1. Revisit of Marketing Strategy in Tourism Sector Under
the Impact of Digital Convergence
How significant is
the role of social
media in
marketing
Istanbul?
Yigit Pasaoglu
(000700444)

2. Broad Question
• How can Turkish market share in
tourism sector to be increased in the
world market by using new
technological innovations?
• Turkey-Istanbul
• Technological Innovations-Social Media

3. Digital Convergence
• Substantially impacts our personel
lifesytle and workstyle
• IT
• Internet
• Media
• Service Industries-Value Chain

4. Research Objectives
• Lack of Marketing
• Publicity
• Mobile technology
• Companies
• Policy makers
• Marketing Activities
• Investigation
• Questionnaire

5. Methodology
• Constructivism
• Deductive
• Mixed
• Data collection
• Qualitative

6. Problem Issues
• Reliability
• Familiarity
• Knowledge/Research Question
• Broad
• Relevance
• Viability

7. References
• Brown, B. et al. (2011) How a grocery giant puts technology at the center of innovation. McKinsey
Quarterly, 1 (1), p.1-5.
• Cordis Europa (2013) Digital Covergence an Eu Perspective. [online] Available at:
http://ftp://ftp.cordis.europa.eu/pub/ist/docs/ka4/au_arroyo_roabirom1_0107_en.pdf [Accessed: 05 Mar
2013].
• Court, D. et al. (2013) Measuring marketing’s worth. McKinsey Quarterly, 1 (1), p.1-7.
• Edelman, D. (2010) Four ways to get more value from digital marketing. McKinsey Quarterly, 1 (1), p.1-8.
• French, T. et al. (2011) We’re all marketers now. McKinsey Quarterly, 1 (1), p.1-9.
• Haggerty, A. (2013) eBay Advertising UK and Moneysupermarket.com line up speakers for digital
convergence conference. [online] Available at: http://www.thedrum.com/news/2013/02/20/ebay-advertising-
and-moneysupermarket-speakers-lined-digital-convergence-conference [Accessed: 03 Mar 2013].
• Korkmaz, B. et al. (2011) How new Internet standards will finally deliver a mobile revolution. McKinsey
Quarterly, 1 (1), p.1-9.
• Mueller, M. (1999) DIGITAL CONVERGENCE AND ITS CONSEQUENCES. The Public, 6 (3), p.11-28.
• Ridgway, S. et al. (2011) How we see it:Three senior executives on the future of marketing. McKinsey
Quarterly, 1 (1), p.1-11.
• Slideshare.net (n.d.) What Is Digital Convergence?. [online] Available at:
http://www.slideshare.net/CFSolomon/what-is-digital-convergence [Accessed: 05 Mar 2013].
• Yoffie, D. (1997) Competing In The Age Of Digital Convergence. USA: Harvard Business Review Press.