A Theoretical Approach to Digital Marketing and Usage Channels

Abstract

Today, new inventions are constantly emerging. These inventions affect almost all areas of our lives and change our lifestyle, mentality and perspective on events. The Internet, and with its digitalization, is one of the important inventions that brought about such changes. Thanks to digitalization, companies have had the opportunity to market their products or services more quickly. Thanks to digitalization, customers and/or consumers can more easily have detailed information about the products that can meet their needs, taking into account criteria such as the price, quality, features and quality of the products they are looking for. In this study, the most used channels in digital marketing, which are the top roof of online marketing activities: digital platforms, mobile applications, social media sites and search engines are emphasized.