DIGITAL MARKETING CHANNELS: BASIC METHODS AND APPLICATIONS

With the advancement of digitalization day by day, the importance of the concept of digital marketing for businesses is increasing. Businesses that use appropriate digital marketing channels within the scope of digital marketing, which is defined as all marketing activities carried out in digital environments, can successfully fulfill their marketing strategies. In this article, which was created as a review study, a narrative literature review was conducted to express the current channels that can be handled within the scope of digital marketing. The aim of this study is to express the current digital marketing channels that businesses can currently use and that can contribute to businesses. Accordingly, ten digital marketing channels, namely email marketing, affiliate marketing, search engine optimization, search engine marketing, content marketing, mobile marketing, social media marketing, influencer marketing, video marketing and artificial intelligence, have been identified within the scope of the study. While digital marketing channels offer many benefits such as building brand loyalty, ensuring customer satisfaction, personalizing data, and accelerating the sales process, they also have some challenges such as competitive pressure, various security issues and unexpected technical failures. In addition, it is possible to get more contribution from these channels by integrating digital marketing channels within the scope of omnichannel marketing. As a result of the study, businesses are recommended to use a model that can be created by integrating digital marketing channels.