EVALUATING THE IMPACT OF TRADITIONAL VS. DIGITAL MARKETING ON CONSUMER DECISION-MAKING

Article presents a comparative analysis of how traditional and digital marketing influence consumer decision-making, based on data and trends from 2023–2024. The study finds that traditional marketing (e.g., TV, print, radio) remains effective in building initial awareness and trust, leveraging its broad reach and credibility to shape consumer perceptions. Digital marketing, by contrast, plays a pivotal role in later stages of the decision process through targeted engagement, personalized content, and facilitation of consumer research and purchase. Key findings indicate that digital channels now rival traditional ones in prompting purchases – for example, social media advertising influences consumer decisions at rates comparable to television advertising. However, significant differences exist: consumers generally trust traditional media advertisements more, whereas digital marketing offers greater interactivity and measurability. The article concludes that an integrated approach combining both traditional and digital marketing yields the greatest impact on consumer decisions. By harnessing the trust and mass appeal of traditional media together with the personalization and convenience of digital platforms, marketers can more effectively guide consumers from initial awareness to final purchase. The findings contribute to a practical understanding of marketing strategy, suggesting that synergy between traditional and digital methods is essential for influencing modern consumer decisionmaking in a comprehensive manner.