DİJİTAL PAZARLAMADA FENOMEN KULLANIMI MARKALARIN KENDİ FENOMENLERİNİ YARATMASI GARANTİ BANKASI ÖRNEĞİ
PHENOMENON USING IN DIGITAL MARKETING BRANDS CREATING THEIR OWN PHENOMENON GARANTI BANK EXAMPLE

Summary/Abstract: According to the developments in globalization and information technologies, structural changes have taken place in many areas. In the marketing discipline, processes, strategies and methods have been adopted in parallel with the changing customer structure along with the digitalization. Today, traditional marketing processes are insufficient to satisfy the wishes and needs of the new customer structure that takes advantage of internet technologies and conducts purchasing decision processes through mobile communication devices and social media. In order to interact and communicate with customers, it is known that instead of traditional media tools, social media tools and marketing processes carried out through these tools contribute to the brand values of organizations. In this context, in order to meet the requirements of the age and to be able to stand in a dynamic competitive environment, brands use digital marketing strategies. Recognizing the target audience and adapting to their changing habits play a very important role in the correct construction of these strategies. In this study, evaluations about the phenomenon marketing are accepted as an important method of digital marketing. Research vessel-sama in the phenomenon of marketing, exhibiting best practices in digital media, Turkey's youth most known among and reliable brand holds the distinction of being in the decades Hand Turkey Guarantee Banaks Inc. phenomena marketing strategies that sustain five years fine-were stabilized. Within the scope of the investigations, Garanti Bank has introduced advertisements to its customers through social media channels; It has been concluded that it has created its own phenomena, has a strong and bank purpose, aims to its objectives and has a positive contribution to the Bank's sustainability strategies.

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