Published October 27, 2023
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Dijital Pazarlama Uzmanlarının Gözünden Etkili İçerik Stratejilerinin Belirlenmesi: Nitel Bir Araştırma
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Çağdaş iş dünyasında içerik, dijital pazarlamanın merkezinde yer almaktadır. Etkili bir içerik stratejisi, hedef kitleyi tanıyarak, onların ihtiyaçlarını anlayarak ve işletmenin hedeflerine uygun kanallar seçerek gerçekleştirilmektedir. Bu araştırmanın amacı, dijital pazarlama uzmanlarının, etkili içerik üretim stratejilerini nasıl şekillendirdiğini anlamak ve uyguladıkları süreçleri keşfetmektedir. Bu bağlamda, araştırmada nitel araştırma yöntemi kullanılarak, dijital pazarlama uzmanları ile yarı yapılandırılmış görüşmeler yapılmıştır. Amaçlı örnekleme yöntemi benimsenerek yapılan çalışmaya, e-ticaret, sağlık ve eğitim gibi farklı alanlardan 36 dijital pazarlama uzmanı katılmıştır. Bu profesyoneller, içerik üretimi, sosyal medya pazarlaması, arama motoru optimizasyonu ve e-posta pazarlaması gibi alanlarda uzmanlığa sahiptir. Araştırma bulgularına göre etkili içerik stratejisi belirleme ana teması; içerik türlerinin seçimi, hedef kitle analizi, içerik dağıtım kanalları ve başarı metrikleri alt temalarına ayrılmıştır. Araştırma sonucunda, güçlü içerik stratejisinin karmaşık yapısı açıklanmış, modern iş dünyasına da içerik üretim stratejisi konusunda bir rehber sunulmuştur. Ayrıca araştırma dijital pazarlama literatürüne içerik stratejileri konusunda farklı bir bakış açısıyla katkı sağlamaktadır.
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References
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