To be the same or to be different?

In recent years, it is possible to see that businesses use very similar campaigns and marketing techniques, especially in the online environment, and even imitate each other. The results (Marketingturkiye.com), based on a study conducted by Pulsar Research Company on 20 global companies for three years on a similar subject, revealed that the techniques used by the companies in communication are very similar to each other.

In addition to the fact that the techniques in communicating with consumers are very similar, other tools (logos, drawings, visuals, music, etc.) used by businesses are also similar. The decrease in differences in this regard hits both the competition and the different designs offered. Preferring to plan their strategies according to the steps of their competitors has also limited creativity. Thus, we, as consumers, are exposed to the same marketing techniques while trying to choose between products of similar nature. Worse, businesses with duplicate techniques lose their competitiveness in the market.

At this point, the way to achieve success, of course, passes through creativity, R&D and the use of qualified human potential. Abandoning traditional ways and determining new strategies will directly affect both competition and quality. This development will be realized not only by businesses that differentiate themselves, but also by differentiating our consumption behaviors and preferences as conscious consumers. For detailed information about the news, the source link is below.

https://www.marketingturkiye.com.tr/haberler/sirketlerin-yeni-handikabi-aynilasmak/
 
Çağlar KARAKURT
Araştırma Görevlisi
İstanbul Gelişim Üniversitesi
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Uluslararası Ticaret ve İşletmecilik Bölümü