The efforts of a respected professional to surpass competitors and promote themselves through various media channels have become a part of our lives. However, what if these efforts lead to bizarre situations, scandals, or actions that diminish one’s reputation, similar to the world of celebrities? In your opinion, what might happen?
In 2009, during the global economic crisis, fashion designer Cemil İpekçi expressed his rebellion, while at the same time, Amazon’s CEO Jeff Bezos announced the success of the Kindle, an e-book reader that had been on the market for only a year, stating that it was “the best-selling product in all categories.” Now, we are well aware of Amazon’s share in the market. The digital environment creates new opportunities for low-cost, high-profit returns during crises. Kindle is just a small example of this. The field of Internet Advertising is expanding day by day due to these opportunities. However, in our country, this path could become a sort of tightrope.
After years of traditional display products, keyword and link-based ads led by AdWords proved to be successful commercially. However, over time, treating the forefront as an advertising board and shaping the content accordingly created a data dump. The perception of content as an advertising space and shaping content according to this strategy is turning into a growing disaster for internet publishing. Advertisements are presented based on the popularity of links and the position of the advertised words in the content. In this situation, advertisers pay more to be more prominent and have a good place in the links.
When you enter Google Trends, you can see statistics on the trends of all internet users worldwide, such as how often a word is searched, its demand over months, and the path it follows. To see the effects of placing ads in text content, you just need to look at similar content on many major websites in Turkey (news, videos, portals, etc.). The rising trend of video ads in the last two years and the new targeting habits brought to the advertising world by Facebook are additional factors.
In fact, a revolution at the speed of the internet is taking place in the advertising sector. Such clear and detailed measurability makes the internet unbeatable against traditional advertising channels. However, at the same time, the statistics and targeting capabilities that the internet offers have already started embracing more manipulation than traditional media.
As in the transition from radio to television, where radio-like formats eventually disappeared from television programs, the “New Media” we use on the internet is creating its own unique style. Yes, change is inevitable, but as in every sector, fueling this medium is advertising. In an era where everything traditional is melting away, internet ads and methods, instead of interactive applications that involve users, turn content into easily deciphered, comment-free, rigid rocks developed according to advertising strategies. It is advisable to be cautious and not fall into the same mistakes before the inevitable consequences arrive.