The "Spirit of the Times, Creativity, and Becoming a Marketing Communicator" event, organized by the Faculty of Communication and Department of Advertising of Üsküdar University, took place. In the program where Çağlar Gözüaçık, founder of Taze Fikir Grup and president of the Association of Advertising Creatives, an external stakeholder of the Advertising department, participated as a speaker, Gözüaçık stated that a person who hasn't grasped marketing cannot be a good advertiser.
Gözüaçık: “The spirit of the times affects communication, media, social transformations, everything.”
In the event moderated by Doç. Dr. Özgül Dağlı, Head of the Üsküdar University Advertising Department, Çağlar Gözüaçık said, “I always have an advantage in communication because I have a clear understanding of marketing and the marketing communication mix.” He added: “The majority in our sector are fine arts, graphic-intensive. People who have received basic art education. The fine arts faculty needs to learn marketing, marketing communication. Unfortunately, a person who hasn't grasped marketing cannot be a good advertiser. Brands have also learned the business; they know what to ask from an advertising agency. They are more knowledgeable about marketing than the agencies. My first question to them is about the cost and profit image. E-commerce has managed to dominate the market. Five years ago, I was saying that most of the advertisements you see in the ad slots now would be online, digital businesses.
“Whoever came up with the idea is the boss”
Underlining the necessity of mastering the marketing mix to master the fundamentals of marketing, Gözüaçık stated, “Whether you are an advertiser or developing your own product, it is essential to master the basic marketing mix. Advertising agencies have a larger structure compared to Public Relations agencies or agencies that only provide digital services. This is also true in terms of personnel. The main thing is the main idea. Whoever came up with the idea is the boss.”
Metaverse piggybacked on the social media era
Highlighting the importance of the Metaverse, Gözüaçık used the following expressions: “The reason Metaverse has become so popular is the possibility that not all information is on one server. It’s a decentralized structure, where computers that accept to be part of this system act like servers, an encrypted structure. When we talk about Metaverse, many platforms are mentioned. Web 3.0 is a self-renewing system. The attractive aspect is the avatar issue. Emoji, when we look at it, is the ancestor of the metaverse. A set of yellow, round characters. We send this and then ask, 'Was this the equivalent of that emotion?' I am sure that we, as a country, will effectively use the Metaverse. The Metaverse piggybacked on the social media era. The Horizon platform, which can be entered with glasses.” he said.
“Curiosity leads you to knowledge”
Gözüaçık, who has started the writing phase of his book Marketing Zoo, stated, “Read a lot, research, curiosity is good, and curiosity leads you to knowledge. You must constantly follow technology; empathy is very important in this era. You must be able to purify prejudices. Purifying prejudice is fundamentally difficult but leads a person to virtue. What is called talent essentially comes from childhood; therefore, childhood is very important.”