Proceedings of The 5th International Academic Conference on Management and Economics
Marketing Mentality of the Modern Age: Digital Marketing
V. Özlem Akgün, Beyzanur Arslan
Technological developments, especially in the period from the 1990s to the present, have caused many changes in the field of marketing as well as in many other fields. Considering today’s conditions, it is an undeniable fact that the internet is widely used and covers an important part of modern life with the concept of digitalization. Not only businesses have been affected by the concept of digitalization created by the developing technology, but this has also mediated the transformation of consumer perception and marketing activities. The rapid change in the understanding of marketing with the effect of technological advances has revealed the concept of “digital marketing”. Especially in today’s marketing environment, where the internet and digital media are widely used, the attitudes and demands of consumers have also kept up with this change. Consumers of the modern age, who have become more conscious, demand to research the goods or services they are considering to buy, to compare them with each other and to have much more detailed information about the products. It is extremely critical for businesses trying to get used to this situation to transform their marketing activities to adapt to the new order. Today, it is seen that the internet is widely used and digital platforms are increasingly diversified day by day. It is very important to reach consumers who are actively involved in digital environments quickly. In this context, many businesses that want to stand out from their competitors and gain competitive advantage aim to be successful by using different digital marketing methods.
The aim of this study is to create a conceptual framework for digital marketing in the modern marketing environment where the internet plays a very important role in every field. In this context, various aspects of digital marketing, especially current issues such as the definition, scope and tools of digital marketing, were discussed and it was aimed to create a comprehensive guide for the relevant parties by including studies on the subject.
keywords: Search engine optimization (SEO), search engine marketing (SEM), mobile marketing, social media marketing, viral marketing.