The Future of Digital Transformation in Omnichannel Marketing Approach: A Conceptual Study for Higher Education

Yıl 2023, Cilt: 12 Sayı: 3, 1596 - 1618, 30.09.2023

Deniz Koyuncuoglu , Mehmet Etlioğlu , Alaaddin Selçuk Köylüoğlu

https://doi.org/10.15869/itobiad.1274151

Öz

The advent of mobile channels, tablets, and social media, integrated with online and offline retail, has enabled customers to experience a seamless and trouble-free shopping process utilizing multiple distribution and communication channels. This comprehensive approach, known as omnichannel marketing, has instigated a major shift in the retail sector. The holistic approach, successfully implemented in the marketing field, is also being employed effectively and efficiently in other areas. The growing importance of digital technologies in education is making the application of omnichannel strategies increasingly crucial in higher education. These strategies provide advantages such as increasing student satisfaction, reaching a wider audience, and making the learning environment more flexible and mobile. This study aims to address the gaps in the current roadmap for implementing omnichannel strategies and applications in higher education. To this end, the study first examines the fundamental principles of the omnichannel marketing approach, the importance of digital technologies in higher education, application challenges, and advantages of the omnichannel approach in higher education, based on information from successful applications. In light of this information, an application model has been developed on how higher education institutions can integrate the omnichannel approach and applications into their systems. Furthermore, the best practices and success factors for omnichannel applications in higher education have been determined, providing recommendations for universities aiming to provide students with a successful digital transformation and a consistent learning and service experience. The study contributes to the literature by serving as a guide for higher education institutions in meeting student expectations and communicating with omnichannel marketing strategies. It also offers application success factors and suggestions for future work for universities aiming to provide a successful digital transformation, a consistent learning and service experience, and student satisfaction.

Anahtar Kelimeler

Digital transformation, Omnichannel marketing, Student satisfaction, Higher education marketing, Higher education

Bütüncül Kanal Pazarlama Yaklaşımında Dijital Dönüşümün Geleceği: Yükseköğretime Yönelik Kavramsal Bir Araştırma

Öz

Mobil kanalların, tabletlerin ve sosyal medyanın ortaya çıkışı, bu yeni kanalların ve cihazların çevrimiçi ve çevrimdışı perakendecilikle entegrasyonu sayesinde, müşterilerin alışveriş süreçlerinde çoklu dağıtım ve iletişim kanallarını kullanarak kesintisiz ve sorunsuz bir deneyim yaşamalarına imkân tanımıştır. Bütüncül kanal (omnichannel) pazarlama olarak adlandırılan bu bütüncül yaklaşım, perakende sektöründe büyük bir dönüşüme yol açmıştır. Pazarlama alanında başarılı şekilde uygulanan bütüncül yaklaşım, başka alanlarda da etkin ve verimli olarak kullanılmaktadır. Eğitim dünyasındaki dijital teknolojilerin sürekli artan önemi, yükseköğretimde bütüncül kanal stratejilerinin uygulanmasını gittikçe daha önemli kılmaktadır. Bu stratejiler, öğrenci memnuniyetini artırmak, daha geniş kitlelere ulaşmak ve öğrenme ortamını daha esnek ve mobil hale getirmek gibi avantajlar sunmaktadır. Bu çalışmanın amacı, yükseköğretimde bütüncül kanal stratejilerinin ve uygulamalarının nasıl hayata geçirileceğine dair mevcut yol haritasının eksikliklerini gidermektir. Bu amaçla, çalışma öncelikle bütüncül kanal pazarlama yaklaşımının temel ilkeleri, yükseköğretimde dijital teknolojilerin önemi, uygulama zorlukları ve yükseköğretimde bütüncül kanal yaklaşımının avantajları, başarılı uygulamalardan elde edilen bilgiler incelenmiştir. Bu bilgiler ışığında, yükseköğretim kurumlarının bütüncül kanal yaklaşımını ve uygulamalarını sistemlerine nasıl entegre edebilecekleri konusunda bir uygulama modeli oluşturulmuştur. Ayrıca, yükseköğretimde bütüncül kanal uygulamaları için en iyi uygulamalar ve başarı faktörleri belirlenmiş, bu sayede öğrencilere başarılı bir dijital dönüşüm, tutarlı bir öğrenme ve hizmet deneyimi sağlama hedefinde olan üniversitelere öneriler sunulmuştur. Çalışmanın literatüre katkısı, yükseköğretim kurumlarına bütüncül kanal pazarlama stratejileri ile öğrenci beklentilerini karşılamada ve iletişim kurmada bir rehber olmasıdır. Ayrıca, başarılı bir dijital dönüşüm, tutarlı bir öğrenme ve hizmet deneyimi ve öğrenci memnuniyeti sağlamayı hedefleyen üniversitelere yönelik uygulama başarı faktörleri ve gelecek çalışmalar için öneriler sunmaktadır. Bu çalışma, bütüncül kanal pazarlama stratejilerinin yükseköğretimde nasıl etkili bir şekilde uygulanabileceğini anlamaya ve bu alanda başarıya ulaşmak için bir yol haritası çizmeye yardımcı olmayı hedeflemektedir.

Anahtar Kelimeler

Dijital dönüşüm, Bütüncül Kanal Pazarlaması, Öğrenci memnuniyeti, Yükseköğretim pazarlaması, Yükseköğretim

Kaynakça

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