Araştırma Makalesi
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Increasing The Recognition Of Brands Through Digital Marketing

Yıl 2022, Cilt: 3 Sayı: 1, 20 - 38, 24.06.2022

Öz

The main purpose of our study is to determine the effects of digital marketing on the recognition of brands. For this purpose, an interview was done with 10 managers participants consisting of a semi-structured interview with 15 question relating digital marketing methods and brand awareness. The results showed digital marketing, which has gained importance especially due to pandemic conditions, is thought to cover all sectors and regions with the increase in the number of social media users over time. It has been seen that the level of importance given by individuals to digital marketing is less than necessary and as a result, classical methods are used. The increasing importance given to digital marketing will increase the awareness and customer potential of companies and their brands. Participants think that they manage their companies' social media accounts, but using and managing corporate accounts by experts in their field will result in better marketing. Participants stated that they entered into competition with rival companies as a result of digital marketing. They stated that since they started using digital marketing, rival companies have switched to digital marketing and the whole industry has started to use digital marketing channels, albeit slowly. It can be said that marketing in the digital environment provides time, personnel, and cost savings, as well as providing support to companies on the way to branding, as it provides the opportunity to be heard and reach more people by expanding the brand over the internet through channels such as websites and e-mail. Since the multiplicity of the offered alternatives also facilitates the target consumer group to make choices in accordance with their own preferences, it allows the development of brands in this direction and also creates a positive effect on brand awareness.

Kaynakça

  • Açıkel, E. & Çelikol, M. (2014). Dijitoloji, İstanbul: Mediacat Yayınları.
  • Ahern, P.(2021). Affiliate Marketing SEO: 9 Actionable SEO Techniques to Boost Your Search Rankings https://inter-growth.co/affiliate-marketing-seo/
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
  • Bayazıt, Z., & Biçer, A. (2019), “Sosyal Medya İletişiminde Sosyal Medya Denetiminin Önemi”, Muhasebe ve Denetime Bakış, Sayı: 57, s. 141-164.
  • Burhan, M., Rehman, R.A., Khan, B., & Kim, B.S.(2018). IoT Elements, Layered Architectures and Security Issues: A Comprehensive Survey. Sensors 2018, 18, 2796.
  • Chivandi,A., Samuel, M.O., & Muchie, M. (2019). Social Media, Consumer Behavior, and Service Marketing, Consumer Behavior and Marketing, Matthew Reyes, IntechOpen, DOI: 10.5772/intechopen.85406. Available from: https://www.intechopen.com/chapters/66643
  • Çizmeci, F. & Ercan, T. (2015), The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies. Megaron. Cilt: 10, Sayı: 2, s. 149-161.
  • Ekiyor, A., & Altan, F.(2020). Marketing Communication and Promotion in Health Services, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen. DOI: 10.5772/intechopen.91656. https://www.intechopen.com/books/promotion-and-marketing-communications/marketing-communication-and-promotion-in-health-services
  • Erdoğan, K. (2014). Tüketici Davranışı ve Pazarlama Stratejileri, İstanbul: Seçkin Yayıncılık.
  • Gorostiza, F. E., Berzosa, J., Mabe, J., Cortiñas, R. A.(2018). Method for Dynamically Selecting the Best Frequency Hopping Technique in Industrial Wireless Sensor Network Applications. Sensors (Basel). 2018;18(2):657. doi:10.3390/s18020657
  • Hayes, A.(2021). Social Media Marketing. https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
  • Hund, E.D. (2019). The Influencer Industry: Constructing And Commodifying Authenticity On Social Media. Publicly Accessible Penn Dissertations. 3636. https://repository.upenn.edu/edissertations/3636
  • Inhousemarketing.(2021).The Marketing Mix 5 P’s- Helping You Choose The Right Strategies. Https://Inhousemarketing.Co.Nz/The-Marketing-Mix-5-Ps-Helping-You-Choose-The-Right-Strategies/
  • Jacobson, J., Gruzd, A., & Hernandez-Garcia A.(2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer, Services, 53 (2020), 10.1016/j.jretconser.2019.03.001
  • Janusz, W. (2020). Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability 12, no. 17: 7138. https://doi.org/10.3390/su12177138
  • Karaca, Y. (2016), “Referans Grupları ile İletişimin Satın Alma Kararları Üzerine Etkisi: Genç Yetişkinlere Yönelik Bir Araştırma”, Galatasaray Üniversitesi İletişim Dergisi, Sayı: 25, s. 210-231.
  • Karahasan, F. (2012), Taşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları, İstanbul: Doğan Kitap.
  • Küçüksaraç, B., & Sayımer, İ. (2016). Deneyimsel Pazarlama Aracı Olarak Arttırılmış Gerçeklik: Türkiye'deki Marka Deneyimlerinin Etkileri Üzerine Bir Araştırma. İstanbul Üniversitesi İletişim Fakültesi Dergisi, Cilt: 2, Sayı: 51, s. 73-95.
  • Lal, B., Ismagilova,E., Dwivedi, Y.K., & Kwayu, S.(2020).Return on investment in social media marketing: Literature review and suggestions for future research. Digital and social media marketing, Springer, Cham, pp. 3-17
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing research's evolution from 2000 to 2015 and an agenda for future research. Journal of Marketing, 80(6), 146–172.
  • Li, F., Larimo, J. & Leonidou, L.C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. J. of the Acad. Mark. Sci. 49, 51–70 https://doi.org/10.1007/s11747-020-00733-3
  • Mander, J.(2020). Coronavirus: Insights From Our Multinational Study, GlobalWebIndex Blog, March 23, 2020; https://blog.gwi.com/trends/coronavirus-international-study/
  • Mishra, C.K. (2020). Digital Marketing: Scope Opportunities and Challenges, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen, DOI: 10.5772/intechopen.92329. Available from: https://www.intechopen.com/chapters/72227
  • Mishra, C.K. (2020). Digital Marketing: Scope Opportunities and Challenges, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen, DOI: 10.5772/intechopen.92329. Available from: https://www.intechopen.com/chapters/72227
  • Mucuk, İ. (2014). Pazarlama İlkeleri, İstanbul: Türkmen Yayınları.
  • Mutiaradevi, R.(2009). Measuring E-Learning Readiness in the ForestryResearch and Development Agency of Indonesia.
  • Odabaşı, Y. & Oyman, M. (2013). Pazarlama İletişimi Yönetimi, İstanbul: Mediacat Yayınları.
  • Özgüven, N. (2013). Tüketicilerin Mobil Reklamcılığı Kabullenmelerinde Etkili Olan Faktörler Üzerine Bir Uygulama. Yönetim Bilimleri Dergisi, Cilt: 11. Sayı: 21, s.7-28.
  • Öztürk, M., & Şardağı, E. (2019). Halkla İlişkiler Eğitiminde Dijitalleşme: Türkiye ve ABD’de Bulunan Üniversitelerdeki Halkla İlişkiler Programlarının Karşılaştırılması. Erciyes İletişim Dergisi, Sayı: 1, s. 125-142.
  • Pak, F. (2018).Pazarlama 4.0. Akademik İncelemeler Dergisi, Cilt: 13, Sayı: 1, s. 447-456.
  • Penpece, D. (2013), Dijital İçerik Pazarlaması, Adana: Karahan Kitabevi.
  • Pew Research Center .(2018)I The Future of WellBeing in a Tech-Saturated World. https://www.elon.edu/u/imagining/wp-content/uploads/sites/964/2019/07/Elon_Pew_Digital_ Life_and_Well_Being_Report_2018_Expanded_Version-1.pdf
  • Pharmaceuticals and Life Sciences.(2020). Pharma 2020: Challenging business models Which path will you take? https://www.pwc.com/gx/en/pharma-life-sciences/pdf/challenge.pdf
  • Ratnasingam, J., Jegathesan, N., Latib, H.A., Ioraş, F., Mariapan, M., & Liat, L.C. (2021). Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia. Bioresources, 16.
  • Reichstein, T., & Brusch, I.(2020). The decision-making process in viral marketing—A review and suggestions for further research. Psychol Mark. 36, 1062–1081 (2019)
  • Sabbagh, F. (2021). Email Marketing: The Most Important Advantages and Disadvantages.
  • Sanger, V.B., Jalaludin, F.W., Cheng, T.L., & Rahim, F.A. (2021). More Important Than Ever: Embracing Digital marketing to Survive COVID-19.
  • Say, S. (2015).Pazarlama Aracı Olarak Sosyal Medya Kullanımı: Gıda Sektöründe Facebook Örneği. İstanbul Aydın Üniversitesi Dergisi, Sayı: 28, s. 19-39.
  • Sevinç, S. (2015), Pazarlama İletişiminde Sosyal Medya, İstanbul: Optimist Yayınları.
  • Seyyedamiri, N., &Tajrobehkar, L. (2021). Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets, Vol. 16 No. 1, pp. 75-91. https://doi.org/10.1108/IJOEM-06-2018-0323 Slaats, T.(2020). The digital transformation of customer services Our point of view. https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/technology/deloitte-nl-paper-digital-transformation-of-customer-services.pdf
  • Stevie Langford.(2021). The 7Ps of The Marketing Mix: Streamline your Strategy. https://blog.hurree.co/blog/marketing-mix-7ps
  • Varnalı, K. (2013). Dijital Kabilelerin İzinde Sosyal Medyada Netnografik Araştırmalar, İstanbul: Mediacat Yayınları.
  • Wang, W., & Street, W. N. (2018). Modeling and maximizing influence diffusion in social networks for viral marketing. Applied Network Science, 3(1). https://link.gale.com/apps/doc/A550913518/AONE?u=anon~4364c4cf&sid=googleScholar&xid=4fc57101
  • Zengin, S. (2017). Türkiye’deki Özel Hastanelerin Dijital Pazarlama Faaliyetleri ve İnternet Sitelerinin Pazarlama Amaçlı Kullanım Analizi. Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü, Yayımlanmamış Yüksek Lisans Tezi, İstanbul.
Yıl 2022, Cilt: 3 Sayı: 1, 20 - 38, 24.06.2022

Öz

Kaynakça

  • Açıkel, E. & Çelikol, M. (2014). Dijitoloji, İstanbul: Mediacat Yayınları.
  • Ahern, P.(2021). Affiliate Marketing SEO: 9 Actionable SEO Techniques to Boost Your Search Rankings https://inter-growth.co/affiliate-marketing-seo/
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
  • Bayazıt, Z., & Biçer, A. (2019), “Sosyal Medya İletişiminde Sosyal Medya Denetiminin Önemi”, Muhasebe ve Denetime Bakış, Sayı: 57, s. 141-164.
  • Burhan, M., Rehman, R.A., Khan, B., & Kim, B.S.(2018). IoT Elements, Layered Architectures and Security Issues: A Comprehensive Survey. Sensors 2018, 18, 2796.
  • Chivandi,A., Samuel, M.O., & Muchie, M. (2019). Social Media, Consumer Behavior, and Service Marketing, Consumer Behavior and Marketing, Matthew Reyes, IntechOpen, DOI: 10.5772/intechopen.85406. Available from: https://www.intechopen.com/chapters/66643
  • Çizmeci, F. & Ercan, T. (2015), The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies. Megaron. Cilt: 10, Sayı: 2, s. 149-161.
  • Ekiyor, A., & Altan, F.(2020). Marketing Communication and Promotion in Health Services, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen. DOI: 10.5772/intechopen.91656. https://www.intechopen.com/books/promotion-and-marketing-communications/marketing-communication-and-promotion-in-health-services
  • Erdoğan, K. (2014). Tüketici Davranışı ve Pazarlama Stratejileri, İstanbul: Seçkin Yayıncılık.
  • Gorostiza, F. E., Berzosa, J., Mabe, J., Cortiñas, R. A.(2018). Method for Dynamically Selecting the Best Frequency Hopping Technique in Industrial Wireless Sensor Network Applications. Sensors (Basel). 2018;18(2):657. doi:10.3390/s18020657
  • Hayes, A.(2021). Social Media Marketing. https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
  • Hund, E.D. (2019). The Influencer Industry: Constructing And Commodifying Authenticity On Social Media. Publicly Accessible Penn Dissertations. 3636. https://repository.upenn.edu/edissertations/3636
  • Inhousemarketing.(2021).The Marketing Mix 5 P’s- Helping You Choose The Right Strategies. Https://Inhousemarketing.Co.Nz/The-Marketing-Mix-5-Ps-Helping-You-Choose-The-Right-Strategies/
  • Jacobson, J., Gruzd, A., & Hernandez-Garcia A.(2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer, Services, 53 (2020), 10.1016/j.jretconser.2019.03.001
  • Janusz, W. (2020). Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability 12, no. 17: 7138. https://doi.org/10.3390/su12177138
  • Karaca, Y. (2016), “Referans Grupları ile İletişimin Satın Alma Kararları Üzerine Etkisi: Genç Yetişkinlere Yönelik Bir Araştırma”, Galatasaray Üniversitesi İletişim Dergisi, Sayı: 25, s. 210-231.
  • Karahasan, F. (2012), Taşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları, İstanbul: Doğan Kitap.
  • Küçüksaraç, B., & Sayımer, İ. (2016). Deneyimsel Pazarlama Aracı Olarak Arttırılmış Gerçeklik: Türkiye'deki Marka Deneyimlerinin Etkileri Üzerine Bir Araştırma. İstanbul Üniversitesi İletişim Fakültesi Dergisi, Cilt: 2, Sayı: 51, s. 73-95.
  • Lal, B., Ismagilova,E., Dwivedi, Y.K., & Kwayu, S.(2020).Return on investment in social media marketing: Literature review and suggestions for future research. Digital and social media marketing, Springer, Cham, pp. 3-17
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing research's evolution from 2000 to 2015 and an agenda for future research. Journal of Marketing, 80(6), 146–172.
  • Li, F., Larimo, J. & Leonidou, L.C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. J. of the Acad. Mark. Sci. 49, 51–70 https://doi.org/10.1007/s11747-020-00733-3
  • Mander, J.(2020). Coronavirus: Insights From Our Multinational Study, GlobalWebIndex Blog, March 23, 2020; https://blog.gwi.com/trends/coronavirus-international-study/
  • Mishra, C.K. (2020). Digital Marketing: Scope Opportunities and Challenges, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen, DOI: 10.5772/intechopen.92329. Available from: https://www.intechopen.com/chapters/72227
  • Mishra, C.K. (2020). Digital Marketing: Scope Opportunities and Challenges, Promotion and Marketing Communications, Umut Ayman and Anıl Kemal Kaya, IntechOpen, DOI: 10.5772/intechopen.92329. Available from: https://www.intechopen.com/chapters/72227
  • Mucuk, İ. (2014). Pazarlama İlkeleri, İstanbul: Türkmen Yayınları.
  • Mutiaradevi, R.(2009). Measuring E-Learning Readiness in the ForestryResearch and Development Agency of Indonesia.
  • Odabaşı, Y. & Oyman, M. (2013). Pazarlama İletişimi Yönetimi, İstanbul: Mediacat Yayınları.
  • Özgüven, N. (2013). Tüketicilerin Mobil Reklamcılığı Kabullenmelerinde Etkili Olan Faktörler Üzerine Bir Uygulama. Yönetim Bilimleri Dergisi, Cilt: 11. Sayı: 21, s.7-28.
  • Öztürk, M., & Şardağı, E. (2019). Halkla İlişkiler Eğitiminde Dijitalleşme: Türkiye ve ABD’de Bulunan Üniversitelerdeki Halkla İlişkiler Programlarının Karşılaştırılması. Erciyes İletişim Dergisi, Sayı: 1, s. 125-142.
  • Pak, F. (2018).Pazarlama 4.0. Akademik İncelemeler Dergisi, Cilt: 13, Sayı: 1, s. 447-456.
  • Penpece, D. (2013), Dijital İçerik Pazarlaması, Adana: Karahan Kitabevi.
  • Pew Research Center .(2018)I The Future of WellBeing in a Tech-Saturated World. https://www.elon.edu/u/imagining/wp-content/uploads/sites/964/2019/07/Elon_Pew_Digital_ Life_and_Well_Being_Report_2018_Expanded_Version-1.pdf
  • Pharmaceuticals and Life Sciences.(2020). Pharma 2020: Challenging business models Which path will you take? https://www.pwc.com/gx/en/pharma-life-sciences/pdf/challenge.pdf
  • Ratnasingam, J., Jegathesan, N., Latib, H.A., Ioraş, F., Mariapan, M., & Liat, L.C. (2021). Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia. Bioresources, 16.
  • Reichstein, T., & Brusch, I.(2020). The decision-making process in viral marketing—A review and suggestions for further research. Psychol Mark. 36, 1062–1081 (2019)
  • Sabbagh, F. (2021). Email Marketing: The Most Important Advantages and Disadvantages.
  • Sanger, V.B., Jalaludin, F.W., Cheng, T.L., & Rahim, F.A. (2021). More Important Than Ever: Embracing Digital marketing to Survive COVID-19.
  • Say, S. (2015).Pazarlama Aracı Olarak Sosyal Medya Kullanımı: Gıda Sektöründe Facebook Örneği. İstanbul Aydın Üniversitesi Dergisi, Sayı: 28, s. 19-39.
  • Sevinç, S. (2015), Pazarlama İletişiminde Sosyal Medya, İstanbul: Optimist Yayınları.
  • Seyyedamiri, N., &Tajrobehkar, L. (2021). Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets, Vol. 16 No. 1, pp. 75-91. https://doi.org/10.1108/IJOEM-06-2018-0323 Slaats, T.(2020). The digital transformation of customer services Our point of view. https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/technology/deloitte-nl-paper-digital-transformation-of-customer-services.pdf
  • Stevie Langford.(2021). The 7Ps of The Marketing Mix: Streamline your Strategy. https://blog.hurree.co/blog/marketing-mix-7ps
  • Varnalı, K. (2013). Dijital Kabilelerin İzinde Sosyal Medyada Netnografik Araştırmalar, İstanbul: Mediacat Yayınları.
  • Wang, W., & Street, W. N. (2018). Modeling and maximizing influence diffusion in social networks for viral marketing. Applied Network Science, 3(1). https://link.gale.com/apps/doc/A550913518/AONE?u=anon~4364c4cf&sid=googleScholar&xid=4fc57101
  • Zengin, S. (2017). Türkiye’deki Özel Hastanelerin Dijital Pazarlama Faaliyetleri ve İnternet Sitelerinin Pazarlama Amaçlı Kullanım Analizi. Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü, Yayımlanmamış Yüksek Lisans Tezi, İstanbul.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Alaattin Parlakkılıç 0000-0002-6834-6839

Yayımlanma Tarihi 24 Haziran 2022
Gönderilme Tarihi 20 Ekim 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 1

Kaynak Göster

APA Parlakkılıç, A. (2022). Increasing The Recognition Of Brands Through Digital Marketing. Journal of Business and Trade, 3(1), 20-38.