YENİ NORMALDE DİJİTAL DÖNÜŞÜM VE SOSYAL AĞLARDA İÇERİK PAZARLAMASINA STRATEJİK BİR BAKIŞ

Year 2021, Volume: 2 Issue: 1, 56 - 70, 30.07.2021

Alişan Baltacı

Abstract

“Yeni Normal” kavramı COVID-19 pandemi süreciyle beraber insanların ayak uydurmak zorunda kaldıkları alışkın olmadıkları yeni koşulların bütününü ifade etmektedir. Pandemi sürecinde ortaya çıkan bulaşı riskinden kaçınmak için iş hayatı, eğitim-öğretim faaliyetleri, sosyal etkileşim gibi fiziksel insan etkileşimiyle gerçekleşen eylemler “uzaktan” parantezine alınmak zorunda kalmıştır. Şüphesiz ki işletmelerin pazarlama faaliyetleri de tüketiciler de bu süreçten paylarına düşeni almışlardır. Özellikle sosyal mesafe ve izolasyondan kaynaklı olarak perakende alışveriş noktalarından uzaklaşan tüketiciler “temassız” alışverişe yönelerek çevrimiçi mecralardan ihtiyaçlarını giderme yoluna yönelmek zorunda kalmışlardır. Her ne kadar pandeminin geçici bir süreç olduğu yetkili merciler tarafından ifade edilse de, etkilerinin kalıcı olacağı anlaşılmaktadır. Bu kalıcı etkilerden birisinin de tüketicilerin dijital pazarlama uygulamalarına olan yönelimi olacağı düşünülebilir. Bu çalışmada, işletmelerin tüketici istek ve ihtiyaçlarına cevap verebilmeleri için başvurmaları gereken dijital dönüşüm süreci ve stratejik dijital pazarlama uygulamaları değerlendirilmektedir.

Keywords

Sosyal Medya, Pazarlama, Yeni Normal, Strateji, Dijital Dönüşüm

Supporting Institution

Yoktur

Project Number

Bir projeye ait değildir

A Strategic Approach for Digital Transformation and Content Marketing in Social Networks: Marketing in New Normal

Abstract

“New Normal” is the concept that defines the conditions brought by the COVID-19 pandemic that people are not accustomed to. Activities such as education, business life, and social interaction, which require physical interaction, became distant. Undoubtfully, both marketing activities and consumers got their share from that situation. Consumers have to fulfill their needs from online sellers instead of physical retail stores because of the social distance and isolation precautions. Although authorities announced that the pandemic is a temporal condition, it is understood that the impacts will be permanent. One of these permanent impacts will be the consumers’ online shopping orientation. This research is investigating the digital transformation processes and digital marketing practices with a strategic perspective.

Keywords

New Normal, Marketing, Social Media, Digital Transformation, Strategy

Project Number

Bir projeye ait değildir

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