SWOT Analysis of Digital Marketing in Turkey

Digital marketing has become a critical strategy for modern businesses, and Turkey is rapidly developing in this field. With the widespread use of the internet and technological advancements, Turkey’s digital marketing environment holds significant potential. However, along with challenges, there are also opportunities in this area. This paper aims to evaluate the SWOT analysis of digital marketing in Turkey, highlighting the sector’s strengths, weaknesses, opportunities, and threats. To support the SWOT analysis, various academic studies have been reviewed. The relevant studies are listed under the sections of SWOT analysis and methodology. Secondary data has been used based on selected studies directly related to the topic. In this context,
databases such as Web of Science, Scopus and ULAKBIM were scanned to access sufficient literature on the subject. The findings include that Turkey, as an emerging country in digital marketing, has strengths; areas with low-skilled labor and inadequate infrastructure represent weaknesses; a young and open population presents opportunities; and a highly competitive market poses threats. Based on the findings, recommendations have been made for businesses and decision-makers. Additionally, a review of the literature reveals that there is no study specifically focused on the SWOT analysis of digital marketing in Turkey. This study is expected to fill a significant gap in the literature in this regard