Publication: Dijital Ortamda Pazarlama Faaliyetlerinin Düzeylerinin Belirlenmesi_x000D_
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Date
2021
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Abstract
İnternet teknolojilerinin yoğun olarak kullanıldığı günümüzde, dijital pazarlamaya yönelmeyen işletmesayısı oldukça azdır. Dijital pazarlama her gün gelişip değişmekte ve çeşitlenmektedir. Böylece işletmelerindijital pazarlama faaliyetleri arasında faklılıklar oluşmaktadır. Bu çalışmanın bu noktadan hareketle ikiamacı bulunmaktadır. Bu amaçlar; birinci olarak güncel dijital pazarlama faaliyetlerini belirlemekardından ikinci amaç ise belirlenen dijital pazarlama faaliyetlerini; başlangıç, orta ve üst düzey olaraksınıflandırmaktır. Bu amaçları gerçekleştirmek için araştırma iki aşama olarak planlanmıştır. Birinciaşamada; dijital pazarlama faaliyetlerini belirlemek amacıyla dijital pazarlama alanında uzman 32akademisyenden açık uçlu soru formuyla veri toplanmıştır. İkinci aşamada ise; birinci aşamada belirlenendijital pazarlama faaliyetlerinin kullanım düzeylerine göre; başlangıç, orta ve ileri düzeye göresınıflandırılması için tekrar dijital pazarlama ananında uzman 64 akademisyenden yapılandırılmış anketformuyla veri toplanmıştır. Araştırma sonucunda; 12 adet başlangıç düzeyinde, 43 adet Orta düzeyde ve67 adet İleri düzeyde olmak üzere 122 adet dijital pazarlama faaliyeti belirlenmiş ve sınıflandırılmıştır.
Nowadays, where internet technologies are used extensively, still there are too many companies not to be_x000D_ involved in digital marketing. But digital marketing is evolving and diversifying day by day. Thus, there_x000D_ are differences between digital marketing activities of companies. In this respect, this research has two_x000D_ purposes. These purposes are; firstly, to determine the current digital marketing activities, and secondly,_x000D_ classified the determined digital marketing activities as beginner, intermediate and advanced level. In order_x000D_ to achieve these goals, the research has been planned in two stages. In the first stage; In order to determine_x000D_ digital marketing activities, data were collected from 32 academicians who are experts in the field of digital_x000D_ marketing via open-ended questionnaire. In the second stage; classified the status of according digital_x000D_ marketing activities as beginner, intermediate and advanced levels, data were collected from 64_x000D_ academicians who are experts in digital marketing via structured questionnaire. As a result of the research;_x000D_ 122 digital marketing activities were identified and classified into 12 beginner level, 43 intermediate level_x000D_ and 67 advanced level.
Nowadays, where internet technologies are used extensively, still there are too many companies not to be_x000D_ involved in digital marketing. But digital marketing is evolving and diversifying day by day. Thus, there_x000D_ are differences between digital marketing activities of companies. In this respect, this research has two_x000D_ purposes. These purposes are; firstly, to determine the current digital marketing activities, and secondly,_x000D_ classified the determined digital marketing activities as beginner, intermediate and advanced level. In order_x000D_ to achieve these goals, the research has been planned in two stages. In the first stage; In order to determine_x000D_ digital marketing activities, data were collected from 32 academicians who are experts in the field of digital_x000D_ marketing via open-ended questionnaire. In the second stage; classified the status of according digital_x000D_ marketing activities as beginner, intermediate and advanced levels, data were collected from 64_x000D_ academicians who are experts in digital marketing via structured questionnaire. As a result of the research;_x000D_ 122 digital marketing activities were identified and classified into 12 beginner level, 43 intermediate level_x000D_ and 67 advanced level.