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Adform Türkiye, Mea and Central Asia President Cem Eroglu, “There are new opportunities and difficulties in many areas from performance measurement in the world of digital marketing to the use of artificial intelligence. This year, the difficulty in front of CMOs is not only to use technology, but to change the rules of the game with human -oriented strategies. Success is possible by implementing innovation responsible and efficiently by increasing confidence and interaction ” he said.
According to Adform, five basic marketing trends that need to be paid attention and invest this year:
Performance measurement is now more complex, but more critical
Multi -channel marketing The activities make performance measurement more complex than before. Social media, mobile applications, CTV (Connected TV) and retail media is becoming more and more difficult to watch user behavior.
Therefore, advertisers are trying to better analyze the investment return (ROI) by turning to advanced measuring tools. A/B tests, artificial intelligence -supported analytical tools and data -oriented insights become the main components of performance management. Brands aim to make more accurate analyzes by turning to business partners offering flexible technology solutions rather than internal teams.
Multi -welded identity solutions will be popular
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In this new environment, advertisers For alternative identity solutions turn it has to will stay. It is not possible for a single solution to solve all problems, so the first -party data and independent identity providers gain more importance. In order to reduce dependence on Google, methods such as safe data sharing and physical marketing activities may also become popular again.
The importance of sustainability is increasing
Environmental, social and governance (ÇSY/ESG) policies are increasingly more and more in marketing strategies. Although sustainability goals in the past are seen as a “secondary ör priority, it has become inevitable that brands will now fulfill their corporate responsibilities.
According to research, only 18 %of CMOs give priority to sustainability strategies. However, this rate may change rapidly. The more personal data arrangements such as KVKK are for marketers, the more sustainability is a critical agenda item. For example, thanks to data -oriented content optimization, energy consumption can be reduced and targeting processes can be made more efficient.
Retail Media Leaves Traditional TV behind
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Foreigns, as of 2025 retail media their expenditures Traditional TV It shows that he will leave his ads behind. However, for the sustainable growth of the retail media ecosystem, it is necessary to focus on measurement and data confidentiality investments. CRM integrations and modular data management systems are among the basic tools that strengthen customer loyalty.
Artificial Intelligence Period in Marketing
Artificial intelligencecontinues to penetrate every aspect of marketing. Today, 84 %of marketers use artificial intelligence vehicles. However, only 45 %of CMOs state that they evaluate artificial intelligence strategies and only 3 %know how business partners benefit from artificial intelligence.
This requires marketing teams to better understand artificial intelligence and shape their strategies in this direction. Artificial intelligence -supported content production tools increase organic access with “zero -click” strategies. However, ethical concerns are also at the forefront: Brands should take special measures to ensure that the content produced by artificial intelligence is neutral, inclusive and reliable.
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