Yazar: BGA

To understand the primary importance of automation, it is necessary to consider the evolving “ways of accessing data”. The quantity and quality of data available today, especially through digital tools, is so large that trying to analyze it manually is both time-consuming and problematic in terms of reaching the right conclusion. Automation is an indispensable aid that makes things easier when it comes to processing complex data from different sources. However, the word “help” should be emphasized here. Getting support from automation does not mean ignoring the human dimension. Automation tools offer marketers a great advantage in keeping their campaigns under control, managing them, reacting quickly to current developments, improving them and evaluating the paths that will lead to the target.

On the other hand, many marketers find automation lacking in responding to unique circumstances and meeting the customized needs of the campaign. In other words, marketers may see automation as a uniform performance management tool. In fact, this is a serious misconception. Once you’ve created your campaign, it’s important to take a proactive approach. It is up to the marketer to identify the data sets and feedbacks you need to consider in line with your goals, and to weed out the details that work and don’t work within the framework of the campaign. In other words, leaving everything to automation is an approach that reduces efficiency; for success, it is necessary to go beyond this and develop human-automation cooperation.

Another misconception about automation is that such systems cannot respond to rapid changes. However, this is not the case. The algorithms that form the basis of automation adapt to change at great speed with technologies such as machine learning and artificial intelligence. In fact, this impact-response issue works in such real time that it surpasses manual methods.

As automation becomes more and more important for marketers in campaign management, it is hard to resist this change. But it’s important to remember that this tool is human. While automation helps marketers manage complex data from many different sources and make strategic decisions, the “management” and “decision-making” work still falls to the human.

Privacy is the key to credibility When it comes to data collection and data analysis, the most critical issue is security and reliability. Access to data, which is an important resource for both acquiring new customers and ensuring the loyalty of existing customers, is a problematic area for many potential customers. Until recently, most people were either extremely uneasy about sharing their personal data or refused to share it altogether. However, recent approaches such as transparency policies developed by brands have broken this resistance. Nowadays, audiences can share their data more easily in exchange for some promotions that they can benefit from.

However, Matt Brittin, Google’s President for Europe, Middle East and Africa, draws attention to a different issue of great importance: Privacy and, by extension, trustworthiness. Brands that make their target audience feel the importance they attach to privacy manage to get one step ahead. Brittin gives the example of a survey they recently conducted with 7 thousand people living in Europe: “This survey shows that ads from brands that respect privacy perform better.

Positive experiences with privacy increase consumer trust in the brand. This factor is so strong that some negative privacy experiences can lead customers to choose a competitor. In short, even if you come up with great ads, if you are lacking in trustworthiness, your hand is not very strong. The key is to develop tools that empower your customers’ control over their privacy settings and make them feel it at all times…

Not without Generation Z. 

If you are talking about trends in any subject, it will always come back to Generation Z. In the digital world, the determinant of 2023 will be Generation Z, just like in 2022. Generation Z is a native of these places; they were born here, they grow up here and they shape their perceptions according to the character of this medium. In this sense, they are shaping on the one hand and taking shape on the other. Julia Hoffmann, Creative Lab Manager for Google Europe, Middle East and Africa, has very important clues for 2023:

“In 2023, instead of inviting Gen Z audiences into your world, meet them in theirs. Understand their unmet needs, prioritize relevance and authenticity over expectations of uniformity, and embrace the diverse visual worlds they inhabit.” – Julia Hoffmann

Again, short videos will be among the most followed content in 2023, as they always have been. However, it should not be forgotten that individuals are now connected to multiple screens at different moments of their lives or at the same time. This necessitates the production of different versions of content with formats suitable for different screen characters. These versions are created by manipulating many different variables, from format to duration.

In Google’s interesting article, the point is made by Mailine Swildens, Head of Creative for Europe, Middle East and Africa at Google. Swildens emphasizes the following trend that will perhaps become increasingly important not only in 2023, but beyond:

“When tailoring ads to a specific purpose, avoid ‘overemphasizing the purpose’. The promise of the cause should be authentic and long term, backed up by actions that go beyond promises.” – Mailine Swildens

Of course, the success of such methods is not certain. However, considering the high interaction criteria and the measurability advantage of digital tools, it can be said that a great return is achieved.

“On the other hand, algorithms, artificial intelligence and automation tools have made it easier to access data. At this point, we have entered an era where “data” is now “data.” This means the following: All human activities, including creativity, are based on detailed data analysis, and our insights have become more analytical. Intuition is still very important for creativity, but only if it is based on data.

So the framework, if not the meaning, of the concept of creativity is changing. And it’s not just about creativity; every aspect of human activity is being “engineered”. This is precisely why “data” is “data”, or a prerequisite.

Let’s go back to creativity…

Creativity is the way to differentiation All this is not to say that creativity has lost its importance. On the contrary, creativity and creative works are still the most effective method of “differentiation”, which has become one of the most important marketing goals. According to Think with Google’s article titled “Now is the time to embrace creativity”, “payments to creatives for creative advertising work will increase by 50 percent in 2021 compared to 2018. * In short, the market has realized the importance of creativity.

But what kind of creativity?

This question brings with it an answer that is constantly changing.

A creativity that uses new technologies, creates a data source with these technologies, analyzes and interprets the data with the same technologies, shapes it with intuition, expands the creative process to include the choice of materials and media, takes into account the formal and contextual variations specific to different media, processes the details down to the finest detail, but formulates all these with a holistic approach.

It seems challenging. But then again, no one has ever said it was easy.

The main issue is to deliver the right message, in the right medium, in the right way, to the right target audience, in the most striking way. These factors lie at the heart of differentiation. However, it is no longer satisfactory to achieve only a few of them; you are expected to fulfill all requirements at the same time. This is essential for your interaction in every possible field. 

https://www.thinkwithgoogle.com/future-of-marketing/creativity/open-creative-project/ 

The most important feature of broad matching is that it ensures that your ad is shown on searches that match the meaning of your keyword.  This way, you can also appear in searches that do not include keyword terms.

For a clearer understanding of the issue, the example given by Google is very illustrative:

https://support.google.com/google-ads/answer/2407779?hl=tr

Broad matching also takes into account the following 3 elements:

– The user’s recent search activity

– The content of the landing page

– Other keywords in the ad group

The point is, specialization The broad matching method seems extremely advantageous. However, you should keep in mind that another type of matching can provide the most efficient response to your digital marketing and advertising needs. Your goals, your budget, your message… In short, your strategy will be decisive in your choice of match type. Making the right choice by taking all these variables into account requires serious work and expertise.

Details are the key to success When creating your marketing funnel strategy, you can start from general consumer behavior and apply this strategy across all channels. This will take you to a certain point, but it will not fully meet your expectations in terms of achieving the goals that will make a difference. Does this mean you should abandon the marketing funnel strategy? Of course not!

The key is to realize that each channel is preferred by different users and that this preference manifests itself in specific buying behaviors. In other words, you need to create different performance-oriented strategies for each app. In this way, it is possible to maximize your sales across all apps and therefore in total.

Build your strategy Once you have identified consumer behaviors and unique buying journeys in different apps, you need to create tailor-made strategies for each marketplace. We are talking about scenarios that will bring your product to the forefront during possible consumer movements by evaluating features such as menu options, categorization, user interfaces, adding to cart or payment steps…

While creating these scenarios, you can improve your sphere of influence by targeting the category appropriate for your product as well as supporting categories.

Value data With fast measurability and machine learning, two of the biggest advantages of digital marketing, you should definitely consider the sharpness of your marketing funnel strategy and possible revision needs. The critical point here is to accurately track consumer movements and to dynamically execute the process with the feedback that will ultimately be received.

Attract attention with creative work And one last piece of advice: No matter how technically successful your strategy may be, you need to support this approach with creative work. Moreover, even for the same product, customizing these works for each application, taking into account the target audience and channel, will help you achieve the desired result.

Digital channels, mobile devices and especially apps offer reliable and powerful options to increase your sales. As long as you come to the right conclusion with the right determinations, or get support from professionals in this regard.

Interaction between followers = Interaction with the brand Generation Z, to a large extent, establishes a relationship with the brand, product, sports club, famous person, etc. that they identify with, which is dominated by “fan culture”. According to the Report, 61% of this generation consider themselves “super fans” of someone or something. as the “most important thing in the world”.

So what does this mean?

When it comes to getting information on a topic they are a fan of, Generation Z is more interested in the depth and fulfillment of the information conveyed than the length of the video. In addition, the new generation also follows the messages under such videos that include the opinions of fans like them, and they themselves like to express their opinions through comments.

Brands also attract this audience with satisfying video content targeting fan culture and manage to increase their own interaction by evaluating the interaction between followers.

Another type of long-form video content that attracts attention is video articles. Think with Google’s data on video article searches shows that interest in this type of content has been steadily increasing since 2019. Moreover, the length of video articles searched by Generation Z varies between 25 minutes and 1 hour.

It seems that it’s really time to put aside the prejudice that “long videos are unwatchable”.

Not only do brands have the opportunity to tell their stories more clearly and convey the message they want to convey in all aspects through the long video content they produce, but such long video content also enables them to gain more loyal followers.

From short to long… At this point, we would like to share another interesting data with you. It shows that long and short videos are complementary rather than antagonistic. One of the findings in the You Tube Culture & Trends Report 2022 is proof of this. 59% of Gen Zers say they seek out and watch longer versions of short-form videos they discover on various apps.

So it’s not a case of “short video vs. long video”. The issue is more about producing content that conveys satisfying information that will attract the attention of the target audience without getting hung up on length, and being visible on different platforms with short versions of this content.

Generation Z will follow you after you produce the right content, don’t worry!

The digital world is constantly changing and brands need to keep up. Maybe it’s time to review our unfounded judgments and follow the change. Brands need to produce time-optimized content of different lengths for different channels without fear of time limits for their followers.

Main marketing strategies used in TikTok

• TikTok influencer marketing: You can highlight your product or service and mobilize users by collaborating with well-known people. But you don’t need an ultra-high-profile influencer to be successful here; instead, look for rising stars or those in your niche.
• Creating your own TikToks: It is the option that gives you the most space and freedom. You can build your own organic content by creating a Business TikTok account for your brand. Anything from daily videos to challenges can be posted. Remember, the background music you use is just as important as the videos you post.
• TikTok advertising: You can increase your visibility to your target audience for a certain fee. To do so, first create an account on the TikTok Ads page. The following advertising models are available on the platform: in-feed ads, topview ads, content creation partnerships, branded hashtag challenges, and brand filters. After creating an account, you can define your purpose, select your target audience, set your budget, and design your ad. Images, videos, carousels, and sparks (i.e., using existing organic videos to fit your campaign. Like an influencer promoting your product) are all possible advertising formats. 

Strategy to follow

When it comes to TikTok marketing, you should take a different approach than you would for Instagram or Facebook. TikTok, with its trends, features, and user behaviour, is a completely different social network. As a result, prioritize platform analysis; learn which filters, effects, or songs are popular. Be wary of branded hashtag battles.

Examine the TikTok algorithm as well. Knowing how it ranks and displays videos in the ‘For You’ tab can help you plan your content, hashtag, and engagement strategy.

Before you begin creating content, research the TikTok audience and identify people who may be interested in your brand. Investigate what types of content they prefer and how they interact.

TikTok is a platform dominated by content creators, so include well-known names and influencers in your campaign. Create content that is creative, entertaining, interesting, animated, and action-inducing; use effects; and set a hashtag challenge. Regularly share and comment.

Monitor what your competitors are doing on this platform, identify your own strengths and weaknesses and take appropriate action.

You are now prepared for this ever-changing platform!

Return on Investment (ROI):  Everyone wants a positive return on their marketing investment. ROI compares how much you earn to how much you spend on a marketing campaign. In addition to financial ROI, there are also social network indicators such as the number of followers you have gained, the amount of interaction, and the number of newsletter subscribers. You can see your monthly and annual performance thanks to ROI; if there is no return on investment, you will not invest in an ineffective campaign. You can also monitor audience engagement and compare it to your sales.

Social media engagement: One of the main roles in marketing is social media. The key KPI here is interaction. This includes likes, shares, comments, messages, tags or mentions, follower growth, page visitors and traffic, leads, and conversions. These indicators can help you analyse the success of your social media posts and improve your strategies. You can evaluate how the interaction affects your business objectives.

Mobile traffic, leads, and conversion rates: How many people use mobile devices to visit your site, how much time do they spend there, which devices do they use, and how many of your followers tend to buy products? With queries like these, you can improve and update your content while also discovering prospective sales opportunities. Understanding how and what your mobile users perform on your website can help you improve the user experience and make it easier to optimize conversions. Essential metrics like traffic-to-lead ratio and lead-to-customer ratio can be considered in this context.

Organic traffic, most clicked pages, landing page conversion rates, SEO: Is your landing page converting visitors into leads? If it’s getting a lot of traffic but not converting, it means something on the page needs to be changed. How distinct is your online presence thanks to your SEO (Search Engine Optimization) strategy? Do people come to your website on their own by clicking on search engine results? If that’s the case, it means you have organic traffic that you don’t even pay for, and that’s why it’s so valuable. So, you want to make sure each page has a targeted keyword, that your pages are optimized, and that it directly answers the question your potential buyers are asking. You adjust your strategy as necessary. Well then, what are the top pages that bring visitors to your website? These pages are where the customer experience begins. You should make sure it is updated regularly and optimized for conversions.

It is entirely up to you to decide which KPIs to use based on your strategy, goals, and priorities!

What are the 4Cs of Marketing?

Let’s take a look at the elements that comprise the 4Cs of marketing:

Customer: If we are talking about a customer-oriented marketing approach, we should start with the consumer’s needs and desires. You need to identify them through market research and create solutions for them. The value perceived by your customers determines the market position of your product or service.

Cost: While the 4P model focuses on price, the 4C model broadens the scope to include ‘cost.’ The price a customer pays/will pay for a product is only a portion of the total cost. Cost in 4C refers to any material that a customer may encounter with the product, such as time to arrive at your location, time required to learn a new product, ongoing maintenance costs, and so on. You must also consider what benefits the product provides to the customer and whether these benefits are sufficient to cover the overall costs.

Convenience: It is analogous to the ‘place’ in the 4P marketing strategy. However, ‘place’ only refers to the location where the product will be sold, while ‘convenience’ refers to the entire shopping experience from beginning to end. It aims to make it as simple as possible for people to evaluate and compare the solutions they need, as well as to purchase the products and services they want. Using convenience as a marketing component determines not only where the product will be placed or distributed. You can make your products appealing to the target audience.

Communication: It describes the brand’s communication strategy with individuals from A to Z. Here we abandon the one-way communication understanding of the concept of ‘promotion’ in the 4P model. Because digital media now allows for continuous, instant, and one-to-one interaction; additionally, consumers want an experience that goes beyond promotional activities. In the 4Cs of marketing, you must focus on providing value to potential customers rather than persuading them of the virtues of your product. You should shape yourself in response to their feedback (support, complaints, likes).

How is niche marketing carried out?

The trick is that niche markets are not always ready or given; they must be created through clever marketing techniques and determining what the customer wants. It provides a solution that no other company provides. It fills a void that no one else has thought of, ignored, or perhaps never noticed with its product or service.

To do this, the following elements are needed: 

• You need to know who your ideal customer is and what their preferences are. You should thoroughly research your target market.
• You must develop one-of-a-kind products and services. What distinguishes you from others? How will you meet a need that is not met by another brand? 
• You must be specialized in the field you have chosen.
• You must select the most appropriate marketing platform.
• Being one-of-a-kind doesn’t always guarantee success. You should always analyze the market and improve yourself and your business prospects.

What are the advantages?

When it comes to niche marketing, one of the first benefits is the lack of or very little competition in the said segment. Because it is the market leader, the brand benefits from a price monopoly. This also entails a high-profit margin. Customers who can only find that service or product under the X brand are willing to pay a little more. It establishes a strong relationship with customers and makes it easier to maintain customer loyalty since it appeals to a specific and special audience.

However, there are drawbacks, such as the narrowness of the demand and the fact that even a single new brand entering the market becomes a partner in this demand, making competition much more difficult. There is also the risk of abrupt changes and a loss of growth opportunities.