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AN APPROACH TO HOW TRADITIONAL AND DIGITAL MARKETING STRATEGIES WORK TOGETHER

Year 2021, Volume: 2021 Issue: 2, 42 - 52, 31.12.2021

Abstract

Digital marketing is a marketing strategy that most businesses use today. Digital marketing, which has a dynamic structure with the tools it uses, also evolves to appeal to every customer base. However, the fact that not everyone is always online is one of the biggest reasons companies still use traditional marketing. Although digital marketing seems to be more preferred with the idea that it is more effective today, there is still an audience that watches television or reads newspapers. The segment in question exposed to traditional marketing strategies may be the target audience of the relevant brands. The idea of businesses to reach more audiences in both digital and traditional ways is an example of how digital and traditional marketing are carried out together, and it has been stated in the study that this method is an effective method. With the fact that using integrated strategies or multi-channel methods in marketing will bring sustainable growth to the business, digital and traditional marketing strategies can be carried out together. This study has contributed to be a guide for the firms that desire to combine these two strategies. It is one of the outputs of this study that content marketing is useful in integrating both strategies.

References

  • Adzharuddin, N.A. (2013). Marketing mix through the integration of new and traditional media: a review of recent literature, Int. J. Social Entrepreneurship and Innovation, Vol. 2, No. 1,3-10.
  • Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing, and UK. Pearson: Harlow (GB).
  • Chaffey, D., Ellis-Chadwick, F., Johnston, K. ve Mayer, R. (2006). Internet Marketing: Strategy, Implementation and Practice. Third edition, PearsonEducation Limited.
  • Chaffey, D., Ellis-Chadwick, F., Mayer, R. ve Johnston, K. (2000).Internet Marketing: Strategy, Implementation and Practice, Pearson Education Limited.
  • Cheyne, A.D., Dorfman, L., Bukofzer, E., Harris, J.L. (2013). Marketing sugary cereals to children in the digital age: a content analysis of 17 child-targeted websites. J Health Commun, 2013, and 18(5):563-82.
  • Dallman, D. (2019). Traditional marketing vs digital marketing: can they work together?. Red-Fern Insights UK.
  • Ferris, M.T. (2004). Marketing & customer service in a digital world. Caring, 2004, and 23(7):62-63.
  • Guedj, A. (2013). Digital marketing: what place does it have in blood donation? Transfus Clin Biol, 2013:20(20), and 123-126.
  • Haber, M., Sanghani, R. (2016). Use Data in Digital Marketing. Behav Healthc, 2016, and 36(2):10-11.
  • Hines, T. & Bruce, M. (2007). Fashion Marketing, Contemporary Issues., and 2nd edition. Butterworth-Heinemann.
  • Hoffman, D.L. ve Novak, T.P. (1995). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Working Paper No. 1.
  • Kalakota, R. ve Robinson , M. (2009). e-Business 2.0. New Delhi: Pearson Education Inc.
  • Kates, M. (2013). Making digital and traditional marketing work together. Xeim Insights.
  • Kotler, P. & Pfoertsch, W. (2010). B2B Brand Management, and Germany. Springer: Heidelberg.
  • Kotler, P. (2003). Marketing Management, 11th Edition, Northwestern University.
  • Kuberappa, Y. ve Kumar, A. (2016). Comparative assessment of digital and traditional marketing approaches. BEMS Reports,, and 2(2): 71-74.
  • Lee, P.M. (2002). Behavioral Model of Online Purchasers in E-Commerce Environment Electronic Commerce Research, Boston, Jan-Apr 2002,Vol. 2, Iss. 1-2, 75-86.
  • Malthouse, E., Calder, B.J. ve Tamhane, A. (2007). The effects of media context experiences on advertising effectiveness, Journal of Advertising, Vol. 36, No. 3,7–18.
  • Manz, C., Ross, J.S., Grande, D. (2014). Marketing to physicians in a digital world. N Engl J Med, 2014, and 371(20):1857-1859.
  • Montgomery, K.C., Chester, J., Grier, S.A., Dorfman, L. (2012). The new threat of digital marketing. Pediatr Clin North Am, 2012, and 59(3):659-675.
  • Ryan, D. & Jones, C. ( 2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, and UK. Kogan Page: London.
  • Sheehan, K. ve Guo, A. (2005). Leaving on a (branded) jet plane: an exploration of audience attitudes towards product assimilation in television content, Journal of Current Issues and Research in Advertising, Vol. 27, No. 1, 79–91.
  • Van Waterschoot, W. ve Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited, Journal of Marketing,56(4), 83–93.

GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM

Year 2021, Volume: 2021 Issue: 2, 42 - 52, 31.12.2021

Abstract

Dijital pazarlama günümüzde çoğu işletmenin sıkça kullandığı bir pazarlama stratejisidir. Kullandığı araçlar ile dinamik bir yapıda olan dijital pazarlama, her müşteri kitlesine hitap edecek şekilde de gelişim göstermektedir. Ancak herkesin her an çevrimiçi olmaması gerçeği, şirketlerin geleneksel pazarlamayı da hala kullanmasının en büyük sebeplerindendir. Günümüzde daha etkili olduğu düşüncesi ile dijital pazarlama daha çok tercih ediliyor gibi görünse de hala televizyon izleyen ya da gazete okuyan bir kitle bulunmaktadır. Geleneksel pazarlama stratejilerine maruz kalan bu kesim ilgili markaların hedef grubu olabilmektedir. İşletmelerin hem dijital hem de geleneksel yolla daha fazla kitleye ulaşma düşüncesi dijital ve geleneksel pazarlamanın bir arada yürütüldüğü örnekler olduğunu doğrulasa da bu çalışma ile aslında bunun etkili bir yöntem olduğu üzerinde durulmuştur. Pazarlamada entegre stratejiler ya da çok kanallı yöntemler kullanmanın işletmeye sürdürülebilir bir büyüme kazandıracağı gerçeği ile dijital ve geleneksel pazarlama stratejileri bir arada yürütülebilir. Bu çalışma da bu iki stratejiyi birleştirmek isteyen firmaların izleyeceği yol konusunda yönlendirici olması için bir katkı sağlamıştır. Özellikle içerik pazarlamasının her iki stratejiyi entegre etme de kullanışlı olduğu bu çalışmanın çıktılarındandır.

References

  • Adzharuddin, N.A. (2013). Marketing mix through the integration of new and traditional media: a review of recent literature, Int. J. Social Entrepreneurship and Innovation, Vol. 2, No. 1,3-10.
  • Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing, and UK. Pearson: Harlow (GB).
  • Chaffey, D., Ellis-Chadwick, F., Johnston, K. ve Mayer, R. (2006). Internet Marketing: Strategy, Implementation and Practice. Third edition, PearsonEducation Limited.
  • Chaffey, D., Ellis-Chadwick, F., Mayer, R. ve Johnston, K. (2000).Internet Marketing: Strategy, Implementation and Practice, Pearson Education Limited.
  • Cheyne, A.D., Dorfman, L., Bukofzer, E., Harris, J.L. (2013). Marketing sugary cereals to children in the digital age: a content analysis of 17 child-targeted websites. J Health Commun, 2013, and 18(5):563-82.
  • Dallman, D. (2019). Traditional marketing vs digital marketing: can they work together?. Red-Fern Insights UK.
  • Ferris, M.T. (2004). Marketing & customer service in a digital world. Caring, 2004, and 23(7):62-63.
  • Guedj, A. (2013). Digital marketing: what place does it have in blood donation? Transfus Clin Biol, 2013:20(20), and 123-126.
  • Haber, M., Sanghani, R. (2016). Use Data in Digital Marketing. Behav Healthc, 2016, and 36(2):10-11.
  • Hines, T. & Bruce, M. (2007). Fashion Marketing, Contemporary Issues., and 2nd edition. Butterworth-Heinemann.
  • Hoffman, D.L. ve Novak, T.P. (1995). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Working Paper No. 1.
  • Kalakota, R. ve Robinson , M. (2009). e-Business 2.0. New Delhi: Pearson Education Inc.
  • Kates, M. (2013). Making digital and traditional marketing work together. Xeim Insights.
  • Kotler, P. & Pfoertsch, W. (2010). B2B Brand Management, and Germany. Springer: Heidelberg.
  • Kotler, P. (2003). Marketing Management, 11th Edition, Northwestern University.
  • Kuberappa, Y. ve Kumar, A. (2016). Comparative assessment of digital and traditional marketing approaches. BEMS Reports,, and 2(2): 71-74.
  • Lee, P.M. (2002). Behavioral Model of Online Purchasers in E-Commerce Environment Electronic Commerce Research, Boston, Jan-Apr 2002,Vol. 2, Iss. 1-2, 75-86.
  • Malthouse, E., Calder, B.J. ve Tamhane, A. (2007). The effects of media context experiences on advertising effectiveness, Journal of Advertising, Vol. 36, No. 3,7–18.
  • Manz, C., Ross, J.S., Grande, D. (2014). Marketing to physicians in a digital world. N Engl J Med, 2014, and 371(20):1857-1859.
  • Montgomery, K.C., Chester, J., Grier, S.A., Dorfman, L. (2012). The new threat of digital marketing. Pediatr Clin North Am, 2012, and 59(3):659-675.
  • Ryan, D. & Jones, C. ( 2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, and UK. Kogan Page: London.
  • Sheehan, K. ve Guo, A. (2005). Leaving on a (branded) jet plane: an exploration of audience attitudes towards product assimilation in television content, Journal of Current Issues and Research in Advertising, Vol. 27, No. 1, 79–91.
  • Van Waterschoot, W. ve Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited, Journal of Marketing,56(4), 83–93.
There are 23 citations in total.

Details

Primary Language Turkish
Journal Section 2021:2 Makaleler
Authors

Hasan Selçuk Eti

Early Pub Date December 31, 2021
Publication Date December 31, 2021
Published in Issue Year 2021 Volume: 2021 Issue: 2

Cite

APA Eti, H. S. (2021). GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM. Sosyal Bilimler Metinleri, 2021(2), 42-52.
AMA Eti HS. GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM. Sosyal Bilimler Metinleri. December 2021;2021(2):42-52.
Chicago Eti, Hasan Selçuk. “GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM”. Sosyal Bilimler Metinleri 2021, no. 2 (December 2021): 42-52.
EndNote Eti HS (December 1, 2021) GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM. Sosyal Bilimler Metinleri 2021 2 42–52.
IEEE H. S. Eti, “GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM”, Sosyal Bilimler Metinleri, vol. 2021, no. 2, pp. 42–52, 2021.
ISNAD Eti, Hasan Selçuk. “GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM”. Sosyal Bilimler Metinleri 2021/2 (December 2021), 42-52.
JAMA Eti HS. GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM. Sosyal Bilimler Metinleri. 2021;2021:42–52.
MLA Eti, Hasan Selçuk. “GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM”. Sosyal Bilimler Metinleri, vol. 2021, no. 2, 2021, pp. 42-52.
Vancouver Eti HS. GELENEKSEL VE DİJİTAL PAZARLAMA STRATEJİLERİNİN NASIL BİRLİKTE YÜRÜTÜLECEĞİNE İLİŞKİN BİR YAKLAŞIM. Sosyal Bilimler Metinleri. 2021;2021(2):42-5.