İnbound Pazarlama Uygulamaları İle Pazarlama Performansı Üzerindeki İlişkinin Ortaya Çıkarılmasına Yönelik Bir Araştırma.

İnternetin yaygınlaşmasıyla birlikte pazarlama paradigması değişime uğramıştır. Tüketicilere tek yönlü mesaj gönderen ve çok sınırlı bir etkileşim sağlayan outbound (geleneksel) pazarlamanın yerini tüketicilerle çok yönlü ve karşılıklı iletişim kurabilen inbound pazarlama almıştır. Bu çalışmanın amacı inbound pazarlama uygulamaları ile pazarlama performansı arasındaki ilişkiyi ortaya çıkarmaktır. İnbound pazarlama uygulamaları internette görünürlük (arama motorlarında üst sıralarda yer alma) yönetimi, aktif dinleme ve topluluk oluşturma ile ölçülürken; pazarlama performansı ise tüketicilerin satın alma niyetleri ve ağızdan ağıza pazarlamaya ilişkin niyetleri ile ölçülmektedir. Bu ilişkiyi ölçmek için Niğde de yaşayan sosyal medya kullanıcısı lisans öğrencilerine yönelik internet üzerinden anket düzenlenmiş ve anketten elde edilen veriler SPSS paket programlarından faydalanılarak istatistiki açıdan analiz edilmiştir

Anahtar Kelimeler:

Pazarlama, Outbound Pazarlama, Inbound Pazarlama, Geleneksel Pazarlama, Sosyal Medya Pazarlaması

A Research on Finding the Relationship Between Inbound Marketing Practices and Marketing Performance

The paradigm of marketing has been changed with the spread of internet. Outbound (traditional) marketing, which sends one way message to consumers and provides a very limited interaction with the consumers, has been replaced by Inbound marketing, which builds multi- directional and mutual interaction with consumers. The aim of the study is to reveal the relationship between Inbound marketing practices and marketing performance. Inbound marketing practices are measured by online visibility managment, active listening and community building. Marketing performance is measured by consumers' purchase intentions and word-of-mouth intentions. To measure this relationship the university students who are social media users and live in Nigde has been applied the online survey method, one of the quantitative methods, the results of the survey were analyzed statistically by using SPSS package programe.

Keywords:

Marketing, Outbound Marketing, Inbound Marketing, Traditional Marketing, Social Media Marketing,

PDF

___

Casas, L. F., “Inbound marketing: The impact of visibility management, active listening, and community building on purchase intention and word-of-mouth intention”, Yayınlanmamış Doktora Tezi, Nova Southeastern University, 2016.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. New York, NY: Routledge.
Chung C., Austria K. Proceedings of the Northeast Business & Economics Association, 2010, s.581.
Content Marketing Institute, 2015. What is Content Marketing?. [online] Available at: http://contentmarketinginstitute.com/what-is-content-marketing/ [Erişim tarihi 20.02.2017]
Halligan, B., & Shah, D. (2010). Inbound marketing: Get found using Google, social media, and blogs. Hoboken, NJ: John Wiley & Sons.
Flanagan, K., 2015. The Essential Guide to Creating a Successful Content Marketing Strategy. [online] Blog.hubspot.com. Available at: http://blog.hubspot.com/marketing/content-marketing-blueprint-ht
Gummesson, E. (2004). Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts. Journal of Business & Industrial Marketing, 19(2), 136-148.
Kaya, İsmail. "Pazarlama bi’tanedir." IV. Baskı, İstanbul: (2009).
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
Mershon, P. Social Media Marketing Trends: New Research. Social Media Examiner,2012.
Nursel Y. ve Köse U. 2010. “What Is Search Engine Optimization: SEO?” Procedia - Social and Behavioral Sciences 9: 487–93.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153.
Purcell, K. (2011). Search and email still top the list of most popular online activities. Pew Internet. (http://www.pewinternet.org/Reports/2011/Search-andemail/Report.aspx)
Rutz, O. J., Bucklin, R. E., & Sonnier, G. P. (2012). A latent instrumental variables approach to modeling keyword conversion in paid search advertising. Journal of Marketing Research, 49(3), 306-319.
Strauss, J., R. Frost, E-Marketing 5th Ed. Upper Saddle River, NJ: Prentice Hall, 2009
Strokes, R., e-Marketing: The Essential Guide to Online Marketing. Cape Town, South Africa: Quirk e-Marketing Ltd., 2009.
Opreana A., & Vınerean S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing, Expert Journal of Marketing, Volume 3, Issue 1, pp.29-34, 2015.
Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275-282.
https://www.i-scoop.eu/inbound-marketing-versus-outbound-marketing-pointless-debate/ (Erişim tarihi: 20.02.017).
http://www.donckers.co/startup-marketing-a-guide-to-growth-hacking (Erişim tarihi: 20.02.017).
http://www.emarketer.com/Article.aspx?R=1008495 (Erişim tarihi: 14.03.017).
http://www.emarketer.com/Article.aspx?R=1008440 (Erişim tarihi: 14.03.017).
http://www.hubspot.com/outbound-vs-inbound-marketing (Erişim tarihi: 20.02.017).
https://tr.wikipedia.org/wiki/Arama_motoru_optimizasyonu (Erişim tarihi: 20.02.017).