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Digital Publishing Platforms and Innovative Applications of Cross-Promotion Strategies: Examples From Turkey
Abstract
This study aims to examine the cross-promotion strategies implemented on digital broadcasting platforms both theoretically and practically within the framework of Integrated Marketing Communication (IMC). Within this context, Digitürk's strategic communication practices, transitioning from traditional television broadcasting to OTT (Over-The-Top) services, are analyzed through the core principles of IMC: consistency, integration, synergy, and target orientation. This research demonstrates that IMC should be considered not only as a theoretical model but also as a practical, data-driven, and user-centric management strategy in digital broadcasting. The analysis of Digitürk offers a comprehensive framework for researchers, communication professionals, and decision-makers seeking to understand the transformation of digital media communication in Turkey and to evaluate the implementation of cross-promotion strategies
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