Selahattin Semih KARAKURUM, Keti VENTURA

DİJİTAL REKLAMCILIK UYGULAMALARI: REKLAM AJANSI PERPEKTİFİ

Amaç- Günümüzde dijitalleşme, tüketicilerin pek çok tüketim alışkanlıklarını değiştirmiştir. Reklamcılık da gelişmelere bağlı olarak geleneksel reklamcılıktan dijital reklamcılığa evrilmiştir. Geleneksel reklamcılıkta sınırlar belirli iken dijital reklamcılıkta sınırlar anlamını yitirmiştir. Tüketicilerin tutum ve davranışları, dijital ortamda takip edilebilmektedir. Dijital reklam ajansları, tüketici davranışlarını yorumlarken farklı kanallar kullanabilmektedir. Bu araştırmanın amacı, dijital reklamcılık uygulamalarını değerlendirmek ve dijital ajansların, tüketicilerin davranışlarını nasıl yorumladığını ve buna göre nasıl hareket ettiğini keşfetmektir. Yöntem- Bu araştırmada nitel araştırma yöntemi uygulanmıştır. Profaj Dijital Pazarlama ve Reklam Ajansı kurucu ortağı ile yarı yapılandırılmış görüşme tekniği ile derinlemesine görüşme yapılmıştır. Derinlemesine görüşmeden çıkan veriler kodlara dönüştürülmüş ve sonrasında temalar oluşturulmuştur. Bulgular- Hedefleme bağlamında bulgular, dijital reklamcılık ekosistemi ve sosyal medya reklamcılık çeşitleri bu araştırmada elde edilen temalardır. Hedef kitle seçimi, reklam ajanslarının tüketicilere ulaşmada hangi kanalları uygulayabileceği konusunda değer kazanmaktadır. Dijital reklamcılık ekosistemi, uygulamalar arası gerçekleşmekte olup pazar yerine ve rekabete doğrudan etki etmektedir. Sosyal medya reklam türleri, üreticiler ile tüketicileri bir araya getirmekte olup reklam ajanslarının, tüketici segmentini belirlemesinde oldukça önemlidir. Sonuç- Tüketicilerin dijital ayak izleri, arama motoru optimizasyon teknikleri ve sosyal medya reklamcılığında uygulanan çeşitli yöntemler, tüketicilerin davranışlarını anlamak ve buna göre hedefleme yapmak için kullanılan en önemli faktörlerdir. Dijital ayak izi üzerinden hedefleme yapılması ve davranışlarına göre segmentlere ayrılan tüketicilere ilgilerini çekebilecek reklamların gösterilmesi, pazar yerindeki farklı kanallar aracılığıyla sağlanmaktadır.

Anahtar Kelimeler:

Dijital pazarlama, dijital reklamcılık, dijitalleşme, hedefleme, nitel araştırma yöntemleri

DIGITAL ADVERTISING PRACTICES: ADVERTISING AGENCY PERSPECTIVE

Purpose- Nowadays, digitalism has changed consumers’ a lot consumption habits. Advertising has also evolved from conventional advertising to digital advertising depending on the developments. Consumers’ attitude and behavior are followed in digital area. Digital advertising agencies can use different channles when interpreting consumer behaviour. Aim of this research is to evaluate digital advertising practices and explore the way digital agencies interpret the consumers’ behaviors and how to take action in accordance. Methodology- In this research, qualitative research method was adopted. With co-founder of Profaj Digital Marketing and Advertisement Agency, semi-structured and in-depth interviews were conducted. Data gathered from in-depth interviews were converted into codes and afterwards themes were created. Findings- Findings, in context of targeting, digital advertisement ecosystem and types of social media advertising are the themes created in this research. Target audience selection gains value in terms of which channels advertising agencies can apply to reach consumers. Digital advertising ecosystem exists in across application and has impact on marketplace and competition directly. Types of social media advertising bring producers and consumers together and is crucial for advertising agencies to determine consumer segment. Conclusion- Digital footprints of consumers, search engine optimization techniques and several methods applied in social media advertising, are the most important factors used to understand consumers’ behaviors and target accordingly. Targeting by digital footprint and showing the advertisement that may be getting attention from consumers, who are segmented due to their behavior, are provided through different channels in marketplace.

Keywords:

Digital marketing, digital advertising, digitalism, targeting, qualitative research methods,

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Başlangıç: 2015
Yayıncı: PressAcademia

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