Digital Marketing Usage and Measurement in Turkey

Abstract

Technological advances force firms to adapt new strategies and be more innovative. As firms changed their strategies, they also had to change their marketing strategies. There has been the necessity of surviving and obtaining more competitive advantage as world advance. In order to gain competitive advantage, marketing strategies should have been applied more technologically. This made firms adapt to the concept of digital marketing. Digital marketing is simply the application of marketing tools via digital or technological devices. This research focuses on exploring the digital marketing issue that is evolving through virtual connections. For this purpose hypothesis related to digital marketing has been tested on this study and survey method has been applied to marketing managers in Turkey. A survey with five-likert scale has been conducted. According to the results obtained from survey, managers see measurement of digital marketing important and see lack of knowledge and difficulty of content creating as the biggest barriers for using digital marketing.