BRAND MANAGEMENT IN THE DIGITAL AGE: THE EFFECTS OF SOCIAL MEDIA AND DATA ANALYTICS

The discipline that investigates how to optimally meet unlimited human needs with scarce resources is defined as economics. The concept of shopping is as old as human history. While shopping was initially seen as an economic interaction based on the exchange of goods, today it has become a complex process resulting from digital data transfer. The emergence of the internet, which is revolutionary in every field from communication to trade, from education to art, is seen as a turning point in human history. The digital explosion that took place with the birth of the internet increased the speed of data flow, while transforming it into dynamic systems that adapt, constantly learn and redefine themselves. Today, the codes of digital culture are not only related to the use of technology, but also emerge as a social phenomenon as a result of the reshaping of individuals' mindsets and collective behavior patterns. Digital marketing is defined as the establishment of an interaction-based relationship framework by creating two-way communication channels between consumers and businesses. The dynamics that emerged as a result of the digital age have placed brand management, especially at the center of corporate strategies. As a result of the increase in daily data production in the world, it offers marketing professionals the opportunity to develop personalized campaign designs and consumer-focused micro-segmentation. Data analytics provides a comprehensive analytical infrastructure ranging from deciphering consumer behavior patterns to conversion optimization. In this study, brand management in the digital age was examined and the effects of social media and data analytics on brand management in the digital age were discussed and interpreted.

Keywords

Digital Marketing, Brand, Social Media, Data Analytics