Kategori: Genel

Rapidly developing technology makes the future difficult to predict. In this environment, you are trying to maintain your brand’s successful performance, increase your sales, strengthen your relationship with your customers and many other things. In this way, you carry out different activities on different platforms and regularly produce content.

One of the platforms you communicate with your customers is social media. Being active on social media has advantages such as increasing brand awareness, reaching the target audience, and announcing campaigns or products; we all know this. But what we don’t know is the social media world that awaits us a year from now. We can’t be sure about this either, but we have some ideas on the subject.

In 2022, the first factor that will determine social media trends is the fact that the attention span of people today is down to 8 seconds. This means that the content you produce should be close to 8 seconds long. And of course, given that more than 100 million pieces of content are shared every day, you need to do something very different in a very short period of time, without compromising the message you want to convey. We know, it sounds hard, but it’s not so hard when you work with experts (that’s us 😉 ).

The world we live in is now integrated with digital platforms in every sense. We do our research online, we order our shopping online. We follow trends on social media and enjoy the luxury of making decisions from an incredible variety of products.

The advantages of this digital integration are so in demand that a new method, a new system is emerging every day. Until a few years ago, we had to go to the store and try on products, whereas today it is enough to turn on our camera to try a lipstick on our lips. Or we can try on products on mannequins created with our body measurements and complete our shopping.

However, until recently, finding the brand and model of products used by various people was a difficult activity. For example, if an influencer did not tell the brand of the ring they were wearing, it was very difficult to find the same product. Especially the various products used in television commercials and series were almost impossible to find.

Shoppable TV, which offers a solution to this problem and is also one of the most popular developments of the last period, has come to our aid!

So what is this Shoppable TV?

Thanks to this new technology, which is referred to as “Shoppable TV” in Turkish, you can easily add a product that you see on an actor while watching TV at home to your shopping cart with a few clicks. In other words, you don’t need to do long research on which TV series character is wearing what.

A customer is someone who buys the product or service you provide, while a loyal customer is someone who buys from you every time they need that product or service. Loyal customers are of great importance for companies because they ensure that there is constant demand. At the same time, it is a well-known fact that it costs more to acquire new customers than to keep them. That’s why most brands strive to keep their ties with existing customers strong and current.

There is another profit-driven concept built on loyal customers: customer lifetime value. This value is calculated as follows: The estimated revenue to be generated from the customer’s lifetime relationship with the company is subtracted from all the expenses to be incurred for the same customer. Thus, it is possible to measure the profit of keeping this customer “loyal” to the brand for life.

Here are a few statistics to help you understand the importance of customer lifetime value. For example, if we consider that it costs 5 to 10 times more to acquire a new customer than to retain one, we realize how important loyal customers are. Considering the added value that these very valuable customers will add to us throughout their lifetime, it is of great importance to take action in order not to lose them.

The first step is, of course, to establish a strong customer service infrastructure. In other words, it is very important to satisfy customers not only in the sales and pre-sales process, but also afterwards. Creating an environment where they believe that they will not have any problems with the product or service they buy from you, and even if they do, that you will follow a solution-oriented and customer-oriented path is one of the biggest factors in adding lifelong value to your customers.

We have previously published articles on influencer marketing and success rates. Especially the performance of micro and nano influencers has been noticed by almost all companies. Thus, the place of influencers in marketing budgets is growing and growing. But there is one more area where influencers should be included: the creative process of advertising!

In conventional influencer marketing, companies’ marketing departments and agencies come together and prepare the ad brief. This brief is then sent to the influencer who is deemed suitable. The reason behind influencers only taking part in the advertisement is obvious: Companies do not trust the influencer’s performance in the creative process.

However, this fact should not be forgotten: Influencers have actually been in the advertising business for years, so they have knowledge of the industry. In addition, they are the ones who know their followers the best. In other words, the more involved the selected influencer is in the creation of the ad campaign, the more interactive ads can be created.

There is also a known fact that new generations do not look at “advertising” very positively. So the less your influencer collaboration looks like an advertisement, the more successful it will be. Of course, if we also consider advertising campaigns with multiple influencers, each influencer’s “own interpretation” of the ad will make these collaborations much more organic.

“Steering the future of the company” may sound very cool. But being a manager requires mastering many challenging processes. For example, we can look at the above sentence in reverse; you are steering the future of the company, which means that if something goes wrong, you will be responsible.

In this professional position, which is as rewarding as it is challenging, “uncertainty” is just one of the many challenges.

We cannot know the future, so how do managers make decisions that determine the future of the company? How do they navigate through so much uncertainty and ultimately succeed?

Let’s discover together.

First of all, a good manager always accepts the existence of uncertainty and risk. Because it is not possible to achieve great success without taking risks. As such, all successful managers should have a “plan of action in risky situations”. So what should this plan include?

First of all, managers need to accept uncertainty and create decisions and alternative plans that can be adapted to this uncertainty. The ideal method is to keep the plan updated with necessary changes as the process progresses.

Instagram’s reels feature, which has been in our lives for about a year, has become so popular that most people can no longer leave the reels tab on Instagram. Reels videos, which can be created using different effects, audio plugins, gifs and creative tools, are one of the trendiest content types today.

The popularity of these videos, which are maximum 30 seconds long, has of course not gone unnoticed by the marketing world. With the support of Instagram’s algorithm and the increasing demand for these videos, reels videos have become an ideal medium for advertising.

If we look at the texts written on papyrus in ancient Egypt or the historical documents that tell us that in regions such as Egypt and Babylon, criers roamed the streets to promote products, it would not be wrong to say that the concept of advertising is as old as civilization.

Yes, perhaps the products and services sold have changed over time, but advertising has always remained the same. Maybe the advertising medium has moved from the streets to the Instagram feed, but the purpose of making sales has never changed. Indeed, the ways of communication that need to be followed to appeal to generations have changed, but promoting products and services is still one of the main purposes of advertising.

As for today’s advertising, “Generation Z”, which we call the new generation, in other words, “digital natives “* constitute one of the main target audiences of the advertising world.

So who is this Generation Z? What do they like? Which channels do they hang out in?

Let’s explore the path to the hearts of Generation Z, namely digital channels and discourse methods together.

First of all, let’s not forget that when Generation Z is curious about a subject and wants to research it, they have never had to go to the library or look through encyclopedias like their predecessors. Because they had the internet and an endless pile of information at their fingertips. Therefore, they can’t spend time or effort to learn about something! Likewise, for them, there is no difference between communication through digital platforms and face-to-face communication. For these and similar reasons, there are many details that brands whose target audience is Generation Z should pay attention to when advertising.

The word “advertisement” originates from the French “réclame”, which means to announce loudly. When we think of bilateral communication, one speaks while the other listens. Of course, in our case, since we, as advertisers, do the talking, the target audience has to passively listen. However, there is a type of advertising that changes this balance, has innovative and ingenious examples, and where creativity is at its peak: interactive advertising.

What is this revolutionary type of advertising that breathes new life into marketing?

Interactive advertising eliminates the passive position of the target audience and actively involves people in the process as if they were actors in the commercial. Thanks to the actions of your potential customer who takes an active role in the process, you will be able to show that you are original and successful while presenting your advertisement.

For example, a magazine ad for a car brand launching its new airbag is quite exciting. The first thing we see is the nose of the car, and the ad takes up three pages in total. On the hood of the car, there is an inscription: “Tap hard here to see how the car will shape up in the event of an accident.” When the person holding the magazine hits that area, the paper starts to swell, directing the reader to the next page. On the back page, an image of the interior of the car shows how protective the airbag is when inflated.

Yes, you heard that right, big companies are being hacked one by one. And of their own free will! And this hacking is only benefiting them! If what you have read so far seems absurd to you, let us explain.

Growth hackers are neither the hackers you know nor are their work the usual hacking. Moreover, they are the ones brands love the most among all their employees.

But what is the source of this love?

To clarify the issue, let’s take a look at what growth hackers do.

Let’s start with the origin and meaning of the word. “Growth hacking” was first coined by marketer Sean Ellis in 2010. It means “growth hacking” or “growth piracy” in Turkish. So what is this hacking? Recognizing the details and gaps that are important in the market and making strategic plans for your brand in line with them is the briefest form of the job. And the ultimate goal of this whole process is to grow the brand.

The term Growth Hacking and the work done in this context has been met with great interest and love by companies (mainly startups) with limited budgets and resources since the first day the term was used. Yes, brands loved these hackers…

One of the most used terms of recent years is big data. You have surely heard it sometimes spoken of with fear and disgust, as if it were a deadly disease or a ghoul. However, it is possible to overcome the negative feelings of both the customers who leave big data behind and the brands that collect this information.

But before addressing this issue, let’s take a look at what big data is.

Big data can be defined as an unimaginable mass of data formed by the combination of traces left behind by individual users during their interactions on the internet. Brands need to overcome customers’ fear of the unknown and persuade them to share information by establishing empathy-based communication.

So, how does big data benefit users and how can users’ hesitations about data sharing be overcome?

Brands that are able to successfully analyze the data they have can create forward-looking strategies and structure themselves in a way that will maximize customer satisfaction. On the other hand, customers’ prejudice against big data causes them to spend much less time on websites than usual. That’s why analyzing and analyzing the situations where customers are positive about sharing data can be very useful in the long run.

A large-scale study conducted for Google shows that customers’ reservations about sharing their data are alleviated when it is clearly communicated how it will be processed and where it will be used. In other words, trust is at the heart of this communication. Establishing this sense of trust benefits not only the brand, but also the users. Because as a result of the processing of their data, users have the privilege of encountering information and opportunities that match their interests and wishes.