{"status":true,"post":{"id":26163,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 15:16:52","created_at":"2021-04-22T21:00:00.000000Z","updated_at":"2022-10-24T12:16:52.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":26163,"is_featured":0,"title":"Dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan trendler","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

Do\u00e7. Dr. Adnan Veysel Ertemel<\/strong><\/span>
<\/strong><\/span><\/p>

Ge\u00e7ti\u011fimiz yaz\u0131da pandeminin de etkisiyle artan dijitalle\u015fme s\u00fcrecinde ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc bi\u00e7imde artan veri dalgas\u0131na ve yeni normalde eski stratejilerin h\u0131zla etkinli\u011fini yitirdi\u011fine de\u011finmi\u015ftik.<\/span><\/p>

Peki, t\u00fcketicileri etkile\u015fime sokabilecek yeni stratejiler neler?<\/span><\/p>

Harvard Business Review organizat\u00f6rl\u00fc\u011f\u00fcnde ge\u00e7ti\u011fimiz ay ger\u00e7ekle\u015ftirilen online konferansta dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan yeni trendler anlat\u0131ld\u0131. Gelece\u011fi \u015fekillendirece\u011fi \u00f6ng\u00f6r\u00fclen yeni dijital pazarlama trendleri \u015fu \u015fekilde s\u0131ralan\u0131yor:<\/span><\/p>

YAPAY ZEKA DEVREDE<\/strong><\/span><\/p>

Son d\u00f6nemde Twitter, Facebook, Linkedin gibi sosyal a\u011flara birka\u00e7 g\u00fcn ara verdikten sonra girmi\u015fseniz muhtemelen bir detay farketmi\u015fsinizdir. Eskiden zaman t\u00fcnelinizdeki mesajlar kronolojik s\u0131rada g\u00f6sterilirken, art\u0131k uygulamaya uzunca bir aradan sonra girdi\u011finizde birka\u00e7 g\u00fcn \u00f6ncesine ait bir payla\u015f\u0131m\u0131 en \u00fcstte g\u00f6rebiliyorsunuz.<\/span><\/p>

Bu payla\u015f\u0131ma dikkat etti\u011finizde sizin ka\u00e7\u0131rmak istemedi\u011finiz ya da en \u00e7ok etkile\u015fime ge\u00e7ti\u011finiz ki\u015filerden gelen ve \u00e7ok\u00e7a be\u011feni alm\u0131\u015f bir payla\u015f\u0131m oldu\u011funu g\u00f6r\u00fcyorsunuz. Bu durumun nedeni \u00e7ok basit. Sosyal a\u011flar son zamanlarda yapay zekay\u0131 devreye sokmu\u015f durumda. Yapay zeka, bireyin ge\u00e7mi\u015f t\u00fcm t\u0131klama, be\u011feni, izleme vb. davran\u0131\u015flar\u0131ndan edindi\u011fi i\u00e7 g\u00f6r\u00fcyle ilgimizi \u00e7ekece\u011finden emin oldu\u011fu i\u00e7eri\u011fi \u00f6n plana \u00e7\u0131kar\u0131yor. Yapay zekan\u0131n, fark\u0131nda olmasak da arka planda g\u00fcnl\u00fck rutinimizin bir<\/span>par\u00e7as\u0131 haline geldi\u011fini g\u00f6r\u00fcyoruz.<\/span><\/p>

\u00d6NCE SESL\u0130 \u0130LET\u0130\u015e\u0130M<\/strong><\/span><\/p>

Yapay zekan\u0131n ya\u015fam\u0131m\u0131z\u0131 domine etti\u011fi bir ba\u015fka alan Apple Siri, Amazon Alexa vb. \u00f6rneklerde g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi sesli ki\u015fisel asistanlar olarak \u00f6ne \u00e7\u0131k\u0131yor. Yapay zekan\u0131n geli\u015fmesiyle gittik\u00e7e daha da ak\u0131llanan, aksanl\u0131 konu\u015fmalar\u0131 da rahatl\u0131kla \u00e7\u00f6z\u00fcmleyebilen, bireyin yan\u0131ndan hi\u00e7 ayr\u0131lmayan, ki\u015fisel sekreteri gibi ya\u015fam\u0131n her ad\u0131m\u0131n\u0131 takip ve kay\u0131t eden ve ki\u015fiye \u00f6zg\u00fc tercihleri not eden bu sistemler, zamanla t\u00fcketicilere tam ihtiyac\u0131 oldu\u011fu anda ve yerde, hen\u00fcz fark\u0131nda olmasa da tam istedi\u011fi \/ isteyece\u011fi \u00e7\u00f6z\u00fcm\u00fc sunmaya ba\u015flayacak. \u0130nsan-bilgisayar etkile\u015fiminin sesle domine edilmesine do\u011fru giden bu s\u00fcre\u00e7, bir \u00f6l\u00e7\u00fcde korkutucu bir hal al\u0131yor. Bu olguyla ilgili fikir vermesi a\u00e7\u0131s\u0131ndan bir \u00f6rnek verelim. Yak\u0131nlar\u0131n\u0131zla birlikteyken bahsi ge\u00e7en bir konuyla ilgili k\u0131sa bir s\u00fcre sonra Youtube, Google, Facebook ve benzeri platformlarda tam da o konuyla ilgili reklam ald\u0131\u011f\u0131n\u0131z oldu mu? Bu tesad\u00fcf olabilir mi?<\/span><\/p>

G\u0130TT\u0130K\u00c7E HIZLANAN \u0130\u00c7ER\u0130K D\u00d6NG\u00dcLER\u0130<\/strong><\/span><\/p>

Dijital evrende \u00fcretilen veri hacmi ola\u011fan\u00fcst\u00fc oranda artt\u0131\u011f\u0131 i\u00e7in herhangi bir i\u00e7erik par\u00e7as\u0131n\u0131n dikkat \u00e7ekmesi \u00e7ok zorla\u015ft\u0131. At\u0131lan bir tweet, payla\u015f\u0131ld\u0131\u011f\u0131 anda dikkat \u00e7ekmediyse \u00f6mr\u00fc maksimum 2 dakika s\u00fcr\u00fcyor. Sonras\u0131nda dijital bilgi okyanusunda kayboluyor. B\u00f6yle bir ortamda dikkat \u00e7ekmek i\u00e7in \u2018ilgili\u2019 i\u00e7erik payla\u015fmaya \u00f6zellikle \u00f6zen g\u00f6stermek gerekli. \u0130\u00e7eri\u011fin ilgili olmas\u0131 i\u00e7in g\u00fcncel olmas\u0131 ayr\u0131 bir \u00f6nem ta\u015f\u0131yor. G\u00fcn\u00fcm\u00fcz modern pazarlama ortam\u0131nda markalar, toplumun konu\u015ftu\u011fu g\u00fcncel konu ba\u015fl\u0131klar\u0131n\u0131 takip ederek \u00e7ok h\u0131zl\u0131 bi\u00e7imde tepki verip g\u00fcncele dair h\u0131zl\u0131ca i\u00e7erik \u00fcretme stratejisini benimsiyor. \u00d6yle ki, bu i\u00e7erik \u00fcretim d\u00f6ng\u00fcs\u00fc g\u00fcnler mertebesine inmi\u015f durumda. Ancak bu sayede markalar t\u00fcketicilerde kar\u015f\u0131l\u0131k bulan mesajlar \u00fcretebiliyor.<\/span><\/p>

H\u0130PER K\u0130\u015e\u0130SELLE\u015eT\u0130R\u0130LM\u0130\u015e MOT\u0130VASYON<\/strong><\/span><\/p>

T\u00fcketicileri etkile\u015fime sokmak i\u00e7in gittik\u00e7e daha s\u0131k bi\u00e7imde oyunla\u015ft\u0131r\u0131lm\u0131\u015f kurgular\u0131n uyguland\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Davran\u0131\u015fsal psikolojiye dayal\u0131 bu tarz tekniklerle t\u00fcketiciler fark\u0131nda olmadan arzu edilen davran\u0131\u015flar\u0131 sergilemeye te\u015fvik ediliyor. Bu konular\u0131 gelecek yaz\u0131larda daha detayl\u0131 bi\u00e7imde inceleyece\u011fiz.<\/span><\/p> \t\t\t\t","slug":"dijitallesen-dunyada-one-cikan-trendler","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan trendler","meta_description":"Do\u00e7. 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":1079,"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":26262,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":26163,"locale":"tr","category_id":73,"title":"Dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan trendler","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

Do\u00e7. Dr. Adnan Veysel Ertemel<\/strong><\/span>
<\/strong><\/span><\/p>

Ge\u00e7ti\u011fimiz yaz\u0131da pandeminin de etkisiyle artan dijitalle\u015fme s\u00fcrecinde ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc bi\u00e7imde artan veri dalgas\u0131na ve yeni normalde eski stratejilerin h\u0131zla etkinli\u011fini yitirdi\u011fine de\u011finmi\u015ftik.<\/span><\/p>

Peki, t\u00fcketicileri etkile\u015fime sokabilecek yeni stratejiler neler?<\/span><\/p>

Harvard Business Review organizat\u00f6rl\u00fc\u011f\u00fcnde ge\u00e7ti\u011fimiz ay ger\u00e7ekle\u015ftirilen online konferansta dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan yeni trendler anlat\u0131ld\u0131. Gelece\u011fi \u015fekillendirece\u011fi \u00f6ng\u00f6r\u00fclen yeni dijital pazarlama trendleri \u015fu \u015fekilde s\u0131ralan\u0131yor:<\/span><\/p>

YAPAY ZEKA DEVREDE<\/strong><\/span><\/p>

Son d\u00f6nemde Twitter, Facebook, Linkedin gibi sosyal a\u011flara birka\u00e7 g\u00fcn ara verdikten sonra girmi\u015fseniz muhtemelen bir detay farketmi\u015fsinizdir. Eskiden zaman t\u00fcnelinizdeki mesajlar kronolojik s\u0131rada g\u00f6sterilirken, art\u0131k uygulamaya uzunca bir aradan sonra girdi\u011finizde birka\u00e7 g\u00fcn \u00f6ncesine ait bir payla\u015f\u0131m\u0131 en \u00fcstte g\u00f6rebiliyorsunuz.<\/span><\/p>

Bu payla\u015f\u0131ma dikkat etti\u011finizde sizin ka\u00e7\u0131rmak istemedi\u011finiz ya da en \u00e7ok etkile\u015fime ge\u00e7ti\u011finiz ki\u015filerden gelen ve \u00e7ok\u00e7a be\u011feni alm\u0131\u015f bir payla\u015f\u0131m oldu\u011funu g\u00f6r\u00fcyorsunuz. Bu durumun nedeni \u00e7ok basit. Sosyal a\u011flar son zamanlarda yapay zekay\u0131 devreye sokmu\u015f durumda. Yapay zeka, bireyin ge\u00e7mi\u015f t\u00fcm t\u0131klama, be\u011feni, izleme vb. davran\u0131\u015flar\u0131ndan edindi\u011fi i\u00e7 g\u00f6r\u00fcyle ilgimizi \u00e7ekece\u011finden emin oldu\u011fu i\u00e7eri\u011fi \u00f6n plana \u00e7\u0131kar\u0131yor. Yapay zekan\u0131n, fark\u0131nda olmasak da arka planda g\u00fcnl\u00fck rutinimizin bir<\/span>par\u00e7as\u0131 haline geldi\u011fini g\u00f6r\u00fcyoruz.<\/span><\/p>

\u00d6NCE SESL\u0130 \u0130LET\u0130\u015e\u0130M<\/strong><\/span><\/p>

Yapay zekan\u0131n ya\u015fam\u0131m\u0131z\u0131 domine etti\u011fi bir ba\u015fka alan Apple Siri, Amazon Alexa vb. \u00f6rneklerde g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi sesli ki\u015fisel asistanlar olarak \u00f6ne \u00e7\u0131k\u0131yor. Yapay zekan\u0131n geli\u015fmesiyle gittik\u00e7e daha da ak\u0131llanan, aksanl\u0131 konu\u015fmalar\u0131 da rahatl\u0131kla \u00e7\u00f6z\u00fcmleyebilen, bireyin yan\u0131ndan hi\u00e7 ayr\u0131lmayan, ki\u015fisel sekreteri gibi ya\u015fam\u0131n her ad\u0131m\u0131n\u0131 takip ve kay\u0131t eden ve ki\u015fiye \u00f6zg\u00fc tercihleri not eden bu sistemler, zamanla t\u00fcketicilere tam ihtiyac\u0131 oldu\u011fu anda ve yerde, hen\u00fcz fark\u0131nda olmasa da tam istedi\u011fi \/ isteyece\u011fi \u00e7\u00f6z\u00fcm\u00fc sunmaya ba\u015flayacak. \u0130nsan-bilgisayar etkile\u015fiminin sesle domine edilmesine do\u011fru giden bu s\u00fcre\u00e7, bir \u00f6l\u00e7\u00fcde korkutucu bir hal al\u0131yor. Bu olguyla ilgili fikir vermesi a\u00e7\u0131s\u0131ndan bir \u00f6rnek verelim. Yak\u0131nlar\u0131n\u0131zla birlikteyken bahsi ge\u00e7en bir konuyla ilgili k\u0131sa bir s\u00fcre sonra Youtube, Google, Facebook ve benzeri platformlarda tam da o konuyla ilgili reklam ald\u0131\u011f\u0131n\u0131z oldu mu? Bu tesad\u00fcf olabilir mi?<\/span><\/p>

G\u0130TT\u0130K\u00c7E HIZLANAN \u0130\u00c7ER\u0130K D\u00d6NG\u00dcLER\u0130<\/strong><\/span><\/p>

Dijital evrende \u00fcretilen veri hacmi ola\u011fan\u00fcst\u00fc oranda artt\u0131\u011f\u0131 i\u00e7in herhangi bir i\u00e7erik par\u00e7as\u0131n\u0131n dikkat \u00e7ekmesi \u00e7ok zorla\u015ft\u0131. At\u0131lan bir tweet, payla\u015f\u0131ld\u0131\u011f\u0131 anda dikkat \u00e7ekmediyse \u00f6mr\u00fc maksimum 2 dakika s\u00fcr\u00fcyor. Sonras\u0131nda dijital bilgi okyanusunda kayboluyor. B\u00f6yle bir ortamda dikkat \u00e7ekmek i\u00e7in \u2018ilgili\u2019 i\u00e7erik payla\u015fmaya \u00f6zellikle \u00f6zen g\u00f6stermek gerekli. \u0130\u00e7eri\u011fin ilgili olmas\u0131 i\u00e7in g\u00fcncel olmas\u0131 ayr\u0131 bir \u00f6nem ta\u015f\u0131yor. G\u00fcn\u00fcm\u00fcz modern pazarlama ortam\u0131nda markalar, toplumun konu\u015ftu\u011fu g\u00fcncel konu ba\u015fl\u0131klar\u0131n\u0131 takip ederek \u00e7ok h\u0131zl\u0131 bi\u00e7imde tepki verip g\u00fcncele dair h\u0131zl\u0131ca i\u00e7erik \u00fcretme stratejisini benimsiyor. \u00d6yle ki, bu i\u00e7erik \u00fcretim d\u00f6ng\u00fcs\u00fc g\u00fcnler mertebesine inmi\u015f durumda. Ancak bu sayede markalar t\u00fcketicilerde kar\u015f\u0131l\u0131k bulan mesajlar \u00fcretebiliyor.<\/span><\/p>

H\u0130PER K\u0130\u015e\u0130SELLE\u015eT\u0130R\u0130LM\u0130\u015e MOT\u0130VASYON<\/strong><\/span><\/p>

T\u00fcketicileri etkile\u015fime sokmak i\u00e7in gittik\u00e7e daha s\u0131k bi\u00e7imde oyunla\u015ft\u0131r\u0131lm\u0131\u015f kurgular\u0131n uyguland\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Davran\u0131\u015fsal psikolojiye dayal\u0131 bu tarz tekniklerle t\u00fcketiciler fark\u0131nda olmadan arzu edilen davran\u0131\u015flar\u0131 sergilemeye te\u015fvik ediliyor. Bu konular\u0131 gelecek yaz\u0131larda daha detayl\u0131 bi\u00e7imde inceleyece\u011fiz.<\/span><\/p> \t\t\t\t","slug":"dijitallesen-dunyada-one-cikan-trendler","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":"Dijitalle\u015fen d\u00fcnyada \u00f6ne \u00e7\u0131kan trendler","meta_description":"Do\u00e7. Dr. Adnan Veysel Ertemel","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1079,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}