EXPAT CAPITAL

EXPAT CAPITAL

The marketing realities that made them leaders

There has never been another time in history when change has happened so fast.

The variety of the communications devices that the technology and digital world offers consumers has reached an unbelievable level. In addition to traditional channels, it is now possible to reach consumers through social networks and digital platforms. It is this "new environment" that has made its mark on the Capital "25 Most Successful Marketers Of The Year" survey, which was conducted this year for the 11th time. The marketing champions of 2011 came from those who had rapidly adapted to the realities of the new era. In addition to identifying the star marketers, the survey also revealed the basic strategies that carried them to the top.

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EVERYTHING BEGINS WITH A "LIKE"
It is not just in marketing, in all of our lives we have entered a period where everything begins with a "like". Almost all communication is based on networks such as Twitter, YouTube and Facebook. The number of admirers on Facebook now heads the list of most popular marketing messages. The number of searches for a brand on Google is shown as a marketing success. Led by multinational companies, the priority of thousands of brands from finance to soft drinks, communications and clothing from every sector is first to become a liked, then a loved, an admired and later a shared brand.

THE SHARE OF DIGITAL CHANNELS HAS INCREASED
This year, one of the first topics on which marketers have focused has been digital/interactive marketing. All marketing executives allocate a significant portion of their time to discovering this field. They are not abandoning the traditional channels. Even if the share of traditional channels such as TV and the press has declined, they still occupy the first two places in terms of advertising preferences. Advertising investments totaled TL 2.277 billion in the first six months of 2011, an increase of 24 percent compared with the same period the previous year. According to data from the Advertisers' Association, television accounted for 57.81 percent of advertising investments, the press 24.25 percent, digital media 7.18 percent, 6.88 openair, 2.66 percent radio and 1.23 percent the cinema.

THE SPEED OF MOBILE MARKETING
Another popular marketing trend during the first ten months of 2011 has been the combined use of GSM and GPS technologies in mobile marketing. Brands are competing with each other to use the technique called "advantageous location advertising and communications" to identify consumers who are close to their stores and try to attract them into the stores by sending instant text messages. The advertising guru Al Ries says that one of the most important marketing applications in 2011 is brands using the location data provided by smartphones to offer personalized discounts. Ries says that all brands will utilize this application and adds: "Every day brands are using more creative, high return methods in mobile marketing."

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