{"status":true,"post":{"id":21643,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 14:10:31","created_at":"2020-03-12T21:00:00.000000Z","updated_at":"2022-10-24T11:10:31.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":21643,"is_featured":0,"title":"Dijital \u00e7a\u011f\u0131n ge\u00e7er ak\u00e7esi: Dikkat ekonomisi","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":null,"content":"  \t\t\t\t\t  \t\t\t\t\t<p style=\"text-align: right;\"><span class=\"large\"><strong>Dr. Adnan Veysel Ertemel<\/strong><\/span><br><\/p>  <p><span class=\"large\">Dijital devrimi, sekt\u00f6r\u00fcm\u00fcz ne olursa olsun hem kar\u015f\u0131la\u015fabilece\u011finiz en b\u00fcy\u00fck f\u0131rsat hem de ba\u015fa gelebilecek en b\u00fcy\u00fck tehdit olarak g\u00f6rmek gerekli. Bu durum tar\u0131m, e\u011fitim, medikal sekt\u00f6rleri gibi ba\u015flang\u0131\u00e7ta dijitalle\u015fmeyle hi\u00e7 ilgisi olmad\u0131\u011f\u0131 d\u00fc\u015f\u00fcn\u00fclen sekt\u00f6rler i\u00e7in de ge\u00e7erli. Y\u0131llar i\u00e7erisinde dijital devrim bir\u00e7ok konuda i\u015f yapma \u015fekillerini k\u00f6kl\u00fc bir bi\u00e7imde de\u011fi\u015ftirdi. Eskinin bir\u00e7ok i\u015f modeli anlams\u0131zla\u015f\u0131rken yeni i\u015f modelleri \u00f6ne \u00e7\u0131kmaya ba\u015flad\u0131. \u00d6rne\u011fin t\u00fcketicilerde tek y\u00f6nl\u00fc monolog ileti\u015fim tarihe kar\u0131\u015ft\u0131. Bunu yerini d\u00fcnyan\u0131n her yerindeki t\u00fcketicilerle 7\/24 ger\u00e7ek zamanl\u0131 \u00e7ift y\u00f6nl\u00fc ileti\u015fim ald\u0131. Sosyal medya devrimi sayesinde kendi aralar\u0131nda da her an ileti\u015fim i\u00e7inde olan ve hi\u00e7 olmad\u0131\u011f\u0131 kadar g\u00fc\u00e7lenmi\u015f t\u00fcketiciler markalar\u0131 \u00e7ok k\u0131sa s\u00fcre i\u00e7erisinde vezir de rezil de edebilir konuma geldi\u2026 <\/span><br><span class=\"large\"> Dijital ekosistemin \u00fczerine oturdu\u011fu en \u00f6nemli mekanizma olarak dikkat ekonomisini g\u00f6sterebiliriz\u2026 <\/span><\/p>  <p><span class=\"large\">Sosyal medya devriminde, her bir t\u00fcketici ayn\u0131 zamanda bilgi \u00fcreticisi rol\u00fcnde. YouTube, Twitter ve Instagram bunun birer \u00f6rne\u011fi. \u00dcretilen bilginin \u00fcssel olarak artt\u0131\u011f\u0131 bu \u00e7a\u011fda, hepimizin t\u00fcm i\u015flere ay\u0131rmas\u0131 gereken zaman 24 saat ve bu s\u00fcrenin artmas\u0131 m\u00fcmk\u00fcn de\u011fil.<\/span><\/p>  <p><span class=\"large\">Bundan 20 y\u0131l \u00f6ncesinde bilgi teknolojileri y\u00f6neticilerinin en b\u00fcy\u00fck vaadi, \u2018yak\u0131nda bilginin parmaklar\u0131m\u0131z\u0131n ucuna gelece\u011fi\u2019ydi. Ak\u0131ll\u0131 telefonlar\u0131n hayat\u0131m\u0131za girdi\u011fi \u00e7a\u011f\u0131m\u0131zda bilgi parmaklar\u0131m\u0131z\u0131n ucunda. Ancak dikkat kesilmesi gereken onca i\u015f aras\u0131nda parmaklar\u0131m\u0131z\u0131n ucuna kadar gelen bilgiyi okumaya fazladan dikkat ayr\u0131lamad\u0131\u011f\u0131 takdirde kimse o bilgiden haberdar olamayacak. G\u00fcn\u00fcm\u00fczde ileti\u015fim a\u011flar\u0131ndaki bant geni\u015fli\u011fi sorun olmaktan \u00e7\u0131kt\u0131, insano\u011flunun bilgiyi i\u015flemedeki bant geni\u015fli\u011fi yeni darbo\u011faz olmaya ba\u015flad\u0131.<\/span><\/p>  <p><span class=\"large\">Dikkat ekonomisini ilk ortaya atan Herbert Simon, bilgideki h\u0131zl\u0131 art\u0131\u015f\u0131n dikkat konusunda k\u0131tl\u0131\u011fa neden oldu\u011funu belirtmi\u015ftir.<\/span><\/p>  <p><span class=\"large\"><strong>D\u0130KKAT NED\u0130R?<\/strong><\/span><\/p>  <p><span class=\"large\">Dikkat; herhangi bir olgu konusunda fark\u0131ndal\u0131k ve karar verme ad\u0131mlar\u0131 aras\u0131nda bulunan \u2018odakl\u0131 zihinsel kilitlenme\u2019dir. Ba\u015fka bir ifadeyle dikkat, karar verme s\u00fcrecinde birle\u015ftirici nitelikteki kay\u0131p halkad\u0131r. Dikkati, tam anlam\u0131yla bilgi \u00e7a\u011f\u0131n\u0131n en ge\u00e7erli ak\u00e7esi olarak tan\u0131mlayabiliriz. G\u00fcn\u00fcm\u00fczde gelinen noktada t\u00fcketiciler kar\u015f\u0131la\u015ft\u0131klar\u0131 bir yaz\u0131n\u0131n ilk birka\u00e7 c\u00fcmlesinden fazlas\u0131n\u0131 okumaz oldular. Tam da bu nedenle Twitter gibi okuyucuya konunun \u00f6z\u00fcn\u00fc sunan (bilgi \u00fcreticisine de meram\u0131n\u0131 140 karaktere s\u0131\u011fd\u0131r diyerek meydan okuyarak) \u00e7\u00f6z\u00fcmler \u00f6n plana \u00e7\u0131kmaktad\u0131r.<\/span><\/p>  <p><span class=\"large\"><strong>B\u0130R PAZARLAMA S\u00dcREC\u0130 OLARAK D\u0130KKAT<\/strong><\/span><\/p>  <p><span class=\"large\">Her pazarlama s\u00fcrecinde oldu\u011fu gibi dikkat ekonomisinde de bir de\u011fer al\u0131\u015fveri\u015fi s\u00f6z konusudur. Ancak dikkat ekonomisindeki al\u0131\u015fveri\u015f dolayl\u0131d\u0131r. T\u00fcketicilerle hizmet sa\u011flay\u0131c\u0131 aras\u0131nda g\u00fcven esasl\u0131 g\u00f6r\u00fcnmez bir s\u00f6zle\u015fme vard\u0131r. Buna g\u00f6re t\u00fcketiciler k\u0131s\u0131tl\u0131 ve de\u011ferli dikkat ve zaman\u0131n\u0131 hizmet sa\u011flayana vermeleri kar\u015f\u0131l\u0131\u011f\u0131nda, ilgili, ki\u015fiselle\u015ftirilmi\u015f ve faydal\u0131 hizmetler al\u0131r. Vaat edilen hizmetler ayn\u0131 ko\u015fullarda verilmeye devam ettik\u00e7e bu durum devam eder. T\u00fcketicilerin her g\u00fcn belli bir s\u00fcre dikkatini \u00e7ekmeyi ba\u015faran hizmet sa\u011flay\u0131c\u0131lar, bu dikkati dolayl\u0131 yoldan rahatl\u0131kla paraya \u00e7evirir.<\/span><\/p>  <p><span class=\"large\">\u00dclkemizden \u00e7\u0131kan dikkat ekonomisinin ba\u015far\u0131l\u0131 bir \u015firketi; mobil bir oyun \u015firketi olan \u2018goodjob games\u2019tir. \u0130lker Il\u0131cal\u0131\u2019n\u0131n kurucusu oldu\u011fu 2016 y\u0131l\u0131nda kurulmu\u015f \u015firketin geli\u015ftirdi\u011fi oyunlar d\u00fcnya \u00e7ap\u0131nda 900 milyon kez indirildi. T\u00fcketicilerden tek bir kuru\u015f \u00fccret almayan \u015firket, reklam verenler arac\u0131l\u0131\u011f\u0131yla elde etti\u011fi kazan\u00e7 sayesinde T\u00fcrkiye\u2019nin s\u0131n\u0131r\u00f6tesi i\u015f yapan say\u0131l\u0131 vergi m\u00fckelleflerinden biri haline geldi\u2026<\/span><\/p>  \t\t\t\t","slug":"dijital-cagin-gecer-akcesi-dikkat-ekonomisi","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital \u00e7a\u011f\u0131n ge\u00e7er ak\u00e7esi: Dikkat ekonomisi","meta_description":"Dr. Adnan Veysel Ertemel","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1085,"cropped_1200x675":null,"user":{"id":27,"name":"ADNAN VEYSEL","surname":"ERTEMEL","email":"doc-dr-adnan-veysel-ertemel@gmail.com","slug":"doc-dr-adnan-veysel-ertemel","avatar":"\/front\/uploads\/avatar\/17336916001r1LpO2XUqa1CPY.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:50:02.000000Z","updated_at":"2024-12-18T09:48:24.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":21742,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":21643,"locale":"tr","category_id":73,"title":"Dijital \u00e7a\u011f\u0131n ge\u00e7er ak\u00e7esi: Dikkat ekonomisi","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":"  \t\t\t\t\t  \t\t\t\t\t<p style=\"text-align: right;\"><span class=\"large\"><strong>Dr. Adnan Veysel Ertemel<\/strong><\/span><br><\/p>  <p><span class=\"large\">Dijital devrimi, sekt\u00f6r\u00fcm\u00fcz ne olursa olsun hem kar\u015f\u0131la\u015fabilece\u011finiz en b\u00fcy\u00fck f\u0131rsat hem de ba\u015fa gelebilecek en b\u00fcy\u00fck tehdit olarak g\u00f6rmek gerekli. Bu durum tar\u0131m, e\u011fitim, medikal sekt\u00f6rleri gibi ba\u015flang\u0131\u00e7ta dijitalle\u015fmeyle hi\u00e7 ilgisi olmad\u0131\u011f\u0131 d\u00fc\u015f\u00fcn\u00fclen sekt\u00f6rler i\u00e7in de ge\u00e7erli. Y\u0131llar i\u00e7erisinde dijital devrim bir\u00e7ok konuda i\u015f yapma \u015fekillerini k\u00f6kl\u00fc bir bi\u00e7imde de\u011fi\u015ftirdi. Eskinin bir\u00e7ok i\u015f modeli anlams\u0131zla\u015f\u0131rken yeni i\u015f modelleri \u00f6ne \u00e7\u0131kmaya ba\u015flad\u0131. \u00d6rne\u011fin t\u00fcketicilerde tek y\u00f6nl\u00fc monolog ileti\u015fim tarihe kar\u0131\u015ft\u0131. Bunu yerini d\u00fcnyan\u0131n her yerindeki t\u00fcketicilerle 7\/24 ger\u00e7ek zamanl\u0131 \u00e7ift y\u00f6nl\u00fc ileti\u015fim ald\u0131. Sosyal medya devrimi sayesinde kendi aralar\u0131nda da her an ileti\u015fim i\u00e7inde olan ve hi\u00e7 olmad\u0131\u011f\u0131 kadar g\u00fc\u00e7lenmi\u015f t\u00fcketiciler markalar\u0131 \u00e7ok k\u0131sa s\u00fcre i\u00e7erisinde vezir de rezil de edebilir konuma geldi\u2026 <\/span><br><span class=\"large\"> Dijital ekosistemin \u00fczerine oturdu\u011fu en \u00f6nemli mekanizma olarak dikkat ekonomisini g\u00f6sterebiliriz\u2026 <\/span><\/p>  <p><span class=\"large\">Sosyal medya devriminde, her bir t\u00fcketici ayn\u0131 zamanda bilgi \u00fcreticisi rol\u00fcnde. YouTube, Twitter ve Instagram bunun birer \u00f6rne\u011fi. \u00dcretilen bilginin \u00fcssel olarak artt\u0131\u011f\u0131 bu \u00e7a\u011fda, hepimizin t\u00fcm i\u015flere ay\u0131rmas\u0131 gereken zaman 24 saat ve bu s\u00fcrenin artmas\u0131 m\u00fcmk\u00fcn de\u011fil.<\/span><\/p>  <p><span class=\"large\">Bundan 20 y\u0131l \u00f6ncesinde bilgi teknolojileri y\u00f6neticilerinin en b\u00fcy\u00fck vaadi, \u2018yak\u0131nda bilginin parmaklar\u0131m\u0131z\u0131n ucuna gelece\u011fi\u2019ydi. Ak\u0131ll\u0131 telefonlar\u0131n hayat\u0131m\u0131za girdi\u011fi \u00e7a\u011f\u0131m\u0131zda bilgi parmaklar\u0131m\u0131z\u0131n ucunda. Ancak dikkat kesilmesi gereken onca i\u015f aras\u0131nda parmaklar\u0131m\u0131z\u0131n ucuna kadar gelen bilgiyi okumaya fazladan dikkat ayr\u0131lamad\u0131\u011f\u0131 takdirde kimse o bilgiden haberdar olamayacak. G\u00fcn\u00fcm\u00fczde ileti\u015fim a\u011flar\u0131ndaki bant geni\u015fli\u011fi sorun olmaktan \u00e7\u0131kt\u0131, insano\u011flunun bilgiyi i\u015flemedeki bant geni\u015fli\u011fi yeni darbo\u011faz olmaya ba\u015flad\u0131.<\/span><\/p>  <p><span class=\"large\">Dikkat ekonomisini ilk ortaya atan Herbert Simon, bilgideki h\u0131zl\u0131 art\u0131\u015f\u0131n dikkat konusunda k\u0131tl\u0131\u011fa neden oldu\u011funu belirtmi\u015ftir.<\/span><\/p>  <p><span class=\"large\"><strong>D\u0130KKAT NED\u0130R?<\/strong><\/span><\/p>  <p><span class=\"large\">Dikkat; herhangi bir olgu konusunda fark\u0131ndal\u0131k ve karar verme ad\u0131mlar\u0131 aras\u0131nda bulunan \u2018odakl\u0131 zihinsel kilitlenme\u2019dir. Ba\u015fka bir ifadeyle dikkat, karar verme s\u00fcrecinde birle\u015ftirici nitelikteki kay\u0131p halkad\u0131r. Dikkati, tam anlam\u0131yla bilgi \u00e7a\u011f\u0131n\u0131n en ge\u00e7erli ak\u00e7esi olarak tan\u0131mlayabiliriz. G\u00fcn\u00fcm\u00fczde gelinen noktada t\u00fcketiciler kar\u015f\u0131la\u015ft\u0131klar\u0131 bir yaz\u0131n\u0131n ilk birka\u00e7 c\u00fcmlesinden fazlas\u0131n\u0131 okumaz oldular. Tam da bu nedenle Twitter gibi okuyucuya konunun \u00f6z\u00fcn\u00fc sunan (bilgi \u00fcreticisine de meram\u0131n\u0131 140 karaktere s\u0131\u011fd\u0131r diyerek meydan okuyarak) \u00e7\u00f6z\u00fcmler \u00f6n plana \u00e7\u0131kmaktad\u0131r.<\/span><\/p>  <p><span class=\"large\"><strong>B\u0130R PAZARLAMA S\u00dcREC\u0130 OLARAK D\u0130KKAT<\/strong><\/span><\/p>  <p><span class=\"large\">Her pazarlama s\u00fcrecinde oldu\u011fu gibi dikkat ekonomisinde de bir de\u011fer al\u0131\u015fveri\u015fi s\u00f6z konusudur. Ancak dikkat ekonomisindeki al\u0131\u015fveri\u015f dolayl\u0131d\u0131r. T\u00fcketicilerle hizmet sa\u011flay\u0131c\u0131 aras\u0131nda g\u00fcven esasl\u0131 g\u00f6r\u00fcnmez bir s\u00f6zle\u015fme vard\u0131r. Buna g\u00f6re t\u00fcketiciler k\u0131s\u0131tl\u0131 ve de\u011ferli dikkat ve zaman\u0131n\u0131 hizmet sa\u011flayana vermeleri kar\u015f\u0131l\u0131\u011f\u0131nda, ilgili, ki\u015fiselle\u015ftirilmi\u015f ve faydal\u0131 hizmetler al\u0131r. Vaat edilen hizmetler ayn\u0131 ko\u015fullarda verilmeye devam ettik\u00e7e bu durum devam eder. T\u00fcketicilerin her g\u00fcn belli bir s\u00fcre dikkatini \u00e7ekmeyi ba\u015faran hizmet sa\u011flay\u0131c\u0131lar, bu dikkati dolayl\u0131 yoldan rahatl\u0131kla paraya \u00e7evirir.<\/span><\/p>  <p><span class=\"large\">\u00dclkemizden \u00e7\u0131kan dikkat ekonomisinin ba\u015far\u0131l\u0131 bir \u015firketi; mobil bir oyun \u015firketi olan \u2018goodjob games\u2019tir. \u0130lker Il\u0131cal\u0131\u2019n\u0131n kurucusu oldu\u011fu 2016 y\u0131l\u0131nda kurulmu\u015f \u015firketin geli\u015ftirdi\u011fi oyunlar d\u00fcnya \u00e7ap\u0131nda 900 milyon kez indirildi. T\u00fcketicilerden tek bir kuru\u015f \u00fccret almayan \u015firket, reklam verenler arac\u0131l\u0131\u011f\u0131yla elde etti\u011fi kazan\u00e7 sayesinde T\u00fcrkiye\u2019nin s\u0131n\u0131r\u00f6tesi i\u015f yapan say\u0131l\u0131 vergi m\u00fckelleflerinden biri haline geldi\u2026<\/span><\/p>  \t\t\t\t","slug":"dijital-cagin-gecer-akcesi-dikkat-ekonomisi","orjinalimage":null,"news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital \u00e7a\u011f\u0131n ge\u00e7er ak\u00e7esi: Dikkat ekonomisi","meta_description":"Dr. Adnan Veysel Ertemel","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1085,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}