Değer ve güven ağlarının yükselişinde içerik pazarlaması

Yıl 2016, Cilt: 2 Sayı: 1, 274 - 285, 08.01.2016

Ahmet Karkar

https://doi.org/10.24289/ijsser.279104

Cited By: 4

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.

Anahtar Kelimeler

İçerik pazarlaması, Değerli içerik, Değer yaratma

Content marketing on the increase of value and confidence network

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.

Anahtar Kelimeler

Content marketing, Valuable Content, Creation Value

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