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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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16 A Disease of the Digital Age: FOMO

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Selay Ilgaz Sümer

16   A Disease of the Digital Age: FOMO

Introduction

Technology is very important today. Therefore, it is almost impossible for both businesses and consumers to stay away from technology. With the development of technology, both businesses and consumers have sometimes had new opportunities and sometimes have to struggle with some problems. However, in general, technology has a significant impact on the struggles and existence of businesses in the market as well as the expectations and lives of consumers.

The development of technology has led to the emergence of the concept of digitalization. Opening the doors of the digital world has significantly influenced the operations and strategies of businesses. Businesses have gradually moved away from the traditional structure and set sail for structures called click-and-mortar. This journey has continued with the emergence of enterprises operating in a virtual environment, although they are not much in number yet. This transformation has made it necessary for businesses to develop marketing strategies appropriate for the digital age. At this point, businesses have started to find it necessary to review their strategies related to marketing mix elements that are product, price, promotion, and place. For example, businesses that carried out their promotional activities with traditional media tools before the digital era have started to perform information and persuasion activities by using methods such as viral marketing, electronic word-of-mouth communication (E-WOM), and social media. On the one hand, digitalization facilitates business-customer interaction and provides...

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