USE OF INTEGRATED MARKETING COMMUNICATION IN DIGITAL CONTENT MARKETING: TURKEY?S CLOTHING SECTOR INVESTIGATION

Abstract

Author(s): Merve YILMAZ, Melda C?NMAN ??M?EK

They are aware of the importance of being more active in digital media in order to reach brand target groups in today's market conditions. For this reason, the target audience will move and the digital content strategies that will activate the communication with the brand have become more important. Nowadays, as content marketing activities on digital platforms are becoming more important, it has been seen that brands have included creative content in this direction. In particular, marketing communication activities in the traditional environment have begun to be integrated into the content works of social networks in line with the current market conditions. This study is based on the study of content marketing studies in more and more developing social networks and the use of integrated marketing communication elements in digital content marketing. In this context, the concepts of integrated marketing communication and digital content marketing are covered in detail and the contents of Facebook and Twitter in 2015 and 2016 brands of clothing sector in Turkey are examined; also evaluation has been made in the direction of integrated marketing communication elements.

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