As brands that are trying to be more intimate with us day by day proceed in different ways to add a whole new meaning to our lives with their products, storytelling is starting to take up more space in the marketing strategy of each brand and we read a whole different story in each campaign.

When it comes to marketing communication and advertising, competition is intense; everyone is trying to stand out from their competitors and break through the noise and thus somehow connect with their target audience. 

So how will you communicate with your target audience while everyone is shouting loudly and with microphones and speakers that they have purchased by spending a lot of money?

The answer is in the strategies and tools that the brand will use to communicate.

What I need to say before continuing is that these “strategic tools” cannot be determined in a standard way for every brand and put into an ordinary mold. The brand’s location, size, target audience, purpose of existence and how it expresses this purpose, and even how much money it is prepared to spend for this business… All of these are important factors in determining these strategic tools.
As brands, we are in a dynamic market and it is imperative to maintain brand communication, attract the target audience and ultimately increase sales in order to attract the attention of our customers.

Everyone may argue that in order to achieve this, very innovative, innovative and things that no one has done before must be done, but this is no longer the case in its entirety. When we look at it from the brand’s perspective, I think it would not be wrong to say that nothing has been done. It is not bad to do our best with the methods we know.

In a very simple definition, if you can drink a cup of coffee at your desk during the day, you may be excited to know that there is a lot of experience, strategy and marketing action in the journey from the moment this coffee is collected from the tree it falls to the ground until it is roasted and put into your cup.

Reaching new people in the target audience with traditional methods

Social media platforms such as Facebook, Instagram, Twitter and LinkedIn, which emerged with the idea of ​​sharing information, photos, important moments and even our activities about our own lives, are in a very different place today than when they were first established and have transformed into platforms that allow brands to connect with people in their target audience in real time and, perhaps most importantly, to establish two-way communication with the user profiles they have and the promotion potential they offer through them.

This transformation forced brands to take their place on these platforms, produce content specific to each platform and create their own communities on each of these channels. As brands gathered their followers around them on each platform, they became more visible. 

The era of company websites has not passed.

Although we have focused on being present on social media platforms today, a well-designed, smoothly functioning, good looking website still sits at the core of digital communication.

Along with blogs that manage to integrate very easily into websites, websites represent a medium where detailed information about the brand is given, stories are told, official updates are shared and most importantly, we have full control.

The search engine optimization part of the business, which is constantly optimized to increase organic traffic, is a completely different and special dimension.

When I talk about SEO, I am defining a type of optimization.

We can simplify its definition as making some changes to the structure of the website's interface and adding some keywords and tags in order to ensure that websites are found by search engines and rank higher.

Brands are happier when the keywords they think define them appear higher in search engines. Being ahead and at the top means attracting the attention of the searcher more easily and therefore increasing the possibility of offering the product or service.

Nowadays, search engines have transformed into a serious advertising platform as much as companies that provide social media services. Advertising on search engines and joining niche advertising networks are among the promotional activities we need to do to expand our target audience.

Reinventing a communication method: Email marketing

Perhaps the most functional tools that emerged from technology and communication entrepreneurship were mass email sending tools.

In the past, we would send emails continuously from a computer that we left open until the morning using a domain we owned and various third-party programs, and we would wait for them to open when they landed in customers' email boxes.

I think this was the most important thing that technology changed and transformed. With the development and spread of the Saas concept in different dimensions, we have made mass email sending a service more economical, faster, more effective and, perhaps most importantly, more statistically data-capable than before.

While most brands use email marketing as a personalized communication opportunity these days, newsletters, promotions, offers and tickets are now always sent via emails, the relationship with the target audience is nourished from here and conversions are encouraged.

Definition of placing useful information in a medium: Content marketing

If i need to define it very simply, when i say content marketing, it is to attract the target audience to our own area (in today's conditions, it can be a Twitter account, a Facebook or LinkedIn post, a blog post on our website) and to make them find it valuable, interesting, benefit from it / think they will benefit from it and make some purchases or payments in return for the benefit it provides.

Providing a service fragment that is a demo of the service offered for free, adding a report, graphic or infographic to the attachment or bottom of a post we upload on social media are examples I can give from two extreme points. These previewed or free products or services support the brand to build trust in its target audience and reinforce its authority on the subject.

Printed media, outdoor media, television and radio are not as dysfunctional as you might think.

Some still like to access tangible information. Especially those who are not good with digital tools, do not like looking at screens or like to read, examine and progress from there while holding something in their hands.

It is still possible to talk about a demographic that exists in these media. It is important not to overlook that groups that regularly read newspapers, have magazine subscriptions, examine brand catalogs and keep flyers are also a target audience.

Although the people who work on the brand side, generally continue advertising campaigns focused on digital media these days, traditional media such as television and outdoor continue to exist just like printed media. There is a large audience that watches television in particular and to give a more specific example, the evening hours when programs broadcast in the morning and competitions are broadcast are quite popular for people who appeal to a wide target audience to show their products.

We spend a lot of time on the road while going home from work or returning from work in the city, and during this time, radio broadcasters with a lot of followers are still on the air. All of the channels and tools I have listed here and forgotten to list are ideal for reinforcing the messages brands want to convey in people's minds and creating a lasting impression.

...

Today, when talking about a successful brand communication strategy, it is necessary to not forget the offline channels as much as the online side. Ultimately, we are trying to reach someone and we are trying to capture interaction, there are many channels and tools.

We can exist on every social media platform in the market, we can use every tool and benefit from it, but it is understanding their power correctly and managing to use it correctly that reaches us to the target audience. The market that people are in is constantly in motion and dynamically changing and transforming. Of course, we will include various communication methods and new channels in the brand's communication strategies, but first, as brand communicators, we should not get dizzy.

We create a consistent brand voice in some way by using online and offline channels, but the key here is to adapt our approaches according to our brand's identity and target audience.