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Dr. D. Y. Patil B-School

Future Haps in Marketing Will Be Hybrid?/!

Future Haps in Marketing Will Be Hybrid?/!

When we combine and execute traditional marketing & digital marketing together it's called hybrid marketing.

Prof. Suman Deokota
November, 20 2021
27

What is Hybrid Marketing?

In hybrid marketing, traditional marketing and digital marketing are combined, which means that it is an amalgamation of both the modus operandi involved in marketing.

Digital Marketing has changed the profit-making methodologies and has endorsed globalization. When we speak about consumer behavior, globalization has created huge profit-making opportunities, preferences are understood and delivered miles away.

The scenario was completely different some centuries ago, when Columbus was travelling miles and stretches, philosophers and traders were looking out for business opportunities all through the Pacific, we have now reached a point where trading is a breeze with most countries.

Traditional marketing, also conventionally known as Lucid Marketing, will never have its replacement; I mean what could be more convincing than a human fondle. Yet, the new digital era has a better edge on understanding the customer’s purchasing behavior.

Search Engine Optimization (SEO) has been proven to generate standard leads, aid in collaboration and networking with people sharing common interests and help in promoting brand awareness.

Similarly, social media holds the ability to influence how an individual and organization select their products and services by indirectly flaring their products/services to potential customers.

It is one of the most powerful ways of selling products/services. WOM (Word of Mouth) and Reviews, on the other hand, have a great influence on the purchaser; before buying anything the customer usually seeks reviews from the user and based on the reviews the potential customer decides on whether to buy the product/services or not.

Here, we see that digital marketing is gradually becoming the core medium of marketing. Moreover, digital marketing practices in rural areas are booming and it is trying to create its prevalence and it is estimated to do very well in the near future.

However, digital marketing sometimes cannot create loyal customers, and that is where traditional marketing gets a better edge. In recent years, marketers' minds have been focused on digital readiness and advancement, but traditional marketing will have a closer overthrow come what may.

This calls for adjustments and customizations, where methodologies of marketing will change as per the customer requirements and needs. For example, FMCG companies, like DMART, Natures Basket etc.

have their service both online and offline, and we see that today if a customer is buying goods online may tomorrow go to the same vendor and buy goods straight from the store.

Research in hybrid marketing is meticulously proceeding to understand future development and scope. Certainly, future and unprecedented job roles are impending, and while all that makes its way, traditional marketing will sustain its grace.

Customer engagement is yet another topic of discussion in both traditional and digital marketing, the scope has been everlasting but digital marketing has taken it to another league, where traditional marketing could never be.

Therefore, hybrid marketing is looming and is going to be a pervasive practice in the field of marketing and will be implemented widely.

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