The event "A Journey from Traditional Marketing to Digital Marketing" was organized by Üsküdar University Faculty of Communication. Mustafa Çelik, President of Reclick Digital Marketing Agency, attended the event held at the South Campus as a guest.
The topic "A Journey from Traditional Marketing to Digital Marketing," held by Üsküdar University Faculty of Communication within the scope of the University Culture course, was met with great interest by students. Mustafa Çelik, President of Reclick Digital Marketing Agency and a graduate of Üsküdar University's Advertising Design and Communication program, provided important information about the profession and the industry to the Faculty of Communication students.
"HTML is essential for activity in the digital field"
Mustafa Çelik, President of Reclick Digital Marketing Agency, spoke about the development of internet networks; "In internet technologies, there is something called packet switching; data is sent by being separated into packets and parts for faster access. The email infrastructure, which allows us to send and receive emails now, actually brought about the birth of the internet in 1969. The most important point here is the birth of the internet, and all research originated from university projects. When we reach 1991, the World Wide Web is established. This is very important because the World Wide Web emerged at CERN by Tim Berners-Lee out of a certain need. At the CERN Scientific Research Centre, different researchers and scientists from around the world come to CERN to conduct research. They also want to access the research results, and Tim Berners-Lee discovered this need while working and said 'I must do something' and developed the World Wide Web. When you enter a website now, in the background, codes we call HTML are running. It is actually the fundamental level coding system we still use today. Therefore, if you want to operate and work in the digital field, you need to know at least HTML," he stated.
"Research is very important in both media"
Çelik emphasized that research is crucial in digital media, just as it is in traditional media; "First of all, research needs to be done here. Just as in traditional media, it is necessary to accurately analyze the target audience. In fact, producers sometimes consult us before even producing the product. They ask; 'Will this product sell?', and we conduct research. We analyze competitors in this category and examine search queries on Google. How much is each letter, each word searched, how high is the interest, which months of the year do Google searches peak, and when do they decline? All of these help us understand the consumer, and of course, culture also plays a role here. Generally, when we buy holiday packages or make hotel reservations, we do last-minute bookings. Here, trends suddenly peak and then slowly decline. From this, we can understand when the consumer shows interest or not, or whether that product category is highly searched on Google or not; we observe and analyze these. We tell them whether to produce or not. Digital advertising actually has a very fundamental logic when planning. We conduct thorough research here. What do we utilize, for example, Google Trends. What's happening in Turkey, what's being researched, what's being followed – all this comes from Google Trends. Just like on Twitter, for example, when we enter Twitter, the most trending topics appear at the top along with hashtags. Google also has a similar algorithm here; it starts analyzing all queries made on Google, and thanks to artificial intelligence, all these processes begin to appear before us," he expressed.
The event concluded with answering questions from the participating students.
Reporter: Tarkan Küçükgüzel - Betül Kalkuloğlu
Photography: Tarkan Küçükgüzel - Betül Kahkuloğlu