The year 2015 marked a period of evolving communication tools and the start of Turkey’s self-revision, supported by an average annual economic growth rate of 3-5%.
As communication tools continued to advance, many companies and brands in Turkey began expanding their vision, fueled by their increasing capital.
We Have Money, But Are We Valuable?
At this point, many SMEs with full coffers started asking themselves:
“Why doesn’t anyone know about us? Why aren’t people aware of us despite the high-margin work we do?”
This self-questioning led them to seek consultancy or advice on how to increase their perceived value. They began asking:
“How can we ensure that people see us as valuable—through our production quality, our approach to people, and what we represent?”
Being Valuable Is the New Value
Organizations embracing the philosophy of, “Rather than being wealthy but arrogant, I’d rather be wealthy and know how to carry myself with grace,” have now embarked on the journey to becoming valuable.
The primary reason for this shift is to secure their place in the future. Those who understand that being valuable is a virtue know that even if their efforts don’t yield immediate results, they will reap the rewards in the long run.
Where Does Advertising and Marketing Fit In?
Today, advertising and marketing are inseparable—like conjoined twins. While advertising grabs attention, digital media adds flavor to both marketing and advertising. Companies that avoid digital marketing and advertising are now seen as lacking foresight.
In today’s world, businesses that shy away from showcasing themselves, claiming modesty or preferring to keep it small and quiet, are bound to struggle to position themselves for the future and face inevitable obsolescence.
The Era of Smart Advertisers
This is the era for SMEs and brands that understand the importance of advertising. Consumers today not only want to purchase products but also trust the brands they buy into—brands that will support them post-purchase.
For example, on a recent visit to a furniture market, I realized I instinctively avoided stepping into stores of unknown brands. Instead, I gravitated toward familiar, well-advertised brands that had clearly built trust through consistent communication.
Meanwhile, as I passed by a once-famous but now obscure brand, I thought, “Wow, they were such a big name once, and now they’re colorless and fading away.”
The takeaway is clear: This is the era for brands that stand by their promises, assert themselves, and communicate effectively with their audience.
What Defines a Conscious Advertiser?
- Produces high-quality products.
- Allocates a budget for advertising.
- Believes in reporting and data analysis.
- Manages human resources effectively.
- Listens and builds a connection with their audience.
- Leverages technology effectively.
- Focuses on building the future, not just riding current trends.
- Practices patience.
- Executes proper media planning.
- Seeks expert advice when needed.
- Recognizes the importance of strategy and planning.
The Winners of Today
Brands that win today are those that harness their internal strength and effectively communicate it to their audience. In contrast, brands that solely focus on their work without sharing their story or engaging with their audience are gradually being edged out of the market.
We’re now in the age of Marketing 4.0, a period where personalization—akin to a fingerprint—is the starting point of advertising.
Here’s to those who build the future and operate with this consciousness.