It is a marketing that is done by various methods on the internet without a salesperson who constantly walks behind you and gives you different suggestions, “buy if you will buy, don’t buy if you won’t”, “get out” and “go out”, but without making close contact with the product.
Although it entered our lives later, it spread very quickly, there is no product that any user cannot find on the internet if they do some research. Although the 2000s were revolutionary, consumption habits have changed more rapidly in the last 5 years. The widespread use of smartphones with technology has also improved Digital Marketing in the right proportion. From corporate companies to small businesses, the importance of Digital Marketing was recognized and started to be implemented.
Digital marketing; It can be named differently such as online marketing, e-marketing, web marketing, interactive marketing. Digital marketing basically consists of 4 steps. Acquire, Convert, Measure & Optimize, and Retain & Grow. Let’s talk about these stages.
Acquire: These are the activities carried out to attract the attention of the customer to the environment where the sale is made. Search Engine Optimization (SEO), Search Engine Ads (PPC), E-mail Marketing, Social Media Marketing, Affiliate Marketing, Interactive Comparison, Advertising Partnership, Viral Marketing, Content creation/sharing, RSS, Online PR can be counted under this title.
Convert: These are the activities that will help the seller achieve his goals after the customer enters the desired environment. The goal is not always sales. For a newspaper’s website, topics such as how many news are read and the total time spent on the website are examples of this concept.
Measure & Optimize: This stage is important for understanding what was done wrong and what was done right, and for comparing the company with the competitors. If success cannot be measured, success cannot be known.
Retain & Grow: To satisfy existing customers and to work for them to become permanent customers. Providing good customer service, E-mail Marketing, loyalty programs, implementing dynamic pricing strategies, personalization, community building and starting referral programs are techniques that can be used in this area. (Cozen, G., 2012)
There are three key items in social media management. ınteraction, value and marketing.
Interaction: Interacting with people on social media, giving information about the brand to potential customers and answering questions are considered as interaction. Using social media only for product promotion or selling products is not a successful social media interaction. Potential customers on Facebook or Twitter are on these platforms to interact with people.
Value: These are the activities that will add value to the followers with social shares. The company creates a blog page that contains information about its sector, and its followers are informed by sharing the title of the topics via social media. The information given on the blog is also directed to the website where the product is sold.
Marketing: Social media is not really an advertising platform. The traffic and density on these platforms turn social media into a platform where companies can advertise their products. Companies share their promotions and brand news on social media. Continuity is very important in the use of social media. The company, which started using social media, will suffer more than good if it is not seen for a week after sharing every day for a while. This should also be considered when deciding to use social media. (Balci, K., 2012.)