A NEW WINDOW IN MARKETING: DIGITAL MARKETING

Yıl 2020, , 63 - 75, 29.06.2020

Yasemin Gedik

https://doi.org/10.46238/jobda.726408

Cited By: 17

Öz

The rapid development of social networks and technology has led to major changes in the way businesses communicate with consumers. Internet and digital marketing have become important factors in campaigns to attract and retain customers. Digital marketing involves all marketing efforts made through an electronic device or the Internet. Digital marketing makes significant differences in the marketing of products / services and advertising activities compared to traditional methods, and also strengthens the key player role to enhance a strong corporate image and customer satisfaction. The adoption of digital marketing is critical for small businesses to reach customers at more competitive costs in tough competitive conditions in the markets, and to compete with competitors and larger businesses. The purpose of this article is to create a broad conceptual framework related to digital marketing. It is also to create a guide for business managers about digital marketing strategies, digital marketing channels and digital marketing advantages.

Anahtar Kelimeler

digital marketing, digital marketing strategies, digital marketing channels

PAZARLAMADA YENİ BİR PENCERE: DİJİTAL PAZARLAMA

Öz

Sosyal ağların ve teknolojinin hızla gelişmesi, işletmelerin tüketicilerle iletişim kurma biçimlerinde büyük değişikliklere gitmesine neden olmuştur. İnternet ve dijital pazarlama, müşterileri cezbetmek ve elde tutmak için kampanyalarda önemli faktörler haline gelmiştir. Dijital pazarlama bir elektronik cihaz veya internet aracılığıyla yapılan tüm pazarlama çabalarını içermektedir. Dijital pazarlama, ürün/hizmetlerin pazarlanmasında ve reklam faaliyetlerinde, geleneksel yöntemlere göre önemli farklar yaratmaktadır ve ayrıca güçlü bir kurumsal imaj ve müşteri memnuniyetini arttırmak için kilit oyuncu rolünü güçlendirmektedir. Dijital pazarlamanın benimsenmesi, özellikle küçük işletmelerin pazarlardaki zorlu rekabet şartlarında daha uygun maliyetlerle müşterilere ulaşması, rakipleriyle ve daha büyük işletmelerle rekabet etmesi için kritiktir. Bu makalenin amacı, dijital pazarlamayla ilgili geniş bir kavramsal çerçeve oluşturmaktır. Ayrıca işletme yöneticilerine dijital pazarlama stratejileri, dijital pazarlama kanalları ve dijital pazarlama avantajlarıyla ilgili bir rehber oluşturmaktır.

Anahtar Kelimeler

dijital pazarlama, dijital pazarlama stratejileri, dijital pazarlama kanalları

Kaynakça

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