The International Institute for Management Development (IMD) has published a report measuring countries’ digital competitiveness. According to the study, in which 63 countries were assessed under three different headings across 50 variables, digital competitiveness increased compared with the previous year in 29 of those 63 countries. At country level, the USA is the country with the highest digital competitiveness. Singapore, which ranked first in this area last year, dropped to second place, while Sweden is third in the rankings.
What is the situation for Turkey?
It is undoubtedly a widely accepted point that keeping pace with digital transformation is one of the keys to economic development. For Turkey, having a young population that enjoys using technology is an advantage.
Figures relating to digital life reveal that the aptitude for technology in Turkey is very high: there are 79 million mobile subscribers in our country. This means that almost every individual in the country owns a mobile phone. The number of mobile internet users stands at 57.8 million. Fixed internet is installed in 12.4 million households.
In the IMD report, Turkey is ranked 52nd overall. Looking at the individual components, Turkey ranks 59th in the “knowledge” component, 45th in the “technology” component and 42nd in the “future readiness” component.
The power of digital marketing
As in every area of life, digital transformation is a phenomenon whose importance in marketing is growing day by day.
Digital marketing runs on extremely dynamic and variable parameters. Consequently, searches on Google such as “what will the digital marketing trends be in 2019” are observed to be increasing considerably.
Digital marketing is, of course, divided into many different areas. Undoubtedly, one of the most important of these is social media. The number of followers on social media channels has always been considered very important. However, whether a large number of followers or a large amount of engagement brings more benefit has always been a matter of debate. On social media platforms, many changes can be implemented very quickly in the light of statistical data. It is also a known fact that people do not want to see content that practically “screams” that it is advertising. It is at this point that prioritising posts that generate engagement, in the light of personalised experiences, is an increasingly weighty practice. It therefore looks as though we are set to experience a year in which, on the question of “reach or engagement”, the balance will tip even further in favour of engagement.
So how will the right engagement be achieved? How can we create a “lovemark”?
There may be many different answers to these questions. But producing accurate, lean content is, of course, always a safe bet. Thinking hard about this and creating unique content may be one method, while getting professional help will also be an effective method that can deliver results in a short time.
Sources
“Türkiye dijital bir dönüşüme hazır mı?” (Is Turkey ready for a digital transformation?), accessed 15.11.2018, https://digitalage.com.tr/turkiye-dijital-bir-donusume-hazir-mi/
“2019 Dijital Pazarlama Trendleri” (2019 Digital Marketing Trends), accessed 15.11.2018, https://blog.icerikbulutu.com/2019-dijital-pazarlama-trendleri/