Digital Marketing Strategies and Consumer Engagement: A Comparative Study of Traditional vs. E-Commerce Brands

Abstract

This research article explores and compares digital marketing strategies and consumer engagement between traditional and e-commerce brands. It examines how each type of brand leverages online platforms, social media, and content marketing to connect with consumers, build brand loyalty, and drive sales. It highlights the challenges faced by the traditional brands while transitioning to digital spaces, as well as the strategies employed by e-commerce business that are initially digitally equipped. The qualitative methodology is utilized to gather the data while employing the techniques like interviews, focus group, observation and document analysis. The findings reveal that e-commerce brands are more advanced in using digital tools, platforms, and data analytics to personalize their marketing efforts and engage consumers, on the other hand, traditional brands rely on broader, less personalized approaches while adopting digital strategies.