The Features of New Communication Channels and Digital Marketing

The Features of New Communication Channels and Digital Marketing

Elif Ulker-Demirel (Trakya University, Turkey)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-9790-2.ch026
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In today's conditions, human beings live in an environment where borders disappear; the center of life becomes “the speed,” and they adopt technology very quickly. There are more than three billion internet users around the world, and the daily data generated on the internet is continuously increasing. In this environment, communication channels are changing to keep up with all these technological and individual transformations. This transformation also breaks the rules of the game for companies and brands. Today's consumers are demanding personalized products and services. Besides, they demand the relationship of the brands to themselves, the communication tools they use and the advertising narrative are personal, and they want to be part of this story. This situation leads to differentiation of advertising and other means of communication, and the concept of digital marketing is moving to a different dimension.
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Internet Technologies And Digital Marketing

With the technological developments, the rapid change in the internet and digital technologies since the 90s has led to a transformation in marketing. This process, which starts with room-sized communication devices, has become a growing and evolving structure with contents created by users over the years. This structure has led to changes in societies, governments, businesses, and people, which has led to a global transformation.

Although the impact of traditional communication tools on society and individuals has changed over time, the transformational impact of internet technologies on societies was rapidly observed in the early years of the 21st century. People integrated this technology into their lives quickly because of the rapid and facilitating aspects of the internet.

Due to changes in the production and service area brought about by the transformation in the social dimension, governments have had to change in order to manage the transformation and provide the necessary legal and administrative infrastructure.

Businesses have had to revise their business forms and make them compatible with existing conditions because of accelerating technology and internet activities in the company. Also, the opportunities offered by the internet in the field of electronic commerce have led businesses or brands to become directly or partially active in this area. These opportunities have enabled businesses to explore new markets, acquire new customers and quickly reach large audiences. The fact that today's consumers spend most of their time on the internet has made it necessary for brands to reach target consumers on the internet, to develop the scope of marketing activities and to focus on different communication platforms.

The Internet provides benefits such as information to consumers, entertainment as well as communication with other people, companies and brands, and for shopping. In terms of enterprises, besides being able to reach potential and existing consumers through new and various communication platforms, one of the most significant effects of this technology is to offer alternative new business models for companies.

One of the business models is electronic business (E-business), which is an electronically mediated information exchange both within an organization and with external stakeholders supporting a range of business processes (Chaffey & Ellis-Chadwick, 2012: 21). Basically, it is the optimization of activities of a business through digital technologies (Strauss & Frost, 23). In addition to the whole business process of purchasing and selling, the pre-production activities of the brand and its relations with its suppliers are also included in the digital environment so a brand can reach potential and existing customers. Although this situation requires different investments, it can be advantageous in terms of costs.

Key Terms in this Chapter

Paid Media: Paid media includes the tools that the company's' advertisements and sponsored content by paying to take part in third-party sites.

Word-of-Mouth (WOM): Recommendation of a brand, product or service through oral communication by a customer.

Owned Media: The owned media is online communication tools such as the company's website, corporate blog, which is controlled by the company.

Marketing: Overall activities that involve creating value for consumers and society in the process of delivering products and services to consumers.

Digital Marketing: A company's overall activities through internet technologies to reach marketing objectives and create value for consumers and society.

E-Business: The overall business activities of a company in the electronic environment.

Earned Media: It is about speaking, discussing or sharing a brands contents of people and it makes voluntarily by the people. For this reason, it is called “earned.”

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