INTERACTIVE E-GUERILLA MARKETING ACTIVITIES IN DIGITAL ERA

Yıl 2022, Cilt: 13 Sayı: 2, 407 - 428, 31.12.2022

Ebru Çil Sinan Nardalı

https://doi.org/10.54688/ayd.1111342

Öz

People are spending more time in virtual worlds than in the real world due to the speed of digitalization and the development of virtual worlds. In order to exist in this virtual environment, firms try to separate from their competitors with the help of digital promotional methods. Guerrilla marketing, called "the opposition of promotional tools," has joined a group of other promotional mix components in the virtual environment. Digital guerrilla marketing activities were termed e-guerrilla marketing in this study, and their characteristics were attempted to be determined using examples. The study included a content analysis based on prior guerrilla marketing features, as well as an analysis of five e-guerrilla marketing activities conducted over the internet. As a result of the research, the features of e-guerrilla were also determined and described by examining the activities of e-guerrilla marketing. In comparison to other digital marketing activities, these features have been found to be achieved through more interactive, creative, and innovative methods. In light of these findings, several suggestions have been developed for organizations considering e-guerrilla marketing.

Anahtar Kelimeler

Guerrilla marketing, E-guerrilla marketing, Digital guerilla marketing, Promotion activities, Interactivity

DİJİTAL ÇAĞDA ÖNE ÇIKAN ETKİLEŞİMLİ E-GERİLLA PAZARLAMA UYGULAMALARI

Öz

Dijitalleşmenin hız kazanması ve sanal evren uygulamalarının gelişmesi insanların gerçek dünyadan daha çok sanal evrenle vakit geçirmesine neden olmuştur. Markalar bu sanal dünyada da var olabilmek için dijital tutundurma araçları yardımıyla rakiplerinden farklılaşmaya çalışmaktadır. Tutundurma araçlarının aykırı elemanı olarak bilinen gerilla pazarlama da diğer tutundurma karması elemanları gibi sanal dünyaya adımını atmıştır. Bu araştırmada dijital gerilla pazarlama faaliyetleri, e-gerilla pazarlama olarak adlandırılmış olup sahip oldukları özellikler örnekler yardımıyla belirlenmeye çalışılmıştır. Çalışma kapsamında önceki gerilla pazarlama özellikleri referans alınarak içerik analizi yapılmış ve internet üzerinden beş e-gerilla pazarlama faaliyeti incelenmiştir. Araştırma sonucunda e-gerilla pazarlama faaliyetleri incelenerek e-gerilla pazarlamanın özellikleri saptanmış ve açıklanmıştır. Bu özelliklerin diğer dijital pazarlama faaliyetlerine nazaran daha etkileşimli, yaratıcı ve alışılmışın dışında yöntemlerle gerçekleştirildiği bulunmuştur. Elde edilen bu bulgular doğrultusunda e-gerilla pazarlama faaliyetlerini kullanmayı düşünen işletmelere yönelik çeşitli öneriler geliştirilmiştir.

Anahtar Kelimeler

Gerilla pazarlama, E-gerilla pazarlama, Dijital gerilla pazarlama, Tutundurma faaliyetleri, Etkileşim

Kaynakça

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