Organized in collaboration with Istanbul Kültür University’s Department of Communication Arts and the IKU Creative Club, "Creative Talks," held on Tuesday, February 25, brought together students interested in the creative industries and industry professionals. While Migros Hemen-the main sponsor of the event-shared innovations in digital marketing and the retail sector, Pin Drinks and Boost Coffee created a pleasant atmosphere for the participants in the foyer area. A Deepening Perspective on Neuromarketing with Mehmet Kaya In the first session of Creative Talks, neuromarketing expert Mehmet Kaya addressed the subconscious processes of consumer behaviour. Discussing the role of the brain in purchasing decisions, Kaya explained how brands use neuroscience techniques with impressive examples. Students gained valuable insights into the power of emotional triggers in advertisements, the psychology of colours, and the elements that shape consumer perception. Digital Transformation and Power of Creativity with Migros One Brand Team In the second session of the event, the Migros One Brand team made a comprehensive presentation on the development of digital marketing and how brands are positioned in this transformation process. Participants had the opportunity to closely examine Migros One's innovative strategies and how the brand offers consumers more personalized experiences. The Migros One team showed the participants different campaigns by the brand and explained in detail the role of the creative process in the success of an advertisement. Topics such as strategic narrative techniques used in advertisements, the importance of emotional connection, and how consumer insights are evaluated were discussed. This session, which focused on the future of digital marketing, AI-supported customer experiences, and how brands adapt to changing consumer behaviours, offered students important insights that will expand their industry perspectives. |