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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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12 Digital Branding Processes

Extract

Elif Kara

12   Digital Branding Processes

Introduction

Marketing is evolving into a new direction along with the developments in information technology and artificial intelligence. There has been a change in the traditional conception of marketing, and the thought of selling what is produced has transformed into a customer-oriented marketing. All decisions related to production were made by producers in the past. Today, customers have become the decision-making mechanism. Producers have seen that they can get profit on condition that they can establish long-term relationships with customers and create loyal customer groups.

The process of digitalization has completely changed towards the end of the 20th century with the effect of the Internet. Thus, both the structure of communication and the roles of actors have changed. Individuals, being a part of the mass in traditional mass media, have become a user and achieved the ability of influencing masses. Hence, time and space boundaries have disappeared in communication. Individuals who easily share their feelings, thoughts, and attitudes in a digital environment have attracted the attention of brands and firms of which they are consumers. Thus, the consumer standing as the target of marketing has changed into the active situation from the passive one and assumed an identity that can response to marketing messages quickly. Apart from considering the benefits of products, now consumers also build abstract connections with the brand, look for common points, and integrate the different dimensions of the brand into their lifestyles....

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