DİJİTAL PAZARLAMAYA YÖNELİK BİR İNCELEME
A REVIEW OF DIGITAL MARKETING

Summary/Abstract: Digital marketing is the marketing of goods and services, including mobile phones, display advertising and other digital media using digital technologies, especially the internet. As digital platforms are increasingly incorporated into marketing plans and daily life, and people use digital devices instead of visiting physical stores, digital marketing campaigns are becoming more pervasive and efficient. Developing technologies change people's living standards, purchasing and consumption habits, making it difficult for businesses to differentiate from their competitors and focus on customers. Sensing this change, companies are shifting most of their advertising spending to digital channels to reach target audiences faster. However, digital marketing is undergoing more rapid and differentiated changes than the transformation of customers, companies, industries and value chains. Therefore, businesses that continue to promote and market products and services on digital platforms develop new marketing strategies to achieve their marketing goals. The aim of this study is to examine digital marketing conceptually and to reveal the benefits of digital developments to companies.

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