Digital

Marketing
&
Performing Arts
GÖZDE TEKAY
What is digital marketing?

Digital marketing is the process of promoting products and services through the use
of the internet and digital technologies. Digital marketing activities are carried out
through websites, search engine optimization, social media, email, mobile
applications, and other digital channels.

Compared to traditional marketing methods, digital marketing is more measurable,

targeted, and cost-effective. Therefore, many companies today strive to achieve
goals such as customer acquisition, increasing brand awareness, and boosting sales
by developing digital marketing strategies.
 Evolution of Digital Marketing
90s
The development and
widespread use of web
technologies have enabled
digital marketing. The first
website was published in
1991, and since then, web
technologies have rapidly
advanced.
Search engines such as
Google, Yahoo, and Bing have
become important tools for
digital marketers to reach their
target audiences.
Millenial
Era
The first social media
platform, Myspace, was
established in 2003. Later on,
platforms like Facebook,
Twitter, and Instagram also
emerged. Social media has
become a crucial tool for
digital marketers to reach their
target audiences and build
brand awareness.
Mobile
Era
The proliferation of mobile
devices: The widespread
adoption of smartphones has
led to the emergence of mobile
applications and mobile
websites. This has enabled
digital marketers to reach their
target audiences through
mobile devices.
Today
Big data analysis and
artificial intelligence
technologies enable digital
marketers to analyze data,
better understand their
customers' behaviors, and
develop marketing
strategies accordingly.
 Why Digital Marketing?
Contextual
Marketing
Contextual marketing
More engagement. is an online marketing
More measurable. strategy model in
More specific. which people are
served with targeted
More cost-effective. advertising based on
More viral. their search terms or
recent browsing
behavior.
Why digital marketing?
The percentage of households with internet access is 94.1%.
The percentage of individuals using the internet is 85%.
The percentage of individuals using the internet regularly is 82.7%.
The percentage of individuals purchasing goods or services or placing orders
online is 46.2%.
The most purchased or subscribed digital content, with 26.4%, is streaming
services for movies or series.
The percentage of individuals engaging in online learning activities is 15.9%.
The most used social media and messaging applications by individuals are
WhatsApp at 82.0%, YouTube at 67.2%, and Instagram at 57.6%.
Digital Marketing
Universe
Search Engine Search Engine
Optimization Marketing Affiliate Marketing
(SEO) (SEM)

PPC Social Media

Content Marketing
“Pay Per Click” Marketing
SEM (Search Engine Marketing)
SEM (Search Engine Marketing) is a digital marketing method that involves paying to
have a website displayed in higher positions on search engine results pages. These
payments enable a website to appear as an advertisement on the search engine results
page for specific keywords.

SEM
SEO (Search Engine Optimization)
SEO (Search Engine Optimization) is a set of technical and strategic methods that enable
a website to achieve a higher organic ranking on search engine results pages. Among
these techniques are keyword research, content optimization, site speed optimization,
backlink building, and others. By helping a website attain a higher organic ranking, SEO
assists in attracting more visitors to the site.

SEO
 Affiliate Marketing

Affiliate marketing is when a company collaborates with other

websites or individuals through an independent affiliate program
to promote its products or services. Partners participating in
these programs promote the company's products on their own
websites or other channels and earn a specific commission from
the sales of the products. Such marketing programs typically
compensate a partner when a user clicks on a link or completes a
purchase after being directed by the partner to promote a
product or service.
PPC (Pay-Per-Click)
PPC (Pay-Per-Click) or Cost-Per-Click is a digital marketing strategy where
advertisers pay for each click on their ads. These ads are typically displayed on
search engine results pages, social media platforms, or other websites.
When creating a PPC campaign, advertisers allocate a specific budget to display ads
targeting specific keywords or audiences. Ads shown to users searching for relevant
keywords are charged on a per-click basis.

One of the significant advantages of PPC is its versatility, allowing advertisers to

reach their target audiences in various ways. Additionally, PPC campaigns can be
customized based on the demographics, geographical locations, and interests of the
target audience, aiding advertisers in better optimizing their marketing strategies.
To determine demographics in PPC, the following metrics can be used:
Age
Gender
Geography
Income
Personalized Advertising Technologies
Personalized advertising technologies are technologies that analyze users' browser
histories, search queries, social media interactions, and other data to deliver ads
tailored to their interests. These technologies enable advertisers to target specific
demographics, geographical locations, interests, and behavioral characteristics.

Among these technologies, the most common ones include:

1. Retargeting: A technology that presents ads to users encouraging them to return
to a website they previously visited.
2. Behavioral targeting: Offers ads based on a user's behaviors and click habits,
presenting content aligned with the user's interests.
3. Geotargeting: Delivers ads based on a user's geographical location.
4. Contextual targeting: Presents ads based on the content of the websites the user
visits.
5. Programmatic advertising: A technology where advertisers automatically bid for
ad spaces tailored to their target audiences.
6.
These technologies can help advertisers enhance ad performance by aligning with
the interests and behaviors of their target audiences. However, their use raises
concerns such as the use of personal data and privacy issues.
Social Media SM Use In Turkey
2022 August

WhatsApp

YouTube

Sosyal Medya Pazarlama, a product or Instagram

service's promotion, advertising, increasing
brand awareness, etc., on social media Facebook
networks. It is a marketing method where
various processes are carried out. In other Twitter
words, all marketing strategies carried out
through social media platforms are referred to
as 'Social Media Marketing.' Telegram

TikTok

SnapChat

BİP

0 20 40 60 80 100
How to
create a
digital
media plan?
Media planning is the process of deciding which
media channels will be used to deliver the
advertiser's message to the targeted audience.
When creating a media plan, marketing and
advertising objectives are initially planned, and then,
based on this plan, decisions are made about which
media channels (TV, radio, social media, etc.) will be
more effective.

After evaluating the media channels, the target

audience to be addressed is determined, and media
objectives are identified.
How can the success of a digital marketing
campaign be determined?
1. Conversion Rate: The success of a digital marketing campaign is determined by checking whether
the set conversion rate goals to achieve campaign objectives have been met. The conversion rate is
the ratio between an action (such as making a purchase, subscribing, registering, downloading,
etc.) on a website or application and the page views by a visitor.
2. User Behavior: The behaviors exhibited by the target audience are tracked after the campaign.
These may include spending more time on the website, viewing more pages, lower bounce rates,
and return rates.
3. Social Media Interaction: If the campaign is launched on social media platforms, measuring
followers' interactions is crucial. Metrics such as the number of followers, likes, shares, comments,
and discussions related to the brand can be used to measure the campaign's social media
performance.
4. Return on Investment (ROI): The campaign's ROI represents the amount that can be recovered from
the cost the brand spent on the campaign. ROI calculations can be used as a benchmark to
determine the success of the campaign.
5. Advertising Cost: The campaign's advertising costs are also a crucial metric to consider. Advertising
costs can be calculated based on the total budget of the campaign and the cost of advertisements
across different channels of the campaign.
Media Types

Owned Bought Earned

WOM
Website
PR
Blog
Ads Viral
Social Media
Brand Awareness
 What is content marketing?
Content marketing is the next-generation digital communication and
marketing process in the new media ecosystem, where brands create
content that captures the attention of their target audience and conducts
sensory positioning efforts in the minds of both new and existing customer
bases. Content marketing does not directly sell products; instead, it guides
the target audience to naturally engage in purchase behaviors by attracting
attention to the brand and product.
 Attention Economy

2000 2023
12 8
Seconds Seconds Humans have
shorter attention
spans than
goldfish.
 Solution

Storytelling = Content Marketing

 Case Studioe

Parisian
Love

Watch
Red Bull
Stratos

izle
 Case Studies

Netflix
Stranger Things
watch
 Case Studies

Jay-Z
Decoded

watch
 Case Studies

Beautyrest x
Max Richter

watch
Case Studies

Playing Shakespeare
with Deutsche Bank

watch
Global Examples of
Digitalized Event and
Culture Marketing
Experiential Marketing
 Data-Driven Marketing
The music streaming company Pandora collaborated with the ticket
sales company Ticketfly to establish a data partnership aimed at
understanding music enthusiasts better. By analyzing users' past
profiles, they provided personalized recommendations, including
notifications about live concerts and ticket purchasing options that
users might like. This collaboration allowed Pandora to
communicate with its users in a more specific and tailored manner.
 Crowdshaping
Mountain Dew organized an event where
they utilized biotechnology to create art
pieces in real-time through synchronized
data. Using Lightwave wristbands, they
captured and analyzed skateboarders'
heart rate, body temperature, and
skateboard movement data. Subsequently,
they generated simultaneous art pieces on
LED displays based on this data. In the
second version of these art pieces, which
changed according to the skateboard's
movement, they were shaped based on the
reactions of the audience using facial
recognition sensors.
 A.R.
During Kendrick Lamar's concert, fans
were offered a unique purchasing
experience. Users who activated AR
cameras through the Nike SNKRS app
had the chance to purchase limited
edition sneakers during the concert.
 V.R.

Tomorrowland 2020
 CGI
Miquela
Miquela Sousa is a CGI character
created by Trevor McFedries and
Sara DeCou. The project started in
2016 as an Instagram profile.

Miquela, functioning as an R&B

singer and model, has gained
millions of listens on her songs on
YouTube.
 AI
e-bliss
Artificial intelligence has also made strides in
the realm of rap music. A robot named E-Bliss,
designed by Robotics Expert Tolga Özuygur,
recently made an appearance with its latest
duet "Dünya Soğuk" alongside Ruby.
Utilizing the GPT-2 framework, this AI model
can autonomously generate its own rap lyrics.
The lyrics for the track "Dünya Soğuk" were
crafted entirely by the AI model without any
human intervention.
 Metaverse
Online games continue to increase
their popularity day by day. Evolving
beyond being just games, these
platforms now even allow users to
attend live concerts within their virtual
environments. In February 2019,
Fortnite hosted a concert featuring
Marshmello. Breaking its own record
with the Travis Scott concert, Fortnite
reached an audience of 12.3 million
through regular online concerts.
Thank you!