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Digital Marketing Applications

Edited By Hatice Aydin

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.

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7 Social Media Marketing Through Digital Marketing Channels


Derya Fatma Biçer

7   Social Media Marketing Through Digital Marketing Channels


The innovations in the field of information and technology, especially in the last 50 years, have enabled the digitalization of communication environments, and the Internet has become a channel where individuals can interact with each other or with consumers of businesses. The Internet has affected firms’ attitudes towards customers and their relations with them as well as changing market opportunities, information technologies, network infrastructure, and business models of businesses (Zineldin, 2000: 13).

According to October 2018 data, 55 % of the world’s population is an Internet user, 44 % is a social media user, and 42 % is a mobile social media user ( Thus, the Internet and social media platforms, which have an important place in social life, take their place among the indispensables of marketing as a communication tool that provides many innovations and convenience for both customers and businesses. Today, because of its inherent dynamic nature, marketing is adapting to digital transformation and using social media platforms actively as an alternative or supportive element to traditional media environments among promotion activities. Social media marketing is a significant process in which companies convey their goods and services to a wider audience that traditional advertising concept cannot reach through their social networks and websites (Weinberg, 2009: 3). Furthermore, it is different from traditional media because the social media content can be created by the user, be updated, be...

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