Risk Analysis for Digital Marketing Campaigns: Fuzzy FMEA Approach

Öz

Digital marketing is a highly functional marketing method that enables businesses to reach customers using the internet and smart devices quickly and effectively. The speed of digital marketing in reaching consumers and its superiority in mobilising them can bring many risks for campaign producers. The content of the campaign, the technical management of posting and the management of the campaign celebrity, if any, can lead campaigns to failure and cause customer loss. At this point, it is vital to anticipate the risks that may cause the brand's digital marketing campaign to fail. This is a pioneering study that examines the failure of digital marketing campaigns from a risk analysis perspective. For the risk analysis of digital marketing campaigns, the Failure Mode and Effects Analysis (FMEA) method, which enables comprehensive risk analysis with expert opinions in problem areas where expert opinions are required by nature, and fuzzy logic, which quantifies the ambiguity in the expert opinions required for analysis and enables more effective results to be achieved, were used. Within the scope of the methodology, the elements of failure were identified through a literature review and 28 unsuccessful digital marketing campaigns accessed online, followed by evaluations of the failures through expert judgements and fuzzy logic. According to the findings of the study, the riskiest elements that push digital marketing campaigns to failure were found to be content-related racism, beauty/perception of perfection, sexism, violence/terrorism and political elements, and it was concluded that these failures have the potential to lose the most customers.

Anahtar Kelimeler

• Digital Marketing
• Risk Analysis
• Failure Mode and Effects Analysis
• Fuzzy Logic

Dijital Pazarlama Kampanyaları için Risk Analizi: Bulanık HTEA Yaklaşımı

Öz

Dijital pazarlama, işletmelerin internet ve akıllı cihaz kullanan müşterilerine hızlı ve etkili bir şekilde ulaşmalarını sağlamakta oldukça işlevsel bir pazarlama yöntemidir. Dijital pazarlamanın tüketicilere erişim konusunda sahip olduğu hız ve onları harekete geçirme üstünlüğü, kampanya üreticileri için pek çok riski de beraberinde getirebilmektedir. Kampanyanın içeriği, paylaşımın teknik yönetimi ve varsa kampanya ünlüsünün yönetimi bileşenleri altında var olabilecek hata unsurları, kampanyaları başarısızlığa sürükleyip müşteri kaybına neden olabilmektedir. Bu noktada markanın gerçekleştirdiği dijital pazarlama kampanyasının başarısız olmasına neden olabilecek riskleri öngörmek hayati önem kazanmaktadır. Çalışma, dijital pazarlama kampanyalarının başarısızlığını risk analizi perspektifinden inceleyen öncü bir çalışma niteliğindedir. Dijital pazarlama kampanyalarının risk analizi için doğası gereği uzman görüşlerine mecbur kalınan problem alanlarında, uzman görüşleri ile kapsamlı risk analizi yapılmasını sağlayan Hata Türü ve Etki Analizi (HTEA) yöntemi ile analiz için gereken uzman görüşlerindeki muğlaklığı sayısallaştırıp daha etkin sonuçlara ulaşılmasını sağlayan bulanık mantıktan yararlanılmıştır. Metodoloji kapsamında, literatür incelemesi ve internet üzerinden erişilmiş 28 başarısız dijital pazarlama kampanyası aracılığıyla hata unsurları tanımlanmış, ardından da uzman yargıları ve bulanık mantık aracılığıyla hatalara yönelik değerlendirmeler yapılmıştır. Çalışma kapsamında elde edilen bulgulara göre, dijital pazarlama kampanyalarını başarısızlığa iten en riskli unsurların içerikle ilişkili ırkçılık, güzellik/mükemmellik algısı, cinsiyetçilik, şiddet/terör ile siyasi unsurlar olduğu görülmüş ve bu hataların en fazla müşteri kaybettirme potansiyeline sahip hatalar olduğu sonucuna varılmıştır.

Anahtar Kelimeler

• Dijital Pazarlama
• Risk analizi
• Hata türü ve etki analizi
• Bulanık mantık

Kaynakça

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