Social Media
“7 Out of 10 Brands Make the Same Mistakes — A Silent Crisis in Media Planning”
While digital advertising investments are rapidly growing in Türkiye, there is a common problem we observe iMost brands repeat the same fundamental mistakes.
This leads to inefficient use of budget, performance losses, and platforms learning the brand incorrectly. As Marker Groupe, we’ve summarized the critical mistakes we most frequently encounter in the field.
1. The “Let’s target everyone” approach
Broad targeting often increases costs, slows down the algorithm, and weakens the campaign.
Our model:
🎯 Narrow targeting → Test → Expand → Scale
When you break this sequence, performance drops quickly.
2. Choosing channels based on habits
Many brands manage their media planning with the following assumptions:
“We always do well on Meta.”
“Google doesn’t work for us.”
“TikTok is for young people, it’s not suitable for us.”
The truth is:
Each category performs differently on different channels.
While some brands break ROAS records on TikTok, others see their programmatic OOH traffic double.
The right question:
➡️ Where is the target audience?
3. Skipping brand safety checks
A large portion of brands in Türkiye lacks brand safety settings:
YouTube sensitive content filters
Programmatic brand safety packages
TikTok content category restrictions
Display negative keyword lists
Launching a campaign without these means leaving your brand exposed to risk.
4. The illusion that “the same creative works everywhere”
Each platform has its own insight:
Meta: Fast consumption
TikTok: Story that blends with the feed
Google: Intent-focused communication
Programmatic: Minimal design and quick attention-grab
Brands that don’t diversify creatives lose budget silently.
5. Evaluating performance only by ROAS
ROAS is important, but it’s not the only metric.
In real media planning, we also look at:
- Organic search volume
- Growth of the remarketing pool
- CPM trends
- Channel contribution score
- Multi-touch analyses
A campaign may appear unprofitable on the surface but still contribute to overall brand growth.
6. Launching a campaign without designing the funnel
The most common mistake we see:
There’s a campaign, but no sales funnel.
The correct funnel:
- Awareness
- Discovery
- Consideration
- Conversion
- Loyalty
- Brand advocacy
Planning without this structure may work in the short term, but it collapses in the long term.
7. Ignoring the importance of weekly optimization
Monthly optimization does not align with how today’s algorithms operate.
Brands that optimize weekly always gain an advantage in the competition.
Media planning is not just choosing platforms.
When done correctly, sales, visibility, and brand perception rise together.
When done poorly, the budget dissolves without being noticed.
At Marker Groupe, our approach is clear: When you match the right data with the right audience, performance grows naturally.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
