PARTICIPATION OF INSTITUTION EMPLOYEES IN DIGITAL COMMUNICATION PROCESSES: AN EVALUATION ON TRENDYOL TECH PODCAST SERIES

Ece Ergül

Makale detayları

PARTICIPATION OF INSTITUTION EMPLOYEES IN DIGITAL COMMUNICATION PROCESSES: AN EVALUATION ON TRENDYOL TECH PODCAST SERIES

Yazarlar:

Ece Ergül

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.75-98

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001301118

pISSN:

2636-753X

Anahtar kelimeler:

Özet:

 Digital marketing emerges as a marketing approach where both producers and consumers gain mutual benefit, more flexible, faster, more detailed than traditional methods, and most importantly, that can respond to the requirements of the information society. Digital marketing continues to develop methods that grow stronger every day, respond to different perceptions and understandings, preferences and orientations, design applications and enable the maximum use of big data. For this reason, institutions have started to benefit more from digital marketing methods and include these methods more in their marketing strategies. Podcasts, which have recently attracted the attention of individuals, have started to become a popular medium within marketing activities, so much so that they have managed to enter the literature with the concept of podcast marketing. As a result of the examinations, it was thought that the participation of the employees of the institution was an important criterion among the reasons for this success. It is aimed to evaluate the participation of corporate employees in digital marketing processes in a digital medium that can be considered new. In the study, the Trendyol Tech Podcasts series was chosen as the field of study. In this context, the data obtained from the communication archive records were determined by Cangialosi et al. 2008 as internal communication, branding, marketing and advertising, education and social services, public relations and public relations, which were determined as podcasting usage areas in businesses. interpreted according to the categories of business to business, business to consumer. When the findings obtained from the study were evaluated, it was seen that the participation of the employees of the institution in digital marketing activities added value to the relationship and communication with both internal and external stakeholders.

 Digital marketing emerges as a marketing approach where both producers and consumers gain mutual benefit, more flexible, faster, more detailed than traditional methods, and most importantly, that can respond to the requirements of the information society. Digital marketing continues to develop methods that grow stronger every day, respond to different perceptions and understandings, preferences and orientations, design applications and enable the maximum use of big data. For this reason, institutions have started to benefit more from digital marketing methods and include these methods more in their marketing strategies. Podcasts, which have recently attracted the attention of individuals, have started to become a popular medium within marketing activities, so much so that they have managed to enter the literature with the concept of podcast marketing. As a result of the examinations, it was thought that the participation of the employees of the institution was an important criterion among the reasons for this success. It is aimed to evaluate the participation of corporate employees in digital marketing processes in a digital medium that can be considered new. In the study, the Trendyol Tech Podcasts series was chosen as the field of study. In this context, the data obtained from the communication archive records were determined by Cangialosi et al. 2008 as internal communication, branding, marketing and advertising, education and social services, public relations and public relations, which were determined as podcasting usage areas in businesses. interpreted according to the categories of business to business, business to consumer. When the findings obtained from the study were evaluated, it was seen that the participation of the employees of the institution in digital marketing activities added value to the relationship and communication with both internal and external stakeholders.

 Digital marketing emerges as a marketing approach where both producers and consumers gain mutual benefit, more flexible, faster, more detailed than traditional methods, and most importantly, that can respond to the requirements of the information society. Digital marketing continues to develop methods that grow stronger every day, respond to different perceptions and understandings, preferences and orientations, design applications and enable the maximum use of big data. For this reason, institutions have started to benefit more from digital marketing methods and include these methods more in their marketing strategies. Podcasts, which have recently attracted the attention of individuals, have started to become a popular medium within marketing activities, so much so that they have managed to enter the literature with the concept of podcast marketing. As a result of the examinations, it was thought that the participation of the employees of the institution was an important criterion among the reasons for this success. It is aimed to evaluate the participation of corporate employees in digital marketing processes in a digital medium that can be considered new. In the study, the Trendyol Tech Podcasts series was chosen as the field of study. In this context, the data obtained from the communication archive records were determined by Cangialosi et al. 2008 as internal communication, branding, marketing and advertising, education and social services, public relations and public relations, which were determined as podcasting usage areas in businesses. interpreted according to the categories of business to business, business to consumer. When the findings obtained from the study were evaluated, it was seen that the participation of the employees of the institution in digital marketing activities added value to the relationship and communication with both internal and external stakeholders.

 Dijital pazarlama hem üreten hem de tüketenlerin karşılıklı fayda elde ettiği, geleneksel yöntemlere nazaran daha esnek, hızlı, detaycı ve en önemlisi bilgi toplumunun gerekliliklerine cevap verebilen bir pazarlama anlayışı olarak karşımıza çıkmaktadır. Dijital pazarlama her gün güçlenerek çoğalan, farklı algı ve anlayışlara, tercihlere ve yönelimlere cevap verebilen yöntemler geliştirmeye, uygulamalar tasarlamaya ve büyük verinin maximum düzeyde kullanımına olanak sağlamaya devam etmektedir. Bu nedenle kurumlar dijital pazarlama yöntemlerinden daha çok faydalanmaya ve pazarlama stratejilerinde bu yöntemlere daha çok yer vermeye başlamıştır. Son zamanlarda bireylerin ilgisini cezbeden podcast yayınları ise pazarlama faaliyetleri içerisinde popüler bir mecra olmaya başlamış, öyle ki literatüre podcast pazarlama kavramı ile giriş yapmayı başarmıştır. Yapılan incelemeler sonucu bu başarının sebepleri arasında kurum çalışanlarının sürece katılımının önemli bir kriter olduğu düşünülmüş ve bu düşünceden haraketle; yeni sayılabilecek bir dijital mecrada kurum çalışanlarının dijital pazarlama süreçlerindeki katılımının değerlendirilmesi amaçlanmıştır. Çalışmada Trendyol Tech Podcasts serisi inceleme sahası olarak seçilmiştir. Bu kapsamda iletişim arşiv kayıtlarından elde edilen veriler, Cangialosi vd.nin 2008 işletmelerde podcasting kullanım alanları olarak belirlediği içsel iletişim, markalama, pazarlama ve reklam, eğitim ve sosyal hizmetler, halkla ilişkiler ve işletmeden işletmeye, işletmeden tüketiciye kategorilerine göre yorumlanmıştır. Çalışmadan elde edilen bulgular değerlendirildiğinde kurum çalışanlarının dijital pazarlama faaliyetlerinde yer almasının hem kurum içi hem de kurum dışı paydaşlarla olan ilişki ve iletişime katma değer kazandırdığı görülmüştür.

Makale detayları

PARTICIPATION OF INSTITUTION EMPLOYEES IN DIGITAL COMMUNICATION PROCESSES: AN EVALUATION ON TRENDYOL TECH PODCAST SERIES

Yazarlar:

Ece Ergül

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.75-98

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001301118

pISSN:

2636-753X

Keywords: Digital Marketing

Podcast Marketing

Corporate EmployeesDijital Pazarlama

Podcast Pazarlama

Kurum Çalışanları

Sayı

Makale detayları

PARTICIPATION OF INSTITUTION EMPLOYEES IN DIGITAL COMMUNICATION PROCESSES: AN EVALUATION ON TRENDYOL TECH PODCAST SERIES

Yazarlar: Ece Ergül

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.75-98

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001301118

pISSN: 2636-753X

Keywords: Digital Marketing

Podcast Marketing

Corporate EmployeesDijital Pazarlama

Podcast Pazarlama

Kurum Çalışanları

Sayı

Yazarlar:

Ece Ergül

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.75-98

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001301118

pISSN:

2636-753X