Digital Evolution in Brand Communication

Abstract

The developing technology and the changing world in this context have led to a digital transformation in the business world as well as individual and social lives. Such a transformation has also manifested itself in the marketing world, and traditional marketing has now begun to be replaced by digital marketing. This transformation, which manifests itself effectively in purchasing processes and consumer behaviour, has also started to stand out as a difference-making element in the competition of brands. In this chapter, the changes in digitalization and brand communication are discussed, and the basic tools and usage patterns used in digital marketing are detailed. In order to exemplify the digital transformation experienced in the marketing world, the effective marketing studies of Turkish Airlines and Toyota brands that attract attention in the digital world have been considered as two sample cases.