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

Yıl 2024, Cilt: 6 Sayı: 2, 65 - 96, 31.12.2024

Murat Fatih Tuna

Öz

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.

Anahtar Kelimeler

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

Etik Beyan

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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