Social media and advertising as a marketing tool in business

The study consisted of theoretical and empirical part. Aim of theoretical part is to clarify the role of advertising, social media applications and marketing channels. By using a qualitative approach, the empirical part aims was to investigate the actions and processes of FLO and Ayakkabı Dünyası that uses social media applications and advertising in often manner. The main aims of the research was to clarify the advantages of social media applications when they are used as a marketing communication tools, and to examine how they impact on indicated companies as FLO and Ayakkabı Dünyası. Another aim was to evaluate both companies' dependence on using social media or traditional channels as a primary marketing communication method. Thus, in this research I focused on both topics from the perspective of thematically companies. Study oriented only on social media and advertising. Companies' international and other activities are excluded in this research. As a conclusion, this study argues that social media and advertising are so important elements in modern marketing communication of the companies, that even if their current aim is to support mainly other channels, in nearest future social media will be considered as a major channel in various companies. Because, nowadays Internet and social media, as marketing channels, are offering potentially attractive tools for reformation. They are very effective tools to increase recognition of the company and attract the attention of its products. By using social media applications, companies are able to cover new and relatively large target groups in short term, than by using traditional marketing channels. According to the last marketing studies, this situation (usage social media) has been anticipated to become a part of everyday life in Turkey as well. Both companies have started to take for granted how fast and extensively marketing communication methods have been developed during the last years. Especially internet, social media and advertising have become 'even more important and effective distributors' of the marketing communication for FLO and Ayakkabı Dünyası. And also, consumer's competency on product and its price has also increased as a result of high information flow. Thus, we can say that it is not beneficial for both companies to count only on traditional sales and marketing methods. In order to become top marketing company, they will be find new ways to cover more demanding customers. Keywords: Social media, advertising, marketing, consumer, costumer.