Social media informatics approach for mass marketing and advertising methods

Social media, one of the new generation marketing communication tools, provides diversified consumer demand in the healthiest way while providing the competitive advantage to businesses. Companies prefer social media as the most suitable environment to carry out one to one marketing communications, which is actively used by consumers. Using these tools companies can communicate with existing and potential customers and they can direct their marketing activities to target audiences. Planned viral marketing activities, can deliver the desired messages to a wider consumer audience with far less cost than traditional media. Therefore, social media plays an important role in reaching right target audience effective, instant and with minimum cost. By increasing brand awareness, it increases the brand value of the company and customer loyalty to the brand. In this thesis, a new generation, alternative marketing method design that use social media tools is recommended. As a result of the new law regulations prepared by Information Technologies and Communication Authority (BTK), unauthorized advertising to consumers by cell phone messages or electronic mails is prohibited. Communication with existing customer portfolio of businesses has become very limited. Businesses began to move away from their intended target of spreading the campaign announcements, which is the most important driving force of marketing. As a result, businesses need to develop a variety of methods to get communication permissions from consumers. With the help of the applications developed with new investments, businesses have begun to distribute rewards to collect communication permissions of consumers. When software investments, the cost of promotions distributed to encourage consumers, and the fees paid to the gsm operators are concerned, all of these methods constitute the extra cost to businesses. With the proposed methodology in this study, by using common, current and updated social media networks (Swarm and Twitter) a new perspective to reach customers is gained. Thus, for advertising, marketing, customer satisfaction and increasing brand awareness issues, it is aimed to provide important benefits in terms of cost, time and interaction.