Kategori: Genel

Markaların ihtiyaçlarına göre geliştirilen bütünleşik pazarlama iletişimi, farklı pazarlama kanalları ile tüketicilere tutarlı bir mesaj ileterek marka farkındalığı yaratılmasına büyük katkı sağlıyor. Bu tutarlı marka algısı, süreç içinde müşteri sadakatine dönüşecek güçlü tüketici ilişkileri geliştirmek için çok önemlidir.

Bu avantajların yanı sıra bütünleşik pazarlama iletişimi, pazarlama sürecinde ortaya çıkan tekrarı önlediği ve tek bir ajansla çalışmayı mümkün kıldığı için maliyet açısından da daha verimli. Bu sayede ajans giderleri şirketler için mali bir yük olmaktan çıkarken aynı zamanda zamandan da tasarruf sağlıyor.

BCCT Üyesi BGA Partners, global markaların yerel ihtiyaçlarını karşılamak üzere 2008 yılından bu yana müşterilerine bu şekilde hizmet veriyor ve entegre pazarlama iletişimi ajansı olarak onların ‘hedef ortağı’ haline geliyor. İletişim hayatın her alanında olduğu gibi markanız için de çok önemli. BGA Partners, markanızı yerel taleplerle buluşturuyor ve marka hikayenizle birlikte yerel pazara uygun gerçek entegre pazarlama iletişimi stratejileriyle başarılı olmak için çalışıyor. Onların bakış açısına göre başarı, bir listeye yeni müşteriler eklemek değil. Aksine, satış sıralaması sonuçlarınızdaki artışı görmek. BGA Partners bugüne kadar çok sayıda ulusal ve küresel markanın hedef ortağı oldu. Şimdi sizin misyonunuzu paylaşmaya hazır.

Örneklemi 6.000 kişi olan araştırma projesi, Türkiye’de dijital reklamcılığın etkilerine işaret ediyor. Araştırmaya göre, dijital reklamlar reklam karmasından daha fazla pay aldığında, markalar diğer mecralarda daha görünür hale geliyor ve daha kolay hatırlanıyor. Dijital kampanyalar, diğer mecralardaki reklamlarla kıyaslandığında belirgin bir fark yaratıyor.

Dijital mecraların reklam kampanyalarında etkin kullanımı, hedef kitleyi harekete geçiriyor. Dijital mecralar kampanyaları tamamladığında dikkat oranları %90, istek oranları %33, aksiyon oranları ise %31 oranında artıyor. Dijital mecraların satın alma kararları üzerindeki etkisi, televizyon reklamlarının ve diğer reklam türlerinin etkisinden daha fazla.

“Dijital Reklamın Markalar Üzerindeki Etkisi” araştırmasının bir diğer saptaması ise dijital reklamın markaların etkileşimi ve beğenisi üzerindeki rolü. Markalar dijital mecralarda daha aktif hale geldiklerinde beğenilme oranları artıyor ve tüketicinin marka ile etkileşimi yükseliyor.

Araştırmanın ortaya koyduğu bir diğer sonuç ise dijital mecraların marka itibarına olan katkısı. Tüketiciler, dijital platformlarda var olan markalara yenilikçi, samimi, güvenilir ve lider gibi özellikler atfetmeye daha meyilli oluyor.

Türkiye, nüfusunun yarısından fazlasının internette aktif olması nedeniyle dijital reklamcılık açısından önemli bir potansiyel sunuyor.

Türkiye’de dijital reklam yatırımları televizyon reklam yatırımlarından sonra ikinci sırada geliyor. Hedef ortağınız olarak BGA Partners, etkili dijital stratejiler oluşturarak Türkiye pazarında istikrarlı bir konum ve marka bilinirliği sağlamayı taahhüt ediyor. Bütünleşik pazarlama iletişimi ajansı olmanın avantajıyla BGA PArtners, dijitalde olduğu kadar diğer mecralarda da müşterilerinize markanızla ilgili özgün ve net mesajlar veriyor.

Moreover, Generation Z, the main actor of the new era, has changed the situation a bit. A generation that does not know what loyalty is, a generation that does not feel brand loyalty at all… Images, not emotions, drive them. A “collection of individuals” who focus on the responses they receive to their needs and expectations instead of establishing emotional bonds…

Conclusion?

At this point, the important thing is not to establish a continuous relationship with the audience you want to reach, but to establish a relationship that is constantly renewed, rebuilt at every moment, convincing and meaningful, but recurring without ever breaking. Something like “the first 50 kisses”… A relationship that is exhausting but never loses its excitement.

It is impossible to know how this relationship will change in the future, but this seems to be the key today.

So what, or what is it, that will ensure both the acquisition of new customers and the loyalty of existing ones? In other words, how do you turn golden data into benefits, differentiate your brand and make your messages heard amidst the suffocating cacophony?

There are many different critical elements, but here are the three most important ones: Creativity, repetition and continuity, consistency.

To put it very briefly, in order to attract the attention of consumers and stand out from your competitors, you must first produce creative content. Then you should deliver this content to your target audience with certain repetitions and continuity. While doing all this, you should analyze the data you have well and give messages that can meet the expectations of your target audience and the unique conditions of different channels, but that have consistency in themselves and activate the consumer by establishing the right connection with your brand.

If you can achieve this, it is possible to reach new and loyal customers at the same time.

Problem 1: Being limited to education campaigns

According to the research, consumers are knowledgeable about sustainable consumption habits, but are desperate to adopt them more easily and less expensively. Many complain that they cannot afford to consume sustainably. Instead of repeating common slogans and overwhelming consumers with information they already know, developing sustainable products and making their existing products sustainable is the most efficient way out for brands.

Problem 2: Making negative warnings to draw attention to the problem

Using dramatic rhetoric and visuals to grab consumers’ attention can distract them from the issue. In theory, it may seem logical to use emotive messaging to clearly communicate the seriousness of the issue. But practice doesn’t always match theory. Instead, it is much better for brands to engage in sincere and meaningful sustainability activities and communicate the positive developments they have achieved as a result of these activities to consumers.

Problem 3: Giving unrealistic, empty messages

Perhaps the most dangerous thing for a brand to do in sustainability or any other area of social responsibility is to give the appearance of “just following trends”. According to Google’s research, some consumers describe brands’ sustainability messaging as “self-justifying, exaggerated or unconvincing”. These findings are supported by another survey of senior corporate executives. According to this research, 6 out of every 10 senior executives say that brands exaggerate their sustainability efforts and provide misinformation. In response, brands need to base their sustainability and social responsibility messages on data and facts.

New media integration becomes even more important, especially when it comes to young consumers. According to the results of Google’s August 2022 “Future of Retail: Consumer Survey” conducted by Google in the US, it is seen that young consumers who have made a purchase in the last six months tend to use new media 2 to 3 times more than other consumers.

At this point, a concept that has an increasing influence on the shaping of brands’ marketing strategies, organizational structures and corporate cultures comes to the fore: Agility.

Marketing professionals and agencies have to be more agile than ever in incorporating new media into their strategies. It is not enough to be awake, they need to act as quickly as possible. Because the speed at which consumers switch between brands and products based on their changing needs and expectations is dizzying.

In this context, many different new media channels and various methods can come to the fore at different times. Super apps that bring together different consumer needs on a single platform, buy now pay later systems, loyalty apps, social media sites and artificial intelligence integrated into all these channels are currently the most popular methods.

These trends reveal that brands aiming to emphasize their differences should include solution partners that will enable them to reach their target audiences in the most efficient way.

Brand Consistency

A corporate identity guide ensures that the brand maintains consistency, as it specifies the colors, typography and other elements that the brand should use. This consistency allows the brand to be more easily recognized and remembered by consumers. Presenting the brand consistently also helps consumers perceive the brand as more reliable and professional.

Brand Image

A corporate identity guide is also important for a brand to protect its image. A brand creates a certain image by using a certain color palette or typography. This image influences the perception of the brand’s target audience. For example, a technology company may want to create a modern and innovative image, so it will choose the appropriate typography and color palette in its corporate identity guide. The image of the brand helps to decide how consumers perceive the brand and what marketing strategies the brand will use.

Brand Recognition

A corporate identity guide increases brand recognition because it determines how the brand’s logo, colors and other elements are used. When the brand is presented consistently using the elements set out in the corporate identity guide, it is more easily remembered and recognized by consumers.

Brand Awareness

A corporate identity guide increases brand awareness. A consistent brand ensures that consumers remember the brand and recognize and recall it when they see marketing materials related to the brand. This increases the success of the brand’s marketing strategies.

Brand Value

A corporate identity guide increases the value of a brand. The value of a brand is based on consumer perception. When a brand consistently presents the elements defined in the corporate identity guide, it creates the perception that it is more professional, reliable and valuable.

Competitive Advantage

A corporate identity guide ensures that the brand stands out from other brands, has a unique brand identity and personality, and is remembered by the target audience. This increases the competitive advantage of the brand.

Communication Impact

The corporate identity guide ensures that the brand is effective in communicating with the target audience. A consistent brand will be more clearly understood and accepted by conveying the right message to its target audience.

The main differences created by the use of social media in word-of-mouth communication can be listed as follows:

Access to Wider Audiences Social media allows a person to share their experience with a product or brand with millions of people instead of sharing it with their immediate circle. One person’s positive or negative comments about a brand can be seen and shared by the masses. This means access to a wider audience and more interaction for brand management.

Faster and Instant Feedback Social media is a great tool for getting instant feedback. Companies can respond quickly to customers who comment or post about a product or their brand. This is extremely important for customer satisfaction. Because customer satisfaction can be increased by addressing negative comments quickly.

More Interaction Opportunities Social media enables brands to interact more with their customers. In this way, a brand can communicate directly with its customers, answer their questions or respond to their feedback. This helps customers to know more about the brand and understand it better.

Content Playing a Bigger Role Social media is at the center of brands’ content strategies. Brands are creating content that creates engagement on social media and sharing it with their customers to reach a wider audience.

As a result, the main issue is to turn your customers into volunteers, both in face-to-face communication and on social media. If you can achieve this, it is very possible to get mass communication efficiency from word-of-mouth communication thanks to social media.

In short, communicators and marketers need to approach all channels, formats and methods from an objective point of view and walk at the peak of pragmatism. Circumstances, conjuncture, target audience, the message itself and other factors may force you to use a medium you thought was “dead”.

Of course, it is a fact that video is the dominant communication format today. Brands are trying to use this area in the most optimal way. In this context, a debate similar to the one mentioned above goes on and on: “Let’s make short videos, long content is dead.”

No, it’s not dead…

We need to abandon the misconception that one method is preferable to another…

What if the process works in reverse? Let’s take a look at the short chronological flow of how we see… First, photography came to the fore on social media. Photographs revealed the moment. But we soon realized that human curiosity is too hungry to be satisfied with the moment alone. Users also wanted to see before and after that moment. But there was a small problem here. The moment needed to be expanded, but people had limited time. Short videos came into play. And in the end, “social media experts” declared the death of long videos.

But as it turns out, the flow doesn’t work that way. How do we know that only the before and after will be enough for people who are curious about what lies beyond the moment? Could it be that the desire to understand the basic conditions that make up the moment, the before and the after is next? In that case, will the more descriptive, larger and longer videos be preferred and the short videos die?!

Research by Google supports this point of view…

tween different screens, video lengths and creators is more common today than ever before. 59% of Gen Zers use short video apps to discover content and then watch longer versions of the same content. 

Isn’t it amazing? And this is Generation Z!

The important thing now is to catch your target audience with a billboard while they are walking on the road or with a newspaper/magazine ad while they are sitting at home; to create the mechanism that will lead them to the digital world; to influence them with creative works, photographs, short and long videos or other forms and, as a result, to direct them to purchase behavior in online or offline channels.

Intertwined methods and channels; an integrated communication strategy… Today, this is a necessity.

The other ad type that will soon be available globally, Ads in Search Results, is targeted at users who are actively searching for products and content. In the new ad type, which is still in the testing phase, users can tap and swipe on a post in the search results to see the ad in the stream.

Determining the Target Audience: First of all, it is necessary to determine who the target audience of the brand is. Factors such as age, gender, income level and interests are taken into consideration when defining the target audience.

Competition Analysis: It is necessary to analyze how competing brands are formed and how they appeal to the target audience.

Determining Brand Values: Brand values are the characteristics that determine the benefits a brand offers and its relationship with its target audience. These values are directly related to the identity and personality of the brand.

Name and Logo Selection: The name and logo are the most important parts of the brand; both help the brand to connect with its target audience and be memorable.

Determining Communication and Marketing Strategy: The communication and marketing strategy determines how the brand will communicate with its target audience and carry out promotional activities. This strategy enables the brand to interact with its target audience and increase brand awareness.

Taking these steps correctly and a successful brand building process can help consumers build a strong bond with the brand and help the brand create loyal customers.

Let’s talk about brand positioning!

Brand positioning can be explained as the process of identifying the unique benefits, features and personality of the brand as perceived by the target audience and determining its place in the minds of the target audience. This process is extremely important for the brand to be understood and recognized by its target audience. A good brand positioning helps the brand to gain a strong place in the minds of consumers, differentiate and gain competitive advantage.

Identifying the target audience and brand values and analyzing the competition are crucial steps in brand positioning as well as in brand formation. The key point in terms of brand positioning also includes the determination of what to do in terms of interpreting these features put forward in the brand formation process correctly and transferring them to the target audience in the most effective way. At this point, two important steps come into play:

Determining the Brand Message: The brand message is a tool used to communicate the benefits and features offered to the brand’s target audience. The brand message should be an expression that emphasizes the uniqueness of the brand, appeals to the target audience and reflects the brand’s personality.

Positioning Strategy: The positioning strategy involves a plan that reflects the brand’s unique benefits and personality to the target audience and determines how the brand will be perceived by the target audience.

Differences and similarities

As a result, correctly identifying the differences and similarities between brand building and positioning is among the most important factors that determine the success of the outcome. Let’s take a brief look at these similarities and differences once again:

In brand building, the brand name, logo, colors, typography and other visual elements are determined while creating the brand identity. It also defines the brand’s personality, values and target audience. Brand building focuses on laying the foundations of the brand and creating the basic building blocks necessary for the brand to be recognized and remembered by its target audience.

Brand positioning is the process of identifying the unique benefits, features and personality of the brand as “perceived” by the target audience and determining its place in the minds of the target audience. This process determines how the brand will communicate with its target audience, how it will differentiate itself from competitors, its brand values, message and positioning strategy.