Sosyal medyada içerik pazarlaması: Boyner Grup Youtube Kanalı örneği
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Teknolojik gelişmelerin bugün daha hızlı bir şekilde insan yaşamını biçimlendirdiği görülmektedir. Bu süreçte Web 2.0 ile gelişen; YouTube, Instagram, Facebook, Twitter vb. kanallar, kurumsal hedef ve amaçlar doğrultusunda, markalar tarafından aktif bir şekilde kullanılmaya başlanmıştır. Yeni iletişim alanı olarak görülen bu mecralarda önemli olan konu ‘içerik üretmek’ olarak karşımıza çıkmaktadır. Bu mecralarda hedef kitlelerle iletişim kurmak için yaratıcı uygulamalar yapıldığı gözlemlenmektedir. İçerik pazarlamasının amacının günümüzde markalar için zorlu şartlarda yoğun rekabetli pazar ortamında, müşteri ya da potansiyel müşteriye ulaşmak, iletişimi sağlamak, etkileşim yaratmak ve müşterilerin gündeminde bir yer sahibi olmayı başararak bağlılık ilişkisi geliştirmek olduğu söylenebilecektir. Bu doğrultuda çalışmanın amacı; gitgide artan dijital pazarlama çalışmaları kapsamında, gerçekleştirilecek olan güncel bir araştırmadan yola çıkarak, bir markanın içerik pazarlamasında sosyal medya kanallarından YouTube’u kullanımına yönelik yaklaşım ve uygulamalarını incelemek olarak belirlenmiştir. Örneklemi oluşturan kurumdan -ülkemizde ödüller almış iletişim çalışmaları yapıyor olması nedeniyleelde edilecek verilerin önemli olduğu düşünülmektedir. Bu doğrultuda Boyner markası ile görüşülerek, markanın YouTube kanalı uygulama ve yaklaşımlarının derinlemesine mülakat yoluyla incelenmesi planlanmıştır. Ana amaç haricinde, Boyner markasının dijital pazarlama alanındaki diğer çalışmaları ve alanın geleceğine yönelik görüşlerini içeren bilgi sağlanması da hedeflenmiştir. Araştırmanın sonunda; kurumun paydaşlarıyla iletişime verdikleri önem, YouTube’u kurumsal iletişim ve itibar yönetiminin bir parçası olarak kabul ettikleri, mesajlarının video içeriklerle, daha fazla insana ulaşacağına inandıkları, YouTube’un, kamuya açık bir video arşiv oluşturmanın en önemli aracı olarak kabul edildiğine yönelik verilere ulaşılmıştır. Ayrıca kurumun YouTube kanalından; sosyal sorumluluk çalışmaları, grup şirketlerinin reklam filmleri, şirket sözcülerinin röportaj ve açıklamaları, özel gün kampanyaları olmak üzere paylaşımları gerçekleştirildiği ve özel içerikler üretildiği bilgisi edinilmiştir.
Extended Abstract: Looking at the books written in the early 2000s, using a website and sending e-mails, and even using a virtual press room if possible, seems to be sufficient for virtual communication of brands. Of course, a lot has changed in 20 years. Combined with the incredible rapid development and widespread use of technology, and the pandemic impact of the last 1.5 years, the effects of the digital revolution have been felt effectively in all areas of life. It is seen that technological developments are shaping human life more rapidly today. Especially with Web 2.0, which is regarded as the milestone, we are faced with increasingly intensive information sharing and rapidly increasing blogs, social media platforms, and applications. There have been markets where competition has been intense for brands for a very long time. Increasing competition has made it more important for customers to participate in the processes. It is seen that the channels and methods that come up with web 2.0 that enables the customer to participate in the processes are frequently used by marketing communication experts in their work plans. Especially for the new generation consumers, with the channels developing with technology; Their avoidance of advertisements on multiple online, and offline platforms and their predisposition to exist in the virtual world even for socializing forces the professionals of communication to develop new, creative tactics alongside traditional channels and methods. However, these new tactics, which have been developed, offer an important opportunity for brands, as they allow two-way, full-time, and widespread sharing with the advantage of web 2.0. All of the applications developed interactively are also evaluated with great importance to learn the demands and needs of the target audience. In this communication process established with the target audience; many issues such as the features, usage areas and advantages of the product can be shared with the consumer in detail, and with the advantage of the internet environment, the opportunity to answer the questions of the customer or potential customer can be created. Today, developing with web 2.0; YouTube, Instagram, Facebook, Twitter, etc. channels are actively used by brands in line with the goals and objectives listed above. At this stage, it is observed that creative practices are made in these channels to communicate with target audiences. The important issue in these channels, which are seen as new advertising spaces, appears as ‘content producing’. It can be said that the purpose of content marketing is to reach customers or potential customers, to provide communication, to create interaction and to develop a loyalty relationship by achieving a place in the agenda of customers in today's challenging conditions for brands in a highly competitive market environment. Of course, this process also aims to be talked about, word-of-mouth communication and buying (at least once, preferably repeated times). The aim of the study; based on an up-to-date research within the scope of digital marketing studies, it has been determined to examine the approaches and practices of a brand for the use of YouTube, one of the social media channels, in content marketing.. Accordingly, Boyner Group has been interviewed and it is planned to examine the YouTube channel practices and approaches of the brand through in-depth interviews. Apart from the main purpose, it is also aimed to provide information including the Boyner brand's other studies in the field of digital marketing and their views on the future of the field. At the end of the research; it has been reached the results that the institution attaches importance to communication with its stakeholders, accepts YouTube as a part of corporate communication and reputation management, believes that their messages will reach more people with video content, and YouTube is considered the most important tool for creating a public video archive. In addition, from the YouTube channel of the institution; it has been learned that social responsibility activities, advertisements of group companies, interviews and explanations of company spokespersons, and special day campaigns are shared and special content is produced. It is observed that digital marketing activities are being used more and more by brands, with both channel and creative applications. With the Covit 19 pandemic that has been experienced for the last 1 year, it is thought that the mobility from traditional channels to digital channels has increased. Therefore; it is believed that the studies on digital channels will provide important data for both academics and practitioners working in all fields of communication and will form the cornerstones of other new studies.
Extended Abstract: Looking at the books written in the early 2000s, using a website and sending e-mails, and even using a virtual press room if possible, seems to be sufficient for virtual communication of brands. Of course, a lot has changed in 20 years. Combined with the incredible rapid development and widespread use of technology, and the pandemic impact of the last 1.5 years, the effects of the digital revolution have been felt effectively in all areas of life. It is seen that technological developments are shaping human life more rapidly today. Especially with Web 2.0, which is regarded as the milestone, we are faced with increasingly intensive information sharing and rapidly increasing blogs, social media platforms, and applications. There have been markets where competition has been intense for brands for a very long time. Increasing competition has made it more important for customers to participate in the processes. It is seen that the channels and methods that come up with web 2.0 that enables the customer to participate in the processes are frequently used by marketing communication experts in their work plans. Especially for the new generation consumers, with the channels developing with technology; Their avoidance of advertisements on multiple online, and offline platforms and their predisposition to exist in the virtual world even for socializing forces the professionals of communication to develop new, creative tactics alongside traditional channels and methods. However, these new tactics, which have been developed, offer an important opportunity for brands, as they allow two-way, full-time, and widespread sharing with the advantage of web 2.0. All of the applications developed interactively are also evaluated with great importance to learn the demands and needs of the target audience. In this communication process established with the target audience; many issues such as the features, usage areas and advantages of the product can be shared with the consumer in detail, and with the advantage of the internet environment, the opportunity to answer the questions of the customer or potential customer can be created. Today, developing with web 2.0; YouTube, Instagram, Facebook, Twitter, etc. channels are actively used by brands in line with the goals and objectives listed above. At this stage, it is observed that creative practices are made in these channels to communicate with target audiences. The important issue in these channels, which are seen as new advertising spaces, appears as ‘content producing’. It can be said that the purpose of content marketing is to reach customers or potential customers, to provide communication, to create interaction and to develop a loyalty relationship by achieving a place in the agenda of customers in today's challenging conditions for brands in a highly competitive market environment. Of course, this process also aims to be talked about, word-of-mouth communication and buying (at least once, preferably repeated times). The aim of the study; based on an up-to-date research within the scope of digital marketing studies, it has been determined to examine the approaches and practices of a brand for the use of YouTube, one of the social media channels, in content marketing.. Accordingly, Boyner Group has been interviewed and it is planned to examine the YouTube channel practices and approaches of the brand through in-depth interviews. Apart from the main purpose, it is also aimed to provide information including the Boyner brand's other studies in the field of digital marketing and their views on the future of the field. At the end of the research; it has been reached the results that the institution attaches importance to communication with its stakeholders, accepts YouTube as a part of corporate communication and reputation management, believes that their messages will reach more people with video content, and YouTube is considered the most important tool for creating a public video archive. In addition, from the YouTube channel of the institution; it has been learned that social responsibility activities, advertisements of group companies, interviews and explanations of company spokespersons, and special day campaigns are shared and special content is produced. It is observed that digital marketing activities are being used more and more by brands, with both channel and creative applications. With the Covit 19 pandemic that has been experienced for the last 1 year, it is thought that the mobility from traditional channels to digital channels has increased. Therefore; it is believed that the studies on digital channels will provide important data for both academics and practitioners working in all fields of communication and will form the cornerstones of other new studies.
Açıklama
Anahtar Kelimeler
YouTube, İçerik Pazarlaması, YouTube Kanalı, Content Marketing, YouTube Channel
Kaynak
Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
14
