Recent Papers

Abstract: In the ever-evolving world of marketing, businesses are increasingly shifting their focus from traditional advertising channels (TV, radio, print) to digital platforms, particularly social media. This paper aims to provide a comprehensive comparative analysis of social media advertising versus traditional advertising, highlighting key differences in audience reach, cost effective, targeting capabilities, and engagement. While traditional advertising offers broad exposure and a sense of credibility, social media advertising has revolutionized the landscape by allowing hyper-targeted campaigns, real-time performance analysis, and greater consumer interaction. By exploring various metrics such as ROI, audience segmentation, and engagement rates, this study aims to shed light on which medium is more effective in achieving marketing objectives in the current digital age. The findings will provide valuable insights for marketers, enabling them to optimize their strategies and allocate resources effectively. Keyword: Social Media Advertising, Traditional Advertising, Consumer Behaviour, Social Media Platforms, 1. Introduction:Marketing has transitioned from a heavy reliance on traditional channels like print, radio, television, and outdoor advertising to a focus on the interactive and data-driven aspects of digital platforms. While traditional marketing still provides extensive reach and is often viewed as credible, it falls short in terms of precise targeting and immediate feedback. On the other hand, social media marketingone of the most influential elements of digital marketingallows organizations to tailor messages, interact with consumers in real time, and assess results with greater accuracy. This transformation has posed a strategic challenge for businesses aiming to find a balance between established traditional techniques and new digital possibilities. This paper explores and contrasts social media marketing within the larger context of digital and traditional marketing, emphasizing reach, cost-effectiveness, and consumer engagement, with the aim of offering evidence-based insights to assist organizations in crafting effective and forward-thinking marketing strategies.

Copyright © 2025 Dr. R. Mangai Begum1 . This is an open access article distributed under the Creative Commons Attribution License.