STEAKHOUSE İŞLETMELERİNE BİR REKLAM HUNİSİ ÖNERİSİ: PROSPEKTİF BİR DİJİTAL PAZARLAMA YAKLAŞIMI

Abstract

Reel dijitalleşme uygulamalarını literatürle birleştirme yönlü üretilen bu çalışmada, bir steakhouse işletmesinin dijital pazarlama süreçlerine yönelik bir çerçeve sunulması amaçlanmıştır. Genel bir müşteri grubundan özelleştirilmiş bir müşteri grubuna yönelmesinden ötürü çerçeve bir dijital reklam hunisi modeli olarak betimlenmiştir. Çalışmada önerilen strateji; Facebook, Instagram ve Google Ads ile anahtar kelimeleri oluşturulmuş web sitesi gibi platformlarda gerçekleştirilen reklamların sıralı bir hiyerarşi içinde sunulmasına dayanmaktadır. İlk aşamada geniş kitlelere ulaşmayı hedefleyen marka bilinirliği ve erişim reklamları, devamında ise özel hedef kitleler belirlenerek etkileşim artırılmaktadır. Daha sonra trafik ve etkileşim reklamları ile müşteriler kampanyalara, ürün kuponlarına ve dönüştürücü reklamlara yönlendirilmektedir. Bu çalışma, steakhouse işletmeleri için dijital pazarlama süreçlerine yönelik bir yol haritası sunarak, müşteri katılımını artırmayı hedeflemektedir.

Keywords

• Dijital Pazarlama
• Reklam Hunisi
• Müşteri Dönüşümü
• Sosyal Medya Stratejisi
• Yeniden Pazarlama

ADVERTISING FUNNEL PROPOSAL FOR STEAKHOUSE BUSINESSES: A PROSPECTIVE DIGITAL MARKETING APPROACH

Abstract

Combining actual digitalization practices with literature, this study aims to present a framework for the digital marketing processes of a steakhouse business. The framework is described as a digital advertising funnel model as it moves from a general customer group to a specialized customer group. The strategy proposed in the study is based on a sequential hierarchy of advertisements on Facebook, Instagram and website with keywords generated via Google Ads platforms. In the first stage, brand awareness and outreach ads aim to reach large audiences, followed by increasing engagement by identifying specific target audiences. Then, with traffic and engagement ads, customers are directed to campaigns, product coupons, and converting ads. This study offers a framework to increase customer engagement by providing a roadmap for digital marketing processes for steakhouse enterprises.

Keywords

• Digital Marketing
• Advertising Funnel
• Customer Conversion
• Social Media Strategy
• Remarketing

Ethical Statement

Çalışma kapsamında tüm yazım etiği kurallarını uyulmuştur. Ayrıca teorik bir makale olması sebebiyle mevcut çalışma bir etik kurul izninin alınmasını gerektirmemektedir.

References

1. Akhmedova, R. (2024). Transformation of customer experience management in the restaurant business in the context of digitalization. BIO Web of Conferences, 113, 03008. https://doi.org/10.1051/bioconf/202411303008
2. Amazon Ads. (2024). What is a marketing funnel? How they work, stages, and examples [Online post]. Web Guide. https://advertising.amazon.com/library/guides/marketing-funnel (Erişim Tarihi: 02 Ekim 2024).
3. Avi, R. (2024). Top 20 Restaurant Industry Statistics for 2024. LinkedIn. https://www.linkedin.com/pulse/top-20-restaurant-industry-statistics-2024-avi-rodrigo-swjmc?trk=public_post (Erişim Tarihi: 10 Ekim 2024).
4. Aydın, Ş., & Çakır, M. U. (2022). Gastronomi ve dijitalleşme. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 12(4), 2143-2159. https://doi.org/10.30783/nevsosbilen.1123324
5. Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: Determinants of interaction choice. Journal of Interactive Marketing, 43(1), 116-133. https://doi.org/10.1016/j.intmar.2018.02.001
6. Berman, R. (2018). Beyond the last touch: Attribution in online advertising. Marketing Science, 37(5), 771-792. https://doi.org/10.1287/mksc.2018.1104
7. Bhattacharya, S. (2023). How effective is AI in digital marketing. International Journal of Engineering Applied Sciences and Technology, 8(2), 107-112.
8. Bîja, M. S., & Balaş, R. (2014). Social media marketing to increase brand awareness. Journal of Economics and Business Research, 20(2), 155-164.

9. Bi̇lgi̇n, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
10. Çam, S. (2024). Empowering marketing intelligence via text analytics. In Barbosa, B. (Ed.), Marketing innovation strategies and consumer behavior (pp. 31-57). IGI Global.
11. Canfield, D. de S., Gallon, S., & Corte, V. F. D. (2017). The design thinking on the consumer journey at a steakhouse in Brazil/O Design Thinking na Jornada do Consumidor em Uma Steakhouse no Brasil. CPMark - Caderno Profissional de Marketing, 5(3), 1-15.
12. Cartellieri, C., Parsons, A. J., Rao, V., & Zeisser, M. P. (1997). The real impact of internet advertising. The McKinsey Quarterly, 3, 44-63.
13. Celestin, M., Sujatha, S., Kumar, A. D., & Vasuki, M. (2024). Leveraging digital channels for customer engagement and sales: Evaluating SEO, content marketing, and social media for brand growth. International Journal of Engineering Research and Modern Education, 9(2), 32-40.
14. Çelik, I. K., Eru, O., & Cop, R. (2019). The effects of consumers’ FoMo tendencies on impulse buying and the effects of impulse buying on post-purchase regret: An investigation on retail stores. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 10(3), 124-138.
15. Çelik, S., Eru, O., & Cop, R. (2024). Mobil uygulamalardan gelen reklam bildirimlerine yönelik tutumlarının çevrimiçi anlık satın alma eğilimine etkisi. Politik Ekonomik Kuram, 8(1), 226-242.
16. Chaffey, D. (2021). E-commerce conversion rates 2021 – how do yours compare? [Online post]. Smart Insights. https://www.smartinsights.com/ecommerce/ecommerce-analytics/ (Erişim Tarihi: 03 Ekim 2024).
17. Chaffey, D. (2024). E-commerce conversion rate benchmarks – 2024 update [Online post]. Smart Insights. https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/ (Erişim Tarihi: 03 Ekim 2024).
18. Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th Edition). Pearson Education.
19. Chan, D., Ge, R., Gershony, O., Hesterberg, T., & Lambert, D. (2010). Evaluating online ad campaigns in a pipeline: Causal models at scale. In Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 7-16. https://doi.org/10.1145/1835804.1835809
20. Chang, D. Y., & Annaraud, K. (2008). Service quality evaluation and multiattribute attitude measurement: The case of a chain steakhouse in Taiwan. In J. S. Chen (Ed.), Advances in hospitality and leisure (Vol. 4, pp. 161-184). Emerald Group Publishing Limited. https://doi.org/10.1016/S1745-3542(08)00008-8
21. Cheng, M., Liu, J., Qi, J., & Wan, F. (2021). Differential effects of firm generated content on consumer digital engagement and firm performance: An outside-in perspective. Industrial Marketing Management, 98, 41-58. https://doi.org/10.1016/j.indmarman.2021.07.001
22. Choi, T.-M., Chan, H. K., & Yue, X. (2017). Recent development in big data analytics for business operations and risk management. IEEE Transactions on Cybernetics, 47(1), 81-92. https://doi.org/10.1109/TCYB.2015.2507599
23. Claire, B. (2024). Restaurant social media statistics in 2024 [Online post]. Menu Tiger. https://www.menutiger.com/blog/restaurant-social-media-statistics (Erşim Tarihi: 16 Kasım 2024).
24. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, June. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey (Erişim Tarihi: 02 Ekim 2024).
25. de Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507. https://doi.org/10.1016/j.ijresmar.2015.12.001
26. Dixit, S., Singh, S., Dhir, S., & Dhir, S. (2021). Antecedents of strategic thinking and its impact on competitive advantage. Journal of Indian Business Research, 13(4), 437-458. https://doi.org/10.1108/JIBR-08-2020-0262
27. Dwityas, N. A., Mulyana, A., Hesti, S., Briandana, R., & Kurniasari, P. M. (2020). Digital marketing communication strategies: The case of Indonesian news‘ portals. International Journal of Economics and Business Administration, 8(3), 307-316.
28. Eldesouky, D. F. B. (2018). Digital advertising and its role in building brand image. World Journal of Social Sciences and Humanities, 4(2), 93-99.
29. El-Hajj, M., & Pavlova, M. (2024). Predictive modeling of customer response to marketing campaigns. Electronics, 13(19), 3953. https://doi.org/10.3390/electronics13193953
30. Eru, O., Çelik, İ. K., Çelik, S., & Cop, R. (2018). Kaynak olarak YouTuber’a güvenilirliğin ve marka güveninin gençlerin satın alma niyetine etkisi. Ekonomik ve Sosyal Araştırmalar Dergisi, 14(2), 219-238.
31. Filippou, G., Georgiadis, A. G., & Jha, A. K. (2024). Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?. Marketing Letters, 35, 59-71. https://doi.org/10.1007/s11002-023-09700-8
32. Gabryel, M., Lada, D., Filutowicz, Z., Patora-Wysocka, Z., Kisiel-Dorohinicki, M., & Chen, G. Y. (2022). Detecting anomalies in advertising web traffic with the use of the variational autoencoder. Journal of Artificial Intelligence and Soft Computing Research, 12(4), 255–256. https://doi.org/10.2478/jaiscr-2022-0017
33. Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). Close enough? A Large-Scale exploration of non-experimental approaches to advertising measurement. Marketing Science, 42(4), 637-837. https://doi.org/10.1287/mksc.2022.1413
34. Gray, T., & Torres, S. (2023). The SEO customer funnel: KPIs & SEO metrics worth monitoring. The Gray Dot Company Blog. https://thegray.company/blog/seo-customer-funnel (Erişim Tarihi: 09 Ekim 2024).
35. Gruss, R., Kim, E., & Abrahams, A. (2020). Engaging restaurant customers on facebook: The power of belongingness appeals on social media. Journal of Hospitality & Tourism Research, 44(2), 201-228. https://doi.org/10.1177/1096348019892071
36. Güner, D., & Aydoğdu, A. (2022). Gastronomi alanındaki teknolojik gelişmelere yönelik bir değerlendirme: Dijital gastronomi. Aydın Gastronomy, 6(1), 17-28.
37. Ha, E. Y., & Lee, H. (2018). Projecting service quality: The effects of social media reviews on service perception. International Journal of Hospitality Management, 69, 132-141. https://doi.org/10.1016/j.ijhm.2017.09.006
38. Hamilton, R., & Price, L. L. (2019). Consumer journeys: Developing consumer-based strategy. Journal of the Academy of Marketing Science, 47, 187-191. https://doi.org/10.1007/s11747-019-00636-y
39. Han, H., Nguyen, H. N., Song, H.-J., Chua, B.-L., Lee, S., & Kim, W. (2019). Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses. Journal of Quality Assurance in Hospitality & Tourism, 20(5), 617-645. https://doi.org/10.1080/1528008X.2019.1579078
40. Holmgreen, L.-L. (2021). Is being right legitimate? Addressing public outcries on social media. Discourse, Context & Media, 39, 100458. https://doi.org/10.1016/j.dcm.2020.100458
41. Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41. https://doi.org/10.1016/j.ijresmar.2015.06.004
42. Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299
43. İlbay, B. (2023). Digital menu: Concepts and planning. In Canbolat, C., & Çekiç, I. (Eds.), Digitalization and smart technologies in gastronomy (2nd Edition, pp. 69-82). Eğitim Yayınevi.
44. Jaffe, J., & Albarda, M. (2013). Z.E.R.O.: Zero paid media as the new marketing model. John Wiley & Sons.
45. Jansen, B. J., Zhang, M., & Zhang, Y. (2007). The effect of brand awareness on the evaluation of search engine results. In CHI'07 Extended Abstracts on Human Factors in Computing Systems (pp. 2471-2476). http://dx.doi.org/10.1145/1240866.1241026
46. Kanaan, K., Abuhjeeleh, M., Darabseh, F., Taha, O., & Aljawarneh, N. M. (2023). How digital marketing and innovative performance contribute to hotel restaurant revenue growth: The mediating role of knowledge sharing. Cogent Social Sciences, 9(1), 2209985. https://doi.org/10.1080/23311886.2023.2209985
47. Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155. https://doi.org/10.1016/j.ijhm.2013.08.015
48. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
49. Kim, E.-J., & Kim, S.-H. (2024). The Effects of service quality on positive emotion, brand affection, and brand loyalty in restaurant sector. The Korean Journal of Franchise Management, 15(2), 1-15. https://doi.org/10.21871/KJFM.2024.6.15.2.1
50. Kim, J., Jun, J., & Tang, L. (Rebecca). (2019). How well does advertising work on restaurant performance? A dynamic and quadratic approach. International Journal of Hospitality Management, 81, 11-20. https://doi.org/10.1016/j.ijhm.2019.02.010
51. Kim, W. G., Li, J. (Justin), & Brymer, R. A. (2016). The impact of social media reviews on restaurant performance: The moderating role of excellence certificate. International Journal of Hospitality Management, 55, 41-51. https://doi.org/10.1016/j.ijhm.2016.03.001
52. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25. https://doi.org/10.1509/jm.14.0249
53. Kumar, N., Janani, M., John William, A., Pavithra, R., & Maharajan, T. (2024). Turbo remarketing by e-commerce start-ups: Converting abandoned carts into sales. International Journal of Economics & Business Administration, 12(2), 18-36.
54. Kwok, L., & Yu, B. (2013). Spreading social media messages on facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94. https://doi.org/10.1177/1938965512458360
55. Lacarcel, F. J., & Huete, R. (2023). Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: A review. International Entrepreneurship and Management Journal, 19, 691-708. https://doi.org/10.1007/s11365-023-00843-8
56. Lepkowska-White, E., & Parsons, A. (2019). Strategies for monitoring social media for small restaurants. Journal of Foodservice Business Research, 22(4), 351-374. https://doi.org/10.1080/15378020.2019.1626207
57. Li, H. (Alice), & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56. https://doi.org/10.1509/jmr.13.0050
58. Li, W., Xu, Y., Jiang, T., & Cheung, C. (2024). The effects of over-service on restaurant consumers’ satisfaction and revisit intention. International Journal of Hospitality Management, 122, 103881. https://doi.org/10.1016/j.ijhm.2024.103881
59. Li, Z. (2024). Application and optimization of various machine learning models in social e-commerce marketing strategies. Transactions on Computer Science and Intelligent Systems Research, 4, 11-21. https://doi.org/10.62051/bsm4y952
60. Lima, M. M. de, Mainardes, E., & Cavalcanti, A. L. (2019). Influence of social media on restaurant consumers: A case study of Crab Island restaurant. Journal of Foodservice Business Research, 22(5), 413-432. https://doi.org/10.1080/15378020.2019.1631657
61. Liu, B., Sheth, A., Weinsberg, U., Chandrashekar, J., & Govindan, R. (2013). AdReveal: Improving transparency into online targeted advertising. Proceedings of the Twelfth ACM Workshop on Hot Topics in Networks, 1-7. https://doi.org/10.1145/2535771.2535783
62. Lo Presti, L., Maggiore, G., & Marino, V. (2020). Mobile chat servitization in the customer journey: From social capability to social suitability. The TQM Journal, 32(6), 1139-1158. https://doi.org/10.1108/TQM-10-2019-0241
63. Lopez Votta, F. (2021). Digital marketing plan for petiscaria restaurant [Bachelor’s Thesis]. Haaga-Helia University of Applied Sciences. https://www.theseus.fi/bitstream/handle/10024/500755/FranciscoLopezVotta_Thesis_2021.pdf?sequence=2 (Erişim Tarihi: 01 Ekim 2024).
64. Macias, W. (2003). A Preliminary structural equation model of comprehension and persuasion of interactive advertising brand web sites. Journal of Interactive Advertising, 3(2), 36-48. https://doi.org/10.1080/15252019.2003.10722072
65. Manningham, D., Asselin, H., & Bourguignon, B. (2024). Be direct! Restaurant social media posts to drive customer engagement in times of crisis and beyond. Tourism and Hospitality, 5(2), 304-313. https://doi.org/10.3390/tourhosp5020020
66. Martín-Martín, D., García, J. M., & Romero, I. (2022). Determinants of digital transformation in the restaurant industry. Amfiteatru Economic, 24(60), 430-446. https://doi.org/10.24818/EA/2022/60/430
67. Mkumbo, D. R., & Mbise, K. S. (2022). The influence of social media advertisements on fast-food consumption. The Journal of Informatics, 2(1), 22-32. https://doi.org/10.59645/tji.v2i1.62
68. Namkung, Y., Shin, S. Y., & Yang, I. S. (2007). A grounded theory approach to understanding the website experiences of restaurant customers. Journal of Foodservice Business Research, 10(1), 77-99. https://doi.org/10.1300/J369v10n01_05
69. Norris, C. L., Taylor Jr, S., & Taylor, D. C. (2021). Pivot! How the restaurant industry adapted during COVID-19 restrictions. International Hospitality Review, 35(2), 132-155. https://doi.org/10.1108/IHR-09-2020-0052
70. Oklander, M. A., & Oklander, T. O. (2017). Segmentation and communication in digital marketing. Marketing and Management of Innovations (Маркетинг і Менеджмент Інновацій), (3), 69-78.
71. Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media?. Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
72. Pauwels, K., Leeflang, P. S. H., Teerling, M. L., & Huizingh, K. R. E. (2011). Does online information drive offline revenues?: Only for specific products and consumer segments!. Journal of Retailing, 87(1), 1-17. https://doi.org/10.1016/j.jretai.2010.10.001
73. Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T. (2020). One size doesn’t fit all: A uses and gratifications analysis of social media platforms. Journal of Research in Interactive Marketing, 14(2), 269-284. https://doi.org/10.1108/JRIM-10-2019-0159
74. Pesonen, M.-R., & Aho, L. (2017). Social media marketing plan case: Stefan’s steakhouse [Bachelor’s Thesis]. Laurea University of Applied Sciences. https://www.theseus.fi/bitstream/handle/10024/122230/CaseStefansSteakhousepdf.pdf?sequence=1&isAllowed=y (Erişim Tarihi: 28 Eylül 2024).
75. Pinzón Alemán, L. A. (2023). Plan de marketing digital Senior+ [Master’s Thesis] Universidad Internacional de La Rioja. https://reunir.unir.net/handle/123456789/14730 (Erişim Tarihi: 04 Ekim 2024).
76. Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology & People, 32(2), 387-404. https://doi.org/10.1108/ITP-03-2018-0134
77. Quinton, S., & Khan, M. A. (2009). Generating web site traffic: A new model for SMEs. Direct Marketing: An International Journal, 3(2), 109-123. https://doi.org/10.1108/17505930910964777
78. Rasty, F., & Filieri, R. (2024). Consumer engagement with restaurant brands on Instagram: The mediating role of consumer-related factors. International Journal of Contemporary Hospitality Management, 36(7), 2463-2483. https://doi.org/10.1108/IJCHM-02-2023-0135
79. Rzemieniak, M. (2015). Measuring the effectiveness of online advertising campaigns in the aspect of e-entrepreneurship. Procedia Computer Science, 65, 980-987. https://doi.org/10.1016/j.procs.2015.09.063
80. Santiago, J., Borges-Tiago, M. T., & Tiago, F. (2022). Is firm-generated content a lost cause? Journal of Business Research, 139, 945-953. https://doi.org/10.1016/j.jbusres.2021.10.022
81. Sapian, A., & Vyshnevska, M. (2019). The marketing funnel as an effective way of a business strategy. ΛΌГOΣ. The Art of Scientific Mind, 4, 16-18.
82. Seiler, S., & Yao, S. (2017). The impact of advertising along the conversion funnel. Quantitative Marketing and Economics, 15, 241-278. https://doi.org/10.1007/s11129-017-9184-y
83. Sharma, G., & Baoku, L. (2013). Customer satisfaction in Web 2.0 and information technology development. Information Technology & People, 26(4), 347-367. https://doi.org/10.1108/ITP-12-2012-0157
84. Sharma, M., & Pokharel, Y. P. (2024). Online rating and reviews of restaurant on customer acquisition. International Journal of Atharva, 2(2), 231-251. https://doi.org/10.3126/ija.v2i2.70304
85. Sheeraz, M., Sajid, M., Mehmood, Y., Irfan, M., & Tahir, I. (2023). Brand awareness and digital marketing: measurement tools and data analytics for agricultural industry. Journal of Arable Crops and Marketing, 5(1), 37-50.
86. Singh, S., Singh, G., & Dhir, S. (2024). Impact of digital marketing on the competitiveness of the restaurant industry. Journal of Foodservice Business Research, 27(2), 109-137. https://doi.org/10.1080/15378020.2022.2077088
87. Sood, S. (2022). Leveraging web analytics for optimizing digital marketing strategies. In Chaudhary, K., & Alam, M. (Eds.), Big data analytics (1st Edition, pp. 173-188). Auerbach Publications.
88. Spencer, C., & Giles, N. (2001). The planning, implementation and evaluation of an online marketing campaign. Journal of Communication Management, 5(3), 287-299. https://doi.org/10.1108/13632540110806839
89. Sprout Blog. (2024). 50+ Must-know social media marketing statistics for 2024. https://sproutsocial.com/insights/social-media-statistics/ (Erişim Tarihi: 01 Ekim 2024).
90. Subhadra, V., Urvashi, K., Pranav, F., & Tarjni, V. (2018). Google AdWords: A Window into the google display network. In D. K. Mishra, M. K. Nayak, & A. Joshi (Eds.), Information and communication technology for sustainable development (pp. 345-355). Springer. https://doi.org/10.1007/978-981-10-3932-4_36
91. Syaputra, A., & Hasbi, H. (2024). The Influence of google ads campaigns and digital marketing content strategy on sales conversion rates: At PT XXX. Dinasti International Journal of Education Management and Social Science, 5(4), 626-632.
92. Talukder, M. B., Kumar, S., & Das, I. R. (2024). Perspectives of digital marketing for the restaurant industry. In Erol, G., & Kuyucu, M. (Eds.), Advancements in socialized and digital media communications (1st Edition, pp. 118-134). IGI Global. https://doi.org/10.4018/979-8-3693-0855-4.ch009
93. Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63, 102696. https://doi.org/10.1016/j.jretconser.2021.102696
94. Tritama, H. B., & Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9-14. https://doi.org/10.21512/commit.v10i1.1667
95. Tsesis, A. (2018). Marketplace of ideas, privacy, and the digital audience. Notre Dame Law Review, 94, 1585.
96. Turow, J., & Draper, N. (2014). Industry conceptions of audience in the digital space: A research agenda. Cultural Studies, 28(4), 643-656. https://doi.org/10.1080/09502386.2014.888929
97. Userpilot. (2024). Marketing funnel KPIs for each stage + How to track them. Userpilot Blog https://userpilot.com/blog/marketing-funnel-kpis/ (Erişim Tarihi: 05 Ekim 2024).
98. Van Ninh, N., & Danko, L. (2023). A measurement exploring the relationship between customer engagement and digital transformation in restaurants. Journal of Global Business and Technology, 19(2), 116-134.
99. Venermo, A., Rantala, J., & Holopainen, T. (2020). From sales funnel to customer journey. In J. I. Kantola, S. Nazir, & V. Salminen (Eds.), Advances in human factors, business management and leadership (pp. 200-206). Springer International Publishing. https://doi.org/10.1007/978-3-030-50791-6_25
100. Venkatesan, R., Petersen, J. A., & Guissoni, L. (2018). Measuring and managing customer engagement value through the customer journey. In R. W. Palmatier, V. Kumar, & C. M. Harmeling (Eds.), Customer engagement marketing (pp. 53-74). Springer International Publishing. https://doi.org/10.1007/978-3-319-61985-9_3
101. Waghmare, G., Gondane, V. A., Todmal, A. D., Sharma, J. K., Kopare, A., & Pramanik, S. (2024). Data-Directed marketing's function in building durable relationships with customers. In Rosario, A. T., Cruz, N. R., & Moniz, L. B. (Eds.), Data-driven marketing for strategic success (1st Edition, pp. 123-147). IGI Global.
102. Wang, P., Liu, Y., Meytlis, M., Tsao, H.-Y., Yang, J., & Huang, P. (2014). An efficient framework for online advertising effectiveness measurement and comparison. Proceedings of the 7th ACM International Conference on Web Search and Data Mining, 163-172. https://doi.org/10.1145/2556195.2556235
103. Williams, N. (2016). The sales funnel book: How to multiply your business with marketing automation. CreateSpace Independent Publishing Platform.
104. Wilson, R. D. (2005). Using web traffic analysis for customer acquisition and retention programs in marketing. Services Marketing Quarterly, 26(2), 1-22. https://doi.org/10.1300/J396v26n02_01
105. Wu, T.-H., Weng, S.-J., Lin, Y.-T., Kim, S.-H., & Gotcher, D. (2020). Investigating the importance and cognitive satisfaction attributes of service quality in restaurant business—A case study of TASTy steakhouse in Taiwan. Journal of Foodservice Business Research, 23(4), 263-284. https://doi.org/10.1080/15378020.2020.1749799
106. Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106. https://doi.org/10.1177/0273475310392544
107. Yang, Z., Liu, V., & Lyu, C. (2024). Exploring social sharing value: Effects on customer attitudes and behaviors in restaurant livestreaming. Behavioral Sciences, 14(7), 621. https://doi.org/10.3390/bs14070621
108. Yarış, A., & Aykol, Ş. (2022). The impact of social media use on restaurant choice. Anatolia, 33(3), 310-322. https://doi.org/10.1080/13032917.2021.1931379
109. Zhu, X., Tao, H., Wu, Z., Cao, J., Kalish, K., & Kayne, J. (2017). Ad fraud categorization and detection methods. In X. Zhu, H. Tao, Z. Wu, J. Cao, K. Kalish, & J. Kayne (Eds.), Fraud prevention in online digital advertising (pp. 25-38). Springer International Publishing. https://doi.org/10.1007/978-3-319-56793-8_4