Tunç Berkman, a partner at TBS Management & Investment, spoke about artificial intelligence and strategic data management in modern marketing. Berkman said:
As I always say in my presentations, in my work, and in my interactions with teams, technology is just a tool—at the heart of the matter are people and human psychology. Understanding human psychology is key to building emotional connections. At its core, marketing is essentially a mathematical process, but one of the most important aspects is analyzing data and using it to communicate at the right time, in the right way, and through the right channel. Artificial intelligence, in essence, provides us with technologies that make these tasks easier. However, the most important thing is to collect the right data in the first place. To be able to analyze that data at the right time. And after conducting that analysis, to reach the right target audience through the right channel. When you do this, you can get excellent results. In other words, you can conduct market research much more quickly than you normally would. You can develop an advertising or marketing idea much more quickly, and you can test the “creative” aspect of it much more effectively—observing and evaluating its impact on the target audience before presenting it. This boosts our performance in terms of efficiency, return on investment, building emotional connections, and storytelling. The success of ads, communication strategies, and marketing strategies has increased by 25–30% compared to the past, thanks to artificial intelligence. But ultimately, I always say this: As I’ve said, artificial intelligence is simply a tool. For now, people need to analyze, evaluate, and act on the insights and solutions provided by AI. Tomorrow, this will increasingly be handled by AI itself. From this perspective, AI has become one of the most widely used and preferred solutions and technologies in marketing over the past two years.
The Role of Technology in Marketing
Technology has become an indispensable tool in today’s business world. Particularly in the field of marketing, the opportunities offered by technology have made it possible to develop more effective and efficient strategies. However, technology’s role in this field is not limited to being merely a tool. Understanding human psychology and building emotional connections are among the cornerstones of marketing. In this context, the harmonious integration of technology and the human factor is of critical importance in developing successful marketing strategies.
The Importance of Data Analysis
The success of marketing strategies depends on collecting the right data and analyzing it correctly. Artificial intelligence offers marketers significant advantages by accelerating and simplifying these processes. However, collecting and analyzing data correctly is essential for the effective use of these technologies.
The Right Time and the Right Channel
Communicating at the right time and through the right channel is one of the key factors that determine the success of marketing strategies. Artificial intelligence guides marketers through this process, enabling them to reach their target audience at the most appropriate time and through the most effective channels.
Testing “Creative” Projects
Artificial intelligence enables the effective testing of “creative” work. This allows marketers to assess their impact on the target audience and tailor their strategies accordingly. This process ensures that marketing campaigns are more effective and efficient.
Increasing Success Rates with Artificial Intelligence
Artificial intelligence significantly enhances the success of marketing strategies. Compared to the past, the success of advertisements, communication strategies, and marketing strategies has increased by 25–30% thanks to artificial intelligence. This clearly demonstrates just how effective a tool artificial intelligence is in the field of marketing.
The Importance of the Human Factor
Although artificial intelligence streamlines marketing processes, the human factor remains of great importance. It is up to people to analyze and evaluate the solutions offered by artificial intelligence. In the future, these processes are expected to be carried out increasingly by artificial intelligence.
The Use of Artificial Intelligence in Marketing
Over the past two years, artificial intelligence has become one of the most popular solutions in the field of marketing. The capabilities offered by this technology enable marketers to develop more effective and efficient strategies. By streamlining and simplifying marketing processes, artificial intelligence provides marketers with significant advantages.
In summary, technology and artificial intelligence are bringing about revolutionary changes in the field of marketing. With the right data analysis, timing, and channel selection, marketing strategies are becoming more effective. However, the importance of the human factor should not be overlooked. Although artificial intelligence streamlines marketing processes, people still need to analyze and evaluate these processes. In the future, artificial intelligence is expected to play an even greater role in the field of marketing.
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