The Role of Big Data in Advertising Strategic Planning: A Research on Advertising Agencies

Authors : Fatih Aksoy, Prof Dr Derya Öcal

Pages : 693-717

Doi:10.36362/gumus.1408469

View : 137 | Download : 147

Publication Date : 2024-10-08

Article Type : Research Paper

Abstract :Strategic planning forms the basis of the campaigns to be realized by advertising agencies. Because the most important factor in the success of advertisements is to deliver the right message at the right time, in the right place, to the right target audience. In order to realize this element effectively, the use of big data in strategic planning has an important place. One of the most important features of today, which is called the information age, is that there is change and development in all areas on the basis of big data technologies. For this reason, businesses that want to make a difference and survive in all sectors need to bring data, which is defined as today\'s \'oil\', to the forefront. Undoubtedly, like many businesses in various sectors, advertising agencies need to include big data in their work. The main purpose of the study is to determine how big data is used in strategic planning within the scope of advertising agencies and the role of big data in advertising strategic planning. In general, the aim of this study is to create a resource that will contribute to researchers and practitioners in this regard by revealing the role of big data technologies, the use of which is increasing day by day in all areas, in advertising-oriented strategic planning. In this direction, advertising agencies have been determined primarily in accordance with certain criteria. Within the framework of qualitative research, semi-structured interviews were conducted with 19 strategic planning experts in the selected agencies, considering the purposeful sampling method. The data obtained from the interviews were examined by the content analysis method. The findings obtained from the mentioned analysis were evaluated and the conclusion part was formed. It has been found that almost every stage of the strategic planning prepared for the formation of effective advertising strategies and campaigns is trying to use big data. Therefore, within the scope of the sample, it has been concluded that big data has a significant role in advertising strategic planning in advertising agencies in Turkey
Keywords : Reklam, Reklamcılık, Reklam Ajansları, Stratejik Planlama, Büyük Veri