and their experience
Author - Duygu Alkan's Photo
Duygu Inci Alkan
Digital Marketing Executive Eczacıbaşı


Duygu Alkan has been working in digital marketing for more than 12 years now and she’s had experience in almost all industries from media to health to e-commerce and finance.

We had a pleasant and insightful conversation with Duygu, who is now continuing her tradition of managing multiple brands together as a Digital Marketing Executive at the Digital Transformation Coordinatorship within the Eczacıbaşı Group. Let’s discover the digital marketing processes within Eczacıbaşı, the reasons for choosing, and the importance of digital competence in this era.

Founded in 1942, Eczacıbaşı is one of Turkey's most valuable industrial groups with 40 brands and over 11.000 employees. Eczacıbaşı is the leader in most of its businesses with some of the most effective distribution and production networks in the country for building products, pharmaceuticals, and fast-moving consumer goods.

Stating that the purpose of digital marketing is to reach the target audience at the right time with the right communication strategy and to provide the necessary service and content regarding their needs; Duygu adds 'It’s very important for us to follow what a customer says about a brand and is a very suitable platform to find this.’

A central structure, a common roadmap

“We live in an era where we see the effects of the projects we have implemented in customer experience and business results. We have implemented new applications that add value to our customers and end consumers. We aim to continue to be an organization that knows its customers better and offers products and services for new needs. We believe that the way to achieve this is to use the data well and correctly, ” she adds.

As the Digital Transformation Coordinatorship; our priority is to establish a structure that evolves with the customer, that uses digital technologies with a data-oriented perspective while developing new business models that will carry the Group forward. We are taking cultural change steps so that all our business units make such a transformation a natural part of their daily life and can quickly implement new business models. As the Group, we are carrying out a digital transformation project. As we set out on this journey, our aim is always to position the Group in the right place with the right competencies.

Emphasizing that Eczacıbaşı has always been open to new technologies and trends in order to sustain this transformation; she adds that it’s also among her responsibilities to ensure their inter-brand applicability.

As we asked her about the main reason behind dropping one of the largest global software in the industry and switching to, she answers;

  • The very all-in-one single dashboard
  • The presence of a solution-oriented Support Team available 24/7
  • The user-friendly and self-explanatory Reporting Module
  • And the easy onboarding process because of the platform’s structure and the support team

‘We also act as a liaison between the senior management and the Group’s brands. One of our duties is to provide analytical reports. Each brand has weekly and even daily metrics to consider, reaching these metrics whenever we need has become a very simple and fast process for me and for all the Group thanks to’

The power of listening

Our top priorities in 2021 include getting to know our customers better, understanding all stages of their digital journey by spending time in the exact channels they spend time in, being able to contact them with the right messages at the right time, collecting and analyzing data formed in all our brands, and adapting the developing technologies to our brands as quickly as possible.

Stating that the purpose of digital marketing is to reach the target audience at the right time for as long as the technology allows, to anticipate their needs, and to reach them with the healthiest and most appropriate digital means, Duygu adds ‘I can easily find who says what about a brand, where and when he/she said it with only a few clicks on and it’s precious.’

You can be a part of people’s lives for as long as you make their lives easier. made our lives easier and became our digital solution partner.

We would like to thank Duygu for spending time with us and embrace us as her digital solution partner! We wish her and the Group the very best in their future projects.

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