{"id":7861,"date":"2024-01-16T14:00:44","date_gmt":"2024-01-16T14:00:44","guid":{"rendered":"https:\/\/burcuates.com.tr\/?p=7861"},"modified":"2024-02-21T12:08:17","modified_gmt":"2024-02-21T12:08:17","slug":"2021-yilinda-oyunu-dogru-kurmaya-ve-kazanan-tarafta-olmaya-hazir-misiniz","status":"publish","type":"post","link":"https:\/\/burcuates.com.tr\/index.php\/2024\/01\/16\/2021-yilinda-oyunu-dogru-kurmaya-ve-kazanan-tarafta-olmaya-hazir-misiniz\/","title":{"rendered":"2021 y\u0131l\u0131nda \u2018oyunu do\u011fru kurmaya\u2019 ve \u2018kazanan tarafta olmaya\u2019 haz\u0131r m\u0131s\u0131n\u0131z?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7861\" class=\"elementor elementor-7861\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0832683 e-flex e-con-boxed e-con e-parent\" data-id=\"0832683\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-75beb93 elementor-widget elementor-widget-text-editor\" data-id=\"75beb93\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>2020 bizim i\u00e7in \u015fimdiye kadar yapt\u0131\u011f\u0131m\u0131z y\u00f6ntemlerin i\u015flemeyece\u011fini g\u00f6rd\u00fc\u011f\u00fcm\u00fcz ve oyunu yeniden tan\u0131mlamam\u0131z gerekti\u011fini zorunlu olarak g\u00f6rd\u00fc\u011f\u00fcm\u00fcz bir y\u0131l oldu. Belirsizlik, tan\u0131mlanamazl\u0131k, kaygan bir zemin \u00fczerinde tutunma gibi bir \u00e7ok unsuru ya\u015fad\u0131\u011f\u0131m\u0131z bir y\u0131l\u0131n ard\u0131ndan \u015fimdi oyunu do\u011fru kurmaya odaklanmam\u0131z gereken bir zaman\u0131 ya\u015f\u0131yoruz.<span id=\"more-1171\"><\/span><\/p><p>Bu yaz\u0131da \u00f6n\u00fcm\u00fczdeki d\u00f6nemde markalar\u0131n\u0131z ad\u0131na neler yapman\u0131z gerekti\u011fini madde madde yazaca\u011f\u0131m.<\/p><ul><li>\u00d6ncelikle hangi alanda i\u015f yaparsan\u0131z yap\u0131n \u2018g\u00fcven\u2019 ve \u2018sa\u011fl\u0131k\u2019 de\u011ferleri \u00fczerine odaklan\u0131n. T\u00fcketicinin g\u00fcven ihtiyac\u0131n\u0131 kar\u015f\u0131lamal\u0131 ve m\u00fc\u015fteri deneyim yolculu\u011funuzu sa\u011fl\u0131kla ilgili her alan\u0131 kapsayacak \u015fekilde d\u00fczenleyin.<\/li><li>Dijitalin daha fazla kullan\u0131lmaya ba\u015flanmas\u0131yla d\u00fcnyan\u0131n her yerine ula\u015fabilir, ayn\u0131 anda lokal ve k\u00fcresel hedef kitlenize odaklanabilirsiniz. Her y\u0131l dijital d\u00fcnyan\u0131n kullan\u0131m\u0131na dair bir rapor yay\u0131nlayan we are social ve Hootsuits de 2021 raporunu yay\u0131nland\u0131. Bu rapora g\u00f6re bu d\u00f6nemde dijitale yat\u0131r\u0131m yapan markalar daha \u00f6nceye g\u00f6re %73 daha fazla m\u00fc\u015fteri kazan\u0131m\u0131n\u0131 \u00f6n plana koydu. Bu alanda yap\u0131lan k\u0131sa d\u00f6nemli marka stratejileri ise markalar\u0131n i\u015fine pek yaramad\u0131 \u00e7\u00fcnk\u00fc t\u00fcketici bu k\u0131sa d\u00f6nemli markalar\u0131 \u00e7ok hat\u0131rlayamad\u0131lar.<br \/>Bu nedenle markalar bu deneyimlerini 2021\u2019de daha iyi bir hale evirecek \u00e7al\u0131\u015fmalar yapmal\u0131lar. Ba\u015far\u0131l\u0131 ya da ba\u015far\u0131s\u0131z olduklar\u0131 deneyimlerini, t\u00fcketici ihtiya\u00e7lar\u0131n\u0131 da dinleyerek, ihtiyac\u0131 anlayarak uzun d\u00f6nemli marka sadakatini sa\u011flayacak strateji yapmak i\u00e7in kullanmal\u0131lar. \u00c7\u00fcnk\u00fc bir markan\u0131n esas ihtiyac\u0131 uzun d\u00f6nemli sadakat yaratmakt\u0131r.<\/li><li>2023\u2019te Amerika\u2019da livestream shopping ( canl\u0131 al\u0131\u015fveri\u015f)\u2019 in 25 Milyar $\u2019a eri\u015fmesi beklenirken pazarlama olarak bug\u00fcnk\u00fcnden farkl\u0131 stratejiler geli\u015ftirilmesi gerekti\u011fi a\u015fikar. Yukar\u0131da bahsetti\u011fim gibi 2020\u2019de markalar dijital anlamda ciddi bir yat\u0131r\u0131m yapm\u0131\u015f olsalar da rapor bize asl\u0131nda markalar\u0131n t\u00fcketici beklentilerini tam olarak do\u011fru anlayamad\u0131klar\u0131n\u0131 g\u00f6steriyor. \u00c7\u00fcnk\u00fc yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re t\u00fcketicilerin %68\u2019i markalar\u0131n payla\u015f\u0131mlar\u0131n\u0131 ilgi \u00e7ekici bulmuyor. Bu belirsizlik d\u00f6neminde ak\u0131ll\u0131 markalar\u0131n \u00e7o\u011fu t\u00fcketicinin ne istedi\u011fini dinliyor.<\/li><li>Y\u0131llard\u0131r hep s\u00f6yledi\u011fim gibi istedi\u011finiz kadar reklam yap\u0131n t\u00fcketici sizin reklam\u0131n\u0131zdan \u00e7ok e\u015finin, dostunun, arkada\u015f\u0131n\u0131n tavsiyesini dinliyor. Dolay\u0131s\u0131yla da ne yaparsan\u0131z yap\u0131n t\u00fcketicinin tavsiye edece\u011fi bir i\u00e7erik yarat\u0131n. Yani i\u00e7eri\u011finizi siz de\u011fil sizin yerinize t\u00fcketici yarats\u0131n. Sizin as\u0131l g\u00f6reviniz marka el\u00e7ileri yaratmak. \u0130\u00e7eri\u011fi siz de\u011fil sizi sevenler yarats\u0131n.<\/li><li>Bununla beraber daha \u00f6nceki yaz\u0131mda belirtmi\u015ftim. Babyboomer\u2019lar yani paras\u0131n\u0131 elinde bulunduran ancak dijitali pek kullanmayan ya da kullanamayan kesim yani anne babalar\u0131m\u0131z art\u0131k kendi ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak i\u00e7in daha fazla dijitali kullanmalar\u0131 gerekti\u011fini fark ettiler. Bu y\u0131l onlar i\u00e7in bir d\u00f6n\u00fcm noktas\u0131 oldu. 55-64 ya\u015f aras\u0131 kullan\u0131c\u0131lar\u0131n %70\u2019i internetten ge\u00e7en ay al\u0131\u015fveri\u015f yapt\u0131. Sosyal medya kullan\u0131mlar\u0131 ise her ge\u00e7en g\u00fcn artmaya devam ediyor. Dolay\u0131s\u0131yla bu kesime \u00f6zellikle m\u00fc\u015fteri deneyimini tasarlarken \u00f6zel \u00f6nem vermek gerekli.<\/li><li>Sosyal CRM her zamankinden \u00f6nem kazand\u0131. Mass media da reklam \u00e7al\u0131\u015fmalar\u0131 yapaca\u011f\u0131m\u0131za pazarlamac\u0131n\u0131n daha \u00e7ok kendi sosyal kanallar\u0131nda hali haz\u0131rda engagement \u0131 bulunan sosyal medya takip\u00e7ilerine odaklanmas\u0131 ve buray\u0131 \u00f6nceliklendirmesinin \u00e7ok daha \u00f6nemli oldu\u011fu g\u00f6r\u00fcld\u00fc. 2020 her ne kadar zorlu bir s\u00fcre\u00e7 ya\u015fatsa da asl\u0131nda bize 2021\u2019de neler yapmam\u0131z gerekti\u011fi, hangi stratejileri kurmam\u0131z gerekti\u011fine dair yol haritas\u0131n\u0131 g\u00f6sterdi. Tabii do\u011fru okuyabilirsek.<\/li><li>Marka amac\u0131 ve sosyal marka olmak bu y\u0131ldan sonra g\u00f6rece\u011fimiz en \u00f6nemli stratejilerin ba\u015f\u0131nda geliyor. Bundan sonraki s\u00fcre\u00e7te g\u00f6rece\u011fimiz ve marka konumlaman\u0131n olmazsa olmaz omurgas\u0131 haline gelen marka amac\u0131 2021 marka trenderinin ba\u015f\u0131nda geliyor. Gen\u00e7 ku\u015fa\u011fa bakt\u0131\u011f\u0131m\u0131zda pandemi s\u0131ras\u0131nda \u00e7al\u0131\u015fanlar\u0131n\u0131 \u00f6nemseyen ve onlara de\u011fer veren markalar\u0131 unutmam\u0131\u015f g\u00f6r\u00fcn\u00fcyorlar ve onlar\u0131n \u00fcr\u00fcn ve hizmetlerini daha fazla sat\u0131n alma e\u011filimi g\u00f6steriyorlar. Tabii her zaman s\u00f6yledi\u011fim gibi KSS projelerine g\u00f6stermelik olan pazarlama b\u00fct\u00e7esinin k\u00fc\u00e7\u00fck bir k\u0131sm\u0131n\u0131 ay\u0131rmaktan bahsetmiyorum. Ger\u00e7ekten \u015firketin en tepe y\u00f6neticisinden t\u00fcm y\u00f6netim kuruluna kadar yap\u0131lanmas\u0131n\u0131n i\u00e7inde oldu\u011fu sadece pazarlama departman\u0131n\u0131n sorumlulu\u011funda de\u011fil t\u00fcm kurumsal k\u00fclt\u00fcr\u00fcn i\u00e7ine yerle\u015fti\u011fi bir yap\u0131dan bahsediyorum. \u015eirketin DNA\u2019s\u0131na yerle\u015fmesinden bahsediyorum. Daha ya\u015fanabilir bir d\u00fcnya i\u00e7in ta\u015f\u0131n alt\u0131na elini koymaktan bahsediyorum.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>2020 bizim i\u00e7in \u015fimdiye kadar yapt\u0131\u011f\u0131m\u0131z y\u00f6ntemlerin i\u015flemeyece\u011fini g\u00f6rd\u00fc\u011f\u00fcm\u00fcz ve oyunu yeniden tan\u0131mlamam\u0131z gerekti\u011fini zorunlu olarak g\u00f6rd\u00fc\u011f\u00fcm\u00fcz bir y\u0131l oldu. Belirsizlik, tan\u0131mlanamazl\u0131k, kaygan bir zemin \u00fczerinde tutunma gibi bir \u00e7ok unsuru ya\u015fad\u0131\u011f\u0131m\u0131z bir y\u0131l\u0131n ard\u0131ndan \u015fimdi oyunu do\u011fru kurmaya odaklanmam\u0131z gereken bir zaman\u0131 ya\u015f\u0131yoruz. Bu yaz\u0131da \u00f6n\u00fcm\u00fczdeki d\u00f6nemde markalar\u0131n\u0131z ad\u0131na neler yapman\u0131z gerekti\u011fini madde madde [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[74],"tags":[],"_links":{"self":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7861"}],"collection":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=7861"}],"version-history":[{"count":4,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7861\/revisions"}],"predecessor-version":[{"id":7869,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7861\/revisions\/7869"}],"wp:attachment":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=7861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=7861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=7861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}