Digital Marketing Applications

by Hatice Aydin (Volume editor)
©2019 Edited Collection 236 Pages


To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

Table Of Contents

  • Cover
  • Title Page
  • Copyright Page
  • About the author
  • About the book
  • Citability of the eBook
  • Contents
  • List of Contributors
  • Section 1 Origins of Digital Marketing
  • 1 The Effect of Digitalization on Marketing Paradigm
  • 2 The Internet of Things and Digital Marketing
  • Section 2 Applications of Digital Marketing
  • 3 Search Engine Optimization
  • 4 Search Engine Advertising
  • 5 E-Mail Marketing
  • 6 Viral Marketing in Digital World
  • 7 Social Media Marketing Through Digital Marketing Channels
  • 8 Social Media Advertising
  • 9 Affiliate Marketing in Digital Age
  • 10 Content Marketing as a Digital Marketing Strategy
  • 11 The Digital Customer Experience: An Integrated Approach
  • 12 Digital Branding Processes
  • 13 Online Brand-Equity: An Integrated Perspective
  • Section 3 New Trends in Digital Marketing
  • 14 The Sharing Economy
  • 15 Gamification Technique and Use in Digital Marketing
  • 16 A Disease of the Digital Age: FOMO
  • 17 Understanding Omnichannel Retailing in the Digitalization Era
  • List of Figures
  • List of Tables

List of Contributors

Hatice Aydın

Associate Prof., Bandırma Onyedi Eylül University, Balıkesir, Turkey.


Ümit Başaran

Assistant Prof., Zonguldak Bulent Ecevit University, Zonguldak, Turkey.


Derya Fatma BİÇER

Assistant Prof., Sivas Cumhuriyet University, Sivas, Turkey.


Somayyeh Bikari

Dr., İstanbul, Turkey.


Arzu Deniz Çakıroğlu

Assistant Prof., Giresun University, Giresun, Turkey.


Tülay Korkmaz Devrani

Dr. Baskent University, Ankara, Turkey.


Orhan Duman

Assistant Prof., Bandırma Onyedi Eylül University, Balıkesir, Turkey.


Özlem Akbulut Dursun

Lecturer, Sivas Cumhuriyet University, Sivas, Turkey.


Ebru Güner

Research Assistant, Aksaray University, Aksaray, Turkey.


Elif Kara

Assistant Prof., Kahramanmaraş Sütçü İmam University, Kahramanmaraş, Turkey.


Halil Karlı

Research Assistant, Bartın University, Bartın, Turkey.


Hicran Özgüner Kılıç

Assistant Prof., Bandırma Onyedi Eylül University, Balıkesir, Turkey.


Mehmet Said Köse

Assistant Prof., Bartın University, Bartın, Turkey.


Aysel Kurnaz

Assistant Prof., Bandırma Onyedi Eylül University, Balıkesir, Turkey.


Leyla Gödekmerdan Önder

Assistant Prof., Ufuk University, Ankara, Turkey.


←11 | 12→

İbrahim Sabuncu

Assistant Prof., Yalova University, Yalova, Turkey.


Selay Ilgaz Sümer

Assistant Prof. Dr., Baskent University, Ankara, Turkey.


Mutlu Uygun

Assistant Prof., Aksaray University, Aksaray, Turkey.


Özer Yılmaz

Assistant Prof., Bandırma Onyedi Eylül University, Balıkesir, Turkey.


Aysel Kurnaz

1   The Effect of Digitalization on Marketing Paradigm


The scientists agree on four important stages or revolutions regarding the transformations during the industrial history. The transitions or shifts between the economic benefit-based industrial revolution periods have brought about economic and sociological consequences as well as production-based changes and transformations. The economic and sociological transformations and shifts between periods and relevant areas have exerted structural impact on theory and practice. One of the areas affecting theory and practice most is marketing.

It is called a revolution due to the fact that the change in the focus and method of production has generated huge social and structural transformations both in economic sense and in social upper system during these four relevant industrial periods. Industrial revolutions are used to explain the production-oriented transformations based on economic benefit model. The relationship of production-oriented transformations with consumption (i.e. marketing) and their effects are considered to be secondary issues. Considering this situation in the literature and with specific focus on the topic, this study will handle the relationships and effects of the foci, methods and forms of industrial revolutions in comparison to consumption (i.e. marketing) and seek an answer for the question whether they are different paradigms or whether they are complementary approaches within the same paradigm.

In this chapter which aims to analyze the effects of the shifts between the industrial revolution periods on marketing, the concept of ‘paradigm’ was addressed as the unit of analysis due to the fact that the topic necessitated a considerably wide perspective and framework. A paradigm refers to a perspective on a general theory and research population generated by a network of interrelated hypotheses (Kuhn, 1970; 2005). In this regard, paradigms enable evaluation with a wider perspective incorporating the hypotheses as well. For the concept of paradigm set as the unit of analysis in this chapter, the definitions initiated with Thomas Kuhn’s work ‘The Structure of Scientific Revolutions’ published in 1962 and developed with consecutive works are taken as basis.

In the study, first the historical process and the effects of industrial revolutions will be shared. In the chapter following the historical process, Industry 4.0 will be ←15 | 16→analyzed in detail, and then information will be provided about the Kuhnian-style paradigm concept, the unit of analysis in this study. Afterwards, the transitions between the industrial periods and their effects on marketing will be discussed by taking the paradigm concept as the unit of measurement. The findings will be evaluated in the conclusion part.

1 Industrial Revolution

In the period described as the First Industrial Revolution, the most important development as a result of technological breakthroughs was the invention of the steam powered engine. The developments in mechanical tools with the use of hydroelectric, water, and steam power led to an increase in productivity (Zhou et al., 2015: 2147). In this period, mechanical manufacturing facilities and weaving factories became widespread, and fabric manufacturing increased (Drath and Horch, 2014: 56). As a result of the First Industrial Revolution, population growth occurred in the cities, and production increased for the market with the improvement of transportation facilities especially railroad, and consumption became socially widespread.

Increasing division of labor and change of basic raw materials and energy resources underlay the Second Industrial Revolution. Henry Ford became the symbol of the Second Industrial Revolution and the most important name of the period who ensured the realization of mass production. Ford realized the mass production with his production techniques and assembly line system known as ‘Fordist’ in the manufacturing of Ford Model T in the US and provided a serious increase in efficiency. In general, it can be stated that the Second Industrial Revolution brought the mass production (i.e. assembly line) based on electricity and division of labor (Zhou et al., 2015: 2147). Thus, mass production started in the social sense, and important sectors such as industrialization, iron and steel production, transportation, and communication made progress. The development of industry brought up a number of economic, social, and political problems such as the search for new markets, technological infrastructure requirements and problems, and organizational structures of globalized companies (Mucuk, 2005: 15).

The breakthroughs in electronic, information, and communication technologies following the social and international developments experienced after the World War II are the basis of the Third Industrial Revolution. In this process, energy systems and developments related to genetics as well as the use of intense digital systems in manufacturing facilities and fields relevant to information and communication technology changed the structure of manufacturing ←16 | 17→(Lu, 2017). Emergence of the internet, satellite, and wireless technologies led to the improvements in the field of communication and industry, and trade was globalized thanks to the developments in transportation systems and use of electricity in transportation. Such topics as sustainable growth, stability, globalization, global climate change, solar and wind energies, and green economy were brought to the agenda in the Third Industrial Revolution.


ISBN (Softcover)
Publication date
2019 (November)
Viral Marketing Social Media Marketing Social Media Advertising Affiliate Marketing Content Marketing Digital Branding Processes Digital Customer
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2019. 236 pp., 11 fig. b/w, 1 table.

Biographical notes

Hatice Aydin (Volume editor)

Hatice Aydın has received a PhD degree in marketing from Atatürk University, Erzurum, Turkey. She is interested in consumer behavior, brand management and consumer emotions. She is working as an assistant professor of business management at Bandırma Onyedi Eylül University in Balıkesir, Turkey


Title: Digital Marketing Applications
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238 pages