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Introduction Previously, people used to use newspapers, television, telephone to get information about products. During that era, sellers were promote goods and items on television, radio, papers, magazine to make people aware about products details, price and features. This approach is called as “traditional marketing”. Digital marketing is latest technique to offer products and services to the consumer using Internet and advanced technology. For an instance, Sellers are providing all kind of products on e-stores, e-commerce sites, online portals to fulfill customer’s need. In such situation, digital marketing is a boon for all sellers, supplier, retailers, wholesaler to gain the ground in online market. This essay will focus on the characteristics and points of difference between traditional and convergent approaches; how the big data and digital marketing are forcing convergence across the industry; the current environment in comparison to the traditional siloed marketing and highlight the role and significance of the customer/consumer on this convergent marketing approach. Traditional Marketing Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It's the most recognizable type of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: Print marketing : is the oldest form of traditional marketing. Loosely defined as advertising in paper form, this strategy has been in use since ancient times, when Egyptians created sales messages and wall posters on papyrus. Today, print marketing usually refers to advertising space in newspapers, magazines, newsletters, and other printed materials intended for distribution. Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution; Broadcast marketing : Radio broadcasts have been around since the 1900s, and the first commercial broadcast—a radio program supported by on-air advertisements—aired on November 2, 1920. Television, the next step in entertainment technology, was quicker to adopt advertising, with less than ten years between its inception and the first television commercial in 1941. Includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising; Direct mail marketing : direct mail uses printed material like postcards, brochures, letters, catalogs, and fliers sent through postal mail to attract consumers. One of the
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