{"id":7886,"date":"2024-01-16T14:05:06","date_gmt":"2024-01-16T14:05:06","guid":{"rendered":"https:\/\/burcuates.com.tr\/?p=7886"},"modified":"2024-02-21T12:08:17","modified_gmt":"2024-02-21T12:08:17","slug":"yeni-baslangiclar-markalar-ve-basarinin-yeni-halleri-uzerine","status":"publish","type":"post","link":"https:\/\/burcuates.com.tr\/index.php\/2024\/01\/16\/yeni-baslangiclar-markalar-ve-basarinin-yeni-halleri-uzerine\/","title":{"rendered":"Yeni Ba\u015flang\u0131\u00e7lar, \u2018Marka\u2019lar ve Ba\u015far\u0131n\u0131n Yeni Halleri \u00dczerine"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7886\" class=\"elementor elementor-7886\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c5b313 e-flex e-con-boxed e-con e-parent\" data-id=\"2c5b313\" 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-00b17d5 elementor-widget elementor-widget-text-editor\" data-id=\"00b17d5\" 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>Yeni bir y\u0131la girdik. Yeni bir y\u0131la girdi\u011fimiz i\u00e7in de\u011fil yeni bir d\u00f6nemden ge\u00e7ti\u011fimiz i\u00e7in hayat\u0131m\u0131zda farkl\u0131l\u0131klar g\u00f6rmeye ba\u015flad\u0131k.<\/p><p>Bunun en ba\u015f\u0131nda uzun bir s\u00fcredir s\u00f6yledi\u011fim gibi bug\u00fcn ne i\u015f yaparsak yapal\u0131m \u2019insan\u2018 fakt\u00f6r\u00fcne odaklanmak zorunda oldu\u011fumuz geliyor. Eskiden hedef kitle diye SES gruplar\u0131na g\u00f6re strateji kurarken \u015fimdi hedef kitleyi tan\u0131mlayabilmek i\u00e7in insanlar\u0131n psikolojik s\u00fcre\u00e7 ve davran\u0131\u015f \u015fekillerini analiz etmek zorunday\u0131z.<span id=\"more-1161\"><\/span><br \/>Markalar\u0131n, insanlar\u0131n evlere kapand\u0131\u011f\u0131 i\u00e7in kaybettikleri insan temas\u0131n\u0131 yakalamas\u0131 ve t\u00fcketim davran\u0131\u015f\u0131 \u015fekillerini tekrar tekrar analiz ederek hedef kitleyi ve stratejilerini buna g\u00f6re belirlemeleri gerekmekte.<\/p><p>Bug\u00fcn t\u00fcketici ekranlara hapsolmu\u015f durumda \u00e7\u00fcnk\u00fc t\u00fcketicinin, d\u00fcnyadan bilgi alabilmesini sa\u011flayan mecralar ekranlar arac\u0131l\u0131\u011f\u0131yla evine gelebiliyor. Bu nedenle de samimi bir dille, kendisini yormadan, kand\u0131rmadan, s\u00fcrd\u00fcr\u00fclebilir \u015fekilde t\u00fcketici ile ba\u011f kuran ona kendi de\u011ferlerini hissettiren, onlara g\u00fcven veren markalar buradan g\u00fc\u00e7lenerek \u00e7\u0131kacak. Yani asl\u0131nda burada bizden biri, bilge, kahraman arketiplerini kullanan, care giver (anne) personas\u0131 ile destekleyen markalar bir ad\u0131m daha \u00f6ne ge\u00e7ecek. Bu d\u00f6nemde \u2018marka olarak nas\u0131l kaybederiz\u2019 diye sorarsan\u0131z size verece\u011fim tek cevap \u2018sadece sat\u0131\u015f kampanyalar\u0131 yap\u0131n, hi\u00e7 de\u011fer yaratmay\u0131n\u2019 olurdu.<\/p><p>Ya\u015fad\u0131\u011f\u0131m\u0131z bug\u00fcnlerde hepimiz birer HES koduna d\u00f6n\u00fc\u015ft\u00fck. Hepimizin adresi birer rakama d\u00f6n\u00fc\u015ft\u00fc. Yapay zekalar\u0131n, algoritmalar\u0131n \u00e7ok\u00e7a kullan\u0131ld\u0131\u011f\u0131 ve bizim de bu datalar\u0131n bir par\u00e7as\u0131 oldu\u011fumuz bir d\u00fcnyaya do\u011fru gidiyoruz. Bu nedenle dijitali i\u015fin i\u00e7ine katmayan markalar\u0131n ya\u015fayamayaca\u011f\u0131n\u0131 zaten biliyoruz. Bunu biliyoruz ama bununla beraber iki temel unsur daha \u00e7ok \u00e7ok \u00f6nemli. Bunlardan biri m\u00fc\u015fteri deneyim yolculu\u011funu tekrar tasarlamaya odaklanmal\u0131y\u0131z. Yani online sipari\u015f veren m\u00fc\u015fterinin en h\u0131zl\u0131, en konforlu sat\u0131n alma, teslimat ve \/veya iade s\u00fcre\u00e7leri tekrar tekrar, m\u00fc\u015fteriyi oda\u011fa koyarak tasarlanmal\u0131. \u00d6rne\u011fin \u00fcr\u00fcn iadelerini h\u0131zl\u0131 bir \u015fekilde sa\u011flayan markalar ya da daha ya\u015fl\u0131 kesimin (baby boomers) sat\u0131n alma s\u00fcre\u00e7lerini kolayla\u015ft\u0131ran markalar \u00f6n\u00fcm\u00fczdeki d\u00f6nemde \u00e7ok daha k\u0131ymetli olacak. Son olarak alt\u0131n\u0131 \u00e7ok kal\u0131n \u00e7izgilerle \u00e7izmek isterim ki topluma katk\u0131 sa\u011flamayan, toplumsal fayday\u0131 DNA\u2019s\u0131na katmayan markalar\u0131n \u00f6n\u00fcm\u00fczdeki d\u00f6nemde yok oldu\u011funu g\u00f6rece\u011fiz. Bu nedenle de yeni nesil pazarlama yakla\u015f\u0131mlar\u0131n\u0131 tasarlarken masan\u0131n etraf\u0131nda pazarlama profesyonelleri ile beraber yapay zek\u00e2 uzmanlar\u0131, psikologlar, antropolog ve sosyologlar ile insan davran\u0131\u015f\u0131n\u0131 irdeleyen ara\u015ft\u0131rmac\u0131lar bir arada olmal\u0131.<\/p><p>Teknoloji ile insan odakl\u0131 yakla\u015f\u0131m\u0131 ayn\u0131 potada eritmeli, yin yang gibi birbirini tamamlayan, biri olmazsa di\u011ferinin eksik kald\u0131\u011f\u0131 yakla\u015f\u0131mlar tasarlanmal\u0131.<\/p><p>T\u00fcm bunlar\u0131 s\u00f6yledikten sonra gelin ge\u00e7en hafta lansman\u0131 yap\u0131lan GA\u0130N\u2019e bakal\u0131m. \u00d6ncelikle isminin a\u00e7\u0131l\u0131m\u0131n\u0131 \u00e7ok sevdim. G\u00fczel Ahlak \u0130yi Niyet in ba\u015f harflerinden olu\u015fuyor. Hep toplumsal marka olmak, sahici olmak, samimi olmak, de\u011fer yaratmak diyoruz ya. \u0130\u015fte isminden ba\u015flam\u0131\u015f GA\u0130N kazanmaya\u2026 Hep ne s\u00f6yl\u00fcyoruz. M\u00fc\u015fteriyi i\u015fin i\u00e7ine koyan, i\u00e7erik \u00fcreten bunu da dijital ve yapay zek\u00e2 ile birle\u015ftiren platformlar kazanacak. \u0130\u015fte tam bu noktada teknik olarak mobil e uyumlu, 10 dakika civar\u0131nda kaliteli i\u00e7erikler sunan bir platform olmas\u0131yla rakiplerinden ayr\u0131\u015f\u0131yor. Filli Boya\u2019n\u0131n eski sahibi G\u00f6zde Akp\u0131nar taraf\u0131ndan kurulmas\u0131yla da ayr\u0131ca sevdim. Y\u00fcz y\u00fcze hi\u00e7 tan\u0131\u015f\u0131kl\u0131\u011f\u0131m\u0131z olmasa da hep anlatt\u0131\u011f\u0131m gibi ki\u015fisel marka olmada en \u00f6nemli soru \u2018nas\u0131l bilirdiniz\u2019e verilen yan\u0131tlard\u0131r. \u0130\u015fte medyada g\u00f6rd\u00fc\u011f\u00fcm kadar\u0131yla, kad\u0131n erkek e\u015fitli\u011fi i\u00e7in verdi\u011fi reklamlarda ger\u00e7ek insanlar\u0131 en ger\u00e7ek haliyle fikirlerini al\u0131p bunu yay\u0131nlamas\u0131, Soma kazas\u0131nda siyah ekran reklam\u0131 vermesi gibi de\u011ferlerini yans\u0131tmas\u0131 benim zihnimde \u00e7ok do\u011fru bir konumlama yarat\u0131yor. \u015eimdi de yine kendi de\u011ferlerine uygun bir isimle GA\u0130N yani g\u00fczel ahlak iyi niyet koymu\u015f platformunun ad\u0131na. Kendisini s\u00f6yledi\u011fim gibi hi\u00e7 tan\u0131mam. Ama bildi\u011fim bir \u015fey var ki iyi bir marka, pazarlama, alg\u0131 \u00e7al\u0131\u015fmas\u0131 g\u00f6rd\u00fc\u011f\u00fcmde iyiyi \u00e7o\u011faltmak ad\u0131na bunu yazmay\u0131, derslerimde \u00f6rnek vermeyi, y\u00fczlerce ki\u015fiyle payla\u015fmay\u0131 \u00f6nemsiyorum.<\/p><p>\u0130yilerin, kaliteli i\u015flerin, anlaml\u0131 projelerin \u00e7o\u011falmas\u0131 yeni d\u00f6nemde \u2018ba\u015far\u0131\u2019 n\u0131n yeni tan\u0131m\u0131n\u0131 \u00e7o\u011faltacak gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\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>Yeni bir y\u0131la girdik. Yeni bir y\u0131la girdi\u011fimiz i\u00e7in de\u011fil yeni bir d\u00f6nemden ge\u00e7ti\u011fimiz i\u00e7in hayat\u0131m\u0131zda farkl\u0131l\u0131klar g\u00f6rmeye ba\u015flad\u0131k. Bunun en ba\u015f\u0131nda uzun bir s\u00fcredir s\u00f6yledi\u011fim gibi bug\u00fcn ne i\u015f yaparsak yapal\u0131m \u2019insan\u2018 fakt\u00f6r\u00fcne odaklanmak zorunda oldu\u011fumuz geliyor. Eskiden hedef kitle diye SES gruplar\u0131na g\u00f6re strateji kurarken \u015fimdi hedef kitleyi tan\u0131mlayabilmek i\u00e7in insanlar\u0131n psikolojik s\u00fcre\u00e7 [&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\/7886"}],"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=7886"}],"version-history":[{"count":4,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7886\/revisions"}],"predecessor-version":[{"id":7891,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7886\/revisions\/7891"}],"wp:attachment":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=7886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=7886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=7886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}