Digital-media and Decision-making Processes: a Road from Impression to Conversion

Abstract

There are decades where nothing happens; and there are weeks where decades happen", (Lenin, date of publication not identified), and how can a country tailor its marketing strategies around multiple crises is a question to be asked. The research will offer an in-depth examination of various spheres of interest, focusing on three digital media campaigns within the context of Turkey as a touristic destination. Amadeus IT Group's data will be utilized for the study, and statistical analysis will be conducted to investigate the effectiveness and the impact of these campaigns on the traveller's decision-making process. Unexpected findings will shift the existing paradigm, leading to a second round of investigation to further understand these results. Upon the potential event of failing to report positive results, a set of conclusions will be drawn, and these findings will subsequently lead to various recommendations, which form the core emphasis of this study. This research intends to contribute to the body of knowledge by providing insights into how a country's marketing strategies can be adapted, and moreover, and how a country should evaluate itself before demanding media services. In the realm of digital marketing, the study can help marketers understand how to better tailor their strategies to suit different types of customers, but moreover the existing need for exploration with a focus on campaign metrics. Keywords: crisis marketing, digital media campaigns, Turkey, tourism, Amadeus IT Group, statistical analysis, decision-making, digital marketing strategies, campaign metrics, media services evaluation