken a leading position due to its flexibility, scalability, and ability to measure results in real time. However, traditional marketing methods, such as television and outdoor advertising, remain in demand, especially for brands aiming for mass reach and increased brand awareness. When comparing their effectiveness, it is essential to consider both quantitative and qualitative aspects of their impact on the audience (table 2).
However, traditional methods continue to have a significant role, especially in situations where mass reach and long-term brand image development are required. Companies that apply both methods gain great power by using the advantageous sides of each approach. So, the choice be-
Table 2. Comparison of digital and traditional marketing effectiveness [8]
Parameter Digital Marketing Traditional Marketing
Audience reach Precise targeting; the ability to reach a global audience. Mass reach, especially through television and outdoor advertising.
Result measurability High. Analytical tools like Google Analytics are used. Limited. Depends on indirect indicators such as sales growth.
Flexibility Ability to make real-time adjustments to campaigns and content. Less flexible. Changes require significant costs and time.
Cost Relatively low, especially for small businesses. High, particularly for television and print advertising.
Interactivity High. Enables direct interaction with clients through social media. Limited. Interaction is often one-sided.
Audience trust Depends on the quality of content and brand transparency. Higher trust in traditional channels (e.g., TV), especially among certain age groups.
Personalization High. Content is adapted to the interests and behavior of users. Low. Messages are designed for a mass audience.
tween digital and traditional marketing depends on the company's goals, features of the target audience, and budget.
Analysis of the impact of modern technologies on marketing
The exciting development of marketing is seriously influenced by modern technologies. They provide companies with new tools for the analysis and interaction with their audience. One of the most important technologies involves big data. Companies collect huge amounts of information on consumer behavior, preferences, demographic characteristics, and purchase history. This information is processed to reveal hidden patterns and predict future consumer behavior. Big data allow for the optimization of MS, increasing their accuracy and profitability. For instance, retargeting campaigns apply information about previous actions that the user made to deliver more relevant offers.
Artificial intelligence (AI) and machine learning (ML) are becoming central elements of modern marketing. These technologies automate processes that were previously performed manually, such as audience segmentation, demand forecasting, and campaign effectiveness analysis. AI is utilized in chatbots that provide round-the-clock customer support, enhancing their experience with the brand. ML analyzes historical data to create personalized recommendations. For instance, recommendation algorithms used by companies like Amazon and Netflix can suggest products and services that match a specific user's interests. This increases the likelihood of purchase and strengthens customer loyalty.
Personalizing the customer experience has become a key trend in modern marketing. Consumers expect a tailored approach and value companies that understand their needs. Modern tech-
sages that adapt to each user's interests and behavior. Emails with offers based on previous purchases or views are an example of such personalization. Technologies also enable dynamic content updates on websites according to visitor preferences. For example, a user interested in sports goods will see advertisements for the relevant section upon visiting the site.
Thus, modern technologies have radically transformed approaches to marketing. Big data, AI, and personalization enable companies to gain deeper insights into their customers and adapt their strategies. These tools not only improve marketing efficiency but also strengthen companies' competitiveness in the market.
Conclusion
Effective MS undoubtedly guarantee business success in the context of modern competition. Traditional methods, including television and outdoor advertising, are important tools for attaining mass audience reach and building a long-term brand image. Meanwhile, digital technologies like social media, email, and content marketing provide more flexible, measurable, and personalized opportunities. Combining traditional and digital approaches empowers firms to realize maximum output from their positive impact on the brand.
Big data, AI, and ML continue to revolutionize modern marketing approaches. They not only simplify the analysis of customer behavior but also allow communication to be addressed to individual needs. Companies that can make effective use of these tools grasp a competitive advantage in the marketplace. Success in marketing therefore involves flexibility, an innovative approach, and a readiness to invest in adapting strategies to the evolving demands imposed by the digital age.
nologies allow the creation of personalized mes-
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ЭФФЕКТИВНЫЕ МАРКЕТИНГОВЫЕ СТРАТЕГИИ ДЛЯ РАЗВИТИЯ БИЗНЕСА: ОТ ТРАДИЦИОННЫХ МЕТОДОВ К ЦИФРОВЫМ ПЛАТФОРМАМ
А.Т. Маликов, магистр Центрально-Азиатский университет (Казахстан, г. Алматы)
Аннотация. В статье изучаются эффективные маркетинговые стратегии (МС), объединяющие традиционные методы и цифровые платформы. Анализируются подходы к достижению конкурентных преимуществ через интеграцию технологий, включая социальные сети, поисковую оптимизацию и электронную почту. Рассматривается успешный опыт компаний, адаптирующих маркетинг к различным сегментам аудитории. Проведенный сравнительный анализ эффективности традиционных и цифровых инструментов выявляет их синергетический потенциал. Отдельное внимание уделено роли современных технологий, таких как искусственный интеллект, в повышении персонализации и результативности маркетинговых кампаний. Работа подчеркивает важность гибкости и инновационности для успеха в условиях глобальной цифро-визации.
Ключевые слова: маркетинговая стратегия (МС), цифровые платформы, традиционные методы, социальные сети, поисковая оптимизация, персонализация, инновации.
