Blog

Changing world, life forms and use of habit cause for the development of new and sustainable marketing strategies. If we look through the development period of marketing we will see that it emerged as a passing sales period, marketing period, brand period, consumer period, future period and globalization period.   The period of the sale is dominated by the concept of product-oriented marketing based on the idea that everything ends.  The best samples were appeared in 1920 with Henry Ford and with the fulfillment of produce emerged concepts of systematic production. However, with the spread of the development of technology due to changed choice and desire customer-based marketing concept, 2.0 emerged.   Today the opportunities provided by the Internet have changed day by day moreover, along with changing from web 1.0 to 2.0 interactive environment “social network” settled.  For example; since 2010 the number of users of Facebook exceeded 500 million and it is used as the most successful web 2.0. The approach of marketing of a new era is a period of 3.0 means “person-oriented concept. Marketing 3.0 is appointed as a transition period addressing to mind and heart of people.  The most important feature of this period is that consumers acting as a participant at the same time commentator. P&G is a company that share story with its consumer, brings them story’s commentator, managed purposely at the same time offers valuable content sharing.  P & G’s Welcome to Parenthood story which made for Pampers brand is one of the best examples of how should be managed 3.0 ''people-oriented'' compain successfully. Pampers Expert of Procter & Gamble has launched series named Welcome to Parenthood by speaking on newly become parents, baby diapers, toilet literary, day and night sleep, etc.  14 parts of series has been published in Pampers.com and its Facebook page. P & G preferred to share recommendations related to parenthood and helped them in the first years of parenthood instead of advertising on pampers diapers. In the web site of Pampers qualified have not touched products moreover, topics have been published such as newly-born baby care, baby items, baby bring up, etc.  in the web site of Pampers, the products needed to talk about the families who have children with new baby care, baby items, such as child-rearing families to be aware of the quality issues that have been published. Pampers has not talked on its product and instead of it shared users' experience and spent enjoyable times of families with their children on twitter. You may see the result in below as; * Series followed as more than 20 million in the first three months * Positive opinion toward brand up to 15%. *intent of purchase increased by 10%. *Mathers talked on series in their blogs and the contents created by users made the brand more valuable.

Many persons eager to corporate on identity and brand with the excitement of starting a new business in the period of development of economic channels in the world and while looking for the route of the new world order or after thousand years of difficulty and crisis for taking new steps, they try to be brand throughout advertising. We are always in a rush! As we observe if you take a promotion in Azerbaijan, you should get to used word of urgent. Although we are in a rush, we have fewer brands.  We have to be a brand urgently! Unfortunately, advertising agencies have not got “first aid” when a brand gets ill or needs a treatment” scheduling meetings of advertising agencies cover a certain process. Urgent need for advertising or brand is beginning to talk of a man who is deaf and dumb for many years! It is like a sudden awake and shout of a person who keeps silent for a long time.  “I have to find anyone for talking”.   Before advertising, you own to it however after advertising it owns you. In other words, what you declared, immediately will influence the feelings of people. Promoting is like speaking. But, keep it in mind each topic we talk about should be influential and meaningful. If you say white in one day and next day black you will not be accepted in the right way. All of your advertisings must serve quality and reliability which reminds your brand.  Whatever you do, do not give up this path and be persistent.  Didn’t Einstein disappear inside of formulas for mc2 through 11 years? Despite he searched different ways but the goal was always the same. Sometimes a poem, sometimes a beautiful story, sometimes just a comment or a funny joke, sometimes emotional tears.  Promotion is also so, it’s short and in a short period, it donates your emotional feelings and possibility of imagination. But in advertising, you have 5 seconds for influence on a person’s brain and the attraction. It is beneficial to know the place of talking and silence. It was explained by Movlana very effectively: " Word of mouth is like an arrow from a bow and that arrow will never back”.

In digital marketing, the new program has been added to concepts of content since 2015: Video Programs. Video applications are colorful and attractive content which providing delivery of short advertising film to target group in social networks platforms. As new content owns its good aspects but it also has bad sides which put advertisers in a difficult situation. When you make a video program for brands take into consideration that consumers daily can see approximately 82 videos on İnstagram and Twitter and almost 20 videos of these are promotional. In this regard, in the first 3 seconds of the video, you may think the design of web site as targeted to keep the customer on-site. On average, the probability of watching increases when the users who watch the first 7 seconds of the 1-minute video.  Nevertheless, you should not forget request to clients for spending more time with you with video programs.  While preparing a 1-minute video program, approach to the project through 60 different content, so it will help to you for changing situations positively toward you. More than a sales-oriented program, your video content toward customers should be considered on entertained and reinforced brand image by micro sales. Even if your message be at the end of the video but the audience's attention can be destroyed and it would be caused by the closing of video. Video content should be informative or entertained. Proposals of experts of Social networking on videos to be shared via İnstagram, Twitter and Facebook are contents that include visitors to the theme. For example, sincere interviews of previous clients or emotional aspects of video addressing to target group will make a positive impact on both interaction and brand image. 

The environment is changing rapidly. The opportunities that technology has given us accelerated our acts, behavior, decisions, and even our thoughts. As is in other fields, it is also similar in the field of marketing.   Now, a formerly prepared marketing strategy or advertising campaign fails in most cases. If we compare the Azerbaijan market with Europe, the USA or Turkey’s market we will see that the failure is not be felt a lot. But after for a while, the economic, business, marketing changes that happened in the mentioned regions began to be felt in our country as well. Real-Time Marketing strategy has been used since 1990 and today it increased from one to five. Why? Because, customers are looking for information on the brand on the Internet, and they are aware of the product is good or bad through discussions in social networks.  Some people use social networks to get information, some for communicating with others, and some of just for fun and game. the reality is that a certain part of our day spent on social networks. In this case, we meet with Real-Time Marketing.  The responsibilities of brands are to keep a group of consumers is defined as Digital consumers in the right place, at the right time and through the right communication. These bring social networks more powerful. Currently, within the rapid use of the Internet and digital tools, the digital marketing industry is growing up by proceeding to gain great importance. Digital technology in conjunction with the increase in the number of online persons and digital devices result in decreasing interest in traditional media such as television, radio, magazines gradually. The rapid growth of mobile communications has been changed people's consumption habits. "Digital Consumer '' is defined as a group of consumers, such as in the right place at the right time, the right is the responsibility of brands to keep in communication. It is also a kind of digital consumer, which has become a bastion of social networks that makes it more powerful. From early periods the brands which moved to social networks with the advantage of being first were able to address large masses. While the importance of real-time marketing increasing each passing day, unfortunately, today’s brands ignore this weapon and don’t hesitate anymore to use social networking tools unconsciously. Unfortunately, many brands’ social network accounts disappear with their contents that are empty, not valuable, unavailable to solve the problem.  After that, the brands with a certain mass number were trying to find an answer on what to do, they understood the importance of real-time marketing along with content marketing. We can start with this question on our main theme. What is Real-Time Marketing? Real-Time Marketing – is a way of attraction of customers through the event available now, story or action. In other words, the company following the top stories of the day by adjusting its messages and offers related stories and try to deliver it to the customers.  There are two important issues - operativeness and creativity. During the incident (event), when the audience's attention in that it is important to convey the message. Also, the company's message should be different, be eligible with time and be creative. During the Football World Cup biting of Uruguay soccer player of the national team, Luis Suarez of the Italian national football player Cellini probably remembered by everyone. During this event, some brands came up with advertising posters that can be considered ideal for real-time marketing. Snickers in its official Twitter account posted like that “More satisfying than Italian”. “Specsavers” company shared the poster on the “Cannelloni” word which has similarity with Italian player name “Chellini”, added like no “Chellini”, but “Cannelloni”. A poster related to the Apple brand attracted everyone.   Each passing day it becomes more difficult to call upon digital users who are exposed to high communication fire. Purchased in exchange for certain payments makes available to the viewer to end the era of the masses to hold on to the ones that were more valuable than winning. Further to the end of purchased viewers in exchange for certain payments brands realized the importance of keeping existing customers more than find new ones. So, the concept of real-time marketing is created by well-designing, catching the moment and actual reflexing. It creates a significant distinction to the brands moreover, it makes a close connection between brand and consumer. Purchased in exchange for certain payments makes available to the viewer to end the era of the masses to hold on to the ones that were more valuable than winning. The concept of real-time marketing creating by cleverly designed, the capture of the moment and actual reflex arises. This kind of selection strengthened the relationship of the brand with the consumer.  Real-time marketing is a marketing tactic that provides the least cost and highest benefit to your brand. We will talk about several small but influential tactics to turn it in favor of your brand.          First, follow current events and manage your time well. * Instead of making noise, talk less and effectively. Let people are interested in what you have done and when you catch real time you would know that it is time for fist strike.  Each actual event may not be compatible with the brand try to choose the ways which fit your brand, and will not allow damaging the image of it. * Within smartly prepared real-time strategy copy your brand to memories of consumers. 

In Advertising communication symbols are used to direct the targeted audience. In Greek language terms of the symbol comes from symbols word and means "I combine". Symbols express, both "existent" and "nonexistent"". For example, the cross, identify "Christian ones", while "make-out" others. In Advertising messages, colors are using a lot for this purpose. While determining advertising messages for searching means of color sense, it should consider in which color group they are placed.  The colors are addressing into an inner world of the individual and make feelings into action. For example when we are bored we wear blue. The blue color is symbol of the sky, wide horizons, and the sea. It symbolizes the borderless. Represents peace of mind and relax. Blue and white colors are used in the promotion of drinking water. The message is delivered like "healthy", "natural", and "pure". The green color also considered among “cold” colors and placed in a group of “water” but makes feels “being in nature” as to be felt inner peace and hope. In promotion for herbal tea, the green color gives messages like '' health '', '' renewal '‘, “healing”. The yellow color is the symbol of light, life, and temperature. Yellow tones are often used in advertising communication. The color of the air group, representing the sun and energy. From Air group, white is a symbol of purity, cleanliness. For this reason, white is used in health-related areas. From a Combination of all colors, white is a symbol of innocence according to religious beliefs. The red color; a color of vitality and dynamism. It shows the physical vitality. Increase appetite, that's why many food companies in the world use the red color as advertising messages. Purple color is thought of as the final stage of power from past to present. High-level people, palace representatives use always purple color. Brown; the color of reality, plan, and the system. The color accelerates a person. Dark blue represents infinity, prestige, and productivity. That's why more than half of the companies use dark blue in their logos in the world.

The main goal of Guerilla marketing is getting the highest profit with the lowest financial cost. In traditional marketing needs investment. But in the guerilla marketing power of the imagination is more important than money. More precisely at a time and do not expect consumers to come and stay in our memories is at the core of this case. Jay Conrad Levinson explains Guerilla Marketing like that "for entrepreneurs who possess a small budget and big dream.  Firstly, the word "Guerilla" war had been created at war due to probabilities and its origin comes from Spanish. This approach had been used for the first time during 1807 - 1814 years of Spanish resistance against French Napoleonic. It means Military networks or struggling network and we can say on "Guerilla" as a weapon of the weak. It also had been used as a tactic to destroy the enemy without known as a soldier. Guerilla tactics or insurgency, for the first time, introduced to Europe by freedom fighter Ernesto Che Guevara. "Guerilla tactics" had been used for the first time in the USA during the 1960s  in the field of  "Marketing in advertising". During those years the occupation of Vietnam and successfully used guerrilla tactics by Vietnamese affected in the marketing sector in the USA. The purpose of Guerrilla Marketing is to bring a high level of interest into its goods, services, and offers while reducing costs used for these items to the lowest amount.  As Guerilla fighter, Guerilla marketing is trying to attract attention to another way.  For the creation of marketing strategies Guerilla marketing which is made with a small budget has to pay attention to the pricing policy. Their offered products and offers need to be charming and to be aggressive and have to be used in each sector. Before, Guerilla marketing had been used for a better struggle of small firms with large companies. That's why one of the popular pioneers of the idea of guerilla marketing Jay Conrad Levinson has described this approach as an attack of the "attrition". Another important aspect of Guerilla marketing is the spread of messages to the addressed people in the most effective way. Therefore, the internet is currently reaching 1 billion users and considered to be an application area. Guerilla Marketing conveys a given message easily in an effective way employing internet blocks, online newspapers and magazines, and chat - forum pages. 1. In Canada, a coffee firm produces a glass that looks like a limpid glass. Probably, it takes the attention of people what kind of drink has inside of it, so it was presented an interesting job with very little expense. People do not want to throw the cup, although it is cardboard or they want to show this glass to their friends. 2. A great job from a car firm! There are the eyes around their produced car. What else can be displayed more charming like this in a car? A coffee farm, with the motto “Hey, City that never sleeps, wake up” to be stacked on the ground with its billboard and sewer covers. Thus, the smoke of coffee is completed. One of the best examples that explain creativity there is no border.   It is impossible not to absorb with less cost such an attractive appearance. What do you think how much could be the cost of the message of brand given to the tens of thousands, hundreds of thousands of costumers? Offers to Guerilla marketing thinkers: *Patience Since selling something patience is needed and has to be patient, minor problems can not be a big deal. *Imagination The ability to face up the truth, needed to know what would be in the future beforehand. *sensitivity Guerrilla marketers always follow the agenda as to what’s happening, how is the situation at the moment in the cities and countries. * A strong personality You should have a very strong personality and ego. People around you such as your friends can be fed up with your sales and that would say: "Change it now, we are tired of that". It's the too bad message you and have to a strong personality for affording it. * be ready for change Guerrillas are not scared off changes, vice versa they love it.  By thinking “if I don’t take it, my rivals will take” and make it realize firstly. *Generosity Partisans always think so what can I give and what can I sacrifice to clients. Share with your customers, you will also be successful if you make your customers successful and can meet their expectations.  *Be energetic Guerilla marketing is difficult and always requires to work hard in the same way. For this reason, you have to be always energetic and hardworking. *Interest and desire to learn Partizan is interested in everything and learning because there are a lot of things to learn. As seagulls flying high and for seeing the fish flying down and again fly high. Thus, you can match developments regularly. *Concentrated Partisans care about their objectives and targets. They are focus on their work, try to do their business completely. *Many-sided brain Some people’s brain is only one-sided. They can spend, read, observe, watch walk everywhere, etc. but these are just kept in the brains while some of them are many-sided brains. After getting the info they put into practice. The real guerrilla having this ability.

Customs and traditions are the most powerful elements which reflecting each society’s behavior from the past.  As every country has its tradition as well as their clothes, food, and entertainment styles are different from each other. Some of them changed over time, but some of them which have great importance to society are sensitive points of the community traditions. Well, what is the position of advertising which is described as a mirror of the society inside of tradition? What kind of connection could be between culture and advertising targeted to be informed people on Any product or service? If we think about advertising and advertisers’ role in society certain social norms should be known by advertisers. Advertisers, should not be avoided from these norms in their work. First of all, they have to know their society very well and have to provide acceptance of given messages by them in the easiest way.  Moreover, it must be the person who knows the most effective way to use public performance at the right time and place.  During this time, how much the community affected by the advertising, the advertising is formed of affecting by society. Eliminated borders along with the globalization of world determined differences between global markets throughout the aim of the establishment of universal field, development of technology and speed of increasing communication. Hereby, it has been revealed that different strategies may be used in advertising. The advertising applies to different sub-cultures, especially it is the most important power of today that international companies are trying to develop. Without any doubt, society is affected by advertising in the fastest way. Fiske, explains the process of advertising like this; the audience gets advertisements, delete messages, place their sub-culture, finally use for their purposes and entertainment. The main responsibility of advertisers is to mobilize different sub-cultures consumers through glocal advertising campaigns without bringing any damage to the global brand image. GLOCALISATION GLOCALİZATION is glocal advertising. What is Glocal advertising? Word of Glocal made by a combination of words '' global '' and '' local ''. Global brands are prepared in different countries according to their traditions and cultural values of the country, the advertising that relates to that country's needs indicate cultural values. While brands using cultural elements, they get to benefit both global and local elements, so they would get close to consumers through the emotional point of view. Mc. Donalds is prepared to campaign based on the fishing sector of Norway and applied it to that country’s people by taking into account the cultural characteristics of Mc. Donald and you may see an example ahead.   Mc Donalds announced a contest for the best fish recipe in the first step and created a blog due to notify message on the recipe. Thus, Mc. Donalds added its menu a product that belongs to the culture of Norway. Mc. Donalds makes use of indicators related to culture via messages in advertising communication. While making a glocal comparing that addressed cultural figures can be listed as follows;   INDICATORS OF CULTURE -İcons (colors, forms ...) - Heroes (Individuals) -Ceremonies -Values (Beliefs...)  Mc. DONALDS’ ADVERTISEMENT MESSAGE  The product manufactured by the global brand gives importance to local values and the product named "Lake Wrap" is to be delivered a message to the other side.  In message; Lake → Local Wrap → Global Glocaladvirtisment is an ad which is prepared for certain countries and advertised product to be used country-specific motifs and focused on to be popular in related market trough existence of the global brand.

Brand image - This strategy has been developed and introduced by David Ogilvy. David Ogilvy explains, the most important task of the advertiser like that: "Advertising gives identity and personality to brand. Advertising supports a brand’s image significantly.   The brand image lives in the minds of consumers. For this reason, the difference is not only in the product, but it should also be created an impression with a distinctive brand's image in people's minds.  For the creation of a distinctive brand inside of many similar brands that possess the same product and service one of the most significant ways is to make the appropriate and influential brand image.   The way is to cope with the brand's values and objectives in line with the reason being to try to create a brand identity. If a brand would have to be a person how would it be its personality, where would it live, or what would wear, would do sport, etc, when you ask these questions to yourself the answers will determine the personality of its. As a result, you will see that the brand has certain emotional values. Brand image is reflecting as the main way which passes through doing promotions moreover, communication to be established with consumer based on emotional values and psychological factors. 2. Sale promise The brand within this strategy provides consumers with the best benefits advertised by identifying sale promise, whatever is brand doing best.             Domino’s Pizza A used campaign by Domino’s Pizza's “to your door in 30 minutes” is a strategy based on core brand promise. 3. Lovemarks To be a loved brand requires loyalty. It is not easy to be Lovemork called the advance stage of brand evolution. In the period of getting bored with everything and everyone so fast, it becomes more difficult for brands to make an emotional connection with consumers each passing day. For being Lovemark requires the brand to have strong emotional relations with consumers however, forgetting it pass through communication with the consumer.  Moreover, the consumer owns the emotional values of the brand already becomes brand envoy. Thus, the loved brand is not only being in one step ahead as they are ranked in the top level. 4. Repositioning Strategy Rapid change of target people resulted in loosing the owned position of companies. A large number of the brands, products and marketing strategies make difficulties upon the protection of the position of consumer per day. Meanwhile, the brands, goods or services need to apply for the re-positioning strategies. This strategy also involves increasing brand availability in non-related areas along with related ones.   5. Positioning This is an advertising strategy that has been applied since1990s. Regarding this strategy, a particular product or service should be placed in the mind of the consumer and trying to be made a position in the mind of the consumer. 6. Star Strategy It is considered integration of brand with a different brand ambassador and in this way it is expected to bring a brand into star soon.  

If we consider the concept of marketing in the coming years, it will be the year of brands that developed and put appropriate investments to technology for the provision of perfect service of organizational activities towards clients.  Especially, ''Omni-Channel'' demonstrated its success in the field of e-commerce and increasing its importance per day in both physical and digital environments.  The customers have already searched introduced products and services by brands via phones and willing to get experience in shopping being acquaintance with brands through a different channel such as downloading of programs, planchet or PC. As a result, the Omni-Channel concept emerged and it seems that the brands will have a significant place among marketing strategies in the coming years.  Multi-Channel marketing targeting to keep the customer on any channel while new trend Omni-Channel marketing introduces the opportunity of experience to its customers in both physical and digital channels. When the clients faced with a problem in the middle of an operation in one channel, he/she obliged to return to the top to solve the problem and for proceeding the process in another channel.  Within Omni-Channel notion different channels have been combined as a complete and uninterrupted. So, it was given an opportunity for the client to proceeding shopping on another channel despite started on a different channel. The brands which can be lived the same experience for consumers who are doing searches and price comparison at the physical store while terminating trade at the digital channel, this kind of brand will continue distinguished and to be loved brand.