How new forms of digital marketing are changing the established marketing communication models?
Başlık çevirisi mevcut değil.
- Tez No: 401034
- Danışmanlar: DR. LISA HARRIS
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, İşletme, Industrial and Industrial Engineering, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2012
- Dil: İngilizce
- Üniversite: University of Southampton
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Pazarlama Yönetimi Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 79
Özet
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Özet (Çeviri)
Marketing communications is an important element of the traditional marketing mix and includes all types of communications between an organisation and the outer world. It is the most transparent marketing activity of the company, and probably the most essential one in terms of influencing and persuading the audience. Therefore, methods should be up-to-date and it is the marketers' duty to follow innovations and trends closely in order to provide effective communication with consumers. New forms of marketing are emerging and the most significant ones can be listed in the areas of mobile and social media. People are more interested in those areas and technological developments are considerably directed towards them; therefore marketers should be in the same level. Marketing communication models should be reconsidered and modifications should be done accordingly in order to accomplish this. Literature review explains the requisites of effective communication and elaborates the evolution of marketing communication. Established and widely used models will be described and main differences between traditional and modern marketing communication activities will be identified, as caused by digitalism. By adopting an interpretivist philosophy, this research paper intends to investigate the dramatic shifts in communication practices and present points that need changes for keeping the models modern, in the light of qualitative research strategy. The data was collected by semi-structured interviews with ten marketing managers and directors. Interviews help identify which marketing communication tools are used by the marketers and with what purpose, and what are the main differences that social media and mobile devices created between traditional and modern practices of marketing communications. Then, the study explores how the models are affected, depending on the answers to those questions. The findings of the study present that social media and mobile tools led the marketers to change their methods in several ways: shifting to more personal communication rather than addressing to masses, integrating their communication tools for a holistic effect, increasing their share of pull marketing activities, and controlling word of mouth for increasing credibility for improved communication. Those changes in methods imply modifications on certain components of established marketing communication models, which will keep them up-to-date with the evolved marketing environment.
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