Akademik Veri Yönetim Sistemi
The Essentials of Today's Marketing , İnci Erdoğan Tarakçı,Ramazan Aslan, Editör, Efe Akademi, İstanbul, ss.169-185, 2023
Ever since the internet began to be
used, people have been looking for ways to profit from the people who use it.
This started with online sales, then continued with online ads, and moved into
a few different marketing areas such as mobile, email, and sms. In today's
business world, more and more entrepreneurs and firms are using digital
marketing. Digital marketing, also known as internet marketing, is the process
by which businesses promote a product/service on various online platforms.
These platforms can be social media, mobile applications, websites, commercial
marketplaces, blogs, and other digital applications. While the technology-enabled marketing
process offers many benefits for customers, it also confronts marketers with
several ethical issues. Digital marketers are especially faced with dilemmas
originating from artificial intelligence. The main critical questions on this
topic summarize the concerns about promotional ethics;
• Can
every method on the Internet be used to reach the consumer?
• How
can we best explain the product benefit to the consumer?
• Are
marketers manipulating the consumer using technology?
• Do
digital pricing strategies create injustice?
• How
should consumer data be used in ad targeting?
Based on these
questions, this study undertook a review of the digital marketing ethic by classifying
traditional marketing mix elements.