1

De La Salle University
Ramon V. del Rosario College of Business

The Role of Traditional Marketing & Digital Marketing in Business Continuity after the
COVID-19 Pandemic in the Philippines

In Partial Fulfillment of the Course Requirements for Introduction to Analytics

2nd Term, AY 2022-2023

Submitted by:
Caampued, Michael John De Castro

Go, Ken Aldrich Choa

Nicolas, Manuel Martin

Shi, Bon Chester Ng

Yang, John Nicole Chua

C34B

Group #5

Submitted to:
Dr. Wilson Cordova

Submitted on:
April 13, 2023
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Table of Contents

CHAPTER PAGE

1. INTRODUCTION

Introduction……………………………………………………………………4

Statement of the Problem……………………………………………………...5

Scope and Limitations of the Study……………………...................................6

Significance of the Study……………………………………………………...6

2. REVIEW OF RELATED LITERATURE AND STUDIES

Introduction…………………………………………………...........................7

Body- Thematic……………………………………………………………….7

Synthesis ……………………………………………………………………...9

3. METHODOLOGY

Methodology…………………………………………………..........................9

3. RESULTS AND DISCUSSIONS

Chart and Tables……………………………………………………………...10

Result…………………………………………………………………………14

Analysis………………………………………………………………………15

Decision and conclusion……………………………………………………...16

Recommendations…………………………………………………………….16

Discussion…………………………………………………………………….17
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3. CONCLUSION AND REFLECTION

Conclusion………………………………………………………………………18

Reflection………………………………………………………………………..19

4. REFERENCES AND APPENDICES

References……………………………………………………………………….20

Appendices………………………………………………………………………20
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Introduction

This pandemic has made the world more dependent on online business. Many businesses

choose to push their business to the Internet for sales, which has also greatly improved their own

brand value and allowed merchants to compete in the fierce Slowly recovering from the losses,

coupled with the "less contact" policies advocated by governments around the world, the online

sales have increased dramatically.

With the advancement of technology, there are many softwares that have played a big

role in the pandemic. Before the pandemic, modern society has adopted a silent move towards

these softwares because various industries are not optimistic about the future value of these,

however. Knowing the arrival of the pandemic, everything was put on hold, and all business was

hit hard, and at this time, software that was previously unknown began to increase its value at

this time, even surpassing many software that existed before.

This software not only facilitates the troubles of life, but also helps people increase their

business losses through the publicity of the Internet. At this time, the trend of electronic

marketing is also gradually rising, and more people have the opportunity to understand the

existence of digital marketing and It's easier for them to understand how it works. Investopedia

(2023). Stated that digital marketing is known for reaching people by marketing goods and

services through digital means. Online browsers, mobile devices, social media, search engines,

and other comparable channels are also used in this kind of marketing.

Before the pandemic, all companies in the market were analyzed using traditional

marketing methods. Freedough (2023). Mentioned that the way business is done is very different

from how it used to be. The Internet has brought new technological advances and completely
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changed the marketing mix by incorporating digital marketing. Because of the influence of

traditional marketing, most people trust their judgment and question new methods. However, due

to the popularity of digital marketing caused by the arrival of the pandemic, the distance between

the two has begun to narrow, and it has even begun to surpass.

The emergence of the pandemic in 2020 has made it impossible for everyone to get used

to this new lifestyle at once. At this time, more people mentioned the convenience of digital

marketing and its future development, and we did not expect it. The impact of this pandemic will

continue into the future, not as a short-term solution. Simplilearn (2021). Stated that digital

marketing is essential not only for establishing brand awareness but also for boosting traffic to

business websites. A thorough digital marketing plan begins with developing a website that is

search engine optimized and has a vibrant social media presence. Furthermore, paid advertising

is growing increasingly significant in the struggle for client attention online, while many small

businesses concentrate on organic marketing initiatives like social networking and conventional

outreach.

Statement of the Problem

The study aimed to determine the role of digital marketing & Traditional Marketing in

business continuity after the COVID-19 pandemic in the Philippines. It specifically sought to

answer the following questions:

1. How Digital Marketing is making an extraordinary contribution after the Pandemic

compared to Traditional Marketing?

2. Can digital marketing play a key role in the development of future society?

3. Has traditional marketing been surpassed by digital marketing after the Pandemic?
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4. Is traditional marketing worse than digital marketing in terms of efficiency, rate, and

process?

Scope of Limitation

This research will focus on the role of digital marketing before and after the pandemic,

which will include the contribution of digital marketing during the pandemic and whether it can

be one of the keys to business development in the future. In addition, this research will also focus

on the relationship between merchants and online, whether it is the trend of the pandemic that

makes them have to accept new methods, or whether they have the foresight to take related

actions. This study will be conducted in the form of an online interview, and all relevant content

will be collected for research.

Significance of Studies

● Markets

They provide merchants with unlimited possibilities in the most basic aspects, and create

more perfect ideas for them. This research will understand how the market provides

opportunities for merchants and the relationship between them.

● Companies

They are players in the market, their influence represents the direction of the economy,

and they also make contributions in the market according to their own characteristics. This study

will show how these companies operate in the market and whether they are subject to certain

constraints due to the size of their development

● Technology
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They have made the most important contribution to the development of the market. They

not only make the market easier to understand but also provide better conditions for merchants

through their own development. This study will take technology as a major part to highlight its

importance for market development and the role it plays here.

Review of Related Literature and Studies

The literature review analyzes the knowledge that is currently available on digital

marketing. Moreover, Traditional Marketing. The status of conventional and digital marketing

following the pandemic, as well as the experiences of traditional and digital consumers, are

current facts that will be examined in this study.

Customer Experience On Digital Marketing After the Pandemic

During and after this Covid-19 pandemic, the digital market has provided clients with

wonderful experiences all around the world. Buyers may now do their research on things they

might be interested in without leaving their homes. Additionally, customers have reason to grin

because marketing is presently done digitally, a platform where they conduct their business.

Customers may now use online media to make intelligent judgments while buying purchases

(Alyahya, 2022). On the other hand, COVID 19 and digitalization have had a variety of effects

on the economy. Digital marketing has had a favorable influence on the market both during and

after the pandemic, in contrast to COVID 19, which has had a detrimental effect. Advertising and

rising sales that were already impacted by the outbreak have been encouraged.

Individuals began acting differently when they were made to stay at home. Expectations

evolved along with online activities. Clients now have greater standards for businesses and their

dealings with them online. Customers will shop somewhere else if a business doesn't live up to
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the hype since there is so much competition. Consumers demand a respectful consumer

experience in order to make them feel significant. Businesses should focus on using online chat

tools to provide clear answers. O'Brien (2021).

Traditional Marketing After The Pandemic

The traditional advertising expenditure (+2.9 percent) demonstrates positive increases for

the second poll in a row, overturning a decade's decline, according to the February 2022 CMO

study. Other evidence supports the data. Following the growth in digital during the pandemic, a

CMO study reveals a more equal balance among digital and traditional; marketing spend. The

CMOs stated that 56% of their 2022 spending will go to digital portals and 44% to traditional

channels. According to CMO, the split of the outcome is fairer than in prior years.

Customer Experience On Traditional Marketing After The Pandemic

According to Pash 2022 , people are getting desensitized to the continual barrage of

digital communications as they move even more of their spending digital during the pandemic

and are responding more favorably to conventional tv ads and print ads.

Digital marketing After The Pandemic

The modern, Digital commerce that is natural to technological solutions like bots and electronic

communications will continue to be embraced by businesses. Although the pandemic has had an

impact on non-essential enterprises worldwide (like many commerce brands), Researchers have

witnessed a spike in messaging usage. Regardless of the fact that the pandemic has had an

impact on non-essential enterprises all over the world (like many commerce brands), Researchers

have witnessed a spike in the usage of communications by businesses of between 30 and 40

percent in certain instances. The message is obvious: many companies are preferring to expand
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the platforms , Businesses use to communicate with customers. Add that to an expansion in

active bots of roughly 20 to 25 percent, and the trend is evident. (Constandache, 2021)

Methodology

This study will use the correlational research design. The study will examine the

relationship between the use of digital marketing channels and business continuity during the

COVID-19 pandemic. The sampling technique for this study will be convenience sampling. The

population of interest will be business owners and managers of small to medium-sized

enterprises (SMEs) in the Philippines. The sample will be recruited through online forums and

social media groups for SMEs in the Philippines. The sample size will be determined based on

the number of respondents willing to participate in the study. A survey will be conducted online

to gather the data about their opinions on digital marketing and how it affects business continuity

during the pandemic will be questioned as part of the survey. While conducting the survey,

ethical factors such as informed permission, the respondents' privacy, and confidentiality will be

taken into account. The study will abide with the institutional review board's ethical standards.

The limitation of this research, inaccurate self-reporting by respondents regarding their use of

digital marketing channels or their effects on business continuity may be one of this study's

weaknesses. The study will only cover those SMEs in the Philippines who have an online

presence and can be reached through the survey, therefore the sample may not be representative

of all SMEs in the country.

Results and Discussion

This chapter discusses the researcher's findings, results report, and an analysis of the data

that was gathered from the fifty-six participants during the research process. Preceded by
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demographics, this section is divided into three sections: (1) the data on the effectiveness of

traditional marketing and digital marketing after the covid-19 pandemic; (2) the data on the

usefulness of traditional marketing and digital marketing after the covid-19 pandemic; and (3)

the data on the preferred way of marketing between traditional and digital marketing after the

covid-19 pandemic.

Charts & Tables

Figure 1: Effectiveness of Traditional Marketing after the COVID-19 Pandemic

(FDT For Effectiveness of Traditional Marketing)

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Figure 2: Effectiveness of Digital Marketing After the COVID-19 Pandemic

(FDT For Effectiveness of Digital Marketing)

Figure 3: Usefulness of Digital Marketing Compared to Traditional Marketing After the

COVID-19 Pandemic

(FDT For Usefulness of Digital Marketing)

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Figure 4: Usefulness of Traditional Marketing Compared to Digital Marketing After the

COVID-19 Pandemic

(FDT For Usefulness of Traditional Marketing)

Figure 5: Preference of Marketing Strategy

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Table 1: Respondents Data

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Table 2: Descriptive Analysis of Respondents Data

Table 3: Two Sample Means (Z - Test) of Respondents Data

Results

Each respondent's variable was represented by the total of the values of each respondent's

individual questions within that variable (Table 1). For instance, the sum of three, five, nine, ten,

and seven is thirty-four for the variable of effectiveness in traditional marketing after the

covid-19 pandemic. The same procedure will be followed for the final three variables, and it will

be done for each set of the fifty-six respondents. The numbers gained through this procedure will
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be then put to use in a two-tailed hypothesis test using the z-test to determine the difference

between two means.

To proceed with the two-tailed hypothesis testing, We used an analysis program to extract

the required values to form the descriptive statistics data (Table 2). The necessary values were

then acquired and entered into the calculation for the difference between the two means with the

use of the z-test (Table 3). Given that the critical region is 1.96 and the alpha which is

determined to be 0.05. Effectiveness of traditional and digital marketing resulted in a Zc of -6.49,

which is lower than the critical region, which led to the decision of rejecting the null hypothesis

and accepting the alternative hypothesis. The usefulness of traditional and digital marketing

however resulted in a Zc of 6.18 which is higher than the critical region, which also led to a

decision of rejecting the null hypothesis and accepting the alternative hypothesis.

Analysis

Null and Alternative Hypothesis

Effectiveness

Null Hypothesis Alternative Hypothesis

Ho: μ1 = μ2 There is no significant difference in regard to

the effectiveness of traditional marketing and
digital marketing after the covid-19 pandemic.

Ha: μ1 ≠ μ2 There is a significant difference in regard to

the effectiveness of traditional marketing and
digital marketing after the covid-19 pandemic.

Usefulness

Null Hypothesis Alternative Hypothesis

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Ho: μ1 = μ2 There is no significant difference in regard to

the usefulness of traditional marketing and
digital marketing after the covid-19 pandemic.

Ha: μ1 ≠ μ2 There is a significant difference in regard to

the usefulness of traditional marketing and
digital marketing after the covid-19 pandemic.

Decision and Conclusion

The results of the two-tailed hypothesis tests with the difference between two means

using the z-test would be to accept the alternative hypothesis for both the test of effectiveness

and usefulness of traditional marketing and digital marketing after the covid-19 pandemic and to

reject both of the null hypothesis based on the information gathered from the questionnaire and

statistical tests that were used. It should be noted that there is a remarkable difference in both the

effectiveness and usefulness of traditional marketing and digital marketing after the covid-19

pandemic.

Recommendation

The researchers provide the following recommendations for future researchers

conducting similar studies:

1. In order to gather more data and produce more accurate results as more facets of each

variable are investigated and evaluated, the researchers suggest increasing the number of

questions and responders for both variables.

2. The researchers advise conducting more thorough background research and fully

comprehending the study's purpose so that additional information and data can support

your study and help you be prepared for the unexpected.

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3. Choose the most suitable research methods like for example using purposive sampling

would be a better choice as the sample strategy for the study to weed out respondents

who don’t have the knowledge about traditional marketing and digital marketing because

they might not provide insightful information that will have an impact on the findings

regarding the effectiveness and usefulness of the variables after the covid-19 pandemic.

Discussion

The researchers noticed that the majority of the participants preferred digital marketing

over traditional marketing after the covid-19 pandemic. However, some respondents also agreed

that traditional marketing is still useful and effective even after the covid-19 pandemic. The

responses of the participants align with the study conducted by Das et al. (2005) the phrase

"digital marketing" describes a variety of advertising strategies used to reach consumers online.

It involves promoting goods, services, or brands via one or more digital media platforms. Due to

the widespread use of digital media, customers can get information whenever and wherever they

want. Digital media is a constantly expanding source of news, entertainment, shopping, and

social connection. As a result, clients are increasingly exposed to not only what your business

has to say about your brand, but also what the public, friends, and other influencers are saying.

The entire world has changed to a computerized setting. A website and the use of the internet to

communicate with clients are essential for today's businesses. There are some effective

traditional marketing techniques, especially if you're targeting a sizable local audience, but it's

critical to use digital marketing to stay relevant in today's society. Additionally, the statement is

also supported by a study carried by Lawrence et al. (2018) mentioning the emergence of the

Internet age leading to the abolition of some traditional marketing strategies and the adoption of

fresh approaches to product advertising and promotion. "Online research" has replaced "desk
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research." It is said that since the beginning of marketing, traditional marketing has been

practiced. It is a conservative form of marketing. In order to promote these goods and services

through Television, Newspaper, Radio, Flyers and billboards by the roads and highways, and

Pamphlets. While the dominant marketing strategy today is digital marketing. Digital marketing

involves promoting goods and services on websites and social media like facebook, twitter,

WhatsApp, Promotional ads via emails, Paid pop ups, Blogs, and Mobile Apps.

Most of the participants agreed that the covid-19 pandemic really had an effect on the

effectiveness and usefulness of traditional marketing and digital marketing. This study is related

to that of Alshaketheep et al. (2020), who suggested that the covid-19 pandemic can have an

impact on fundamental ideas and marketing trends and that it gives companies a great chance to

change and adapt to genuine and honest marketing that can actually address urgent

environmental and social challenges on a global scale. It also looked at some potential future

directions for how the pandemic can influence ethical choices made by consumers as well as

marketing tactics used by businesses. Furthermore, information was gathered from 500

consumers in Amman, Jordan, to gauge their attitudes about digital marketing. Consumers were

discovered to have been drawn to offers, anti-crisis discounts, individualized digital

communication, and empathy by the businesses during the pandemic.

Conclusion and Reflection

Conclusion

To summarize, this paper tackles on three things: the data on the effectiveness of

traditional marketing and digital marketing after the covid-19 pandemic; the data on the

usefulness of traditional marketing and digital marketing after the covid-19 pandemic. Most of
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the respondents prefer digital marketing over traditional marketing. To give a conclusion: (1)

Digitial marketing had an extraordinary contribution after the pandemic. This was due to its ever

expanding sources for the users’ needs and lead the clients being exposed to various products

from a business. (2) With that said, this also plays a key role in the development and shifting into

the future of society. (3) With the samples that were surveyed upon, there were people who are

still conducting traditional marketing over digital marketing; (4) some of those techniques

became outdated in terms of efficiency and usefulness while others are still lasting.

Reflection

Upon doing the research in the roles of two marketing strategies: traditional and digital;

the researchers’ observations were quite expected that most people nowadays are using digital

marketing as a way of promoting their businesses while there are still who prefer traditional

ways, though some strategies are not as effective as it used to be back then.
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References and Appendices

References

Barone. (2023, March 26). Digital Marketing Overview: Types, Challenges, and Required Skills.

Investopedia. https://www.investopedia.com/terms/d/digital-marketing.asp

Digital Marketing During the Pandemic. (2021, October 28). Simplilearn.

https://www.simplilearn.com/digital-marketing-during-the-pandemic-article

Kapoor. (2023, March 24). What Is Traditional Marketing? – Channels & Examples. Freedough.

https://www.feedough.com/traditional-marketing/

Das, S. K. (2005). Traditional marketing VS digital marketing: An analysis.

http://nuir.nkumbauniversity.ac.ug/bitstream/handle/20.500.12383/1777/2-7-24-235.pdf?s

equence=1&isAllowed=y

Lawrence, S., Deshmukh, S., & Navajivan, E. (2018). A Comparative Study of Digital

Marketing vs. Traditional Marketing. IIBM’S Journal of Management Research, 3(1-2),

112-121. https://doi.org/10.33771/iibm.v3i1-2.1098.

Alshaketheep, K. M. K. I., Salah, A. A., Alomari, K. M., Khaled, A. S., & Jray, A. A. A. (2020).

Digital marketing during COVID 19: Consumer’s perspective. WSEAS Transactions on

Business and Economics, 17(1), 831-841.

https://www.researchgate.net/profile/Khalid-Alomari/publication/345496962_Digital_Ma

rketing_during_COVID_19_Consumer's_Perspective/links/5fbd517a299bf104cf740a03/

Digital-Marketing-during-COVID-19-Consumers-Perspective.pdf
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Constandache, C. (2021, April 30). New marketing in the new normal | Inquirer Business.

INQUIRER.net. https://business.inquirer.net/321995/new-marketing-in-the-new-normal

Are brands returning to traditional advertising? - Pash, C. (2022, May 29).

https://www.adnews.com.au/news/are-brands-returning-to-traditional-advertising

O’Brien, C. (2023, March 1). The Future of Marketing After Covid-19. Digital Marketing

Institute.

https://digitalmarketinginstitute.com/blog/the-future-of-marketing-after-covid-19

The CMO Survey. (n.d.). March 2023 - The CMO Survey. https://cmosurvey.org/results/

The CMO Survey. (2022, February 28). 28th Edition: February 2022 - The CMO Survey.

https://cmosurvey.org/results/28th-edition-february-2022/

Alyahya, M. (2021). Impact of Digital Marketing on Business Performance during Covid 19.

www.abacademies.org.

https://www.abacademies.org/articles/impact-of-digital-marketing-on-business-performan

ce-during-covid-19-13076.html

Appendices:

Questionaries:

https://docs.google.com/forms/d/1PHrP7F8Y9x2RHxBLDg-MJWEcFSFuj3rklg1W4rHdsto

/edit