The Role of Digital Marketing in Marketing Communication of Brands

6.th Spring Conferences, İstanbul, Türkiye, 25 - 26 Mayıs 2024, ss.1-2

Abstract

Marketing communication can be defined as the combination of methods and platforms that a

brand uses to effectively convey its value to the customer base it focuses on. Communication

is at least as important as marketing processes for brands and it is not possible to think of

these two concepts separately from each other. It is clear that a successful marketing activity

needs a well-managed marketing communication strategy. At this point, digital marketing,

which has led to a transformation and innovation by bringing a new dimension to marketing

communication, has recently gained serious importance and has become one of the most

important elements of successful marketing communication strategies.

In addition to traditional marketing methods, it has become more possible to reach the

targeted large audience with a serious marketing communication strategy through websites,

email marketing and optimized search engines (SEO), especially the effective use of digital

platforms, and to receive feedback and interaction from the focus group, and successful

communication processes have become possible.

The digital transformation provided by digital marketing using technological possibilities

provides the opportunity to optimize their processes and approaches on the behavior of

consumer individuals and institutions in the target audience, providing a serious convenience

in analyzing exactly what they are actually looking for and how to meet this demand.

Thanks to this digital transformation, serious efficiency is achieved at the point of marketing

communication, and much faster and more effective results are achieved at much cheaper

costs.

For example, OpenAI has opened the door to revolutionary innovations in the sector with its

ChatGPT product through the transformative services it has recently introduced.

The fact that ChatGPT is on an accessible scale in terms of cost and that even the free version

provides a satisfactory level of content and service brings many innovations while

constructing the stages of marketing communication.

Some of the most prominent examples of this transformation are that it is always accessible

and content is always available, it draws a special communication roadmap by offering a

personalized experience and produces personalized content in this direction, it provides the

ability to manage customer relations and situations requiring support quickly and efficiently

with automation, it offers services and products for consumers as an option with the data it

obtains from consumers, and provides creative, fast and original outputs at the most important

content production point.

Keywords: technology, digital marketing, marketing communication, digital transformation