Academic journal article Journal of Business and Behavior Sciences

Digital PR in Turkey: How Turkish Brands Integrate Content Marketing, Social Media and Seo in PR Campaigns

Academic journal article Journal of Business and Behavior Sciences

Digital PR in Turkey: How Turkish Brands Integrate Content Marketing, Social Media and Seo in PR Campaigns

Article excerpt

INTRODUCTION

As individuals, in general, we all log in to the corporate website of the bank we work with, shop, buy books, flight, bus and concert tickets over the Internet. In contemporary times, aside from reading news, it is not unforeseen to decide what to cook for dinner, order food or check traffic updates, and weather forecasts over the Internet yet perhaps the majority of time spent on the web goes to hovering over social networking sites. As consumers and investors become progressively more tech-savvy and media-oriented, advances in technology coupled with new wave of web services continue to remodel online platforms to serve for new business models. Deriving on the fact that an average user visits 89 websites per month, it can be expected for a user to visit about ten webpages a day (Newswire.com, January 01, 2010). With the adaptation of innovative business models to new advances in technology, more and more people adopt new Internet habits. As Internet removed time and space constraints, making borders virtual and continents connect, a novel way of thinking emerged to carry out marketing operations; thinking digital. With the development of new modes of communication, new issues, concepts, shifts in the communication landscape are introduced; spotlighting specifically changes in consumer constructs, the introduction and evolution of digital marketing as well as digital content marketing all of which index to the introduction of the digital consumer and the rise of a new paradigm for marketing. In light of these advances, this paper aims to reveal how social media can be used for better visibility and exposure through promoting dialogue, fostering advocacy, forwarding support and inciting innovation on the digital platform by way of audience engagement which is vital if brand awareness and recall are to be established so that top of mind awareness and brand loyalty can be implemented.

Advances in technology and the digitization of the public domain led to the formation of information society enabling users to reach information anywhere, anytime and anyhow which in return brought a new perspective to firms regarding how they deliver marketing mix operations. In fact, the fast-changing digital landscape has created great complexity for a wide range of sectors majorly due to the hyper-connected consumer, leaving marketers with a matrix of vendors and channels that has been quite strenuous for brands to manage. Internet and digitization has greatly altered the way practitioners disseminate information, communicate with key figures of community, handle crises, and deal with issues. PR started to be considered even more crucial as consumers and investors become increasingly more tech-savvy and media-oriented. With the onset of around the clock news connectivity, and specifically with the surge in press covering businesses, PR has become an increasingly fundamental part of doing business within the span of past couple of decades.

Even though content marketing is a relatively new concept and that contentbased marketing activities are known to be carried out across the world for years, in Turkey it is a novel trending PR strategy. This research illustrates case studies of national as well as global brands carrying out PR campaigns across online platforms in Turkey. The cases are selected among the award winning PR campaigns as granted by Mediacat Felis Awards 2014. It is necessary to note that Mediacat Felis Awards is yet the only award ceremony in Turkey granting digital PR practices. This fact accounts for the selection of case studies elaborated in this paper. While the theoretical review spotlights elements impacting contemporary marketing dynamics, factors impelling businesses towards content marketing, key performance indicators utilized in maintaining social business objectives to complement content marketing theories, the practical review presents case studies selected from the digital PR category with an integrated marketing communications focus that brand and coordinate marketing efforts to deliver consumer value. …

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