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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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8 Social Media Advertising

Extract

Arzu Deniz Çakıroğlu

8   Social Media Advertising

Introduction

Social media, gaining an important place in our lives in recent years and having a history dating back to the 1970s, is considered to be the communication of different people through participation in online environments (Sanlav, 2014: 20). Adding a different dimension to communication, social media has become a medium that today’s businesses and marketers use to make advertisements and convince consumers to buy their products (Amjad et al., 2015: 463; Akkaya, 2013: 99). One of the most important reasons for social media to reach this level is that content producers eliminate time, place, and ground limitations (Özkaşıkçı, 2012: 37). Also, commercially speaking, social media enables businesses to save time and cost and to reach directly to the target audience. Social media also provides an interactive communication environment and allows the instant response of people (Sanlav, 2014: 37). This chapter describes how social media, which has many advantages for individuals and businesses, is used as an advertising medium by businesses and which social media platforms guide businesses in this regard. In addition, information about the types and contents of social media ads is presented.

1 Social Media and Advertising

Social media is considered as a new tool of the promotional mix within the context of business management (Aydın, 2016: 16). Social media increases speed and participation, offers freedom of criticism and freedom of expression, makes information sharing flexible...

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