Evolution of Marketing in Türkiye: A Digital Shift

Marketing is defined as the process of understanding and influencing consumer behavior to establish a connection between producers and end-users. It serves as a critical bridge that links businesses with their target audiences, primarily through advertising, market research, and customer engagement strategies. The American Marketing Association (AMA, 2023) defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Over time, marketing has undergone a profound transformation, driven by shifts in consumer preferences, the digital revolution, and evolving economic landscapes.

Historically, marketing began with a product-centric approach during the industrial era, transitioned to a sales orientation in the early 20th century, and gradually moved toward a consumer-centric model in the late 20th century (Kotler & Keller, 2022). In Türkiye, the marketing sector has seen rapid modernization in the last two decades. According to the Turkish Statistical Institute (TurkStat, 2023), digital advertising expenditures in Türkiye reached 3.7 billion Turkish Lira in 2022, marking a 23% increase from the previous year, reflecting a significant shift towards digital platforms.

Contemporary marketing in Türkiye blends global strategies with local cultural dynamics. For instance, the rise of influencer marketing and mobile commerce has accelerated consumer engagement, particularly among Gen Z. As of 2023, 84% of internet users in Türkiye access social media daily, making platforms like Instagram and TikTok vital tools for brand communication (Social & Meltwater, 2023).

Historical Evolution of Marketing

Philip Kotler, a leading authority in marketing, explains that modern marketing has evolved through several distinct phases, transitioning from production-centric approaches to customer-focused strategies (Kotler & Keller, 2016). Although this framework emerged in Western economies, Türkiye's adoption of marketing practices followed a distinct path influenced by its unique economic history, industrial growth, and cultural dynamics.

In the early stages, particularly before the 1960s, Turkish businesses primarily followed a production orientation. During this period, driven by state-led industrialization and import substitution policies, the focus was on mass production, efficiency, and cost reduction to meet basic consumer needs (Öztürk, 2020). As the Turkish economy opened up, firms began to emphasize product quality. Companies like Arçelik and Vestel invested in manufacturing durable and innovative goods, operating under the belief that superior products alone would ensure market success (TÜSİAD, 2021). However, this product-focused mindset often overlooked the importance of consumer feedback.

Simultaneously, a sales-oriented approach emerged during the 1950s and 1960s. As market competition increased, businesses began employing aggressive advertising tactics and direct sales strategies, such as door-to-door selling and radio promotions, to influence purchasing behavior (Yıldırım, 2019). By the 1970s, Türkiye witnessed a pivotal shift toward marketing orientation, as firms began conducting market research and aligning product offerings with customer preferences. According to the Turkish Statistical Institute, 68% of medium and large enterprises now incorporate consumer feedback in product development (TÜİK, 2023), reflecting a more customer-centric business model.

Over the years, Turkish brands also embraced relationship marketing to build long-term loyalty. Institutions like Türk Telekom and Garanti BBVA adopted Customer Relationship Management (CRM) systems to better serve and retain clients (Deloitte Türkiye, 2022). The rise of digital and social media platforms in the 2000s marked another turning point. As of 2024, Türkiye has more than 69 million internet users, with 95% actively using social media (Social & Meltwater, 2023). E-commerce platforms such as Trendyol and Hepsiburada have leveraged artificial intelligence and personalized marketing, contributing to the country's booming $35 billion e-commerce sector (EY Türkiye, 2023). This historical evolution underscores the dynamic nature of marketing in Türkiye, where adaptation to consumer needs and digital transformation continues to shape industry practices.

Current Marketing Trends in Türkiye

Marketing in Türkiye is undergoing rapid transformation, driven by digital innovation, shifting consumer values, and data-centric strategies. A major development is the surge in digital transformation, particularly in the e-commerce sector. As of 2024, online sales constitute 12.5% of Türkiye’s total retail volume, reflecting an accelerated shift toward digital shopping habits (TÜİK, 2024). Social media platforms have become powerful tools for consumer engagement, with Instagram and TikTok leading the way. According to a recent report by Kantar (2024), 62% of Turkish consumers have made purchases through social commerce, underscoring the growing importance of interactive and influencer-driven marketing.

Another notable trend is the rise of sustainability and ethical marketing. As environmental awareness grows among the population, businesses are responding to increased demand for eco-conscious products and operations. A 2023 survey by PwC Türkiye found that 73% of Turkish consumers now prefer to buy from brands that demonstrate environmental responsibility, prompting major retailers like Migros and BIM to invest in green supply chains and reduce plastic usage.

Technological advancements are also reshaping marketing practices. Artificial intelligence (AI) and big data analytics are being increasingly deployed to optimize marketing strategies. McKinsey (2023) reports that 45% of Turkish marketers are currently using AI-driven tools for customer segmentation and targeted advertising, improving return on investment and customer retention.

Politics has also entered the digital marketing landscape. The 2023 Turkish general elections saw unprecedented levels of digital campaign activity, with political parties leveraging platforms like Facebook and WhatsApp to micro-target voters based on behavioral data (Reuters, 2023). This trend highlights how marketing tools, originally developed for commerce, are being repurposed to influence public opinion.

Conclusion

The evolution of marketing in Türkiye reflects a broader global shift from product-focused strategies to consumer-centric and technologically driven approaches. From the early years of production orientation shaped by industrial policies to the current age of digital and data-driven marketing, Türkiye has shown remarkable adaptability in aligning with changing consumer behavior and global best practices. The widespread use of social media, with 95% of internet users engaging on platforms like Instagram and TikTok, exemplifies the country's embrace of digital marketing.

Moreover, the increasing importance of ethical and sustainable branding, supported by 73% of Turkish consumers preferring eco-conscious companies, signals a shift in values that businesses can no longer ignore. The integration of AI and big data, now utilized by 45% of marketers, further enhances the precision and personalization of campaigns. Additionally, the use of marketing techniques in political spheres, as demonstrated during the 2023 elections, underlines marketing’s growing role in shaping public discourse. As Türkiye moves forward, the marketing landscape will continue to evolve in response to technological innovation, consumer expectations, and socio-political factors. Understanding this dynamic progression is essential for both scholars and practitioners aiming to navigate the complexities of modern marketing in the Turkish context.

References: AMA; TurkStat ; Kotler & Keller; Social & Meltwater; Öztürk; TÜSİAD; Yıldırım; TÜİK; EY Türkiye; Kantar; McKinsey; Reuters

Please note that the views expressed in this article are of the author and do not necessarily reflect the views or policies of any organization.

The writer is affiliated with the Department of Agricultural Economics, Selcuk University, Konya-Türkiye and can be reached at mdirek@selcuk.edu.tr

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