The Effectiveness of the Synthesis of Traditional and Digital Marketing Methods on the Example of a Georgian Business Company

Models of traditional and digital marketing methods and tools are discussed individually and in terms of their synthesis. The performance indicators of each direction and their compliance with marketing goals are analyzed. It is important to note that only traditional or only digital marketing methodologies and tools, taken separately, cannot be assigned a decisive role in solving marketing problems. Therefore, when determining a marketing strategy, it is necessary to find the best and most effective methods and approaches, both from the point of view of the individual use of these methods and from the point of view of their synthesis. The goal of the article is to identify and establish types of models that will be applicable, highly effective and successful in the context of modern challenges, to solve any marketing problem. In general, the cases of individual use and synthesis of traditional and digital marketing tools and methods are examined, using the example and obtained results of one of the Georgian construction companies.