Abstract
Digital transformation means developing new business models, unforgettable customer experiences, and competitive strategies by using digital technologies, thus creating efficiency in business processes and providing better customer value. While digital transformation is one of the important business decisions, more specifically, the pandemic and the increase in time spent at home have created a substantial growth opportunity for digital broadcast service providers. In this regard, the fact that an already growing market has increased its growth momentum with the effect of the pandemic has made the digital transformation of traditional TV media inevitable. In this study, digital broadcasting sector in Turkey has been examined in the context of strategic marketing management. In this way, by conducting the situation and competition analysis, suggestions were made regarding marketing strategies for Turkish digital platforms that have just entered the market.
TopIntroduction
Digital transformation means developing new business models, customer experiences and strategies by using digital technologies in line with a specific goal, thus creating efficiency in business processes and providing better experiences. In other words, digital transformation is more strategic than a technological transformation, and the focus is on the customer (Genç, 2020). Until this time, the necessity of digital transformation has been emphasized by industry experts, academics, businesspeople and even government officials (Mergel, Edelmann and Haug, 2019). However, it should be noted that the pandemia has accelerated the digital transformation process. Changing business models, changing customer expectations and habits in this period will largely not return to the past, even if the pandemic ends.
Within the scope of the measures taken by almost all countries, digital media tools have become the most important channels for people staying at home to receive information, communicate, socialize and have fun. More specifically, the pandemic and the increase in time spent at home have created a growth opportunity for digital broadcast service providers (Iivari, Sharma and Venta-Ollonen, 2020). The fact that an already growing market has increased its growth momentum with the effect of the pandemic has made the digital transformation of traditional TV media inevitable.
In this context, specifically the popularization day by day in the world of digital broadcasting platform is important to examine the state of competition in Turkey from a strategic marketing perspective. Indeed, Turkey consumes content offered by digital broadcasting platform with a rate of 62% in the We Are Social 2020 Digital Report; thus Turkey is becoming a very attractive market. More importantly, what kind of a competitive position of the Turkey-based new digital platforms it will take against global digital publishing platforms is a matter of curiosity.
In this study, digital broadcasting sector in Turkey has been examined in the context of strategic marketing management. Thus, it is intended to shed light on the competitive situation of the Turkey-based digital broadcasting platforms. In this sense; situation analyses (SWOT, Porter's five forces) and competition analysis are carried out in the perspective of strategic marketing planning and recommendations are made on marketing strategies to be established afterwards. Within this framework, the following titles are included in the study.
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From Old Media to New Media
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The Transformation of Traditional Tvs Into Digital Platforms
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An Investigation on The Competitiveness of Turkish Digital Platforms in the Industry
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Recommendations for Marketing Strategies
Key Terms in this Chapter
SWOT Analysis: A market research analysis technique that a company performs to find strengths and weaknesses, market-related problems, or opportunities.
Strategic Marketing Planning: A company-wide planning, based on internal factors that give a company main advantages and disadvantages, as a way of responding to market opportunities and threats, competitors, and target audiences.
BCG Matrix: An approach pioneered by the Boston Consulting Group that attempted to portrays differences among sector players in terms of relative market share position and industry growth rate.
Porter’s Five Forces: A powerful tool that companies use in order to identify the competitive intensity (threats of new competitors, bargaining power of suppliers, power of buyers, the threat of substitutes and rivalry among existing competitors) in a certain sector.
Old Media: Means of mass communication that are not digital and interactive such as television, radio, and print media.
New Media: A form of mass communication using digital technologies, that is, any internet-related form of communication such as newspaper articles and blogs, music and podcasts, website or email, and streaming apps.
Digital Broadcast Platform: On-demand online entertainment source for TV shows, movies, and other streaming media such as Netflix, Hulu, Amazon Prime, EXXEN, Gain media.