Multi-Channel Marketing: A Conceptual Framework on Its Tools, Advantages, Challenges and Strategies

Yıl 2021, Cilt: 4 Sayı: 2, 180 - 206, 30.09.2021

Yasemin Gedik

Öz

Rapid developments in information and communication technologies have led to the proliferation of potential marketing channels that cause fundamental changes in both traditional marketing activities and customer behavior. The digital revolution and online channels have provided businesses with many innovative opportunities and allowed customers to choose from multiple channels to interact with businesses at every stage of their purchasing journey. Multi-channel marketing is when businesses offer products and services to customers using a combination of indirect or direct marketing channels. Continuously providing new channels for businesses to keep in touch and make purchases is an effective way not only to create competitive advantage, but also to create superior customer value, increase customer satisfaction and strengthen loyalty. Multi-channel marketing has become a popular marketing tool with many benefits it offers to businesses such as better analysis of target audience and customer behavior, lower cost access to new markets and increased sales. This study focuses on creating a broad conceptual framework for multi-channel marketing. The study also aims to assist managers in these marketing decisions by mentioning multi-channel marketing strategies and customer management along with up-to-date statistics.

Anahtar Kelimeler

multi-channel marketing, CRM, multi-channel marketing tools, multi-channel marketing advantages, multi-channel marketing strategies

Çok Kanallı Pazarlama: Araçları, Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir Çerçeve

Öz

Bilgi ve iletişim teknolojilerindeki hızlı gelişmeler hem geleneksel pazarlama faaliyetlerinde hem de müşteri davranışlarında temel değişikliklere neden olan potansiyel pazarlama kanallarının çoğalmasına yol açmıştır. Dijital devrim ve çevrimiçi kanallar, işletmelere birçok yenilikçi fırsat sunmuş ve müşterilerin satın alma yolculuklarının her aşamasında işletmelerle etkileşimde bulunmaları için birden çok kanal arasından seçim yapmasına olanak tanımıştır. Çok kanallı pazarlama, işletmelerin dolaylı veya doğrudan pazarlama kanallarının bir kombinasyonunu kullanarak müşterilere ürün ve hizmet sunmasıdır. İşletmelerin, iletişim halinde kalmaları ve satın alım yapmaları için müşterilere sürekli olarak yeni kanallar sağlaması, yalnızca rekabet avantajı oluşturmanın değil, aynı zamanda üstün müşteri değeri yaratmanın, müşteri memnuniyetini arttırmanın ve sadakatlerini güçlendirmenin de etkili bir yoludur. Çok kanallı pazarlama, hedef kitleyi ve müşteri davranışlarını daha iyi analiz edebilme, yeni pazarlara daha düşük maliyetli erişim ve satışları arttırma gibi işletmelere sunduğu çok sayıda fayda ile popüler bir pazarlama aracı haline gelmiştir. Bu çalışma çok kanallı pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Çalışma ayrıca, güncel istatistiklerle birlikte çok kanallı pazarlama stratejileri ve müşteri yönetiminden de bahsederek yöneticilere söz konusu pazarlama kararlarında yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

çok kanallı pazarlama, CRM, çok kanallı pazarlama araçları, çok kanallı pazarlama avantajları, çok kanallı pazarlama stratejileri

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