Bağlamsal Pazarlama: Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir Değerlendirme

Year 2021, , 175 - 186, 31.12.2021

Yasemin Gedik

https://doi.org/10.47899/ijss.20213207

Abstract

Günümüzde, teknolojinin hızla gelişimi ve internetin günlük yaşamın her alanına derinden nüfuz etmesi tüketici davranışında büyük değişimlere sebep olmaktadır. İşletmeler, bir bireyin durumuna ve ihtiyaçlarına göre kişiselleştirilmiş içerik sağlayarak genel müşteri deneyimini geliştirmeye odaklanmaktadır. Bağlamsal pazarlama, doğru bilgileri, doğru zamanda ve doğru kişilere ulaştırmaya dayanan etkili bir pazarlama aracıdır. Bağlamsal pazarlama işletmelere, uygun maliyetle daha başarılı hedefleme, potansiyel müşterileri aktif müşterilere dönüştürmek, satışları ve marka farkındalığını arttırmak, geleneksel reklamcılığın tüketiciyi kesintiye uğratan konseptini yok etmek gibi çok sayıda fayda sağlamaktadır. Bununla birlikte, literatürde bağlamsal pazarlama hakkında yapılan çalışmalar oldukça kısıtlıdır ve bu alanda çok daha fazla araştırmaya ihtiyaç bulunmaktadır. Bu çalışma, bağlamsal pazarlama ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, konuyla ilgili güncel istatistikler ve bağlamsal pazarlama stratejilerini de inceleyerek ilgili kararları alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Keywords

bağlam, hedefleme, bağlamsal pazarlama, bağlamsal reklamcılık

Contextual Marketing: A Conceptual Assessment of Its Advantages, Challenges, and Strategies

Abstract

Today, the rapid development of technology and the deep penetration of the internet into every aspect of daily life cause great changes in consumer behavior. Businesses focus on improving the overall customer experience by providing personalized content based on an individual's situation and needs. Contextual marketing is an effective marketing tool based on delivering the right information to the right people at the right time. Contextual marketing provides many benefits such as targeting more successfully at affordable cost, converting potential customers into active customers, increasing sales and brand awareness, and eliminating the disruptive concept of traditional advertising. However, studies on contextual marketing in the literature are very limited and much more research is needed in this area. This study focuses on establishing a broad theoretical framework regarding contextual marketing. In addition, the study aims to assist business managers in making relevant decisions by examining up-to-date statistics and contextual marketing strategies on the subject.

Keywords

Context, Targeting, Contextual Marketing, Contextual Advertising

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