New Media Channels in Corporate Communication and Interaction With the New Consumer
The main purpose of this chapter is to examine the digital marketing tools used by businesses in the light of developments in corporate communication and interaction with consumers. For this purpose, a literature review has been made by considering the most used digital marketing tools. Firstly, the transition from traditional communication tools to digital tools is discussed with the stages from Web 1.0 to Web 5.0 in the development of the internet. The 7S concept that businesses have to use to realize digital marketing applications is mentioned. Then, the concepts of search engine marketing, search engine optimization, e-mail marketing, display advertising, online public relation, social media marketing, and chatbots are explained. It is mentioned how businesses use these marketing practices, positive and negative factors related to each application were examined, and examples from businesses were given.