Professional Documents
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Stats Final Paper
Stats Final Paper
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
Submitted by:
Caampued, Michael John De Castro
C34B
Group #5
Submitted to:
Dr. Wilson Cordova
Submitted on:
April 13, 2023
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 2
Table of Contents
CHAPTER PAGE
1. INTRODUCTION
Introduction……………………………………………………………………4
Introduction…………………………………………………...........................7
Body- Thematic……………………………………………………………….7
Synthesis ……………………………………………………………………...9
3. METHODOLOGY
Methodology…………………………………………………..........................9
Result…………………………………………………………………………14
Analysis………………………………………………………………………15
Recommendations…………………………………………………………….16
Discussion…………………………………………………………………….17
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 3
Conclusion………………………………………………………………………18
Reflection………………………………………………………………………..19
References……………………………………………………………………….20
Appendices………………………………………………………………………20
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 4
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
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 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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 5
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.
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
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?
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 6
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
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
● 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
● Technology
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 7
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
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
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 8
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
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.
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.
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
percent in certain instances. The message is obvious: many companies are preferring to expand
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 9
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
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
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 10
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.
COVID-19 Pandemic
COVID-19 Pandemic
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 15
be then put to use in a two-tailed hypothesis test using the z-test to determine the difference
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
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
Effectiveness
Usefulness
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
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
2. The researchers advise conducting more thorough background research and fully
comprehending the study's purpose so that additional information and data can support
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 18
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
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 19
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.
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 20
References
Barone. (2023, March 26). Digital Marketing Overview: Types, Challenges, and Required Skills.
Investopedia. https://www.investopedia.com/terms/d/digital-marketing.asp
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/
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
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).
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
ROLE OF TRADITIONAL MARKETING AND TRADITIONAL MARKETING 21
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
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