COMPARATIVE ANALYSIS OF THE EFFECTIVENESS OF TRADITIONAL AND DIGITAL PR TOOLS IN DIFFERENT BUSINESS SECTORS
Abstract
In the essence of the digital era, public relations (PR) has transformed how businesses relate with their audience. This article makes a comprehensive comparative analysis of the effectiveness of traditional and digital PR tools across distinct business sectors from 2019 to 2023. In the industries where credibility and trust are important, such as finance, healthcare and automotive, traditional PR methods, like print media, television, and radio, still possess value. On the other hand, dynamic industries like technology, retail and entertainment find digital PR tools like social media, influencer marketing and search engine optimization (SEO) replacing conventional PR tools, because they need rapid engagement and a far reaching touch. This study uses key performance metrics such as audience reach, cost per engagement, and brand visibility to test how well PR strategies operate within different sector sectors. Findings show that while traditional PR continues to play a key role in developing long term relationships and brand reputation, digital PR performs much better when it comes to fast action, in particular targeting demographics. It’s especially essential these days as businesses continue to navigate the intricacies of a fast moving marketplace, the focus of the study will be on the importance of customized PR strategies attuned to sector driven demands and audience preferences. Furthermore, this analysis discusses PR in traditional and digital ways and explores the challenges and opportunities these two methods present. This shows it is important for PR pros to be adaptable using both approaches to improve outreach and communication. The article ends by suggesting practical ideas for a company in determining the most suitable PR tools depending on the industry background and the need to combine classic and digital strategies to achieve most effective results. The findings ultimately reinforce the essential need for PR as the discipline that influences brand narratives and drives engagement in an ever more intertwined planet.
References
Bharti P. K., Kumar A. Traditional vs. Digital marketing: a comparative study. ZENITH International Journal of Multidisciplinary Research. 2020. Vol. 10, No. 12. P. 16–26.
Bhosale J., Phadtare R. G. Is social network marketing a disruption to traditional marketing? Asian Journal of Multidimensional Research (AJMR). 2019. Vol. 8, No. 3. P. 476–485.
Caliskan A., Özkan Özen Y. D., Ozturkoglu Y. Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management. 2021. Vol. 34, No. 4. P. 1252–1273.
Goldman S. P., van Herk H., Verhagen T., Weltevreden J. W. Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International Small Business Journal. 2021. Vol. 39, No. 4. P. 350–371.
Kandukoori A., Kandukoori A., Wajid F. Comparative analysis of digital tools and traditional teaching methods in educational effectiveness. arXiv. 2024. DOI: https://doi.org/10.48550/arXiv.2408.06689
Katsikeas C., Leonidou L., Zeriti A. Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review. 2020. Vol. 37, No. 3. P. 405–424.
Koldovskiy A., Chernega K. Modeling the Ukrainian consumption. Geopolitics under Globalization. 2018. Vol. 2, No. 1. P. 34–44. DOI: https://doi.org/10.21511/gg.02(1).2018.05
Mkwizu K. H. Digital marketing and tourism: opportunities for Africa. International Hospitality Review. 2020. Vol. 34, No. 1. P. 5–12.
Phiri M. Impact of digital marketing capabilities on market performance of small to medium enterprise agro-processors in Harare, Zimbabwe. Business: Theory and Practice. 2020. Vol. 21, No. 2. P. 746–757.
Prokopenko O., Chechel A., Koldovskiy A., Kldiashvili M. Innovative models of green entrepreneurship: Social impact on sustainable development of local economies. Economics Ecology Socium. 2024. Vol. 8, No. 1. P. 89–111. DOI: https://doi.org/10.61954/2616-7107/2024.8.1-8
Salminen J., Yoganathan V., Corporan J., Jansen B. J., Jung S. G. Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type. Journal of Business Research. 2019. Vol. 101. P. 203–217.
Sanko H., Koldovskyi A. Analysis of consumers' innovation efficiency: changes of the consumption patterns in the Ukrainian society over the last 25 years. Geopolitics under Globalization. 2017. Vol. 1, No. 2. P. 4–12. DOI: https://doi.org/10.21511/gg.01(2).2017.01
International Monetary Fund. IMF annual report. IMF Policy Paper. Washington, D.C., USA, 2023. URL: https://www.imf.org/external/pubs/ft/ar/2023/
Waheed A., Yang J., Khan I. U., Khan S. U., Farrukh M. The Comparison Between Traditional vs. Advanced Means of Marketing Communications. In Diverse Methods in Customer Relationship Marketing and Management. IGI Global, 2018. P. 181–201.
Vieira V. A., de Almeida M. I. S., Agnihotri R., da Silva N. S. D. A. C., Arunachalam S. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science. 2019. Vol. 47, No. 6. P. 1085–1108.
Bharti, P. K., & Kumar, A. (2020). Traditional vs. Digital marketing: a comparative study. ZENITH International Journal of Multidisciplinary Research, 10(12), 16–26.
Bhosale, J., & Phadtare, R. G. (2019). Is social network marketing a disruption to traditional marketing? Asian Journal of Multidimensional Research (AJMR), 8(3), 476–485.
Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2021). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252–1273.
Goldman, S. P., van Herk, H., Verhagen, T., & Weltevreden, J. W. (2021). Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International small business journal, 39(4), 350–371.
Kandukoori, A., Kandukoori, A., & Wajid, F. (2024). Comparative analysis of digital tools and traditional teaching methods in educational effectiveness. arXiv. DOI: https://doi.org/10.48550/arXiv.2408.06689
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405–424.
Koldovskiy, A., Chernega, K. (2018). Modeling the Ukrainian consumption. Geopolitics under Globalization, 2(1), 34–44. DOI: https://doi.org/10.21511/gg.02(1).2018.05
Mkwizu, K. H. (2020). Digital marketing and tourism: opportunities for Africa. International Hospitality Review, 34(1), 5–12.
Phiri, M. (2020). Impact of digital marketing capabilities on market performance of small to medium enterprise agro-processors in Harare, Zimbabwe. Business: Theory and Practice, 21(2), 746–757.
Prokopenko, O., Chechel, A., Koldovskiy, A., & Kldiashvili, M. (2024). Innovative models of green entrepreneurship: Social impact on sustainable development of local economies. Economics Ecology Socium, 8(1), 89–111. DOI: https://doi.org/10.61954/2616-7107/2024.8.1-8
Salminen, J., Yoganathan, V., Corporan, J., Jansen, B. J., & Jung, S. G. (2019). Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type. Journal of Business Research, 101, 203–217.
Sanko, H., Koldovskyi, A. (2017). Analysis of consumers` innovation efficiency: changes of the consumption patterns in the Ukrainian society over the last 25 years. Geopolitics under Globalization, 1(2), 4–12. DOI: https://doi.org/10.21511/gg.01(2).2017.01
International Monetary Fund. (2023). IMF annual report. IMF Policy Paper. Washington, D.C., USA. https://www.imf.org/external/pubs/ft/ar/2023/
Waheed, A., Yang, J., Khan, I. U., Khan, S. U., & Farrukh, M. (2018). The Comparison Between Traditional vs. Advanced Means of Marketing Communications. In Diverse Methods in Customer Relationship Marketing and Management (pp. 181–201). IGI Global.
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108.
This work is licensed under a Creative Commons Attribution 4.0 International License.
