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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

References

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

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

Alişan Baltacı

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

References

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  • Ameen, N., Tarhini, A., Shah, M. H., Madichie, N., Paul, J. ve Choudrie, J. (2020). Keeping customers’ data secure: A cross-cultural study of cybersecurity compliance among the Gen-Mobile workforce. Computers in Human Behavior, available online ahead of print: Doi: 10.1016/j.chb.2020.106531.
  • Anderson, J. ve Lanzolla, G. (2010). The digital revolution is over: Long live the digital revolution! Business Strategy Review, 21(1), 74–77.
  • Andriole, S. J. (2017). Five myths about digital transformation. MIT Sloan Management Review. 58(3), 20–22.
  • Arora, A., Dahlström, P., Hazan, E., Khan, H. ve Khanna, R. (2020). Reimagining marketing in the next normal. McKinsey Article July 19.
  • Baltacı, A. (2020). Sağlık hizmetlerinde stratejik planlama. Ankara: SAGE Matbaacılık.
  • Baltacı, A ve Akaydın, H . (2020). COVID-19 pandemi sürecinin tüketicilerin gıda ürünlerini satın alma davranışları üzerindeki etkisi: Bir literatür taraması. Yüksek İhtisas Üniversitesi Sağlık Bilimleri Dergisi, 1, 57-64.
  • Bansal, H. S. ve Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166–177.
  • Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.
  • Berger, J. ve Milkman, K. (2012). What makes online content viral?. Journal of Marketing Research, 49(2), 192-205. doi: 10.1509/jmr.10.0353
  • Berman, S. J. (2012). Digital transformation: Opportunities to create new business models. Strategy & Leadership, 40(2), 16–24.
  • Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., Venkatraman, N. V. (2013). Digital business strategy: toward a next generation of insights. MIS Q. 37 (2), 471–482.
  • Brad, S. ve Brad. E. (2015). Enhancing SWOT analysis with TRIZ-based tools to integrate systematic innovation in early task design. Procedia Engineering, 131, 616-625.
  • Chae, H., ve Ko, E. (2016). Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands. Journal of Business Research, 69(9), 3804–3812.
  • Chaffey, D. ve Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Routledge: Taylor & Francis.
  • Chahal, M. (2016). The true meaning of digital transformation. Marketing Week, (April), 16–20.
  • Chen, D. Q., Mocker, M., Preston, D. S., Teubner, A. (2010). Information systems strategy: reconceptualization, measurement, and implications. MIS Q. 34 (2), 233–238.
  • David, F., Creek, S., ve David, F. (2019). What is the key to effectice SWOT analysis, including AQCD factors. SAM Advancement Management Journal, 84(1), 25-35.
  • Dudzeviciute, G. ve Peleckiene, V. (2010). Marketing strategy process: Quantitative analysis of the customers' satisfaction. Verslas Teorija ir Praktika, 11(4), 345-352.
  • Eldeman, D. (2010). Branding in the digital age. Harward Business Review, 64.
  • Elo, M., Minto-Coy, I., Silva, S. C., ve Zhang, X. (2020). Customer networks governing international marketing-How ethnic products and services diffuse across borders? European Journal of International Management, 14(4), 693–729.
  • Etzioni, A. ve Etzioni, O. (2017). Incorporating ethics into artificial intelligence. The Journal of Ethics, 21(4), 403–418.
  • Felix, R., Rauschnabel, P. A. ve Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
  • Ferrell, O. C. ve Hartline, M. D. (2005). Marketing strategy. Ohio: Cengage Learning.
  • Fichman, R. G., Dos Santos, B. L. ve Zheng, Z. E. (2014). Digital innovation as a fundamental and powerful concept in the information systems curriculum. MIS Q, 38 (2), 329–353.
  • Fitzgerald, M., Kruschwitz, N., Bonnet, D. ve Welch, M. (2013). Embracing digital technology: A new strategic imperative. MIT Sloan Management Review, 1–12.
  • Galliers, R. D. (2011). Further developments in information systems strategizing: unpacking the concept. Galliers, R.D. ve Currie, W. (Ed.), The Oxford handbook of management information systems: Critical perspectives and new directions içinde (s. 329-345). New York: Oxford University Press.
  • Gray, P., El Sawy, O. A., Asper, G. ve Thordarson, M. (2013). Realizing strategic value through center-edge digital transformation in consumer-centric industries. MIS Quarterly Executive, 12(1), 115–117.
  • Halligan, B. ve Shah, D. (2010). Inbound marketing. Hoboken, NJ: Wiley.
  • Henfridsson, O. ve Bygstad, B. (2013). The generative mechanisms of digital infrastructure evolution. MIS Q, 37 (3), 907–931.
  • Hess, T. Matt, C., Benlian, A. ve Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2), 123–139.
  • Jacobson, J., Gruzd, A. ve Hernandez-Garcia, A. A. (2020). Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53, https://doi.org/10.1016/j.jretconser.2019.03.001.
  • Jefferson, S. ve Tanton, S. (2013). Valuable content marketing. London: Kogan Page.
  • Kane, G.C., Palmer, D., Phillips, A.N., Kiron, D., Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Manage. Rev. Deloitte Univ. Press, 14, 1–25.
  • Katsikeas, C. S., Morgan, N. A., Leonidou, L. C. ve Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20.
  • Kaufman, I. ve Horton, C. (2015). Digital transformation: Leveraging digital technology with core values to achieve sustainable business goals. The European Financial Review,December–January, 63–67.
  • Keller, S., ve Price, C. (2011). Beyond performance: How great organizations build ultimate competitive advantage. Hoboken: John Wiley & Sons.
  • Knowles, J. R., Ettenson, P. L., ve Dollens, J. (2020). Growth opportunities for brands during the COVID-19 crisis. MIT Sloan Management Review: Cambridge, 61(4), 2–6.
  • Kohli, R. ve Johnson, S. (2011). Digital Transformation in latecomer industries: CIO and CEO leadership lessons from Enacana Oil & Gas (USA) Inc. MIS Quarterly Executive, 10(4).
  • Kumar, V. (2018). A theory of customer valuation: Concepts, metrics, strategy, and implementation. Journal of Marketing, 82(1), 1–19. https://doi.org/10.1509/jm.17.0208
  • Loon, M., Ebede-Otaye L. ve Stewart, J. (2020). Thriving in the new normal: The HR microfoundations of capabilities for business model innovation. an integrated literature review. Journal of Management Studies, 57(3), 698-727.
  • Lucas, H.C., Agarwal, R., Clemons, E.K., El Sawy, O.A. ve Weber, B.W. (2013). Impactful research on transformational information technology: an opportunity to inform new audiences. MIS Q, 37 (2), 371–382.
  • Lurati, F. ve Zamparini, A. (2018). Communication SWOT analysis. Heath ve Johansen (Ed.) The international encyclopedia of strategic communication içinde (s. 272-280). Hoboken: John Wiley & Sons
  • Madsen, D. Ø (2016) . SWOT analysis: A management fashion perspective. International Journal of Business Research, 16(1), 39-56.
  • Malik, A., Dhir, A., ve Nieminen, M. (2016). Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129–138.
  • Mason, A. N., Narcum, J. ve Mason, K. (2021). Social media marketing gains importance after COVID-19. Cogent Business & Management, 8 (1), 1-17.
  • Matt, C., Hess, T. ve Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57 (5), 339–343.
  • McCarthy, E. J. ve Perreault, W. D. (1991). Essentials of marketing. Canada: McGraw Hill..
  • McKeown, I. ve Philip, G. (2003). Business transformation, information technology and competitive strategies: Learning to fly. International Journal of Information Management, 23(1), .3–24.
  • Mercan Annak, İ. ve Karaveli Öner, E. (2020). Hemşirelerin COVID-19 tanılı hastaların bakımında alması gereken izolasyon önlemleri. Yüksek İhtisas Üniversitesi Sağlık Bilimleri Dergisi, 1, 48-52.
  • Mithas, S., Tafti, A., Mitchell, W. (2013). How a firm's competitive environment and digital strategic posture influence digital business strategy. MIS Q. 37 (2), 511–536.
  • Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102–119.
  • Morgan, N. A., Katsikeas, C. S. ve Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance. Journal of the Academy of Marketing Science, 40(2), 271–289.
  • Munoz, C. ve Huser, A. (2008). Experiential and cooperative learning: Using a situation analysis project in principles of marketing. Journal of Education for Business, 83(4), 214-220.
  • Nabity-Grovera, T., Cheung, C. M. K.. ve Thatcher, J. B. (2020). Inside out and outside in: How the COVID-19 pandemic affects selfdisclosure on social media. International Journal of Information Management, 55, 1-5.
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There are 84 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Review
Authors

Alişan Baltacı 0000-0002-3280-405X

Project Number Bir projeye ait değildir
Publication Date July 30, 2021
Submission Date June 29, 2021
Published in Issue Year 2021 Volume: 2 Issue: 1

Cite

APA Baltacı, A. (2021). YENİ NORMALDE DİJİTAL DÖNÜŞÜM VE SOSYAL AĞLARDA İÇERİK PAZARLAMASINA STRATEJİK BİR BAKIŞ. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 2(1), 56-70.
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