Pandemi Sonrası Hızlanan Dijital Pazarlama Uygulamaları
Digital Marketing Applications Accelerated After the Pandemic

Author(s): Tülin Durukan
Subject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Digital marketing; artificial intelligence; content marketing; alteration; transformation;
Summary/Abstract: Internet technology, which has a great place in production, has also played an important role in delivering products and services to customers in recent years. Digital marketing, which is defined as product promotion and marketing activity through digital media; has started to take its place among the indispensables of daily life with rapidly developing methods. The demands and needs of consumers are met through websites, social media platforms, search engines and mobile applications. The aim of businesses that adopt digital marketing and apply it in production / service processes is to sell more products and increase their profitability by using the most effective method or channel that enables them to reach their target audience. Covid-19 virus that shook the whole world in 2020; has gone down in history as a pandemic period that deeply affected economic and social life for two years and forced governments to take various measures. During the epidemic, significant changes have occurred in people's lives, causing great fear and trauma. High rate of transmission and mutation; has brought mandatory measures such as quarantine, social distance, working from home and wearing a mask. In the pandemic period, consumers preferred e-commerce, which is a fast and practical way to meet their needs. During the epidemic, which gave the opportunity for digital marketing to develop and operate on a global scale, the purchases made by consumers in the physical environment were transferred to digital environments. Digital channels have become new marketplaces for consumers whose consumption habits have completely changed after the pandemic; the success of digital marketing is associated with the content created. Content management is a digital marketing process that covers the production and sharing of quality content that will enable businesses to reach existing and potential consumers in the most effective way in an environment where there are millions of buyers, sellers and competitors. Artificial intelligence applications, which constitute the latest trend in digital marketing, is a machine learning-oriented approach. It aims to increase the profitability of businesses with artificial intelligence and digital marketing applications that center consumer preferences.

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