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Amaç- Son yirmi yıldır hızla gelişen teknoloji ile internet reklamcılığının önemi artmış ve işletmeler tarafından çeşitli dijital yöntemlerle tüketicilere ulaştırılmaya çalışılmaktadır. Kullanılan bu stratejilerden özellikle Banner reklamlar, advertoriallar, arama motoru reklamları internet reklamcılığının en çok kullanılan türleridir. Ancak son zamanlarda çok fazla reklamın tüketiciye nüfuz etmesinden ve bilinçli tüketici profili oluşarak reklam içeriğinin arzının ortaya çıkmasından dolayı reklamdan uzaklaşan bir tüketici yapısı meydana gelmiştir. Bundan dolayı günümüzde reklamları engelleyici çeşitli programların kullanılması nedeniyle reklamdan uzaklaşan tüketicilerin ilgisini çekmek adına farklı internet reklamcılık çeşitleri ön plana çıkmıştır. Bunlardan biri de “Native Marketing” yani “doğal reklamcılık” olarak ifade edilen ve bulunduğu platformun içeriğine ve görsel tasarımına uygun olarak hazırlanan bir internet reklamcılık türüdür. Yöntem- Günümüzde popülerliği artan sosyal medya mecraları(Youtube, Facebook, Twitter, Instagram) tüketicinin mobil cihazlarla internete erişimini kolaylaştırmıştır. Bu bağlamda sosyal medya üzerinden yapılan reklamlar kullanıcının tercih ve beğenilerini ön plana taşıyarak, kişiye özel reklam hazırlaması yapılmaktadır. Bulgular- Doğal reklam aracı olarak sosyal medya gün geçtikçe daha fazla kullanılmakta ve tüketicinin beğenisini çekme yönünde başarılı olmaktadır. Sonuç- Bu çalışmada doğal reklamcılık kavramı incelenerek, doğal reklamcılığın özellikleri ve türlerinden bahsedilmiştir. Ayrıca doğal reklam ile banner ve advertorial pazarlama ile başlıkları karşılaştırılarak, avantaj ve dezavantajları, benzer ve farklı yönleri ele alınmıştır. Bununla birlikte sosyal medya kavramı üzerinde durularak, doğal reklamların bu mecralardaki kullanımları konusu incelenmiştir. Son olarak da sosyal medya ağları üzerinde yapılan doğal reklam örneklerine yer verilmiştir.
In the last two decades, the importance of internet advertising has grown with the rapidly developing technology and it is delivered to the consumers by various digital methods. Banners, advertisers and search engine advertisements are the most widely used types of internet advertising. However, there has been a consumer structure that has recently moved away from the advertising due to the penetration of too many advertisements to the consumer and the emergence of the advertising content through the creation of a conscious consumer profile. For this reason, different types of internet advertising have come to the forefront in order to attract the attention of consumers who are away from advertising due to the use of various programs that prevent advertising. One of these is Native Marketing which is expressed as a natural advertising platform and it is a kind of internet advertising which is prepared in accordance with the content and visual design of the platform. Methodology- Social media channels (Youtube, Facebook, Twitter, Instagram), which have become increasingly popular nowadays, have facilitated access to the Internet by mobile devices. In this context, advertisements made on social media are brought to the user’s preferences and tastes and personalized advertising is being prepared. Findings- As a natural advertising tool, social media is being used more and more every day and is successful in attracting consumers. Conclusion- In this study, the concept of natural advertising is examined and the characteristics and types of natural advertising are mentioned. We also compared the advantages and disadvantages, similar and different aspects, by comparing the titles with banner and advertising marketing with natural advertising. In addition to this, the use of natural advertisements in these media has been examined with the emphasis on the social media concept. Finally, examples of natural advertisements on social media networks are included in the paper
Purpose- In the last two decades, the importance of internet advertising has grown with the rapidly developing technology and it is delivered to the consumers by various digital methods. Banners, advertors and search engine advertisements are the most widely used types of internet advertising. However, there has been a consumer structure that has recently moved away from the advertisement due to the penetration of too many advertisements to the consumer and the emergence of the advertising content through the creation of a conscious consumer profile. For this reason, different types of internet advertising have come to the forefront in order to attract the attention of consumers who are away from advertising due to the use of various programs that prevent advertisements. One of these is Native Marketing which is expressed as natural advertising platform and it is a kind of internet advertising which is prepared in accordance with the content and visual design of the platform. Methodology- Social media channels (Youtube, Facebook, Twitter, Instagram), which have become increasingly popular nowadays, have facilitated access to the Internet by mobile devices. In this context, advertisements made on social media are brought the user's preferences and tastes and personalized advertising is being prepared. Findings- As a natural advertising tool, social media is being used more and more every day and is successful in attracting consumers. Conclusion- In this study, the concept of natural advertising is examined and the characteristics and types of natural advertising are mentioned. We also compared the advantages and disadvantages, similar and different aspects, by comparing the titles with banner and advertorial marketing with natural advertising. In addition to this, the use of natural advertisements in these media has been examined with the emphasis on social media concept. Finally, examples of natural advertisements on social media networks are included in the paper
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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