Dijital Pazarlama Uzmanlarının Gözünden Etkili İçerik Stratejilerinin Belirlenmesi: Nitel Bir Araştırma
Anahtar Kelimeler:
Dijital Pazarlama,- İçerik Pazarlaması,- İçerik Stratejileri, - Dönüşüm OranlarıÖzet
Çağdaş iş dünyasında, içerik üretiminin merkezinde olduğu dijital pazarlama, sağlam pazarlama stratejilerini şekillendiren birçok kuruluş için kritik bir öneme sahiptir. Bu araştırma, dijital pazarlamacıların etkili içerik stratejileri belirleme süreçlerini keşfetmektedir. Çalışma, yarı yapılandırılmış görüşmeleri kullanarak içerik türlerini seçme, hedef kitleleri analiz etme, içerik dağıtım kanallarını seçme ve içerik ölçüm yöntemlerini belirleme inceliklerini araştırıyor. Kapsamlı bir bakış açısı elde etmek için çalışmaya e-ticaret, sağlık ve eğitim gibi farklı alanlardan 36 dijital pazarlama uzmanı katıldı. Bu profesyoneller, sosyal medya, e-posta pazarlaması ve arama motoru optimizasyonu gibi alanlarda geniş bir uzmanlığa sahiptir. Bulgular, 'etkili içerik stratejisi belirleme' ana teması altında bir araya getirilerek, içerik türlerinin seçimi, hedef kitle analizi, içerik dağıtım kanalları ve başarı metrikleri gibi alt temalara ayrılmıştır. Amaçlı bir örnekleme yöntemi benimsenerek ilgili uzmanlığa sahip ve hedef sektörlerden katılımcıların dahil edilmesi sağlanarak içgörü kalitesi zenginleştirilmiştir.
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