Abstract
Nowadays, in order for brands to respond to consumer expectations, digital media efforts need to be involved in the brand communication process. Brands have a unique way to remind their names in a consumer's mind with real-time marketing. In addition, real-time marketing offers a way to make it easier for marketers to reach their target audiences at a low cost when increasing the speed and functionality of information. In this chapter, real-time marketing posts that have high user interaction on Twitter are handled in the context of their process, content features, and message appeal. Examined were 185 tweets. According to the data obtained, brands are trying to create positive brand image for consumers. Besides, it has been determined that both informational and emotional appeals are used intensively in order to create brand awareness.
TopOne of the most distinctive principles for the survival and socialization of humanity is the sharing of messages and ideas with the dynamics that make up society. In this context, the communication which is a product of the way of human being's existence and which has evolved according to the developments in the form of survival is a human-specific fact (Oskay, 2001, p. 1).
The development of technology and the adaptation of humanity to these changes have changed the dimension of communication. Due to this rapid change, it is possible to say that a significant part of communication practices has shifted to digital environments. With the help of web-based applications, interactive connections has changed the structure of communication. In particular, users' content and the ability to share these contents, causes significant changes in the functioning of communication. The different practices that took place on an individual basis together with the transformation have led to significant changes in the social sense can be stated.
The rapid progress of technology makes it easier to include in social practices. The evolution of media into a digital dimension supports this social change. When defining the concept of digital media, it is important to focus on the transformations and the effects of societies on the transition from traditional media to digital. Every society has influenced by this process of transformation which has penetrated the communication practices. McLuhan (1964) argues that the speed, scale or type of change in any media or technology has a profound effect on human relations. In this respect, there is a social change in the transition from traditional media to digital. Castells (2005, p. 441) states that this new communication system, which has global reach, brings all communication tools together and has the potential of mutual interaction, causes serious differences on the culture and this will continue rapidly. Dijck (2013, pp. 17-18) says that the media has historically changed with the masses that use it. According to Dijck, in the last two centuries media technologies have become mature as a part of daily social practices. It is an example of this through mobile devices that interact with people on a virtual plane, transforming digital communication into community routines or cultural practices.
Key Terms in this Chapter
Social Media Marketing: Refers to the process of using social media such as Twitter, Facebook and YouTube as a means of interacting with target audiences. Social media marketing means marketing on social networks, or the promotion of goods and services through digital media. By utilizing the social aspect of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing.
Digital Media: Includes any format or device used to convey content using digital signals. Digital media is digitized content that can be transmitted over the internet or computer networks. This can include text, audio, video, and graphics. This means that news from a TV network, newspaper, magazine, etc. that is presented on a Web site or blog can fall into this category. Most digital media are based on translating analog data into digital data.
Brand Awareness: Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image but to also associate it with a certain company’s product or service. Brand awareness is the probability that consumers are familiar with the life and availability of the product. It is the degree to which consumers precisely associate the brand with a specific product.
Advertising Appeals: Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
Marketing Communication: Can be defined as the methodologies and tactics adopted by the brands to convey the messages in a unique and creative manner to their existing and prospective customers about their offerings of products and services.
Content Marketing: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Real-Time Marketing: Real-time marketing is an important digital marketing communication strategy that enables brand and consumer to make an active meeting through social media. RTM is the ability to engage with brand's customers or fans instantly based on real-time information - like their actions and behavior, changes to brands own data or external news or events.
Digital Conversion: It means adapting the digital media to the brand communication process to make it easier for brands to work and to increase their productivity.