Pazarlama İletişiminde Yeni Yaklaşımlar Kapsamında Sosyal Medya Uygulamaları ve Etkili Kampanya Örnekleri

Abstract

Improvements in information technology and increased use of social media tools have resulted in development of new approaches in every area of life, including marketing. This study examines the concept of marketing, marketing mixes, marketing approaches and the impact of information technologies on marketing within this context. A set of technological developments called Web 2.0 has resulted in emergence of a new concept: social media. Social media allows large masses to create web contents and communicate with other users and enterprises. The aim of this study is to assess the concept of marketing within its historical process and analyze the social media concept and the innovations introduced by social media to marketing communication. To this aim, the social media campaign run by Barack Obama for US presidential election held in November, 2008 is examined as an example of an effective campaign and the use of social media in political marketing; and the use of social media tools in political marketing and the related outcomes are evaluated. The study concentrates on the reforms created in product marketing through business perspective of social media, with an aim to introduce the gains produced in the area of political marketing.