DIGITAL MARKETING CHANNELS: BASIC METHODS AND APPLICATIONS

Yıl 2025, Cilt: 11 Sayı: 17, 71 - 93, 23.02.2025

Remzi Reha Durucasu

https://doi.org/10.51947/yonbil.1636982

Öz

With the advancement of digitalization day by day, the importance of the concept of digital marketing for businesses is increasing. Businesses that use appropriate digital marketing channels within the scope of digital marketing, which is defined as all marketing activities carried out in digital environments, can successfully fulfill their marketing strategies. In this article, which was created as a review study, a narrative literature review was conducted to express the current channels that can be handled within the scope of digital marketing. The aim of this study is to express the current digital marketing channels that businesses can currently use and that can contribute to businesses. Accordingly, ten digital marketing channels, namely email marketing, affiliate marketing, search engine optimization, search engine marketing, content marketing, mobile marketing, social media marketing, influencer marketing, video marketing and artificial intelligence, have been identified within the scope of the study. While digital marketing channels offer many benefits such as building brand loyalty, ensuring customer satisfaction, personalizing data, and accelerating the sales process, they also have some challenges such as competitive pressure, various security issues and unexpected technical failures. In addition, it is possible to get more contribution from these channels by integrating digital marketing channels within the scope of omnichannel marketing. As a result of the study, businesses are recommended to use a model that can be created by integrating digital marketing channels.

Anahtar Kelimeler

Digital marketing, digital marketing channels, artificial intelligence, omnichannel marketing, influencer marketing

DİJİTAL PAZARLAMA KANALLARI: TEMEL YÖNTEMLER VE UYGULAMALAR

Öz

Dijitalleşmenin her geçen gün ilerlemesiyle işletmeler için dijital pazarlama kavramının önemi de artmaktadır. Dijital ortamlarda yapılan tüm pazarlama faaliyetleri olarak ifade edilen dijital pazarlama kapsamında uygun dijital pazarlama kanallarını kullanan işletmeler pazarlama stratejilerini başarıyla yerine getirebilir. Derleme çalışma olarak oluşturulan bu makalede dijital pazarlama kapsamında ele alınabilecek güncel kanalları ifade etmek üzere anlatısal literatür taraması yapılmıştır. Bu çalışmanın amacı işletmelerin hali hazırda kullanabilecekleri güncelliğini koruyan, işletmelere katkı sağlayabilecek dijital pazarlama kanallarını ifade etmektir. Buna göre çalışma kapsamında e-posta pazarlaması, satış ortaklığı pazarlaması, arama motoru optimizasyonu, arama motoru pazarlaması, içerik pazarlaması, mobil pazarlama, sosyal medya pazarlaması, fenomen (influencer) pazarlama, video pazarlama ve yapay zeka olmak üzere on adet dijital pazarlama kanalı ortaya konmuştur. Dijital pazarlama kanalları; marka sadakati oluşturma, müşteri memnuniyeti sağlama, verilerin kişiselleştirilmesi, satış sürecini hızlandırma gibi pek çok fayda sunarken; rekabet baskısı, çeşitli güvenlik sorunları ve beklenmedik teknik arızalar gibi birtakım zorlukları da barındırmaktadır. Ek olarak dijital pazarlama kanallarını bütüncül pazarlama kapsamında birbirine entegre ederek, bu kanallardan daha fazla katkı almak mümkündür. Çalışma sonucunda işletmelere dijital pazarlama kanallarını entegre ederek oluşturulabilecek bir model kullanmaları önerilmektedir.

Anahtar Kelimeler

Dijital pazarlama, dijital pazarlama kanalları, yapay zeka, bütüncül pazarlama, fenomen pazarlama

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