Publication: Medya işletmelerinde yeni nesil pazarlama uygulamaları: freemium üzerine bir araştırma
Abstract
Medya, günümüzde gelişmekte olan bir endüstridir. Gün geçtikçe popülerlik kazanan medya endüstrisi ekonomi içinde de yeni bir dal olarak ortaya çıkmaktadır. Son dönemlerde birçok çalışmanın konusu haline gelen ve popüler bir tartışma konusu olan medya ekonomisi, pazarlamanın da yönünü değiştiren bir olgudur. Pazarlama kavramı, 1850 yılından günümüze dek bazı aşamalardan geçmiştir. Söz konusu aşamalar, klasik ayrıma göre, ürün, satış, pazarlama ve müşteri odaklı yaklaşım aşamaları olduğu bilinmektedir. Pazarlamanın bu aşamaları geçirmesindeki etkenlerin neler olduğuna bakıldığında; teknolojinin, internetin gelişim göstermesi ve yaygın hale gelmesi, küreselleşmenin ve küresel rekabetin artması ve insanların eğitim ve bilgi düzeylerinin artması biçiminde sıralanabilmektedir. Diğer yandan söz konusu etkenler arasında bir etkileşim olduğu da görülmektedir. Teknolojinin gelişmesi ve bilhassa internetin yaygın hale gelmesi sayesinde küreselleşme meydana gelmiş ve artık dünya tek Pazar durumuna gelmiştir. Teknolojik ve küresel unsurlar sayesinde iletişim düzeyi artmış, insanlar tüm dünyaya kolayca erişir duruma gelmiştir. Pazarlama artık günümüzde eski dönemlere kıyasla değişikliğe uğramıştır. Artık teknolojinin kullanıldığı günümüz dünyasında yeni nesil pazarlama teknikleri uygulanmaya başlamıştır. Bu hususta en çok ön plana çıkan ise Freemiumdur.
NEW GENERATION MARKETING APPLICATIONS IN MEDIA ENTERPRISES: A RESEARCH ON FREEMIUM The media is an emerging industry today. The media industry, which gains popularity day by day, also emerges as a new branch within the economy. The media economy, which has become a topic of many studies in recent times and is a popular debate, is also a change in the direction of marketing. The concept of marketing has passed some stages from 1850 to the present day. These stages are known to be product, sales, marketing and customer oriented approach stages according to the classical seperation. When you look at what the factors of marketing are going through these stages; The development and spread of technology, the Internet, the increase in küreselization and küresel competition, and the increase in the level of education and knowledge of people. On the other hand, it is also seen that there is an interaction between the mentioned factors. Due to the development of technology and the widespread use of the internet in particular, küreselization has come to fruition and the world is now the only marketplace. Thanks to technological and küresel elements, the level of communication has increased and people have become easily accessible to the whole world. Marketing is now different compared to the old times. In today's world where technology is used now, new generation marketing techniques have begun to be applied. Freemium is the most important issue in this issue.
NEW GENERATION MARKETING APPLICATIONS IN MEDIA ENTERPRISES: A RESEARCH ON FREEMIUM The media is an emerging industry today. The media industry, which gains popularity day by day, also emerges as a new branch within the economy. The media economy, which has become a topic of many studies in recent times and is a popular debate, is also a change in the direction of marketing. The concept of marketing has passed some stages from 1850 to the present day. These stages are known to be product, sales, marketing and customer oriented approach stages according to the classical seperation. When you look at what the factors of marketing are going through these stages; The development and spread of technology, the Internet, the increase in küreselization and küresel competition, and the increase in the level of education and knowledge of people. On the other hand, it is also seen that there is an interaction between the mentioned factors. Due to the development of technology and the widespread use of the internet in particular, küreselization has come to fruition and the world is now the only marketplace. Thanks to technological and küresel elements, the level of communication has increased and people have become easily accessible to the whole world. Marketing is now different compared to the old times. In today's world where technology is used now, new generation marketing techniques have begun to be applied. Freemium is the most important issue in this issue.