Abstract
The developing technology and the changing world in this context have led to a digital transformation in the business world as well as individual and social lives. Such a transformation has also manifested itself in the marketing world, and traditional marketing has now begun to be replaced by digital marketing. This transformation, which manifests itself effectively in purchasing processes and consumer behaviour, has also started to stand out as a difference-making element in the competition of brands. In this chapter, the changes in digitalization and brand communication are discussed, and the basic tools and usage patterns used in digital marketing are detailed. In order to exemplify the digital transformation experienced in the marketing world, the effective marketing studies of Turkish Airlines and Toyota brands that attract attention in the digital world have been considered as two sample cases.
TopIntroduction
In the new era, in which a rapid digital transformation occurs in communication methods and platforms, a new kind of consumer in brand-new communication environments comes to the fore. This new consumer type can give a rapid reaction to the communication efforts of brands in online environments. Unlike traditional consumers, this digitalized consumer actively engages with the marketing processes and has a great power to direct brands and companies. The biggest power in the hands of this new type of consumer is the digital or online elements such as smartphones, social media, online games, online communities, influencers, or Second Life.
In order to keep up with the demands of today’s consumer, and to communicate effectively with current or potential customers, brands and companies are in need of being active in these digital platforms. Unless they achieve effective contact with the consumers in this digital transformation age, it will be hard for them to gain competitive advantage or even survive.
In this chapter, starting from this point of view, the marketing communication process will be dealt with in all its details and information about the digital transformation of brand communication, its content, and the value from the aspect of both the brand and the consumers will be presented. So, as to help the brands about these new platforms and to highlight the digital marketing communications for the researchers, the new digital platforms for marketing communications will be handled together with their content and impacts on marketing world, as well as the Turkish and international brand examples, which are in the effort of taking active role in this digital communication channels.
Key Terms in this Chapter
Web 2.0: Contrast to its previous form, the current version of the internet, which includes more user-generated content and usability for end-users, Version 1.0 of the internet.
Search Engine Optimization (SEO): The process of optimizing brand website to make it more visible when people use Google, Bing, and other search engines to look for items or services related to business or brand.
Advergames: A type of interactive marketing in which websites (typically as pop-ups) display free downloaded computer games to promote a brand or product.
Digital Marketing: Any type of marketing that makes use of electronic devices that may be utilized by marketing professionals to provide promotional messaging and track its effectiveness throughout the consumer journey.
E-Mail Marketing: The use of email to sell items or services while also building relationships with potential customers or clients.
Influencer: A person who can persuade potential customers to buy a product or service by promoting or recommending it on social media.
Social media: A type of computer-based technology that allows people to share their views, ideas, and information through virtual networks and communities.