Digital Marketing will be the flagship of the industry

Digital Marketing has turned into the biggest marketing channel in 2022. Influencer, video marketing and brand reputation management gained weight. While Digital Exchange closed the year successfully, it also made a strong start to 2023. Stating that the power of digital marketing will increase gradually, Emrah Pamuk, CEO of Digital Exchange, said, “As the weight of social media increases in our lives, digital marketing will continue to exist in every field with an ever-growing force.”

For the digital marketing industry, 2022 was a year in which all the effects of the epidemic were overcome and at the same time new trends were introduced due to economic developments. For advertisers, digital marketing has become the star of the year. The sector grew by 70 percent in 2022. The number of social media users approaching 70 million in Turkey, the fact that internet usage is approaching 8 hours a day, 4 out of every 5 people search for products and services on the internet, and 3 out of 5 people shop online have a great impact on this. Digital Exchange CEO Emrah Pamuk, who has signed digital marketing campaigns in more than 120 countries, evaluated the year 2022. Informing that the increasing use of social media is the driver of digital campaigns, Pamuk said, “The use of social media is quite common in Turkey. Whatsapp is in the first place, followed by Instagram, Facebook, Twitter, Facebook Massenger, Telegram, TikTok, Pinterest, Snapchat, LinkedIn and other channels. Brands are also focusing on social media campaigns to be visible. There were periods when we worked from home in 2020 and 2021. In 2022, when we felt that the effect of the epidemic had passed, life began to normalize. In parallel with this, the increase in the use of social media in Turkey and in the world has led brands to make more social media campaigns on e-commerce and e-export.” said.

Influencer Marketinge Measuring Doping

Emrah Pamuk, explaining that Influencer marketing ranks first in social media campaigns, said, “Influencers are preferred more because of the size of the population they reach, their ability to receive interaction, and the contribution they make to the measurement of campaign results. Brands are doing Influencer marketing with various budgets or profit share agreements; He can also evaluate the results by seeing the ratings and sales rates.”

Customer Relations came to the fore

Emrah Pamuk, CEO of Digital Exchange, who explained that brand reputation studies gained great importance in 2022, said, “After the epidemic, brands preferred to work on reputation at the point of meeting with the consumer. They went beyond promoting products and services and focused on B2C commerce. Today, the comments of a brand in the field of e-commerce at the sales place are very important. The experience of the consumer has become one of the most important elements of marketing today. Therefore, many methods from professional management of marketplaces to increasing brand perception with social media campaigns were among the trends of 2022.

20 Billion TL Investment Made

Stating that digital marketing peaked during campaign periods such as New Year's Day, February 14 Valentine's Day, Mother's Day, Ramadan and Sacrifice Holidays, Black Friday and Wonderful Weekend, Pamuk said, “With the development of technology, sectors have also moved their investments to the digital world. While digital advertising competition is getting hotter every year, investments made in digital marketing in the first 6 months of 2022 amounted to over 14 billion liras. Compared to the same period of 2021, this figure achieved a growth of 78 percent, while in the second half of 2022, with the effect of Black Friday in November, the total investments made in the sector amounted to approximately 20 billion liras.

2023 Will Go More Digital

Noting that video marketing is among the most important fields of work in 2022, Emrah Pamuk reminded that more than 80 percent of internet users watch 2 or more videos before purchasing a product or service. Using the words "Brands that are not in the field of video marketing have fallen behind in the competition", Pamuk said, "Video marketing has become one of the most important elements of digital marketing. You have to accept this. We have also carried out important studies in this field in Turkey and abroad; we continue to do. Video marketing essentially forms the backbone of digital marketing.” Emrah Pamuk, who underlined that 2022 was a very productive year for Digital Exchange, said, “As Digital Exchange, the year 2022 completed its growth momentum in the digital field at the best level. By investing more in technology, we provided our brands, customers and business partners with services that offer the best solutions in the digital field. We will continue our success with sustainable investments with the same growth momentum in the next years. We entered 2023 strongly, this year will be more digital and more efficient with experience from the past and new marketing methods.”