Gerçek zamanlı pazarlamanın markalar üzerindeki etkisi : game of thrones örneği
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Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
21. yüzyıl, insanlığın teknoloji bakımından en büyük adımları attığı, teknoloji kullanımının tabana yayıldığı bir yüzyıl olmuştur. Ülkeler ve bloklar arası mücadelenin yaşandığı dönemde geliştirilen iletişim teknolojileri, zaman içerisinde tüm insanlığın kullanımına sunulmuş, böylelikle dünyada insanlar ve kurumlar arası mesafeler kısalmış, gezegenimiz küresel bir köy hüviyeti kazanmıştır. Günümüzde birçok teknolojik yenilik, insanların markalarla, ürünlerle ve hatta eşyalarla iletişimini kolaylaştırmak adına yapılmaktadır. Günümüzde milyarlarca kullanıcıya sahip olan sosyal medya mecralarının tüketici lehine günden güne gelişmesi ve tüketicinin hayatında giderek daha da önemli hale gelmesiyle içerik üretimine olan önem artmış, üretici veya hizmet sağlayıcılar benzerlerinden ayrılıp öne çıkmanın yollarını aramaya başlamıştır. Bu kapsamda gerçek zamanlı pazarlama, hedef kitleye ulaşabilmekte daha niş bir yöntem olarak fark edilmiş, ürün ya da hizmeti gündemle bağdaştıran içeriklerle tüketici ilgisinin anlık olarak çekilmesine fırsat sağlamıştır. Üstelik markalar, sosyal medya hedeflemeleri sayesinde ürettikleri gerçek zamanlı içerikleri, ürün ya da hizmetleriyle ilgili en doğru hedef kitleye ulaştırabilme imkânına da kavuşmuşlardır. Literatüre bakıldığında gerçek zamanlı pazarlama ve oluşturulan içerikler konusunda detaylı kaynaklar oldukça az sayıdadır. Bu çalışmada markaların Twitter mecrası ile tüketicilerle kurdukları iletişimler üzerinde durulmuş, gerçek zamanlı pazarlamanın markalar üzerindeki etkileri incelenmiş ve markaların gerçek zamanlı pazarlama çalışmalarının etkileşim oranları karşılaştırılmıştır.
21st century has been a century in which humanity took the biggest steps in terms of technology and technology use spread on the base. Communication technologies developed at a term of struggle between countries and central powers has been came into service for whole humanity in time. With this way, the distances got shorter between societies and people and our planet has gained a new identity like a global village. A lot of technological innovations is making for create communication between people and brands, produtcs and almost wares today. Manufacturers or service providers began to look for ways to leave and become prominent from the similar ones because of the social media channels with millions of users which is going in consumers favor and content production became increasingly important in consumers lives. In this context, real-time marketing has discovered as a helpful method and provided with a chance with the contents which are drawing together the agenda and products. Furthermore brands have took the opportunity about being able to communications for reaching to the people interested in their products with real-time contents which are made by themselves. When the literature is reviwed, the detailed sources about real-time marketing and generated contents are really less. In this study, has dwelled on communicate with consumers of brands by Twitter, the effects of real-time marketing on consumers and within the rank of “The Highest Performance of Social Media” which is identified by BoomSocial on April, the brands’ which are partaking inside of the category of fast production, leisure and life and shopping works about Game of Thrones has examined by content analyzing method. Real-time marketing works of brands and general engagements rates of their official Twitter pages has compared.
21st century has been a century in which humanity took the biggest steps in terms of technology and technology use spread on the base. Communication technologies developed at a term of struggle between countries and central powers has been came into service for whole humanity in time. With this way, the distances got shorter between societies and people and our planet has gained a new identity like a global village. A lot of technological innovations is making for create communication between people and brands, produtcs and almost wares today. Manufacturers or service providers began to look for ways to leave and become prominent from the similar ones because of the social media channels with millions of users which is going in consumers favor and content production became increasingly important in consumers lives. In this context, real-time marketing has discovered as a helpful method and provided with a chance with the contents which are drawing together the agenda and products. Furthermore brands have took the opportunity about being able to communications for reaching to the people interested in their products with real-time contents which are made by themselves. When the literature is reviwed, the detailed sources about real-time marketing and generated contents are really less. In this study, has dwelled on communicate with consumers of brands by Twitter, the effects of real-time marketing on consumers and within the rank of “The Highest Performance of Social Media” which is identified by BoomSocial on April, the brands’ which are partaking inside of the category of fast production, leisure and life and shopping works about Game of Thrones has examined by content analyzing method. Real-time marketing works of brands and general engagements rates of their official Twitter pages has compared.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Ticaret Üniversitesi Kaynakça var.
Anahtar Kelimeler
Gerçek zamanlı pazarlama, dijital pazarlama, sosyal medya ve Twitter, Real time marketing, digital marketing, social media and Twitter, İnternet pazarlama, Halkla ilişkiler, Internet marketing, Public relations
