Akademik Veri Yönetim Sistemi
Digitalization in Organizations, Mehmed Zahid Çögenli, Editör, Cambridge Scholars Publishing, Newcastle Upon Tyne, ss.44-60, 2021
Developing technology and internet accessibility have led to widespread digitalization, which has excellent effects on life. Digitalization has also caused significant changes in the marketing strategies of businesses. Due to the rapid developments in technology and digitalization, businesses and consumers have met digital marketing, where efficient marketing management uses digital channels. Besides, with the development of databases and increased ease of use, it has been possible to effectively use personal messages by following consumer attitudes and behaviors at the individual level. It has become possible to have interactive communication where consumers can quickly evaluate personalized messages and respond to these messages instantly with the development of technology.
In an increasingly competitive environment, businesses are trying to reach their customers with some strategies. One of these strategies is personalization. Consumers want to feel more special and unique. For this, businesses are trying to address their customers with personalized messages and personalized goods/services. However, this becomes a big challenge for businesses with thousands of customers. Digital marketing can mitigate or even eliminate these challenge effects.
This chapter is designed as follows, respectively. First, a piece of general information about digital marketing and its relation with personalization will be presented, and then the marketing contributions of digitalization to businesses will be discussed. Finally, the future impacts of digitalization will be evaluated from a business perspective.