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The Features of New Communication Channels and Digital Marketing

The Features of New Communication Channels and Digital Marketing

Elif Ulker-Demirel
Copyright: © 2019 |Pages: 12
ISBN13: 9781522597902|ISBN10: 1522597905|EISBN13: 9781522597919
DOI: 10.4018/978-1-5225-9790-2.ch026
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MLA

Ulker-Demirel, Elif. "The Features of New Communication Channels and Digital Marketing." Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, IGI Global, 2019, pp. 302-313. https://doi.org/10.4018/978-1-5225-9790-2.ch026

APA

Ulker-Demirel, E. (2019). The Features of New Communication Channels and Digital Marketing. In R. Yilmaz (Ed.), Handbook of Research on Narrative Advertising (pp. 302-313). IGI Global. https://doi.org/10.4018/978-1-5225-9790-2.ch026

Chicago

Ulker-Demirel, Elif. "The Features of New Communication Channels and Digital Marketing." In Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, 302-313. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9790-2.ch026

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Abstract

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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