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İnternetin günlük yaşamda sıkça kullanılmasının ardından dijital medya platformları çeşitlilik kazanmıştır. Kullanıcı sayısının hızla arttığı bu dijital platformlar, markalara tüketiciler ile etkileşim kurmada aracılık etmeye başlamış ve dijital pazarlama ortaya çıkmıştır. Markalar pazarlama faaliyetlerini dijital ortamda daha hızlı ve etkin bir biçimde gerçekleştirdiği için dijital pazarlama her geçen gün önem kazanmaktadır. Dolayısıyla dijital pazarlamada kullanılan stratejiler farklılaşmaktadır. Farklı dijital platformlar aracılığıyla markanın hikâyesinin, her platformun yapısına uygun olarak farklı şekillerde anlatılmasını ifade eden transmedya hikâyeleştirme stratejisi, markaların tüketiciler ile etkileşimini artırmakta ve başarılarına önemli katkılar sağlamaktadır. Bu doğrultuda bu çalışmada Garanti BBVA markası, dijital pazarlamada yürüttüğü reklam ve stratejiler ile transmedya hikâyeciliğinin yedi prensibi çerçevesinde örnek olay olarak incelenmiştir. Nitel analiz yöntemlerinden içerik analizi ile değerlendirilen Garanti BBVA markasının, dijital medya platformlarından yürüttüğü stratejiler ile transmedya hikâyeciliğine örnek gösterilebileceği sonucuna ulaşılmıştır.
After the frequent use of the internet in everyday life, digital media platforms have gained diversity. These digital platforms, where the number of users has increased rapidly, have begun to mediate brands in interacting with consumers and digital marketing has emerged. As brands perform their marketing activities faster and more effectively in the digital environment, digital marketing is increasingly important every day. Therefore, the strategies used in digital marketing are different. The trans-media storytelling strategy, which expresses the history of the brand through different digital platforms in different ways in accordance with the structure of each platform, enhances the interaction of brands with consumers and contributes significantly to their success. In this regard, in this study, the Garanty BBVA brand has been studied as an example event in the framework of its advertising and strategies in digital marketing and the seven principles of trans-media history. The quality analysis methods evaluated by content analysis have concluded that the BBVA brand guarantee can be an example of trans-media history with its strategies from digital media platforms.
After using the internet frequently in daily life, digital media platforms have diversified. These digital platforms, where the number of users has increased rapidly, have started to mediate brands to interact with consumers and digital marketing has emerged. Brands, carry out their marketing activities faster and more effectively in the digital environment so are gaining importance day by day. Therefore, the strategies used in digital marketing are been getting differ. Transmedia storytelling strategy, which means that the story of the brand is told in different ways in accordance with the structure of each platform through different digital platforms, increases the interaction of brands with consumers and contributes significantly to their success. Accordingly, in this study, the Garanti BBVA brand was analyzed as a case study within the framework of the seven principles of transmedia storytelling, with the advertising and strategies it carried out in digital marketing. It has been concluded that Garanti BBVA brand, which is evaluated with content analysis, which is one of the qualitative analysis methods, can be shown as an example of transmedia storytelling with the strategies it conducts from digital media platforms.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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