CONTENT MARKETING IN THE SCOPE OF DIGITAL MARKETING AND EVALUATION OF NETFLIX'S GLOKAL MARKETING STRATEGY

Abstract

The concept of digital marketing, which is accepted as a result of the ever-changing market conditions, is the size that can be transformed into virtual and reality as a result of the integration of marketing activities with technology. Digital marketing is a type of marketing that aims to reach more broad masses of promotional activities by taking advantage of all the opportunities provided by the information technologies in which the internet system is based (Merisavo, 2006, p.6). Content marketing with examples in digital media is a strategy that enables the customer to be informed about the products they are planning to market online or offline. Content marketing can also be explained as the marketing method that includes web page design, graphics creation, text and video tools which are about the value of goods and services and aim to link the customer to the business and brand. Today, when the rate of Internet usage is rising rapidly, the marketing approach that responds to the information needs of the customers at the stage of making the purchasing decision has been effective in the formation of content marketing (Karkar, 2015, p.337). In order to be effective in different market segments, global businesses need to accurately identify local (local) features and develop flexible and adaptable marketing mixes that are compatible with the market structure and requirements. Depending on the result of the fact that the standards that the companies can implement in all markets in the markets have difficulty in responding to different expectations, demands and demanding consumer needs, it is seen that global enterprises resort to innovation and development in the marketing mix components and strategies (Ekinci, 2010, s.127). The aim of this study is to investigate the glocalization studies used by the Netflix content provider in advertising strategies, which are the components of the promotion mix. The main purpose of the study is to analyze the examples of glocalization in the advertisements of the series and films in the Netflix content provider and to support the subject of glocal marketing strategies with concrete examples.