Display advertising, which differs from traditional advertisements due to its measurability and sustainability, is advertisements that do not tire the consumer, do not obstruct the general appearance of content such as websites, social networks or blogs, target a specific audience and are generally created for marketing, sales and communication purposes.
Published in Chapter:
New Media Channels in Corporate Communication and Interaction With the New Consumer: Digital Marketing
Pinar Yürük-Kayapinar (Trakya University, Turkey) and Özgur Kayapinar (Trakya University, Turkey)
Copyright: © 2021
|Pages: 21
DOI: 10.4018/978-1-7998-6799-9.ch001
Abstract
The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.