AN APPROACH TO HOW TRADITIONAL AND DIGITAL MARKETING STRATEGIES WORK TOGETHER

Yıl 2021, Cilt: 2021 Sayı: 2, 42 - 52, 31.12.2021

Hasan Selçuk Eti

Öz

Digital marketing is a marketing strategy that most businesses use today. Digital marketing, which has a dynamic structure with the tools it uses, also evolves to appeal to every customer base. However, the fact that not everyone is always online is one of the biggest reasons companies still use traditional marketing. Although digital marketing seems to be more preferred with the idea that it is more effective today, there is still an audience that watches television or reads newspapers. The segment in question exposed to traditional marketing strategies may be the target audience of the relevant brands. The idea of businesses to reach more audiences in both digital and traditional ways is an example of how digital and traditional marketing are carried out together, and it has been stated in the study that this method is an effective method. With the fact that using integrated strategies or multi-channel methods in marketing will bring sustainable growth to the business, digital and traditional marketing strategies can be carried out together. This study has contributed to be a guide for the firms that desire to combine these two strategies. It is one of the outputs of this study that content marketing is useful in integrating both strategies.

Anahtar Kelimeler

Digital Marketing, Traditional Marketing, Content Marketing

GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM

Öz

Dijital pazarlama günümüzde çoğu işletmenin sıkça kullandığı bir pazarlama stratejisidir. Kullandığı araçlar ile dinamik bir yapıda olan dijital pazarlama, her müşteri kitlesine hitap edecek şekilde de gelişim göstermektedir. Ancak herkesin her an çevrimiçi olmaması gerçeği, şirketlerin geleneksel pazarlamayı da hala kullanmasının en büyük sebeplerindendir. Günümüzde daha etkili olduğu düşüncesi ile dijital pazarlama daha çok tercih ediliyor gibi görünse de hala televizyon izleyen ya da gazete okuyan bir kitle bulunmaktadır. Geleneksel pazarlama stratejilerine maruz kalan bu kesim ilgili markaların hedef grubu olabilmektedir. İşletmelerin hem dijital hem de geleneksel yolla daha fazla kitleye ulaşma düşüncesi dijital ve geleneksel pazarlamanın bir arada yürütüldüğü örnekler olduğunu doğrulasa da bu çalışma ile aslında bunun etkili bir yöntem olduğu üzerinde durulmuştur. Pazarlamada entegre stratejiler ya da çok kanallı yöntemler kullanmanın işletmeye sürdürülebilir bir büyüme kazandıracağı gerçeği ile dijital ve geleneksel pazarlama stratejileri bir arada yürütülebilir. Bu çalışma da bu iki stratejiyi birleştirmek isteyen firmaların izleyeceği yol konusunda yönlendirici olması için bir katkı sağlamıştır. Özellikle içerik pazarlamasının her iki stratejiyi entegre etme de kullanışlı olduğu bu çalışmanın çıktılarındandır.

Anahtar Kelimeler

Dijital Pazarlama, Geleneksel Pazarlama, İçerik Pazarlama

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