A Comparative Analysis of Digital and Traditional Marketing within the Framework of Artificial Intelligence: A Case Study of Prayagraj

Author(s): Deepak Kumar Singh and Dr. Indal Kumar

Abstract:

The study examines the convergence of Artificial Intelligence (AI), digital, and conventional marketing strategies in Prayagraj, a tier-2 Indian city noted for its cultural heritage and developing digital literacy. The research employs a mixed-method approach, incorporating 200 consumer surveys and 12 business interviews, to examine consumer trust, awareness of AI tools, and the comparative effectiveness of diverse marketing channels. The results show that even though digital platforms like WhatsApp, YouTube, and Instagram offer speed, personalization, and interactivity, traditional media-especially newspapers, TV, and outdoor ads-are still more trustworthy and credible. AI improves targeting accuracy but has trouble with perceived transparency. The study finds that the best results in semi-urban areas come from using both AI-based analytics and traditional communication channels in marketing.

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Pages: 17-20     |    3 View     |    0 Download