The Features of New Communication Channels and Digital Marketing

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.