These agencies integrate the work performed in traditional media by engaging in activities such as Webpage design, search engine optimization and online and offline marketing work (Digital Agencies, 2014). Digital advertising agencies are particularly qualified in technical areas of the digital world, and they aim to link products and services with target audiences in an appropriate way. For this reason, preliminary examinations of products and services are conducted; attributes such as present product location, market share, awareness and brand value are researched; and then the targeted location is achieved (Digital Agencies, 2014).
Published in Chapter:
The Organizational Structure of Advertising Agencies and New Directions
Pinar Altiok Gürel (Beykent University, Turkey), Talat Firlar (Beykent University, Turkey), and Nursen Firlar (Gelisim University, Turkey)
Copyright: © 2015
|Pages: 15
DOI: 10.4018/978-1-4666-8125-5.ch005
Abstract
The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.