Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing

Electronic Trading, Electronic Advertising, and Social Media Literacy: Using Local Turkish Influencers in Social Media for International Trade Products Marketing

Yurdagül Meral, Duygu Ecem Özbay
Copyright: © 2022 |Pages: 35
DOI: 10.4018/978-1-6684-6287-4.ch063
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Abstract

The internet has a huge impact on everything including by converting traditional trade methods into electronic trade and traditional marketing/advertising methods into electronic advertising and digital marketing methods not only in local trade but international trade as well. The purpose of this study is to increase literacy about electronic advertising, social media, digital marketing, by giving examples of how Turkish local influencers are used in social media to increase sales of international products. As a result, it is seen that the advertising posts made by influencers could reach a large audience in the local market.
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Marketing

Marketing has been redefined by AMA several times over the last 10 years, reflecting developments in the 2000s. According to the definition of American Marketing Association (AMA, 2019) “Marketing means creating, promoting and presenting value for customers. Customer relationship management is the primary element of the business while an enterprise introduces its goods or services to the market in order to meet customer needs. Along with the changing economic environment, with the help of technology and internet, information has changed marketing strategies and practices. In this context, the global financial crisis that shook the whole world in mid-2008 caused major problems in production and employment. All sectors restructured their purchasing strategies by shaping their marketing strategies according to the economy. In this way, the economic problems that affect the marketing activities, yielded to offer low-prices of to sell, to increase sales. Thus, it has been suggested that it caused less damage to brands (Mucuk, 2014).

Traditional Marketing

The idea of ​​differentiation was introduced in the 1930s by Chamberlin (1933) and Robinson (1933). The authors claim that when brands succeed in differentiating themselves, they build a wall with themselves and their competitors and increase their profitability by selling at high prices (Aksoy, 2017). The differentiation that marketing circles have mentioned is differentiation with brand perception. The most famous of differentiation theories is Ries and Trout's positioning theory in 1970 (Ries, Trout, 1970). Marketers believe that by adopting one of the 8 positioning strategies proposed by Ries and Trout, they can differentiate by positioning brands in consumer’s minds. The strategies proposed by Ries and Trout are: 1. Leadership, 2. Being first, 3. Owning a property, 4. Historical heritage, 5. Market expertise, 6. Preferred by a user group, 7. How to produce a product, 8. To be the last to enter into the market (Aksoy, 2017).

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