ABSTRACT

In the digital world, digital marketing has become a new trend that affects the whole world. The digital marketing trend is increasing day by day with Internet marketing concepts, which have become an important digital marketing platform with digital billboards, mobile, tablets and smartphones and many other electronic devices. Those who follow the digital marketing trend closely are not only the customers defined as digital consumers, but also the institutions that want to dominate the market and are the locomotives of the commercial system that tries to protect its position in the digitalized world.

This article mainly examines the difference and theme between digital marketing and traditional advertising, as well as its current importance, including the choice of digital marketing processes and methods. The aim of the study carried out is to examine the effectiveness of digital marketing in Civil Aviation as well as the methods used in marketing and to provide data source in the field of ‘Digital Marketing in Civil Aviation’ in the light of the data obtained. In our research, survey data conducted to assess user preferences leading companies of Turkey's civil aviation, Pegasus, AnadoluJet and Turkish Airlines have been analyzed and interpreted. Later, the SEO analysis of the institutions discussed in our research were made with Google services and search engine optimization tools, and the results were interpreted comparatively as well.

As in all other sectors, in the civil aviation sector, every brand / company is advancing with its own digital marketing strategy. All three of the leading brands of Turkish Civil Aviation, handled in our project, work in interaction with digital marketing. With the analysis results, we see that these brands mentioned in our project are aware of the power and awareness of digital marketing. When the analysis results obtained are analyzed on the basis of brands, it has been determined that there are pros or cons in the digital marketing strategies and methods applied for each brand and it is mentioned in the related fields.

The more important issue of digital marketing strategies than the judgment of which brand is used correctly and which brand is using wrongly is which brand / company was used more efficiently.

In line with both the data obtained in the analysis results and the customer feedback in the survey results, it is clearly seen which of the brands included in our project pursues a more efficient digital marketing strategy. Detailed explanations and evaluations of each result are included in this article.

This study helps big businesses as well as small businesses in the civil aviation field to successfully adopt and implement digital marketing as a strategy in their business plans and to recognize the benefits of digital marketing in the competitive market.

 

      Keywords: Digital marketing, digital consumer, civil aviation, SEO analysis