Görsel iletişim tasarımının dijital pazarlama platformlarında rekabet avantajına etkisi
Yükleniyor...
Tarih
2022-09-16
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Işık Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivs 3.0 United States
Attribution-NonCommercial-NoDerivs 3.0 United States
Özet
Küreselleşen dünyada teknoloji ve buna bağlı olarak internette meydana gelen gelişmelerle birlikte web 2.0’ın daha da öne çıkması medya kavramı anlayışının da evirilmesine yol açmıştır. Günümüzde medya geleneksel ve yeni medya olarak sınıflandırılmaya başlanmış ve bunlara bağlı pek çok olgu ve kavram şekil değiştirmeye başlamıştır. Özellikle yeni medya araçlarıyla ilgili ortaya çıkan olgular iletişim, pazarlama ve bütünleşik pazarlama iletişimi alanlarında ve etkinliklerinde git gide önem kazanmaya başlamıştır. Toplumların internet kullanımında birincil ilgi alanını meydana getiren sosyal medya ise oldukça önemli bir mecra haline gelmeye başlamıştır. Bu kapsamda sosyal medya araçlarıyla tanıtımlar yapmak, reklamlar vermek ve pazarlama ilişkilerini bu mecralar üzerinden yürütmeye çalışmak da oldukça tercih edilir bir hale gelmiştir. Yeni medya sayesinde büyük ölçüde şekillenen bu iletişim ortamı içerisinde pazarlama alanında faaliyetlerini sürdüren firmalar da etkin bir şekilde yer almaya başlamıştır. Hedef kitlenin zamanının çok büyük bir kısmını bu ortamlarda geçirdiği varsayıldığında, ortaya çıkan bu ortam hem satıcı hem de müşteri perspektifinden oldukça tercih edilebilir bir hale gelmektedir. Bu durum pek çok kullanıcıya zaman ve mekan sınırlaması bulunmaksızın erişim imkanı tanımaktadır. Tüm bunlara bağlı bir şekilde dijital pazarlama sektörü İnternetin gelişimi ile birlikte her geçen gün büyümeye devam etmektedir. Bu büyüme beraberinde işletmeler arasında satışların arttırılması ve marka bilinirliğinin sağlanması için ciddi bir rekabeti de beraberinde getirmiştir. Bu tezde görsel iletişim tasarımının dijital pazarlama platformlarında rekabete etkisi örnekler üzerinden incelenmiştir. Bu tezde dijital pazarlama platformları, dijital pazarlamada rekabet ve bu rekabetin tüketicilere ve üreticilere olan etkisi araştırılmıştır. Dijital pazarlama platformu ve türleri hakkında detaylı bilgiler verilmiştir. Dijital pazarlama platformlarında bulunan reklam alanları ve tipleri hakkında örnekler ve veriler incelenerek görsel iletişim tekniklerinin olumlu yansımaları incelenmiştir. Dijital pazarlamada görsel iletişim tasarımının etkisiyle rekabet avantajı sağlayan markaların projeleri ele alınmıştır.
In the globalizing world, with the developments in technology and the internet, the emergence of web 2.0 has led to the evolution of the concept of media. Today, the media has begun to be classified as traditional and new media, and many phenomena and concepts related to them have begun to change shape. Especially, the emerging facts about new media tools have started to gain importance in the fields and activities of communication, marketing and integrated marketing communication. Social media has started to become a very important area, which constitutes the primary area of interest in the use of the internet by societies,. In this context, it has become highly preferable to make promotions with social media tools, give advertisements and try to carry out marketing relations through these channels. In this communication environment, which has been shaped to a large extent thanks to the new media, companies that continue their activities in the field of marketing have also started to take an active place. Assuming that the target audience spends most of their time in these environments, this emerging environment becomes highly preferable from the perspective of both the seller and the customer. This situation allows many users to access without limitation of time and place. Depending on all these, the digital marketing sector continues to grow day by day with the development of the Internet. This growth has brought along a serious competition among businesses to increase sales and ensure brand awareness. In this thesis, the effect of visual communication design on competition in digital marketing platforms has been examined through data and examples. In the current research, digital marketing, digital marketing platforms and competition are examined. Competition in the field of digital marketing and the effects of this competition on consumers and producers are examined. Detailed information is given about the digital marketing platform and its types. The positive reflections of visual communication techniques were examined by examining examples and data about advertising spaces and types in digital marketing platforms. The projects of the right and impressive brands that provide competitive advantage with the effect of visual communication design in digital marketing are discussed. As a result of the research, it was concluded that visual communication has an impact on competition in digital marketing platforms and has positive effects as a result of correct use.
In the globalizing world, with the developments in technology and the internet, the emergence of web 2.0 has led to the evolution of the concept of media. Today, the media has begun to be classified as traditional and new media, and many phenomena and concepts related to them have begun to change shape. Especially, the emerging facts about new media tools have started to gain importance in the fields and activities of communication, marketing and integrated marketing communication. Social media has started to become a very important area, which constitutes the primary area of interest in the use of the internet by societies,. In this context, it has become highly preferable to make promotions with social media tools, give advertisements and try to carry out marketing relations through these channels. In this communication environment, which has been shaped to a large extent thanks to the new media, companies that continue their activities in the field of marketing have also started to take an active place. Assuming that the target audience spends most of their time in these environments, this emerging environment becomes highly preferable from the perspective of both the seller and the customer. This situation allows many users to access without limitation of time and place. Depending on all these, the digital marketing sector continues to grow day by day with the development of the Internet. This growth has brought along a serious competition among businesses to increase sales and ensure brand awareness. In this thesis, the effect of visual communication design on competition in digital marketing platforms has been examined through data and examples. In the current research, digital marketing, digital marketing platforms and competition are examined. Competition in the field of digital marketing and the effects of this competition on consumers and producers are examined. Detailed information is given about the digital marketing platform and its types. The positive reflections of visual communication techniques were examined by examining examples and data about advertising spaces and types in digital marketing platforms. The projects of the right and impressive brands that provide competitive advantage with the effect of visual communication design in digital marketing are discussed. As a result of the research, it was concluded that visual communication has an impact on competition in digital marketing platforms and has positive effects as a result of correct use.
Açıklama
Text in Turkish ; Abstract: Turkish and English
Includes bibliographical references (leaves 120-132)
xiv, 133 leaves
Includes bibliographical references (leaves 120-132)
xiv, 133 leaves
Anahtar Kelimeler
Dijital pazarlama, Dijital pazarlama platformları, Dijital pazarlamada rekabet, Görsel iletişim tasarımı, Rekabet avantajı, Digital marketing, Digital marketing platforms, Competition in digital marketing, Visual communication design, Competitive advantage of design
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Durmuş, D. (2022). Görsel iletişim tasarımının dijital pazarlama platformlarında rekabet avantajına etkisi. İstanbul: Işık Üniversitesi Lisansüstü Eğitim Enstitüsü.
