Comparison of Traditional Marketing and Online (Digital) Marketing in the New World Order: The Generation Z Effect

Yıl 2023, , 144 - 171, 31.03.2023

Sinem Eyice Basev

https://doi.org/10.17336/igusbd.952731

Cited By: 1

Öz

Generation Z, also known as the next-generation consumer behavior phenomena, are digital natives that exhibit different behaviors in online environments at the same time, posing challenges to marketers and advertisers. As a result, it is clear that online (digital) marketing and communication methods are effective in influencing Generation Z consumers' purchase behavior while surfing the web. The study's goal is to evaluate participant perspectives on the impact of Generation Z on traditional and online/digital marketing in the new world order, based on this context. The case study was used as one of the qualitative research approaches in this study. The study's study group comprised 14 participants who were at 18 years or older. Due to the COVID-19 pandemic, it was conducted via Google Meet with the study participants. The interview form, which had three questions to determine the demographic features of the study group and 25 semi-structured open-ended questions to determine the perspectives on the effect of generation Z on traditional and online/digital marketing in the new world order, was used as the research's data collection tool. The data were analyzed using the descriptive analysis technique with the MAXQDA 2018 Program. It is thought that the results of the research will contribute to the related literature.

Anahtar Kelimeler

Digital Marketing, Strategy of Digital Marketing, Online Marketing, New World Order, Z Generation

Yeni Dünya Düzeninde Geleneksel Pazarlama ve Online (Dijital) Pazarlamanın Karşılaştırması: Z Kuşağı Etkisi

Öz

Yeni nesil tüketici davranışı olgusunu oluşturan Z kuşağı, çevrimiçi ortamlarda birden fazla davranışı aynı anda gösteren ve kendine özgü davranışları nedeniyle pazarlamacılara ve reklamcılara zorluklar sunan dijital yerlilerdir. Bu nedenle, Z kuşağı tüketicilerinin çevrimiçi ortamlarda gezinirken satın alma davranışlarına yönelik stratejilerin hedefinde online (dijital) pazarlama ve iletişim stratejilerinin etkili olduğu görülmektedir. Bu bağlamdan yola çıkılarak araştırmanın amacı, yeni dünya düzeninde geleneksel ve online/dijital pazarlamanın Z kuşağının etkisine ilişkin katılımcı görüşlerinin incelenmesidir. Araştırmanın amacına yönelik olarak, nitel araştırma yöntemlerinden durum çalışması kullanılmıştır. Araştırmanın çalışma grubu 18 yaş ve üstü gönüllü 14 katılımcıdan oluşmuştur. Araştırmanın çalışma grubunu oluşturan katılımcılarla COVID-19 pandemisi nedeniyle Google Meet üzerinden yapılmıştır. Araştırmanın veri toplama aracı olarak araştırmanın çalışma grubunun demografik özelliklerini belirlemeye yönelik 3 soru ve yeni dünya düzeninde geleneksel ve online/dijital pazarlamanın Z kuşağının etkisine ilişkin görüşlerinin belirlenmesine yönelik 25 yarı yapılandırılmış açık uçlu sorudan oluşan görüşme formu kullanılmıştır. Veriler MAXQDA 2018 Programı ile betimsel analiz tekniği kullanılarak analiz edilmiştir. Araştırma sonuçlarının ilgili alanyazına katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Dijital Pazarlama, Dijital Pazarlama Stratejisi, Online Pazarlama, Yeni Dünya Düzeni, Z Kuşağı

Kaynakça

• Advertising Age (2018). Marketing fact pack 2018. Ad Age. Retrieved from http://www.adage.com, Erişim Tarihi: 11.05.2021.
• AGARWAL, A.. HOSANAGAR, K., SMITH. M. D. (2011). Location, location, location: An analysis of profitability of position in online advertising markets. Journal of Marketing Research, 48(6), 1057-1073.
• ALAN, K. A., KABADAYI, T. E., ERİŞKE, T. (2018). İletişimin yeni yüzü: Dijital pazarlama ve sosyal medya pazarlaması. Elektronik Sosyal Bilimler Dergisi,17(66), 493-504.
• AMA (2021). https://www.ama.org/marketing-news/how-brands-can-extend-their-15-minutes-of-fame/, Erişim Tarihi: 05.05.2021
• BABBIE, E. (2007). The practice of social research (11th Edition). California: Thomson Wadsworth.
• BATRA, R., KELLER, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
• BELK, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500.
• BERMAN, R., KATONA, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), 644-651.
• BOGDAN, R. C., BIKLEN, S. K. (1998). Foundations of qualitative research in education. Qualitative Research In Education: An Introduction To Theory And Methods, 1-48.
• BUGHIN, J. (2015). Brand success in an era of digital Darwinism. February: Mckinsey Quarterly.
• BULUNMAZ, B. (2016). Gelişen teknolojiyle birlikte değişen pazarlama yöntemleri ve dijital pazarlama. TRT Akademi Dijital Medya Sayısı, 1(2).
• CHAFFEY, D., CHADWICK, F. E. (2016). Digital marketing (6. Edition). Pearson Education Ltd.
• DANAHER, P. J., & DAGGER, T. S. (2013). Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign. Journal of Marketing Research, 50(4). 517-534.
• DARADKEH, Y. I., & GOUVELA, L. B., SEN. S. (2018). Strategic thinking and brands move to the digital transformation. MATTER: International Journal of Science and Technology, 4(1), 88-105.
• DAUGHERTY, T., HOFFMAN, E., KENNEDY, K., & NOLAN, M. (2018). Measuring consumer neural activation to differentiate cognitive processing of advertising. European Journal of Marketing, 52(1), 182–198.
• DINNER, I. M., VAN HEERDE, H. J., & NESLIN. S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527-545.
• DODSON, I. (2016). The art of digital marketing: The definitive guide to creating strategic. Wiley: Targeted, and Measurable Online Campaigns.
• EISENBEISS, M.,WILKEN, R, SKIERA, B., & ÇÖMELİŞSEN, M. (2015). What makes deal-of-the-day promotions really effective? The interplay of discount and time constraint with product type. International Journal of Research in Marketing, 32(4), 387-397.
• Elite Daily (2015). Elite Daily Millennial Consumer Study 2015. Retrieved from https://www.elitedaily.com/news/business/elite-daily-millennial-consumer-survey-2015/902145, Erişim Tarihi: 13.05.2021.
• GOLDFARB, A., & TUCKER, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-104.
• HAENLEIN, M. (2013). Social interactions in customer churn decisions: The impact of relationship directionality. International Journal of Research in Marketing, 30(3), 236-248.
• HOLMES, E. (2013). The new style influencers are digital; brands court stars with active audiences to try turning followers into shoppers. Wall Street Journal (Online). Retrieved from http://proxy.library.nyu.edu/login?url=https://search-proquest-com.proxy.library.nyu.edu/docview/1431185287?accountid=12768, Erişim Tarihi: 07.05.2021.
• HUSAIN, S., GHUFRAN, A., & CHAUBEY, D. S. (2016). Relevance of social media in marketing and advertising. Splint International Journal of Professionals, 3 (7), 21–28.
• JOHNSON, B., & CHRISTENSEN, L.B. (2004). Educational research: Quantitative, qualitative, and mixed approaches. Boston: Pearson Education, Inc.
• KANNAN, P.,K., & LI, H.,A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34, 22-45.
• KATHERINE, T.,S. (2012). Longitudinal study of digital marketing strategies targeting millennials. The Journal of Consumer Marketing, 29(2), 86–92.
• KLEIN, L., & FORD, G. (2002). Consumer research for information in the digital age: an empirical study of pre-purchase search for automobiles. Advances in Consumer Research, 29, 100-101.
• LEMON, K.,N., & VERHOEF, P.,C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
• LI, H., & KANNAN, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56.
• MALTHOUSE, E. C., HAENLEIN, M., SKIERA. B., WEGE, E., & ZHANG, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.
• MUNSCH, A. (2021) Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration, Journal of Global Scholars of Marketing Science, 31(1), 10-29.
• NIELSEN, A. C. (2017). Millennials on millennials. Nielsen.
• PATTON, M.Q. (2002). Qualitative research & evaluation methods (3rd ed.). Thousand Oaks, CA: Sage Publications.
• PILELIENE, L., & GRIGALIUNAITE, V. (2017). The effect of female celebrity spokesperson in FMCG advertising: Neuromarketing approach. The Journal of Consumer Marketing, 34 (3), 202–213.
• ROGERS, D. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia University Press.
• ROWAN, W. (2002). Digital marketing: Using new technologies to get closer to your customers. Kogan Page.
• RYAN, D., & JONES, C. (2016). The best digital marketing campaigns in the world: Mastering the art of customer engagement. Kogan Page Limited.
• SIMOES, L., GOUVEIA, L. (2008). Targeting the millennial generation. III Jornadas de publicidade e comunicação. A publicidade para o consumidor do Séc. XXI, UFP. Porto. http://homepage.ufp.pt/lmbg/com/lsimoes1_sopcom08.pdf, Erişim Tarihi: 05.05.2021
• SOLOMON, M. (2017). Consumer behavior: Buying, having and being (12th Edition). Prentice Hall.
• SPANN, M., TELLIS, G. J. (2006). Does the internet promote better consumer decisions? The case of name-your-own-price auctions. Journal of Marketing, 70(1), 65-78.
• The Pew Research Center. (2018a). Early benchmarks show 'post-millennials’ on track to be most diverse, best-educated generation yet. A demographic portrait of today’s 6- to 21-year-olds. Retrieved from https://www.pewresearch.org/topics/millennials/, Erişim Tarihi: 07.05.2021.
• The Pew Research Center. (2018b). Millennials are the largest generation in the U.S. labor force. Retrieved from https://www.pewresearch.org/topics/millennials/, Erişim Tarihi: 03.05.2021.
• YILDIRIM, A., & ŞİMŞEK, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• ZAHAY, D. (2015). Digital marketing management. Business Expert Press.