Publication: Yeni medya ve gazetecilik : marka gazeteciliği örneği
Abstract
Yeni iletişim ortamları, medyayla ilişkiler, tüketicilerle etkileşim ve hedef kitlelerine ulaşma sürecinde şirketler tarafından uygulanan pazarlama stratejilerinin değişmesinde büyük bir rol oynamıştır. Başta sosyal ağlar ve bloglar olmak üzere yeni medya platformları, şirketlerin kendi içeriklerini oluşturarak bireylere doğrudan ulaşmasına ve geleneksel pazarlama yaklaşımlarının ötesinde birer yayıncıya dönüşmesine olanak sağlamıştır. Bu noktada, 2004 yılından beri başta ABD ve çeşitli Avrupa ülkelerindeki şirketler tarafından uygulanan, Türkiye’de ise son yıllarda örnekleri görülmeye başlanan marka gazeteciliği, gazetecilik pratikleriyle birlikte marka imajını ve farkındalığını artırarak, şirketlerin tüketiciler ve pazardaki diğer şirketlerle etkili iletişim kurmasını sağlayan alternatif bir ‘marka iletişimi stratejisi’ olarak ortaya çıkmaktadır. Bu çalışmada, gazetecilik mesleğinde yaşanan değişimleri ve marka gazeteciliğinin şirketler için önemini değerlendirmek amacıyla, yeni iletişim ortamlarında pazarlama ve gazetecilik pratiklerinde yaşanan gelişmelerle birlikte, marka gazeteciliğinin gelişim süreci ve marka gazeteciliğinde kullanılan bir yöntem ve uygulama aracı olarak Arama Motoru Optimizasyonu (SEO)’nun önemi vurgulanmıştır. Literatür taraması yöntemiyle çeşitli kaynaklardan erişilen bilgiler, bu alanda çalışan profesyonellerin görüşleri ve pazarlama stratejilerinde marka gazeteciliği yaklaşımını benimseyen şirketler üzerinden verilen somut örnekler ile değerlendirilmiştir.Sayfa No: KISALTMALARviiTABLOLAR LİSTESİviiiŞEKİLLER LİSTESİix1. GİRİŞ12. GAZETECİLİĞİN GELİŞİMİ VE YENİ İLETİŞİM ORTAMLARI52.1 Kavramlar ve Tarihsel Süreç İçerisinde Gazetecilik5 2.1.1 Gazetecilik5 2.1.2 Gazete6 2.1.3 Haber6 2.1.4 Gazeteciliğin Tarihçesi7 2.1.4.1 Bugünkü Gazetenin Öncüleri: Haber Kağıtları ve Haber Mektupları7 2.1.4.2 Yeni Bir Çağın Başlangıcı Olarak Matbaa ve İlk Gazeteler8 2.1.4.3 Telgraf ve Telefon9 2.1.4.4 Kitle İletişim Araçları Çağı: Radyo ve Televizyon10 2.1.5 Kitle İletişim Araçlarının Sahiplik Yapısı: Medyada Holdingleşmeler112.2 Yeni Medya Kavramı ve Gelişim Süreci12 2.2.1 Yeni Medyanın Özellikleri15 2.2.1.1 Dijitalleşme (Sayısallaşma)15 2.2.1.2 Etkileşim15 2.2.1.3 Entegrasyon (Bütünleşme/ Yöndeşme)16 2.2.1.4 Kitlesizleştirme17 2.2.1.5 Asenkronizasyon (Eşzamansızlık)17 2.2.1.6 Bireyselleştirme18 2.2.1.7 Multimedya (Çoklu Ortam)18 2.2.2 İnternet’in Gelişim Süreci19 2.2.3 Bloglar ve Sosyal Ağlar20 2.2.3.1 Bloglar20 2.2.3.2 Sosyal Ağlar21 2.2.3.2.1 Facebook24 2.2.3.2.2 Twitter26 2.2.3.2.3 Instagram27 2.2.3.2.4 YouTube29 2.2.4 Sosyal Medya: Değişen Gazetecilik ve Değişen Okur303. YENİ MEDYAYLA BİRLİKTE BÜTÜNLEŞEN PAZARLAMA VE GAZETECİLİK PRATİKLERİ: MARKA GAZETECİLİĞİ333.1 Pazarlamanın Gelişim Süreci33 3.1.1 Gelenekselden Dijitale Geçiş: Pazarlama 1.0’dan Pazarlama 4.0’a34 3.1.1.1 Pazarlama 1.034 3.1.1.2 Pazarlama 2.034 3.1.1.3 Pazarlama 3.036 3.1.1.4 Pazarlama 4.0373.2 Marka Gazeteciliğinin Gelişim Süreci393.3 Marka Gazeteciliğinin Özellikleri42 3.3.1 Şirket Merkezli Gazetecilik42 3.3.2 Hikâye Anlatıcılığı43 3.3.3 Marka İmajı ve Marka Konumlandırma45 3.3.4 Çift Yönlü (Etkileşimli) Marka İletişimi473.4 Dijital İçerik Pazarlaması48 3.4.1 Dijital İçerik Pazarlaması ve Marka Gazeteciliği Arasındaki Farklar493.5 Şirketler ve Sosyal Ağlar52 3.5.1 Marka Gazeteciliğinde Sosyal Medya Araçlarının Kullanımı533.6 Kavramlar56 3.6.1 Marka Yönetimi56 3.6.2 Marka Farkındalığı583.7 Marka Gazeteciliğinde Marka Yönetimi ve Marka Farkındalığına Etkisi583.8 Marka Gazeteciliğinde Etik603.9 Arama Motoru Optimizasyonu (SEO)63 3.9.1 Marka Gazeteciliğinde SEO644. MARKA GAZETECİLİĞİ ÖRNEKLERİ664.1 Dünyada Marka Gazeteciliği66 4.1.1 McDonald’s66 4.1.2 Red Bull69 4.1.3 Intel72 4.1.4 Adobe74 4.1.5 Cisco76 4.1.6 Dell774.2 Türkiye’de Marka Gazeteciliği80 4.2.1 Grundig Türkiye80 4.2.2 Türk Hava Yolları (THY)83 4.2.3 Garanti BBVA84 4.2.4 Türkiye İş Bankası86 4.2.5 Akbank875. SONUÇ90KAYNAKÇA95
ABSTRACTNew communication media have played a major role in changing the marketing strategies implemented by companies in the process of relations with the media, interaction with consumers and reaching their target audiences. New media platforms, especially social networks and blogs, enable companies to directly reach individuals by creating their own content and to turn into publishers beyond traditional marketing approaches. At this point, brand journalism, which has been practiced by companies in the USA and various European countries since 2004 and whose examples have started to be seen in Turkey in recent years, that emerges as an alternative 'brand communication strategy' that enables companies to communicate effectively with consumers and other companies in the market by increasing brand image and awareness along with journalism practices. In this study, in order to evaluate the changes in the journalism profession and the importance of brand journalism for companies, together with the developments in marketing and journalism practices within new communication media, importance of Search Engine Optimization (SEO) as a method and application tool used in brand journalism and the development process of brand journalism, are emphasized. The information obtained from various sources through the literature review method is demonstrated by the opinions of the professionals working in this field and the concrete examples given from the companies that adopt the brand journalism approach in their marketing strategies.CONTENTSPage Number: ABBREVIATIONS viiLIST OF TABLES viiiLIST OF FIGURES ix1. INTRODUCTION 12. DEVELOPMENT OF JOURNALISM AND NEW COMMUNICATION ENVIRONMENTS 52.1 Concepts and Journalism in the Historical Process 5 2.1.1 Journalism 5 2.1.2 Newspaper 6 2.1.3 News 6 2.1.4 History of Journalism 7 2.1.4.1 The Pioneers of Today's Newspaper: News Papers and News Letters 7 2.1.4.2 The Printing Press and the First Newspapers as the Beginning of a New Age 8 2.1.4.3 Telegraph and Telephone 9 2.1.4.4 The Age of Mass Media: Radio and Television 10 2.1.5 Ownership Structure of Mass Media: Holdings in the Media 112.2 New Media Concept and Development Process 12 2.2.1 Characteristics of New Media 15 2.2.1.1 Digitization (Digitalization) 15 2.2.1.2 Interaction 15 2.2.1.3 Integration (Integration/ Convergence) 16 2.2.1.4 Demassification 17 2.2.1.5 Asynchronization 17 2.2.1.6 Individualization 18 2.2.1.7 Multimedia 18 2.2.2 The Development Process of the Internet 19 2.2.3 Blogs and Social Networks 20 2.2.3.1 Blogs 20 2.2.3.2 Social Networks 21 2.2.3.2.1 Facebook 24 2.2.3.2.2 Twitter 26 2.2.3.2.3 Instagram 27 2.2.3.2.4 YouTube 29 2.2.4 Social Media: Changing Journalism and Changing Readers 303. INTEGRATED MARKETING AND JOURNALISM PRACTICES WITH NEW MEDIA: BRAND JOURNALISM 333.1 Marketing Development Process 33 3.1.1 Transitioning from Traditional to Digital: From Marketing 1.0 to Marketing 4.0 34 3.1.1.1 Marketing 1.0 34 3.1.1.2 Marketing 2.0 34 3.1.1.3 Marketing 3.0 36 3.1.1.4 Marketing 4.0 373.2 Development Process of Brand Journalism 393.3 Characteristics of Brand Journalism 42 3.3.1 Company Centric Journalism 42 3.3.2 Storytelling 43 3.3.3 Brand Image and Brand Positioning 45 3.3.4 Two-Way (Interactive) Brand Communication 473.4 Digital Content Marketing 48 3.4.1 Differences Between Digital Content Marketing and Brand Journalism 493.5 Companies and Social Networks 52 3.5.1 Use of Social Media Tools in Brand Journalism 533.6 Concepts 56 3.6.1 Brand Management 56 3.6.2 Brand Awareness 583.7 Brand Management in Brand Journalism and Its Impact on Brand Awareness 583.8 Ethics in Brand Journalism 603.9 Search Engine Optimization (SEO) 63 3.9.1 SEO in Brand Journalism 644. EXAMPLES OF BRAND JOURNALISM 664.1 Brand Journalism in the World 66 4.1.1 McDonald's 66 4.1.2 Red Bull 69 4.1.3 Intel 72 4.1.4 Adobe 74 4.1.5 Cisco 76 4.1.6 Dell 774.2 Brand Journalism in Turkey 80 4.2.1 Grundig Turkey 80 4.2.2 Turkish Airlines (THY) 83 4.2.3 Warranty BBVA 84 4.2.4 Isbank of Turkey 86 4.2.5 Akbank 875. CONCLUSION 90REFERENCES 95
ABSTRACTNew communication media have played a major role in changing the marketing strategies implemented by companies in the process of relations with the media, interaction with consumers and reaching their target audiences. New media platforms, especially social networks and blogs, enable companies to directly reach individuals by creating their own content and to turn into publishers beyond traditional marketing approaches. At this point, brand journalism, which has been practiced by companies in the USA and various European countries since 2004 and whose examples have started to be seen in Turkey in recent years, that emerges as an alternative 'brand communication strategy' that enables companies to communicate effectively with consumers and other companies in the market by increasing brand image and awareness along with journalism practices. In this study, in order to evaluate the changes in the journalism profession and the importance of brand journalism for companies, together with the developments in marketing and journalism practices within new communication media, importance of Search Engine Optimization (SEO) as a method and application tool used in brand journalism and the development process of brand journalism, are emphasized. The information obtained from various sources through the literature review method is demonstrated by the opinions of the professionals working in this field and the concrete examples given from the companies that adopt the brand journalism approach in their marketing strategies.CONTENTSPage Number: ABBREVIATIONS viiLIST OF TABLES viiiLIST OF FIGURES ix1. INTRODUCTION 12. DEVELOPMENT OF JOURNALISM AND NEW COMMUNICATION ENVIRONMENTS 52.1 Concepts and Journalism in the Historical Process 5 2.1.1 Journalism 5 2.1.2 Newspaper 6 2.1.3 News 6 2.1.4 History of Journalism 7 2.1.4.1 The Pioneers of Today's Newspaper: News Papers and News Letters 7 2.1.4.2 The Printing Press and the First Newspapers as the Beginning of a New Age 8 2.1.4.3 Telegraph and Telephone 9 2.1.4.4 The Age of Mass Media: Radio and Television 10 2.1.5 Ownership Structure of Mass Media: Holdings in the Media 112.2 New Media Concept and Development Process 12 2.2.1 Characteristics of New Media 15 2.2.1.1 Digitization (Digitalization) 15 2.2.1.2 Interaction 15 2.2.1.3 Integration (Integration/ Convergence) 16 2.2.1.4 Demassification 17 2.2.1.5 Asynchronization 17 2.2.1.6 Individualization 18 2.2.1.7 Multimedia 18 2.2.2 The Development Process of the Internet 19 2.2.3 Blogs and Social Networks 20 2.2.3.1 Blogs 20 2.2.3.2 Social Networks 21 2.2.3.2.1 Facebook 24 2.2.3.2.2 Twitter 26 2.2.3.2.3 Instagram 27 2.2.3.2.4 YouTube 29 2.2.4 Social Media: Changing Journalism and Changing Readers 303. INTEGRATED MARKETING AND JOURNALISM PRACTICES WITH NEW MEDIA: BRAND JOURNALISM 333.1 Marketing Development Process 33 3.1.1 Transitioning from Traditional to Digital: From Marketing 1.0 to Marketing 4.0 34 3.1.1.1 Marketing 1.0 34 3.1.1.2 Marketing 2.0 34 3.1.1.3 Marketing 3.0 36 3.1.1.4 Marketing 4.0 373.2 Development Process of Brand Journalism 393.3 Characteristics of Brand Journalism 42 3.3.1 Company Centric Journalism 42 3.3.2 Storytelling 43 3.3.3 Brand Image and Brand Positioning 45 3.3.4 Two-Way (Interactive) Brand Communication 473.4 Digital Content Marketing 48 3.4.1 Differences Between Digital Content Marketing and Brand Journalism 493.5 Companies and Social Networks 52 3.5.1 Use of Social Media Tools in Brand Journalism 533.6 Concepts 56 3.6.1 Brand Management 56 3.6.2 Brand Awareness 583.7 Brand Management in Brand Journalism and Its Impact on Brand Awareness 583.8 Ethics in Brand Journalism 603.9 Search Engine Optimization (SEO) 63 3.9.1 SEO in Brand Journalism 644. EXAMPLES OF BRAND JOURNALISM 664.1 Brand Journalism in the World 66 4.1.1 McDonald's 66 4.1.2 Red Bull 69 4.1.3 Intel 72 4.1.4 Adobe 74 4.1.5 Cisco 76 4.1.6 Dell 774.2 Brand Journalism in Turkey 80 4.2.1 Grundig Turkey 80 4.2.2 Turkish Airlines (THY) 83 4.2.3 Warranty BBVA 84 4.2.4 Isbank of Turkey 86 4.2.5 Akbank 875. CONCLUSION 90REFERENCES 95