Derleme
BibTex RIS Kaynak Göster

Değer ve güven ağlarının yükselişinde içerik pazarlaması

Yıl 2016, , 274 - 285, 08.01.2016
https://doi.org/10.24289/ijsser.279104

Öz

Günümüzde tüketicicilerin ürünler hakkında daha bilgili olması nedeniyle istek ve arzularının değiştiğini gözlemlemekteyiz. İşletmelerin kendilerine sundukları mal ve hizmeti kabullenmek yerine işletmeleri kendi istedikleri mal ve hizmeti üretmeye zorlamaktalar. Satın almak istedikleri mal ve hizmetin özelliklerini en ince ayrıntısına kadar öğrenmek ve bu özellikleri diğer ürünlerle karşılaştırıp kendi ihtiyaçlarına en uygun ürünü belirleme yoluna gitmekteler. Bu nedenle işletmeler satışa sundukları ürünler hakkında tüketiciyi tatmin edecek bilgiyi sunmak zorundalar ve bu tüketici anlayışı giderek artmaktadır.  Gücün üreticiden tüketiciye geçmesine neden olan bu anlayışa en hızlı cevap verecek pazarlama anlayışı İçerik Pazarlamasıdır. Değerli içerik, tüketiciler ve işletme arasındaki kuvvetli bağın kurulması ve sağlamlaştırılması açısından işletmelerin kullanabileceği önemli bir argümandır. Ayrıca belirtmek gerekir ki İçerik Pazarlamasını bir pazarlama stratejisi olarak kullanan küçük ve orta ölçekli işletmelerin yeni müşteriler kazanması ve mevcut müşterilerini ellerinde tutabilmeleri açısından içerik pazarlaması anahtar rol üstlenmektedir. Bu çalışma da içerik pazarlaması kavramı, araçları, amaçları ve etkin bir içerik pazarlaması stratejinin nasıl olması gerektiği açıklanmıştır.


Kaynakça

  • Kaynakça
  • Alikılıç, Ö. & Onat F., (2007). Bir Halkla İlişkiler Aracı olarak Kurumsal Bloglar. Journal of Yasar University, 8(2): 899-927.
  • Barutçu, S. & Tomaş, M., (2013). Sürdürülebilir Sosyal Medya Pazarlaması ve Sosyal Medya Pazarlaması Etkinliğinin Ölçümü. Journal of Internet Application and Managament, 4(1): 5-24. doi: 10.5505/iuyd.2013.69188
  • Berry, L., (1995). Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of the Academy of Marketing Science, 4: 236-245
  • Corniani, M., (2008). Push and Pull Policy in Market-Driven Management. Symphonya: Emerging Issues in Management, 1: 45-64.
  • Dragana, M. & Leo, I., (2014). Infographics as a Marketing Communication Tool. SmyOrg Conference, 226-273.
  • Elisa, R. & Gordini, N., (2014). Content Marketing Metrics: Theoretical Aspects And Empirical Evidence Department Of Economics, Management And Statistics. European Scientific Journal, 10(34): 92-104.
  • Emma, K. & Sharp, B.M., (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 40(1): 5–15.
  • Gunelius, S., (2011). Content Marketing for Dummies. New York: Wiley.
  • Halvorson, K., (2010). Content Strategy for The Web. Berkeley: New Riders.
  • Handley, A. & Chapman, C.C. ,(2010). Content Rules. New York: Wiley.
  • Hermida, A., Fletcher, F., Korel, D. & Logan, D., (2012) Share, Like, Recommend, Decoding the social media news consumer. Journalism Studies, 13: 815-824. doi: 10.1080/1461670X.2012.664430
  • Kietzmann, J. H., Kristopher, H., McCarthy, I. P. & Silvestre B. S., (2011). Social media? Get serious! Understanding the functional building blocks of social media. Journal of Business Horizons, 54(3): 241–251.
  • John, N. R., (1995). Relationship Marketing and Distribution Channels: Exploring Fundamental Issues. Journal of the Academy of Marketing Science September, 23(4): 327-334.
  • Kaplan, A. M. & Hainlein, M., (2010). Users of the world, unite! The challanges and opportunities of Social Media, Business Horizons. Journal of Business Horizons, 53(1): 59–68. doi:10.1016/j.bushor.2009.09.003
  • Keyes, J., (2006). Knowledge management, business intelligence and content management. Broken South Parken: Auerbach Publications.
  • Lead Generation Marketing Effectiveness Study Examining Content Marketing, Automation & ROI 2013. Lenskold Group http://www.lenskold.com/content/LeadGenStudy_2013.html
  • Lewis, M., (2006). The effect of shipping fees on customer acquisition, customer retention, and purchase quantities. Journal of Retailing, 82(1): 13–23. doi:10.1016/j.jretai.2005.11.005
  • Lieb, R., (2011). Content Marketing: Think Like a Publisher. How to Use Content to Market Online and In Social Media. Indianapolis: Que Publishing.
  • Liua, C. & Arnett K. P., (1999). Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce. Journal of Information & Management, 38(1): 23–33. doi:10.1016/S0378-7206(00)00049-5
  • McCarthy, J., Rowley J. & Watson C., (2013). Consumer Attitudes Towards Mobile Marketing in the Smart Phone. International Journal of Information Management, 33(5): 840–849 doi:10.1016/j.ijinfomgt.2013.06.004
  • McHill, G., (2011). 30 minute Social Media Marketing: Step by Step Techniques to Spread the, Words about your Business. New York: McGraw-Hill.
  • Odden, L., (2012). How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. New Jersey: Wiley.
  • Papatya, N., (2006a). Pazarlamada Değişimin Ötesi Yaratıcı ve Yenilikçi Pazarlama Dönüşümü. Pazarlama Dünyası Dergisi, 20(1): 73-77.
  • Papatya, N., (2006b). İşletmelerde Rekabetçi Zekanın Değişen Yüzü: Girişimci Pazarlama. Pİ Dergisi, 5(16): 45-59.
  • Pulizzi, J., (2012). The Rise of Storytelling as the New Marketing. Journal of Publishing Research Quarterly, 28(2): 116-123. doi 10.1007/s12109-012-9264-5
  • Radder, L. & Huang, W., (2008) "High‐involvement and low‐involvement products: A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12(2): 232–243. doi.org/10.1108/13612020810874908
  • Rahim, K. & Clemens, B., (2012). Organizational Goals and Performance Measurement Creteria for Content Marketing. Journal of Communication and Computer, 9: 896-904
  • Rakic, R., Beba, R. & Mira, R., (2014). Digital Content Marketing for Organizations as Buyers, Ekonomika, Journal of Economic Theory and Practice and Social Issues, 1: 109-123.
  • Rowley, J., (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5): 517-540
  • doi 10.1362/026725708X325977
  • Todd, J. A. & Fang, E., (2010). Palmatier R. W. The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance. Journal of the Academy of Marketing Science April, 39(2): 234-251. doi. 10.1007/s11747-010-0203-8
  • Toy, E. & Arslan, D., (2015). The Visual Problems of Infographics. Global Journal on Humanites & Social Sciences, 1(1): 409-414
  • Wayne S. & Cotter, M., (2008). The Michelin Guide and Restaurant Pricing Strategies. Journal of Restaurant & Foodservice Marketing, 3(1): 51-67. doi. 10.1300/J061v03n01_04
  • Witold, S., (2012). Content Marketing as an Important Element of Marketing Strategy of Scientific Institutions. Marketing of Scientific and Research Organizations, 5: 133-151
  • Yee, L.L,. (2010). Marketing metrics' usage: Its Predictors and Implications for Customer Relationship Management. Journal of Industrial Marketing Management, 40(1): 139–148. doi:10.1016/j.indmarman.2010.09.002
  • http://contentmarketinginstitute.com/2015/09/b2b-content-marketingresearch/ (Erişim tarihi: 15/10/2015).
  • http://ergezer.net/icerik-pazarlamasi-content-marketing-nedir.html (Erişim tarihi: 28/10/2015).
  • http://mmaglobal.com/news/mma-updates-definition-mobile-marketing (Erişim tarihi: 17/10/2015).

Content marketing on the increase of value and confidence network

Yıl 2016, , 274 - 285, 08.01.2016
https://doi.org/10.24289/ijsser.279104

Öz

Nowadays we observe that consumers’ hopes and expectations are changing, so they require to have more information about products.  Instead of just accepting goods and services offered by firms, they expect firms to produce what they want. Consumers want to know products’ details and thus can compare them with the similar products produced by other firms so that they may decide to choose the best product for themselves before buying it. Consequently firms have to offer sufficient information to their consumers about their products as this kind of consumer behavior is already on the verge of increase. Content marketing is the best marketing technique for serving customers in this issue. And we explain in this research content marketing approach, its goals and tools and how we can create an effective content marketing strategy. The potential of the valuable content for customer value as a basis for ensuring that consumers are fully engaged as shareholders in the content economy is discussed. On this basis recommendations, practice and further researches are developed. And we need to indicate that large and small brands are engaging in a marketing activity called content marketing, the idea that storytelling is a key to attract and retain customers. Therefore, this study tries to explain theoretically the use of content marketing as a marketing approach aimed at attracting, informing and retaining customers through compelling and relevant content.

Kaynakça

  • Kaynakça
  • Alikılıç, Ö. & Onat F., (2007). Bir Halkla İlişkiler Aracı olarak Kurumsal Bloglar. Journal of Yasar University, 8(2): 899-927.
  • Barutçu, S. & Tomaş, M., (2013). Sürdürülebilir Sosyal Medya Pazarlaması ve Sosyal Medya Pazarlaması Etkinliğinin Ölçümü. Journal of Internet Application and Managament, 4(1): 5-24. doi: 10.5505/iuyd.2013.69188
  • Berry, L., (1995). Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of the Academy of Marketing Science, 4: 236-245
  • Corniani, M., (2008). Push and Pull Policy in Market-Driven Management. Symphonya: Emerging Issues in Management, 1: 45-64.
  • Dragana, M. & Leo, I., (2014). Infographics as a Marketing Communication Tool. SmyOrg Conference, 226-273.
  • Elisa, R. & Gordini, N., (2014). Content Marketing Metrics: Theoretical Aspects And Empirical Evidence Department Of Economics, Management And Statistics. European Scientific Journal, 10(34): 92-104.
  • Emma, K. & Sharp, B.M., (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 40(1): 5–15.
  • Gunelius, S., (2011). Content Marketing for Dummies. New York: Wiley.
  • Halvorson, K., (2010). Content Strategy for The Web. Berkeley: New Riders.
  • Handley, A. & Chapman, C.C. ,(2010). Content Rules. New York: Wiley.
  • Hermida, A., Fletcher, F., Korel, D. & Logan, D., (2012) Share, Like, Recommend, Decoding the social media news consumer. Journalism Studies, 13: 815-824. doi: 10.1080/1461670X.2012.664430
  • Kietzmann, J. H., Kristopher, H., McCarthy, I. P. & Silvestre B. S., (2011). Social media? Get serious! Understanding the functional building blocks of social media. Journal of Business Horizons, 54(3): 241–251.
  • John, N. R., (1995). Relationship Marketing and Distribution Channels: Exploring Fundamental Issues. Journal of the Academy of Marketing Science September, 23(4): 327-334.
  • Kaplan, A. M. & Hainlein, M., (2010). Users of the world, unite! The challanges and opportunities of Social Media, Business Horizons. Journal of Business Horizons, 53(1): 59–68. doi:10.1016/j.bushor.2009.09.003
  • Keyes, J., (2006). Knowledge management, business intelligence and content management. Broken South Parken: Auerbach Publications.
  • Lead Generation Marketing Effectiveness Study Examining Content Marketing, Automation & ROI 2013. Lenskold Group http://www.lenskold.com/content/LeadGenStudy_2013.html
  • Lewis, M., (2006). The effect of shipping fees on customer acquisition, customer retention, and purchase quantities. Journal of Retailing, 82(1): 13–23. doi:10.1016/j.jretai.2005.11.005
  • Lieb, R., (2011). Content Marketing: Think Like a Publisher. How to Use Content to Market Online and In Social Media. Indianapolis: Que Publishing.
  • Liua, C. & Arnett K. P., (1999). Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce. Journal of Information & Management, 38(1): 23–33. doi:10.1016/S0378-7206(00)00049-5
  • McCarthy, J., Rowley J. & Watson C., (2013). Consumer Attitudes Towards Mobile Marketing in the Smart Phone. International Journal of Information Management, 33(5): 840–849 doi:10.1016/j.ijinfomgt.2013.06.004
  • McHill, G., (2011). 30 minute Social Media Marketing: Step by Step Techniques to Spread the, Words about your Business. New York: McGraw-Hill.
  • Odden, L., (2012). How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. New Jersey: Wiley.
  • Papatya, N., (2006a). Pazarlamada Değişimin Ötesi Yaratıcı ve Yenilikçi Pazarlama Dönüşümü. Pazarlama Dünyası Dergisi, 20(1): 73-77.
  • Papatya, N., (2006b). İşletmelerde Rekabetçi Zekanın Değişen Yüzü: Girişimci Pazarlama. Pİ Dergisi, 5(16): 45-59.
  • Pulizzi, J., (2012). The Rise of Storytelling as the New Marketing. Journal of Publishing Research Quarterly, 28(2): 116-123. doi 10.1007/s12109-012-9264-5
  • Radder, L. & Huang, W., (2008) "High‐involvement and low‐involvement products: A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12(2): 232–243. doi.org/10.1108/13612020810874908
  • Rahim, K. & Clemens, B., (2012). Organizational Goals and Performance Measurement Creteria for Content Marketing. Journal of Communication and Computer, 9: 896-904
  • Rakic, R., Beba, R. & Mira, R., (2014). Digital Content Marketing for Organizations as Buyers, Ekonomika, Journal of Economic Theory and Practice and Social Issues, 1: 109-123.
  • Rowley, J., (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5): 517-540
  • doi 10.1362/026725708X325977
  • Todd, J. A. & Fang, E., (2010). Palmatier R. W. The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance. Journal of the Academy of Marketing Science April, 39(2): 234-251. doi. 10.1007/s11747-010-0203-8
  • Toy, E. & Arslan, D., (2015). The Visual Problems of Infographics. Global Journal on Humanites & Social Sciences, 1(1): 409-414
  • Wayne S. & Cotter, M., (2008). The Michelin Guide and Restaurant Pricing Strategies. Journal of Restaurant & Foodservice Marketing, 3(1): 51-67. doi. 10.1300/J061v03n01_04
  • Witold, S., (2012). Content Marketing as an Important Element of Marketing Strategy of Scientific Institutions. Marketing of Scientific and Research Organizations, 5: 133-151
  • Yee, L.L,. (2010). Marketing metrics' usage: Its Predictors and Implications for Customer Relationship Management. Journal of Industrial Marketing Management, 40(1): 139–148. doi:10.1016/j.indmarman.2010.09.002
  • http://contentmarketinginstitute.com/2015/09/b2b-content-marketingresearch/ (Erişim tarihi: 15/10/2015).
  • http://ergezer.net/icerik-pazarlamasi-content-marketing-nedir.html (Erişim tarihi: 28/10/2015).
  • http://mmaglobal.com/news/mma-updates-definition-mobile-marketing (Erişim tarihi: 17/10/2015).
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Ahmet Karkar

Yayımlanma Tarihi 8 Ocak 2016
Yayımlandığı Sayı Yıl 2016

Kaynak Göster

APA Karkar, A. (2016). Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research, 2(1), 274-285. https://doi.org/10.24289/ijsser.279104
AMA Karkar A. Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research. Ocak 2016;2(1):274-285. doi:10.24289/ijsser.279104
Chicago Karkar, Ahmet. “Content Marketing on the Increase of Value and Confidence Network”. International Journal of Social Sciences and Education Research 2, sy. 1 (Ocak 2016): 274-85. https://doi.org/10.24289/ijsser.279104.
EndNote Karkar A (01 Ocak 2016) Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research 2 1 274–285.
IEEE A. Karkar, “Content marketing on the increase of value and confidence network”, International Journal of Social Sciences and Education Research, c. 2, sy. 1, ss. 274–285, 2016, doi: 10.24289/ijsser.279104.
ISNAD Karkar, Ahmet. “Content Marketing on the Increase of Value and Confidence Network”. International Journal of Social Sciences and Education Research 2/1 (Ocak 2016), 274-285. https://doi.org/10.24289/ijsser.279104.
JAMA Karkar A. Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research. 2016;2:274–285.
MLA Karkar, Ahmet. “Content Marketing on the Increase of Value and Confidence Network”. International Journal of Social Sciences and Education Research, c. 2, sy. 1, 2016, ss. 274-85, doi:10.24289/ijsser.279104.
Vancouver Karkar A. Content marketing on the increase of value and confidence network. International Journal of Social Sciences and Education Research. 2016;2(1):274-85.

88x31.png

Bu eser Creative Commons Atıf 4.0 Uluslararası Lisansı ile lisanslanmıştır.