Brand communication created with digital marketing studies: On the example of Trendyol

It is important to carry out many important and detailed studies in order for businesses to achieve the objectives of the goods and / or services they offer to consumers. In the studies carried out in the field of marketing, one of the most important issues for businesses is to determine the target audience correctly and to carry out the right marketing strategy studies in this direction. The issue of brand communication, which is of great importance for businesses, has gained a greater momentum with the importance of digital marketing studies. In today's world, where competition has increased considerably, the importance of attracting the attention and interest of consumers, gaining their trust and creating customer loyalty has begun to increase considerably. Considering all these, businesses should give importance not only to studies in terms of goods and / or services, but also to studies related to brand communication in their digital marketing studies. In this study, information about marketing, digital marketing, brand and brand communication has been transferred in the literature review section, and the effect of digital marketing studies on brand communication has been examined. For this purpose, the study area was narrowed and Trendyol, which is an e commerce site and market place, was chosen and it was aimed to be made specifically for TrendyolMilla and TrendyolMan brands. Within the scope of the study, it is aimed to examine how much consumers are affected by the digital marketing studies made specifically for TrendyolMilla and TrendyolMan brands and the effect of these studies on brand communication on consumers. In order to carry out the research, an in-depth interview study with consumers was selected and carried out with 18 participants. The effect of digital marketing studies that Trendyol has done for TrendyolMilla and TrendyolMan brands on brand communication has been examined. The analysis of the in-depth interview study shows that; The fact that the Trendyol brand does not focus on other types of digital marketing activities other than influencer marketing for TrendyolMilla and TrendyolMan brands, in fact, creates a negative situation when the participants who generally give positive feedback for these brands are taken into account.