İNTERNET PAZARLAMA: KURAMSAL BİR ÇERÇEVE

Yıl 2020, Cilt: 12 Sayı: 4, 415 - 433, 05.10.2020

Yasemin Gedik

Öz

İnternet, işletmelerin iş yapma biçiminde devrim yaratmakta ve kullanımı işletme başarısı için giderek daha kritik hale gelmektedir. İnternet, işletmelerin rekabet avantajı elde etmek için yararlanabileceği güçlü bir araç ve yeni iş ilişkilerinin geliştirilmesini kolaylaştıran, şirketler için sınır ötesi pazar fırsatları sunan ve sürekli gelişen bir teknolojidir. Diğer taraftan, internet pazarlama müşteri oluşturmak, iletişim kurmak ve değer yaratmak için internet ve ilgili teknolojilerin kullanılmasıdır. İnternet pazarlama, sadece pazarlama kanallarından biri olarak değil, aynı zamanda ayrı bir pazarlama yöntemi olarak da kullanılabilir. İnternet pazarlama ayrıca işletmenin marka imajını geliştirmenin ve müşterilerle uzun vadeli, etkileşimli iletişim kurmanın en uygun maliyetli yollarından biridir. Bu çalışma internet pazarlama kavramıyla ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Çalışma ayrıca internet pazarlama stratejilerini de anlatarak pazarlama kararlarında işletme yöneticilerine rehberlik etmeyi amaçlamaktadır

Anahtar Kelimeler

internet pazarlama, internet pazarlama araçları, internet pazarlama stratejileri

Kaynakça

• Abass, S. ve Ahmad, A. (2018). Impact Of Internet Marketing On Photography In Lagos State, Nigeria, Contemporary Issues In Business & Economics (ICCIBE), 418-428.
• Ahmed, T. ve Gomathy, K. (2020). Influence Of Social Media Marketing On Customer Engagement. Studies in Indian Place Names, Vol: 40 (59), 17-20.
• Akinola, O. ve Okunade, D. (2016). Evaluating The Use Of Internet As A Medium For Marketing And Advertising Messages in Nigeria, African Journal of Marketing Management, Vol: 8(2), 12-19.
• Bagautdinova, N., Belikov, N. ve Murtazin, A. (2016). Internet Marketing As A Factor Of Development Of Small And Medium Business In Conditions Of Economic Crisis, Academy of Strategic Management Journal, 15, 50.
• Balaban, D. ve Mustatea, M. (2019). Users’ Perspective On The Credibility Of Social Media Influencers In Romania and Germany. Romanian Journal of Communication and Public Relations, Vol:21(1), 31-46.
• Bianchi , C. ve Mathews, S. (2016). Internet Marketing And Export Market Growth In Chile. Journal Of Business Research, 69(2), 426-434.
• Chaffey, D. (2016). Definitions Of Digital Marketing vs Internet Marketing vs Online Marketing, https://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/definitions-of-emarketing-vs-internet-vs-digital-marketing/#:~:text=E%2Dmarketing%20definition&text=However%2C%20Emarketing%20is%20sometimes%20considered,(E%2DCRM%20systems). Erişim Tarihi: 08.06.2020
• Chaudhary, A., Khan, M. ve Ali, R. (2017). Effect Of Integrated Marketing Communications On Consumer Buying Decision Of Internet Service (An Empirical Study Of Mobilink In Multan City). Journal Of Research In Marketing, Vol:8(1), 630-635.
• Chiang, I.-P., Lin, C.-Y. ve Huang, C.-H. (2018). Measuring The Effects Of Online-to-Offline Marketing, Contemporary Management Research, Vol. 14, No. 3, 167-189.
• Dilham, A., Sofiyah , F. ve Muda, I. (2018). The Internet Marketing Effect On The Customer Loyalty Level With Brand Awareness As Intervening Variables, International Journal Of Civil Engineering And Technology, 9(9), 681-695.
• Dülgeroğlu, İ. (2017). Son Tüketicilerin Değer Bilinci ve Fiyat-Kalite İlişkilerinin İnternet Üzerinden Satın Alma Davranışı Üzerindeki Etkisi: Kırklareli İlinde Bir Araştırma, Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 6 (1)
• El-Gohary , H. (2010). E-Marketing: A Literature Review From A Small Businesses Perspective, International Journal of Business and Social Science, Vol:1(1), 214-244.
• El-Gohary, H., Trueman, M. ve Fukukawa, K. (2010). Understanding The Factors Affecting The Adoption Of E-Marketing By Small Business Enterprises. E-Commerce Adoption And Small Business In The Global Marketplace: Tools For Optimization. IGI Global, 237-258.
• Fortes, N., Rita , P. ve Pagani , M. (2017). The Effects Of Privacy Concerns, Perceived Risk And Trust On Online Purchasing Behaviour, International Journal Of Internet Marketing and Advertising, Vol:11(4), 307-327.
• Gangeshwer, D. (2013). E-Commerce Or Internet Marketing: A Business Review From Indian Context, International Journal of u-and e-Service, Science and Technology, 6(6), 187-194.
• Garabinovic, D. ve Papic, M. (2018). Analysis Of Attitudes About The Use Of Information Technologies And Internet Marketing Within Different Promotional Strategies, Successful Implementation Of Information Technology: IT, Marketing, Education And Business Working Together For Business Success, 51-82.
• Golyash, I., Panasiuk, V. Ve Sachenko, S. (2017). The Performance Audit Of A Corporate Website As A Tool For Its Internet Marketing Strategy, EUREKA: Social and Humanities, (5),57-66.
• Grubor, A. ve Jaksa, O. (2018). Internet Marketing As A Business Necessity, Interdisciplinary Description of Complex Systems: INDECS, 16(2), 265-274.
• https://contentmarketinginstitute.com/what-is-content-marketing/ (2020). What Is Content Marketing?, Erişim Tarihi: 08.06.2020
• https://www.internetworldstats.com/stats.htm (2020). Internet Usage Statistics-The Internet Big Picture-World Internet Users and 2020 Population Stats, Erişim Tarihi: 08.06.2020
• https://www.lexico.com/definition/direct_marketing (2020). Direct Marketing, Erişim Tarihi: 08.06.2020
• Ismail, S., Rahman, A., Ismail, A., Daud, K. ve Khidzir, N. (2017). Internet Marketing Strategy for Furniture Industry: A Research Based Ergonomics Sofa. Advances In Human Factors, Business Management, Training and Education, Springer, Charm , 571-579.
• Isohella, L., Oikarinen , E.-L., Saarela , M., Muhos , M. ve Nikunen , T. (2017). Perceptions Of Digital Marketing Tools In New Micro-Enterprises, Management Challenges in a Network Economy: Proceedings of the MakeLearn and TIIM International Conference, 85-95.
• Isoraite, M. (2016). Raising Brand Awarenees Through The Internet Marketing Tools, Independent Journal of Management & Production, 7(2), 320-339.
• Isoraite, M. (2017). Internet Marketing Theoretical Aspects. Ecoforum, 6(1), 1-6.
• Karisma, I., Putra, I. ve Wiranatha, A. (2019). The Effects of Search Engine Optimization On Marketing Of Diving Companies In Bali. E-Journal Of Tourism Vol:6 (1), 130-138.
• Kaur, G. (2017). The Importance Of Digital Marketing In The Tourism Industry, International Journal Of Research-Granthaalayah, 5(6), 72-77.
• Khurana, A. (2019). The Difference Between E-Business and E-Commerce, https://www.thebalancesmb.com/ebusiness-vs-ecommerce-1141573 , Erişim Tarihi: 08.06.2020
• Khurramov , O. ve Fayzieva , S. (2020). The Main Convenience Of Internet Marketing From Traditional Marketing, Academy, 1(52).
• Kiang , M. ve Chi, R. (2001). A Framework For Analyzing The Potential Benefits Of Internet Marketing, Journal Of Electronic Commerce Research, Vol:2 (4), 157-163.
• Koh, T. (2017). Difference Between Digital Marketing And Online Marketing, https://mediaonemarketing.com.sg/difference-digital-marketing-online-marketing/ , Erişim Tarihi: 08.06.2020
• Liu, W. (2016). Analysis Of Internet Marketing Development And Innovative Path. 2nd International Conference On Economics, Social Science, Arts, Education and Management Engineering (ESSAEME 2016) , 74-77.
• Mathews, S., Bianchi , C., Perks, K., Healy, M. ve Wickramasekera, R. (2016). Internet Marketing Capabilities And International Market Growth, International Business Review, 25(4), 820-830.
• Mathews, S., Maruyama, M., Sakura, Y., Perks, K. ve Sok, P. (2019). Risk Perceptions In Japanese SMEs: The Role Of Internet Marketing Capabilities In Firm Performance, Journal of Strategic Marketing, 27(7), 599-611.
• Nasution, M., Prayogi, M. ve Siregar, L. (2020). Environment Of Internet Marketing And Experiential Marketing In Indonesia Context: Small And Medium Enterprises (SMEs) Purchase Intentions. IOP Conf. Series: Earth and Environmental Science 469, IOP Publishing.
• Niavand, H., Nia , F. ve Mahesh, R. (2018). The Role Of Internet Marketing On E-Commerce . Business and Management Horizons, Vol: 6 (1) , 139-149.
• Nuseir, M. (2016). Exploring The Use Of Online Marketing Strategies And Digital Media To Improve The Brand Loyalty and Customer Retention , International Journal of Business and Management; Vol: 11(4)
• Percic, K., Peric, N. ve Kutlaaa, D. (2019). The Adoption Of Internet Media As Marketing Innovations In Serbia. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 24(2), 63-72.
• Pevzner, M., Petryakov, P., Donina, I. ve Shaydorova, N. (2018). Internet Marketing As A Diversity Management Tool in Education, European Research Studies Journal, Vol: XXI (3), 496-505.
• Pulevska-Ivanovska, L. Ve Kaleshovska, N. (2013). Implementation Of E-Supply Chain Management, TEM Journal, 2(4), 314-322.
• Rajamanickam, M. (2020). Digital Marketing: A Global Perspective, Studies in Indian Place Names (UGC Care Journal), Vol: 40 (70), 1646-1655.
• Rashid, J., Adnan, S., Nisar, M., Irtaza, A., Arafat, S. ve Iqba, M. (2018). Advertiser’s Perception Of Internet Marketing For Small And Medium Enterprises In Pakistan, 2018 International Conference on Computing, Mathematics and Engineering Technologies – iCoMET 2018, 1-7.
• Rehman, F., Nawaz, T., Ilyas, M. ve Hyder, S. (2014). A Comparative Analysis Of Mobile And Email Marketing Using AIDA Model, Journal of Basic and Applied Scientific Research, 4(6), 38-49.
• Rutz, O. ve Bucklin, R. (2012). Does Banner Advertising Affect Browsing For Brands? Clickstream Choice Model Says Yes, For Some. Quantitative Marketing and Economics, 10, 231-257.
• Sabaityte, J. ve Davidaviciene, V. (2018). The Analysis Of Internet Marketing Research Directions. Marketing and Digital Technologies, Vol: 2 (1), 7-20.
• Salo, J., Sinisalo, J. ve Karjaluoto, H. ( 2008). Intentionally Developed Business Network For Mobile Marketing: A Case Study From Finland, Journal of Business & Industrial Marketing, 23(7), 497–506.
• Samran, Z., Wahyuni, S., Misril, M., Nabila, R. ve Putri, A. (2018). Determination Of Digital Marketing Strategies As Effective Communication Techniques For GoOntravel Brand Awareness, Journal of Research in Marketing, Vol: 9 (3), 752-757.
• Sathya, K., Preeth, S. ve Balakrishnan, V. (2017). Analysis Of The Customer Satisfaction, In Online Marketing–A Study, International Journal Of Innovaticu Sci End Ad Resecash Technolgy, 2(6).
• Saunders , K. (2002). Confusion Is The Key: A Trademark Law Analysis of Keyword Banner Advertising. Fordham Law Rev., 71 (2), Article 4, 543-577.
• Shaltoni, A. (2017). From Websites To Social Media: Exploring The Adoption Of Internet Marketing In Emerging Industrial Markets. Journal of Business & Industrial Marketing, 32(7), 1009 –1019.
• Sharma, N., Ahuja, M. ve Sharma, R. (2016). Models Of Internet Marketing. International Journal Of Academic Research & Development JAR&D, 51-61.
• Sinanagic, A., Civic, B. ve Muratovic, A. (2019). Presence Of Internet Marketing And Its Influence Of Business Success of Companies in Bosnia and Herzegovina. Economic Review: Journal of Economics & Business / Ekonomska Revija: Casopis za Ekonomiju i Biznis, Vol: 17(1), 77-89.
• Soegoto, E. ve Marica, A. (2018). Influence Of Internet Marketing On Concert Ticket Purchasing. IOP Conf. Series: Materials Science and Engineering, 407, IOP Publishing.
• Soegoto, E. ve Rahmansyah, M. (2018). Use Of Internet As Product Marketing Media Using Internet Marketing Method. IOP Conf. Series: Materials Science and Engineering, 407.
• Sweetwood, A. (2016). 4 Roles Every Marketing Organization Needs Now, https://hbr.org/2016/10/4-roles-every-marketing-organization-needs-now , Erişim Tarihi: 08.06.2020
• Thanasrivanitchai , J., Moschis, G. ve Shannon, R. (2017). Explaining Older Consumers' Low Use Of The Internet. International Journal of Internet Marketing and Advertising, Volume 11(4).
• Tian, V.-I., Wong, Y.-S. ve Pang, W.-M. (2018). Creating Trust And Reducing Consumers' Risk Perception In Internet Shopping. Journal of Marketing Development and Competitiveness, 12(1).
• Torun, E. (2017). Tüketici Satın Alma Davranışı Üzerinde İnternet ve Sosyal Medyanın Yeri ve Önemi, Electronic Journal Of Social Sciences, Cilt:16 (62)
• Valaei , N., Rezaei, S., Ismail , W. ve Oh , Y. (2016). The Effect Of Culture On Attitude Towards Online Advertising And Online Brands: Applying Hofstede’s Cultural Factors To Internet Marketing . International Journal Of Internet Marketing and Advertising, Vol:10 (4) 270-301.
• Vaughan, P. (2016). The Essential Step-by-Step Guide to Internet Marketing (Free E-book), https://blog.hubspot.com/blog/tabid/6307/bid/16761/the-essential-step-by-step-guide-to-internet-marketing-free-ebook.aspx , Erişim Tarihi: 08.06.2020
• Vynogradova, O., Drokina, N., Yevtushenko, N., Darchuk, V. ve Irtlach, M. (2020). Theoretical Approaches To The Definition Of Internet Marketing: Ukrainian Dimension. Innovative Marketing , 16(1), 89-103.
• Yannopoulos, P. (2011). Impact Of The Internet On Marketing Strategy Formulation. International Journal of Business and Social Science, Vol:2(18),1-7.
• Yao, B., Shanoyan, A., Peterson, H., Boyer, C. ve Baker, L. (2019). The Use Of New‐Media Marketing In The Green Industry: Analysis Of Social Media Use And Impact On Sales, Agribusiness, 35(2), 281-297.
• Yousif, R. (2012). Factors Affecting Consumer Attitudes Towards Mobile Marketing , Database Marketing & Customer Strategy Management Vol: 19(3), 147-162.
• Yüksek, G. (2018). Konaklama İşletmelerinin Web Sayfa Tasarımlarının Pazarlama Uygulamaları Açısından İncelenmesi: Eskişehir Örneği. Türk Turizm Araştırmaları Dergisi, Cilt.2 (1)