Brands Must Adopt an Omnichannel Strategy
In Turkey’s fast-evolving communication landscape, brands need to adopt an omnichannel strategy to reach diverse audiences effectively. 57.5 million active social media users make digital channels essential for engagement, while television remains a key medium. In 2023, total media and advertising investments in Turkey increased by 120% compared to the previous year. Digital media investments grew by 136.9%, reflecting its dominant role in communication strategies. At the same time, TV advertising expenditures rose by 94.5%, showing that traditional media continues to hold significant value. Brands that balance these growing opportunities can deliver a seamless, unified experience across multiple channels.
Price Sensitivity Overshadows Brand Loyalty
Turkey’s challenging economic conditions, driven by high inflation (42.12% as of January 2025) and ongoing currency fluctuations, have made price sensitivity a dominant factor in consumer decision-making. This shift has significantly weakened brand loyalty, with 6 out of 10 consumers stating they have no brand they would never give up, regardless of economic conditions. Furthermore, 4.5% of consumers identify their favorite brand as “whichever is the cheapest”.
To navigate this environment, brands must prioritize value-driven communication, emphasizing affordability, quality, and customer-centric solutions. Flexible pricing strategies, personalized promotions, and loyalty programs can help brands remain relevant and mitigate the impact of price sensitivity in this highly competitive market.
Political Dynamics Bring Unique Challenges
The political landscape in Turkey presents significant challenges for brands. On August 2, 2024, the Information and Communication Technologies Authority (BTK) restricted access to Instagram for 8 days, disrupting marketing and e-commerce activities. With 10% of Turkey’s e-commerce volume conducted via social media, primarily Instagram, the restriction affected an estimated ₺1.9 billion in daily transaction volume. Notably, no clear explanation for the restriction was provided, leaving businesses and consumers uncertain.
Such events emphasize the importance of flexible crisis management and diversified communication strategies for brands operating in this volatile environment.
Find out more about the Optimore Group and how they can help you navigate the market in Türkiye. To find more information about the market in Türkiye, download 2024 Focus Report: PR in Central Europe.
