Digital Marketing and Its Effectiviness in the Turkish Livestock Market
Study Books Used in Class:
1/3 of the resources has to be Genereal Textbooks. 1/3 Articels and 1/3 Internet Sources.
Table of references (first excerpt)
Alkan, M. (2010) III. Tukish Veterinary Medical General Assembly [Online], Ankara, TVHB, Available at http://www.tvhb.org.tr/3-turk-veteriner-hekimligi-kurultayi-sonuc-bildirgesi/
Frick, T. (2010) Return on Engagement, USA, Elsevier
Hemann, C., Burbary, K. (2013) Digital Marketing Analytics, USA, Que Publishing
Internet World Stats (2012) World Internet Usage and Population Statistics [Online], Available at http://www.internetworldstats.com/stats.htm
ITU Statistics (2013) Global ICT developments [Online], Available at http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx#
Levens, M. (2010) Marketing: Defined, Explained, Applied, New Jersey, Pearson
Paul, A. (2013) ‘The power of social media’, Todays Zaman, 13 July, [Online] Available at http://www.todayszaman.com/columnists-320769-the-power-of-social-media.html
Pring, C. (2012) ‘216 Social Media and Internet Statistics’, The social skinny, September 2012 [Online], Available at http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
Ryan, D., Jones, C. (2009) Understanding Digital Marketing, London and Philadelphia, Kogan Page
The World Bank (2013) Internet User (per 100 people) [Online], Available at http://data.worldbank.org-/indicator/IT.NET.USER.P2
Schüür-Langkau, A. (2012) Media- und Marketingstrategien in digitalen Zeiten: Trendinterviews mit Branchen-Experten aus Wissenschaft und Praxis, Wiesbaden, Springer
Bird, D. (2007 ) Commonsense Direct and Digital Marketing,Glasgow, Kogan Page
Zarella, D. (2010) Das Social Media Marketing Buch, Köln, O’Reilly
“Digital Marketing and Its Effectiveness in the Turkish Livestock Market”
Why is this topic important?
Can you imagine a life without electronic devices like computers, mobile phones and tablets? For sure this question wouldn’t be easy to answer now and even more difficult to answer for the followings. The internet world grows continuously and dominates various parts of our lives. The average rate of electronic device users connecting to the internet has been rising year for year, and that is almost 40% of the world’s population (ITU Statistics, 2013). More than 90 million internet users are located in the Middle East (Internet World Statists, 2012) and more than 50% of them are from Turkey (The World Bank, 2013). Beside its purpose as a rich source of information and lately a social exchange Centre, internet and digital tools have started to get more involved in our lives in terms of The politics (The Gezi Park protests in Istanbul showed again the growing importance of social media in politics and its potential for unifying a young population (Paul, 2013)), our private relationship (more than 83% of the internet user are looking for a new friend and believe in making new friends(Pring, 2012)), e-commerce is growing every day, and the long list goes on.
My thesis will be about a conceptual look at the Digital Marketing and the potentials to reach the internet connected profile of audience from the Livestock Market in Turkey.
Digital Marketing is an unexplored chapter for the Animal Health Industry in Turkey. Legislatures and the competition compensating from the state is preventing the industry for any marketing activities regarding consumer. The companies cannot advertise for OTC and RX products at all. The Turkish Veterinary Medical Association has round about 8.500 registered veterinarians (THVB, 2012) and the whole business in the Animal Health industry is depending on them. Producer in Turkey are only able to sell their products to the veterinarian in a B2B relation and only the veterinary who has the rights to prescribe recipes decides about the most suitable product for each patient (Livestock).
Several companies decided to produce high quality feed additive (non OTC or RX product), to place it on the Turkish market and to start marketing campaigns. The Government allowed making advertising for the feed additive, because there are no legal obstacles for them. This means that the companies can use all marketing communication tools for their individual strategies, e.g. the push-pull strategy by getting consumers to ask wholesalers and retailers (veterinarians) for a product (Levens, 2010). One way to encourage purchasing is the growing digital era in Turkey. Regarding to the actual figures digital Marketing is a big potential in the Market to reach customer from the Livestock Market.
Aims of this Study – what should be proved?
The aim of the study is to show how effective digital Marketing in the Livestock Market can be. Digital Media such as computer, smartphones and tablets are becoming more and more part of our lives (Ryen et al., 2009). Could this growing digital era be an advantage for the companies to build their strategies with using digital Marketing? How many of the farmers are using digital devices in Turkey? How many of them use digital devices with internet connection? These are only a few questions which I would like to research during a survey in an Exhibition for farmers in Izmir.
However, the first thing I should be discussed is why the importance of digital Marketing has increased so much during the last years and why more and more companies decide to “go digital” (Ryen et al., 2009). Then, the fundamental terms and definitions should be clarified. What is digital media? What are the types of digital media? There are 4 Types of digital media: paid media, owned media, earned media, and converged media (Hemann et al., 2013). What is digital marketing? It is the promotion of products or brands with one or more forms of digital media. These are advertising mediums that might be used as part of the digital marketing strategy of a business that could include promotional efforts made via Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels (Frick, 2010).
Afterwards it should be elucidated the different digital marketing technologies like: RSS, blogs and microblogging, content management systems (CMS), Metrics and analytics, Social media in its many shapes and forms, web video, mobile content, iphone apps, and so on. These technologies should be scrutinized with help of examples, analytics and measurement (Frick, 2010). My main focus will be the increasing trend of social media in Turkey (e.g. facebook and twitter)
The preliminary conclusion from this theoretical analysis is to show the increasing rate of electronic device user, related to the growing potential of digital Marketing for companies in Turkey.
The last part of the study should analyze if this conclusion can be confirmed in the actual Livestock Market in Turkey. This means whether there is an equally growth of digital devices user in the Livestock Market compared to the general trend in Turkey.
To answer for this question I want to start a survey in Izmir (ARGOEXPO EURASIA) and ask the Farmers about their habits and familiarity to digital devices and their usage of internet.
As a final conclusion I want to compare the theory and figures with the practice and research to show the final result.
II Table of content
III List of abbreviations
IV Table of figures
V List of tables
A Theoretical part
1.1 Purpose of the Study
1.2 Turkey and the animal Health Market
1.2.1 Definition of the Animal Health Market in Turkey
1.2.2 Facts and figures of the Market
1.3 Internet in Turkey
1.4 Outline of the Study
2 Digital Media
2.1 Definition of Digital Media
2.2 Types of Digital Media
3 Digital marketing
3.1 Definition of Digital Marketing
3.2 The way from traditional to digital marketing
4 B2B What is B2B
4.1 B2B in the Internet World
4.2 B2B in the Animal Health Sector in Turkey
5 Social Media
5.1 Definition of Social Media
5.2 Types of Social Media
5.2.2 twitter 5.2.3 facebook
5.3 Social Media as a Marketing Tool
5.3.2 Marketing Research
5.3.4 Customer Relation
5.4 Social Media in Turkey
5.4.1 Internet Usage in Turkey
5.4.2 Social Media Usage in Turkey
B Practical part
6 Research (and results from the survey SPSS)
6.1 Research design and methodology
6.1.1 Purpose of the Research
5.1.2 Sample Design
5.1.4 Theoretical Background
6 Results of the research
VI List of References
VII List of appendices