The effect of digital marketing tools on the export of the Turkish SMEs<p>Dijital pazarlama araçlarının KOBİ’lerin ihracatına etkisi
Journal Title: Journal of Human Sciences - Year 2016, Vol 13, Issue 3
Abstract
Companies who want to enter the global markets apply to many methods in order to find customers. In international markets, there are modern customer finding methods in addition to the traditional ones. At this point, with the development of internet, and information and communication technologies, digital marketing tools are used in international markets with the purpose of upsizing the exporting market. In this study, a questionnaire has been made on the use of digital marketing tools in export by 162 SMEs who are a member of Ege (Aegean) Exporters Association General Secretariat. As a result, it has been depicted that the SMEs give importance to digital international marketing activities in addition to the traditional international marketing activities and that they use especially Google Adwords and B2B e-market places with the purpose of exporting, online promotion and foreign market research. In this concept, the study preserves the aim of making a contribution to the literature in Turkey on this subject via both theoretical investigations and researching the situation in SMEs. Özetİhracat yaparak küresel pazarlara açılmak isteyen işletmeler, müşteri bulabilmek için birçok yönteme başvurmaktadır. Uluslararası pazarlarda geleneksel müşteri bulma yöntemlerinin yanı sıra modern yöntemler de bulunmaktadır. Bu noktada, internet ve bilgi iletişim teknolojilerinin ilerlemesiyle dijital pazarlama araçları uluslararası pazarlarda ihracat pazarını büyütme amacıyla kullanılmaktadır. Bu çalışmada Ege İhracatçı Birlikleri Genel Sekreterliği’ne üye 162 küçük ve orta büyüklükteki işletmenin (KOBİ’nin) ihracatta dijital pazarlama araçlarının kullanımı üzerine bir anket çalışması yapılmıştır. Sonuç olarak, KOBİ’lerin geleneksel uluslararası pazarlama faaliyetlerinin yanı sıra dijital uluslararası pazarlama faaliyetlerine önem verdikleri ve ihracat, online tanıtım ve dış pazar araştırması amacıyla özellikle Google Adwords’ü ve B2B e-pazaryerlerini kullandıkları tespit edilmiştir. Bu bağlamda çalışmada, gerek teorik inceleme gerekse KOBİ’lerde durumu araştırma aracılığıyla Türkiye’deki konu ile ilgili literatüre katkı sağlama amacı güdülmektedir.
Authors and Affiliations
İsmail Metin
Keywords
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