DIGITAL MARKETING AND FOOD INDUSTRY
Many initiatives have been made in the digital world for 10 years. While the importance of social media and the digital world was discussed in the early 2010s, we now look at those who make these discussions with a smile. So that, Now we see that even the social media accounts of the companies are taken into account in the trading and transfer of the companies.
I think there is no need to talk too much about the importance of digital marketing and social media. This is already a known fact so we should search for information that we are curious about and useful. Internet use has increased considerably, especially during the pandemic period because of being closed at home. According to the August 2020 report of TUIK, in enterprises with 10 or more employees making e-sales, it increased by 2.2 points compared to the year before 2020 and became 53.7%. Website ownership rate was 89.2% in start ups with 250 or more, followed by enterprises with 50-249 employees at 74.1% and 10-49 start ups with 49.2%. In the digital world where there is so much competition, companies create digital marketing groups or work with specialized agencies to get ahead of each other by developing different strategies.
Food Marketing
If we are to simply define it, we can define it as a series of communication activities between a food company and consumers. Companies must to investigate the product market and target audience in detail before any product enters the production stage. Knowing what consumers want is extremely important for food companies to dominate the market place. The development of the product also improves the marketing strategies of the companies. Especially, large food companies spend a lot of money on marketing in this area, making consumers willing to spend money on their products.
The popcorn and corn in glasses market can be a good example of food marketing. I've never liked eating popcorn in movie theaters all my life but whenever I went to the movies I felt like I had to buy popcorn. . Such a marketing strategy has circulated in the digital world, television shows and cinemas that the message given to the consumer was "You cannot watch a movie on popcorn". Although eating popcorn is annoying during the movie, popcorn is still king in movie theaters. I guess it will continue as something indispensable, no matter how annoying it may be.
Corn in the glass also became very popular on the streets and at the entrances of entertainment centers. The smell of a glass of boiled corn and the sauces poured on it began to draw people to the counter. This product, which is quite low in cost like popcorn, suddenly appeared with a glass and a spoon in the hands of people walking on the street. What do you think was the secret of this product's success? I think, It is difficult to eat corn with corncob. That is a big reason. On the other hand, corn in a glass has become a delicious food that can be eaten with a spoon and mixed with various sauces. Moreover, a product you can eat while walking on the street.
Food Industry Overview
The food industry is undoubtedly the world's largest market. If we say that food is of great importance for humanity, we can easily say that the food industry is also the world's largest market. The world population is currently estimated at around 8 billion. It is estimated that the world population will approach 10 billion by the year 2050. This increasing population will undoubtedly lead to a greater need for food. With this estimate, it will be necessary to increase food production by 50 percent. Increasing world population, climate change, advancing technology and increasing global connections will also play an important role in the course of the food industry.
The Need for Digitalization of the Food Sector
I am aware that I am making an introduction to Digital Marketing. However, we cannot progress in the field of marketing without obtaining sufficient information from the socio-economic conditions and consumer dynamics of the country. So let's talk about some implications.
- Empowered Consumers:
The widespread use of the Internet and the increase in communication channels now lead us to many options as consumers. The large number of options allows consumers to understand what they actually want. This situation causes the tastes and expectations of consumers to change continuously, but it forces companies to use digital channels vigorously to get closer to their more demanding customers. Tracking what consumers are talking about on social networks, seeing what they like, catching their dissatisfaction and complaints instantly make a great contribution to the growth of companies. Increasing the digitalization investments of the companies in their marketing activities will help them to create a flexible and agile structure that can respond to the sudden filling in customer expectations and behavior.
- Contact with the Consumer:
Thanks to the Internet, companies can contact their customers and consumers. E-commerce and mobile applications have provided a new way of interaction by shaking the traditional marketing methods of many companies. Companies that can reach their consumers instantly, receive instant reactions, and promote their promotions and products, have grown rapidly in their sector.
We can extend our analysis to many subheadings. However, the consumer model that gets stronger with the widespread use of the internet will take its place as the main topic above all the analyzes we will make. the point of contact with the consumer will always remain the golden key.