The evolving interaction between traditional marketing channels and the digital age

Abstract

In an era defined by digital transformation, this paper investigates the enduring impact of traditional marketing channels on consumer behavior within contemporary markets. It investigates the complex interaction between traditional marketing channels and the digital age, considering how these channels persist and adapt in the era of digitalization. A group of 248 respondents from Serbia participated in a questionnaire-based study, capturing engagement, preferences, and interactions with messages sent via traditional marketing channels. The study investigates how engagement levels are affected by factors such as recalling traditional marketing messages and engaging in digital actions following exposure. The results showed that traditional marketing remains relevant, with television commercials and print advertisements being encountered and recalled most frequently.