DIGITAL ADVERTISING PRACTICES: ADVERTISING AGENCY PERSPECTIVE

Abstract

Purpose- Nowadays, digitalism has changed consumers’ a lot consumption habits. Advertising has also evolved from conventional advertising to digital advertising depending on the developments. Consumers’ attitude and behavior are followed in digital area. Digital advertising agencies can use different channles when interpreting consumer behaviour. Aim of this research is to evaluate digital advertising practices and explore the way digital agencies interpret the consumers’ behaviors and how to take action in accordance. Methodology- In this research, qualitative research method was adopted. With co-founder of Profaj Digital Marketing and Advertisement Agency, semi-structured and in-depth interviews were conducted. Data gathered from in-depth interviews were converted into codes and afterwards themes were created. Findings- Findings, in context of targeting, digital advertisement ecosystem and types of social media advertising are the themes created in this research. Target audience selection gains value in terms of which channels advertising agencies can apply to reach consumers. Digital advertising ecosystem exists in across application and has impact on marketplace and competition directly. Types of social media advertising bring producers and consumers together and is crucial for advertising agencies to determine consumer segment. Conclusion- Digital footprints of consumers, search engine optimization techniques and several methods applied in social media advertising, are the most important factors used to understand consumers’ behaviors and target accordingly. Targeting by digital footprint and showing the advertisement that may be getting attention from consumers, who are segmented due to their behavior, are provided through different channels in marketplace. Keywords: Digital marketing, digital advertising, digitalism, targeting, qualitative research methods JEL Codes: M31, M37, N30