Gerçek Zamanlı Pazarlamanın İçerik Özellik ve Stratejilerinin Uzman Görüşü ve Örnek Uygulamalar Üzerinden Bir Değerlendirmesi
Abstract
Dijital çağ ile birlikte hızlı değişim gösteren tüketici davranışlarına uyum sağlayan markaların pazarlama hedeflerine etkili ulaştığını görmekteyiz. Anlık iletişime adapte olan markalar, tüketicileri ile güçlü bağlar kurabilmekte ve rakiplerinden ayrışabilmektedir. Geleneksel pazarlama faaliyetlerine kıyasla daha düşük bir bütçe ile hedeflenen tüketici tepkisine ulaşmanın etkili bir yolu olan gerçek zamanlı pazarlama, anlık olarak tüketicilerin gündemine markaların da ortak olduğu bir pazarlama stratejisidir. Tüketici gündemine dahil olmak hem yaratıcılık gerektirmekte hem de doğal bir yaratıcılık kaynağı oluşturmaktadır. Bu sayede tüketicilerin markaya yakınlık duygusunu doğal bir örüntüyle artırmaktadır. Bu çalışma kapsamında gerçek zamanlı pazarlamanın akademik ve sektörel boyutlarıyla kavramsal bütünlüğüne katkı sağlamak amaçlanmıştır. Bu amaçla nitel araştırma yöntemlerinden yarı yapılandırılmış görüşme tekniği ile sektör profesyonellerinin gerçek zamanlı pazarlamaya ilişkin tanım, özellik ve ölçümleme değerlendirmeleri tespit edilmiş ayrıca içerik stratejilerine ilişkin örnek uygulamalar üzerinden incelemelere yer verilmiştir.
Çalışma bulgularına göre; gerçek zamanlı pazarlamada bulunması gereken en önemli özellikler stratejik olarak hız, yaratıcılık, doğru zamanda doğru içerik, farklılık, konuya uygunluk, şaşırtma, mizah ve anlamlılık olmalıdır. Gerçek zamanlı pazarlamanın etkisini ölçümleme konusunda dikkate alınması gereken kriterler; sosyal medya etkileşimi (erişim, beğeni, paylaşım, yorum), marka bilinirliği ve beğenisine katkısı, birim zamandaki popülerlik ve yarattığı çevrimiçi yayılma etkisidir.
References
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- Ryan, D. (2016), Digital Marketing, çev. Mehmet Kurt, Türkiye İş Bankası Kültür Yayınları.
- Sain-Dieguez, V. (2015). “Are You Overlooking the Most Valuable Real-Time Marketing
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- Tsimonis, G. ve Dimitriadis, S. (2014). Brand Strategies in Social Media, Marketing Intelligence & Planning, Vol.32 Issue: 3, 328-344.
- Varnalı, K. (2013). Dijital Tutulma, Pazarlama İletişimi ve İnsan, Mediacat Yayıncılık, İstanbul.
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- Yıldırım A. Ve Şimşek H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. 10.Baskı, Ankara: Seçkin Yayınları
Abstract
With the digital age, we see brands that adapt to fast-changing consumer behavior effectively achieve their marketing goals. Brands that are adapted to instant communication can form strong bonds with their consumers and differentiate from their competitors. Real-time marketing, which is an effective way to achieve targeted consumer response with a lower budget than traditional marketing activities, is a marketing strategy in which brands are instantly on the consumers ‘ agenda. Being involved in the consumer agenda requires both creativity and creates a natural source of creativity. In this way, consumers ‘ sense of closeness to the brand increases with a natural pattern. Within the scope of this study, it is aimed to contribute to the conceptual integrity of real-time marketing with its academic and sectoral dimensions. For this purpose, qualitative research methods, semi-structured interview technique industry professionals with real-time marketing related to the definition, features and reviews on the strategies identified in the metering sample also content a detailed study of the applications are given.
According to the study findings, the most important features to be found in real-time marketing should be strategically speed, creativity, the right content at the right time, diversity, relevance to the subject, divergence, humor and meaningfulness. The criteria to be considered in measuring the impact of real-time marketing are social media interaction (access, likes, sharing, comments), brand awareness and contribution to taste, popularity in unit time and the impact of online spread it creates.
References
- Albors J. vd, (2008), New Learning Network Paradigm: Communities of Objectives, Croudsourcing, Wikis And Open Source, International Journal of Information Management, vol 28, 194-202.
- Ashley, C. ve Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement, Psychology&Marketing, vol.32 (1), 15-27.
- Bulunmaz, B. (2016). Gelişen Teknolojiyle Birlikte Değişen Pazarlama Yöntemleri ve Dijital Pazarlama, TRT Akademi, ISSN 2149-9446 Cilt 01, Sayı 02 Temmuz, Dijital Medya Sayısı, 351.
- Erdoğan, İ. (2003). Pozitivist Metodoloji: Bilimsel Araştırma Tasarımı, İstatistiksel Yöntemler, Analiz ve Yorum. Ankara: Erk Yayınları.
- Fanning, B. (2013). Case Study: Oreo’s Agile Use of Real-time Social Media Marketing During Super Bowl XLVII’s Power Outage. (https://docplayer.net/7136926-Case-study-oreo-s-agile-use-of-real-time-social-media-marketing-during-super-bowl-xlvii-s-power-outage.html) Son Erişim Tarihi: 01.07.2019.
- Jensen K B. (2011). New Media, Old Methods Internet Methodologies And The Online/Offline Divide, The Handbook Of Internet Studies, (Der.) Mia Consalvo ve Charles Ess İçinde, Wileyblackwell, Malden.
- Kallier, S. (2017). The Influence of Real-time Marketing Campaigns of Retailers on Consumer Purchase Behavior, International Review of Management and Marketing, 2017, 7(3), 126-133.
- Kaplan, A. Ve Haenlein, M. (2010). Users Of The World, Unite! The Challenges And Opportunities Of Social Media, Business Horizons (2010) 53, 59—68.
- Kerns, C. (2014). Trendology: Building an Advantage Through Data-Driven Real-Time Marketing. New York: Palgrave MacMillan.
- Lieb, R. (2013). A Market Definition Report. Real-Time Marketing: The Agility Leverage ‘Now’,(https://www.slideshare.net/Altimeter/report-realtime-marketing-the-agility-to-leverage-now-by-rebecca-lieb-jessica-groopman, Son Erişim Tarihi: 29.06.2019.
- Miller, M. (2013). “Real-time marketing smarts: companies killing it with off-the-cuff content”, http://www.toprankblog.com/2013/04/real-time-marketing-smarts/, Son Erişim Tarihi: 18.06.2019.
- Mitchell, C. (2013). Real-time marketing. Why future campaigns need to be planned less and managed more,
- https://www.ogilvy.com/wpcontent/uploads/2013/04/RealTimeMarketingFINAL-18-11.pdf (Son Erişim Tarihi: 10.07.2019).
- Motameni, R. Ve Nordstrom, R. (2014). Correlating the Social Media Functionalities to Marketing Goals and Strategies, Journal of Marketing Management, Vol. 2, No. 3 & 4, 27-48.
- O’Brien, P. (2013). Defining Real-Time Marketing, https://blog.sprinklr.com/real-time-marketing-definition/, Son Erişim Tarihi:28.06.2019.
- Ryan, D. (2016), Digital Marketing, çev. Mehmet Kurt, Türkiye İş Bankası Kültür Yayınları.
- Sain-Dieguez, V. (2015). “Are You Overlooking the Most Valuable Real-Time Marketing
- Strategy?”. http://www.convinceandconvert.com/digital-marketing/are youoverlooking- the-most-valuable-real-time-marketing-strategy/, Son Erişim Tarihi: 15.06.2019.
- Saravanakumar, M. ve SuganthaLakshmi, T. (2012). Social Media Marketing, Life Science Journal 2012; 9 (4), 4444-4451.
- Bjursten, A. ve Sylvendahl, F. N. (2017). How Real-Time Marketing Affects Social Media Engagement: Study of the TV series SKAM, Master’s Programme in International Marketing & Brand Management. Lund University School of Economics and Management.
- Tsimonis, G. ve Dimitriadis, S. (2014). Brand Strategies in Social Media, Marketing Intelligence & Planning, Vol.32 Issue: 3, 328-344.
- Varnalı, K. (2013). Dijital Tutulma, Pazarlama İletişimi ve İnsan, Mediacat Yayıncılık, İstanbul.
- Willemsen, L. vd, (2018). Let’s Get Real (Time)! The Potential Of Real-Time Marketing To Catalyze The Sharing Of Brand Messages, International Journal of Advertising, Vol. 37, No.5, 828–848.
- Yan, J. (2011). Social Media in Branding: Fulfilling A Need, Journal of Brand Management, Vol.18, 9, 688-696.
- Yannopoulos, P. (2011). Impact of the Internet on Marketing Strategy Formulation, International Journal of Business and Social Science, Vol. 2 No. 18, 1-7.
- Yıldırım A. Ve Şimşek H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. 10.Baskı, Ankara: Seçkin Yayınları
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Communication and Media Studies |
| Journal Section | Articles |
| Authors | |
| Publication Date | December 31, 2019 |
| Submission Date | September 9, 2019 |
| Published in Issue | Year 2019 |