Türkiye’deki etkileyici pazarlama ajanslarının dijital pazarlama uygulamalarındaki rolü
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Dosyalar
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüm dünyada 1990’lı yılların sonlarına doğru global dijitalleşmenin başlayıp gelişmesiyle birlikte geleneksel pazarlama ve geleneksel reklamcılık anlayışlarında büyük değişimler olmuştur. Dijitalleşmenin zirveye ulaştığı bu dönem aynı zamanda markalar arası rekabetin hızla artmasına neden olup, bununla birlikte markaların ‘’tüketiciyi markaya çekmek’’ için yeni yöntemler araştırıp geliştirdiği bir dönem haline gelmiştir. Buna bağlı olarak markalar mecburiyetten dijital döneme ayak uydurmak zorunda kalmışlardır. Bu süreçte tüketicinin duygusal bağ kurduğu yeni nesil kanaat önderleri (etkileyiciler) ortaya çıkmış ve bu yeni pazarlama sürecinde önemli bir rol oynamaya başlamışlardır. Bu kişiler etki alanlarıyla kendileri marka haline gelince firmalar da sosyal medya üzerinden ürünlerini tanıtmak ve marka bilinirliklerini arttırmak için onlarla birlikte hareket edip, hem deneyimsel hem de ağızdan ağıza pazarlama yoluyla, markalarını kısa süre içerisinde milyonlarca kişiye ulaştırmışlardır ve geleneksel reklama ayrılan pazarlama bütçelerini de düşürerek Etkileyici Pazarlama kavramını oluşturmuşlardır. Bu çalışmada, Türkiye’deki etkileyici pazarlama kavramı, etkileyici pazarlamacı-tüketici arasındaki duygusal bağ, etkileyici pazarlamanın tüketicideki etkisi araştırılmıştır. Buna bağlı olarak etkileyici pazarlama alanında çalışan dokuz ajans kurucusuyla nitel araştırma yöntemlerinden derinlemesine mülakat tekniği kullanılarak konu farklı boyutlarıyla ele alınmıştır. Araştırmanın sonucunda ise tüketicilerin satın alma davranışına geçerken geleneksel reklamdan etkilendiği günlerin geride kaldığı, dijital reklamın ve yeni nesil etkileyicilerin geleneksel etkileyicilerin (ünlülerin) önüne geçtiği ve bu marka elçilerinin önemli bir pazarlama aracına dönüştüğü bulgusuna ulaşılmıştır.
With the beginning and development of global digitalization towards the end of 1990s all over the world, there have been great changes in traditional marketing and traditional advertising concepts. This period, in which digitalization has reached its peak, has also caused a rapid increase in inter-brand competition, however, it has become a period in which brands are researching and developing new methods to “attract the consumer to the brand”. Accordingly, brands had to keep up with the digital period from necessity. In this process, the new generation of opinion leaders (influencers) that the consumer has emotionally connected with has emerged and they have started to play an important role in this new marketing process. When these individuals became a brand with their own domains, companies also moved with them to promote their products through social media and increase their brand awareness, reaching millions of people within a short period of time, and also reducing their marketing budgets, which are reserved for traditional advertising. They formed the concept of marketing. In this study, the concept of marketing in Turkey impressive, impressive emotional bond between the consumer-marketer, investigated the effect on the consumer’s impressive marketing. Accordingly, with nine agency founders working in the field of impressive marketing, the subject was handled in different dimensions by using in-depth interview technique, which is one of the qualitative research methods. As a result of the research, it has been found that the days when the consumers are influenced by the traditional advertising, the digital advertising and the new generation influencers override the traditional influencers (celebrities) and the ambassadors of this brand turn into an important marketing tool. Keywords: Digital Marketing Communication, Influencer Marketing, Influencer.
With the beginning and development of global digitalization towards the end of 1990s all over the world, there have been great changes in traditional marketing and traditional advertising concepts. This period, in which digitalization has reached its peak, has also caused a rapid increase in inter-brand competition, however, it has become a period in which brands are researching and developing new methods to “attract the consumer to the brand”. Accordingly, brands had to keep up with the digital period from necessity. In this process, the new generation of opinion leaders (influencers) that the consumer has emotionally connected with has emerged and they have started to play an important role in this new marketing process. When these individuals became a brand with their own domains, companies also moved with them to promote their products through social media and increase their brand awareness, reaching millions of people within a short period of time, and also reducing their marketing budgets, which are reserved for traditional advertising. They formed the concept of marketing. In this study, the concept of marketing in Turkey impressive, impressive emotional bond between the consumer-marketer, investigated the effect on the consumer’s impressive marketing. Accordingly, with nine agency founders working in the field of impressive marketing, the subject was handled in different dimensions by using in-depth interview technique, which is one of the qualitative research methods. As a result of the research, it has been found that the days when the consumers are influenced by the traditional advertising, the digital advertising and the new generation influencers override the traditional influencers (celebrities) and the ambassadors of this brand turn into an important marketing tool. Keywords: Digital Marketing Communication, Influencer Marketing, Influencer.
Açıklama
Anahtar Kelimeler
Dijital Pazarlama İletişimi, Etkileyici Pazarlama, Etkileyiciler
Kaynak
Halkla İlişkiler ve Reklam Çalışmaları E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
3
Sayı
1
