Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey

Introduction

Marketing is the most dynamic and innovative business function. Marketing is directly and indirectly affected by many technological developments, especially information and communication technologies. In the mid-1990s means of communication has begun to change across the world with the widespread use of the Internet. The changes in communication have also affected marketing activities. Online marketing activities – such as digital advertising- has become one of the most important factors in doing business. Digital marketing and advertising technologies enable businesses to introduce themselves and their offerings to a wider audience. It also improves product attractiveness. On the other hand consumers can also benefit from digital marketing technologies by reaching a wide variety of offerings and information about products and/or services they intend to buy.

According to The US-based Interactive Advertising Bureau's (IAB) report which was published in February 2013, the number of internet users in Turkey has increased by 1.3 million in one year and reached 26.6 million people. The information shared in the report draws attention to the increase in the number of Turkish Internet users and their usage patterns. The 56.7 percent of Turkish internet users access the web on a daily basis. The percentage of people access the web less than once a month is 1.1 percent. The gender ratio of Turkish internet users is 56 percent male, and 44 percent female. Among the new joiners, 628 thousand people graduated from primary school or have lower educational levels. Most noticeable growth in the new joiners was seen in the group aged 55 years and older with 20 percent. With this addition to the population, 1.2 million of 26.6 million has become 55 years or older (http://www.osym.gov.tr/dosya/1-60426/h/5onlisanslisansduzeyogrencisay.pdf, 2013).