We are experiencing a period in which digital evolution is accelerating for brands. This time, the brands have a lot more to do than the past. Let’s take a look;
Facebook has lost a lot of blood recently. With the arrival of parents making the real audience, youth to shift to Instagram, and Facebook’s strategy, which has trapped users in a small cluster of friends by restricting access to the websites with their ever-changing News Feed algorithms make things worse for them.
The number of Facebook’s daily users fell by about 700,000 in the US and Canada region, where its large share of advertising revenue is formed, in the second quarter of 2018 to 184 million, compared to the previous quarter. In addition, the amount of time spent in Facebook fell by 50 million hours per day globally. This is a serious problem for advertising revenues.
While Instagram is the new shining star, except for the Stories feature, this place has not shown a big difference to the present. The platform keeps people’s lives alive, but it does not make new developments that keep people’s excitement alive.
Twitter is already a company that has never changed its structure from its first days to today and does not convert its value to advertising and yield. This is clear on the basis of the number of users, which is behind the Instagram, Facebook and Snapchat platforms, depending on the increase in the number of users per year.
Google offers a good visitor experience, with the changes it does on its search algorithm. Particularly when it is very attractive for brands to reach people who needs something and people who searches things, Google continues to maintain its place and increase revenues.
The work of the brands outside the platforms shows that the basic logic is now clogged. Digital was seen as a great opportunity, and the necessity for brands to be present and sustained here, and they created their digital assets. They called out to the masses in social media, organized campaigns to increase their followers / customers, and some of them also made some works that were spoken about. So far, it has gone well, and many brands have used digital platforms to achieve their goals.
The development of the platforms has slowed down, and the things that have been spoken about have lost their charm; brands marketed their products, reached their masses, maintained the same communication and worked the same way and eventually they were clogged.
What about now? What should brands do when digital marketing turns into a structure where creativity decreases and gets traditional like outdoor advertising?
Digital transformation was not moving the brand to the digital and advertise it there. Digital transformation was an effort, an opportunity and a vision.
“Digital transformation” has been a necessity for the companies that want to carry their brands to the future. The “target audience” can now bring the substitution of the product, the more diverse, the more appropriate one from China. Digital transformation means transformation in the light of digital; on opportunities on communication, product, brand and operation.
If we look at the old and the new process, we see a lot of changes in the system;
The old digitalization process began with the brand; Create the brand, create and produce products, create sales network, execute marketing strategy, place digital somewhere in a corner of marketing…
The new system says; find digital opportunities in the global trading world, expand product range and sub-brands for these opportunities, create digital assets and reach the target audience, deliver the product to the customer with a global logistics network.
Brands must first open all their receivers and start to listen; make sense of every data they find. It should follow not only the audience but also the people who transform, technological developments, global brands, leaders and different sectors. In order to hold on to the globalizing world, it must sail to new seas.
A simple example is that people are no longer confined to stores and brands near their homes. They can order clothes from Paris, while they are living in a small Aegean village and they can even reach this order with a service like DHL in a very short time.
With 3D printers we are going to a process that will soon eliminate the product storage and replace it with raw material storage. In fact, according to Amazon’s great idea, it is possible to build a structure independent of the physical location by keeping 3D printers and raw materials in the zeppelin and by delivering it to the customers with drones.
Produce a Solution…
Digital marketing is transforming into new brand and product creation. It is not difficult to produce products and services specific to digital products, to carry their products globally and to reach different countries of the world; instead of marketing.
For example, in the old system, brands were trying to expand their sales networks and enter markets and stores to reach more people. The operation carried out by companies to reach more stores had high costs.
Now by opening a single store in Amazon, it can both reach the audience it wants to reach offline and the large masses in various countries around the world.
What are the needs and suggestions of the audience in the digital, what can you meet as a brand, what kind of need can you meet, what can you make real?
To sum up, digital and technology are no longer shaping brands, they ensure to produce new brands and product. Digital transforms into something more than just being a unit in the companies; it turns into a vein where all of the company is integrated.