The effect of dijital marketing communication tools to create brand awareness by housing companies

Abstract

Füsun ÇİZMECİ, Tuğçe ERCANCreating brand awareness is the first and most important stage of marketing communication. Many types of marketing communication tools have been used to do this in business processes. Digital marketing tools are actually a deconstruction of traditional marketing tools and have become more important by providing interactivity to both consumers and producers in the marketing process. These tools incorporate consumers into the marketing process as an active, rather than passive, player. For housing companies, systematic and strategic use of digital marketing tools is an important resource in gaining competitive advantage, yet there is limited research on this topic in the literature. In this context, this study made use of the Delphi Method to investigate the impact of digital marketing tools on brand awareness generation among housing companies. Normative inferences were made through interviews with panel participants working in large-scale housing companies, and a theoretical framework was drawn up for usage trends among digital marketing tools. The Delphi results indicated that, in housing companies, marketing tools that create "paid digital content" (corporate web site, search engine pages, e-mail communication, etc.) currently have a greater impact than those which create "proactive content" (social media, etc.). However, another significant finding on which there was consensus among the panel participants is that in the creation of brand awareness, digital marketing tools such as Facebook or Twitter which create the latter content will become more important in the future. Another transformation experienced with the development of new communication tools is the change of the way communication tools are being used. The most significant attribute of the change in the way communication tools are being used is the transition of users, who access the content of communication tools, from being a passive player to becoming an active one. The ones who use digital communication tools are no longer satisfied with just reading or watching the content presented to them, but rather they like to share the content with others and interfere with the content by submitting their opinions and criticism if they feel necessary. In other words the users in digital platforms do not just consume the content presented to them, on the contrary they are active participants who have the opportunity to generate information and share the information generated. Marka farkındalığı yaratmak, pazarlama iletişiminin ilk ve en önem

The Food Factor: Perceptions of the Brand

“…Previous studies have also shown that awareness relates to action (Baldauf et al, 2003;Cizmeci, 2015). Without adequate awareness, The Food Factor will not be able to share its knowledge to encourage others to change behaviors, as well as achieving other Mississippi State University Extension goals.…”

“…Brand awareness exists along a continuum from a simple recognition to an in-depth knowledge of the brand (Momany & Alshboul, 2016). It does not only include the brand name or being previously exposed to it, but it can also mean that consumers can link the logo, name, and other connotations to the brand (Cizmeci, 2015).…”

“…Another possible explanation for the lack of effect of branding was that The Food Factor's branding has not been implemented effectively. When branding is not used strategically, it tends to be ineffective at achieving the brand's goals (Aaker, 1996;Asbury, Wong, Price, & Nolin, 2008;Baldauf et al, 2003;Cizmeci, 2015;Franzen & Moriarty, 2009;Keller, 1998a;Kim & Kim, 2016). Other studies have shown that effective branding helps produce results and achieves organizational goals, such as The truth, VERB, and The Heart Truth (Aaker, 1996;Asbury et al, 2008;Baldauf et al, 2003;Cizmeci, 2015;Evans, 2013;Evans & Hastings, 2008;Franzen & Moriarty, 2009;Keller, 1998a;Kim & Kim, 2016).…”

“…For instance, as the public engages with The Food Factor, they could be exposed to the Mississippi State University Extension brand and learn about the resources and services that are provided by the organization, outside of The Food Factor. Consequently, as the public becomes comfortable with and aware of both brands, behavior change is more likely to follow (Aaker, 1996;Baldauf et al, 2003;Cizmeci, 2015;Franzen & Moriarty, 2009;Keller, 1998a).…”

“…Brand awareness is vital to customer decision making because without awareness, communication is impossible (Cizmeci, 2015;Keller, 1993;Kim & Kim, 2016). Brands that are more well-known than others are recalled more frequently and easily, where only a small number of brands are considered (Tybout & Calkins, 2005).…”