Yerel Firmaların Markalama Sürecinde Dijital Reklamcılık Deneyimi: Vavin Örneği.

Tuzcu, Nilgün; Özdemir, Şefika; Baysal, Hatice

Digitalization and new communication Technologies offer a social media environment that allows people to share their images, photos, texts and their ideas, emotions and thoughts. Social media, which has become an inseparable part of everyday life, in addition to being used to meet the entertainment, learning, shopping and communication needs of consumers, provide popular online tools that enable consumers to communicate with each other, easily get information about brands, share their experiences and complaints. These tools that allow two-way communication and increasing participation of consumers through content production as a channel of advertising and communication, plays a strategic role in terms of brands especially when it come to determination of target audience and directly reaching to consumers. Social media create a competitive advantage in terms of marketing strategies, especially for small-scale / local businesses by providing low cost, flexibility and speediness in content production for customer and customization. In this context, applications such as digital advertisement special day campaigns, viral advertisement, virtual showcase applications, gamification and experiential advertisements are used in the branding process. In this study, digital advertising strategies used in the branding process of a local company operating in the textile sector was examined. Content analysis was applied to information obtained with interview from the company in the framework of social media tools, promotional materials produced for these tools, the follower numbers, update times, received feedbacks and advertising budgets. The findings indicate that the firms' digital advertising strategies have contributed positively to the branding process.

Journal of Akdeniz University Faculty of Communication / Akdeniz Iletişim, 2018, p370

1304-3846

Academic Journal

10.31123/akil.454353