{"id":10750,"date":"2020-11-15T19:34:31","date_gmt":"2020-11-15T19:34:31","guid":{"rendered":"https:\/\/www.yuksekbilgili.com\/wordpress\/?p=10750"},"modified":"2020-11-26T08:40:10","modified_gmt":"2020-11-26T08:40:10","slug":"yeni-pazarlama","status":"publish","type":"post","link":"https:\/\/www.yuksekbilgili.com\/wordpress\/yeni-pazarlama\/","title":{"rendered":"Yeni Pazarlama"},"content":{"rendered":"\n

– Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130 –<\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

T\u00fcketiciler, yani bizler s\u00fcrekli olarak de\u011fi\u015fiyoruz, geli\u015fiyoruz. Bu de\u011fi\u015fime trendler, teknoloji, bak\u0131\u015f a\u00e7\u0131lar\u0131, deneyimler, e\u011fitim, bilin\u00e7, politika, \u00e7evre, ileti\u015fim, etkile\u015fim, rekabet ve daha binlerce fonksiyon sebep oluyor. T\u00fcketiciler de\u011fi\u015ftik\u00e7e, t\u00fcketicileri etkilemek i\u00e7in \u00e7abalayan pazarlama da s\u00fcrekli de\u011fi\u015fiyor, geli\u015fiyor, yenileniyor.<\/p>\n\n\n\n

Pazarlaman\u0131n bu g\u00fcn\u00fcnde, t\u00fcketicilerin de\u011fi\u015fimlerinin sonucu ortaya \u00e7\u0131kan sorunlar, t\u00fcm pazarlaman\u0131n yeniden ele al\u0131nmas\u0131n\u0131 gerektiriyor. Bu sorunlar b\u00fcy\u00fck.<\/p>\n\n\n\n

T\u00fcketicilerin hemen hemen her probleminin \u00e7\u00f6z\u00fclm\u00fc\u015f olmas\u0131:<\/strong><\/p>\n\n\n\n

Pazarlaman\u0131n ana konusu, y\u0131llard\u0131r t\u00fcketicilerin ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak \u00fczerine kurulmu\u015ftur. Bu ihtiyac\u0131 anlayan, buna uygun mal ve hizmet geli\u015ftiren firmalar ba\u015far\u0131l\u0131 olmu\u015flard\u0131r. Sorun \u015fu ki, art\u0131k t\u00fcketicilerin sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 etkileyenler ihtiya\u00e7lar de\u011fil istekler!. Hemen hemen her t\u00fcketicinin basit ihtiya\u00e7lar\u0131 kar\u015f\u0131land\u0131; hepimizin giyinme ihtiyac\u0131n\u0131 kar\u015f\u0131layacak kadar k\u0131yafeti, mobil ileti\u015fim ihtiyac\u0131n\u0131 kar\u015f\u0131layacak \u2013hatta sadece bununla yetinmeyip foto\u011fraf \u00e7eken, e-posta g\u00f6nderen, internete ba\u011flanan- en az bir tane cep telefonu  var. Art\u0131k sorunlar\u0131m\u0131z bu kadar basit de\u011fil. \u00c7ok daha karma\u015f\u0131k ve \u00e7\u00f6z\u00fclmesi de bir o kadar zor.<\/p>\n\n\n\n

Art\u0131k \u00fcr\u00fcn ve hizmetleri umursamayan t\u00fcketicilere ula\u015fmak:<\/strong><\/p>\n\n\n\n

Sununlan \u00fcr\u00fcnlerin, bunlar\u0131n alternatiflerinin \u00e7ok olmas\u0131, bu \u00fcr\u00fcnlerin tan\u0131t\u0131m\u0131yla ilgili inan\u0131lmaz bir bolluk hatta kirlilk yaratt\u0131. Bu \u00e7okluk i\u00e7erisinde, firmalar\u0131n sunduklar\u0131 \u00fcr\u00fcn ve hizmetleri tan\u0131tabilmek amac\u0131yla kulland\u0131klar\u0131 mecralar, t\u00fcketiciler taraf\u0131ndan umursanmaz hale geldi. Pazarlaman\u0131n en b\u00fcy\u00fck silahlar\u0131ndan biri olan kitle ileti\u015fim ara\u00e7lar\u0131, umarsanmamaya ba\u015fland\u0131. Hemen hemen hepimiz TV\u2019de binlerce dolar harcanarak yay\u0131nlanan reklamlar\u0131 seyretmiyoruz, gazetelerdeki ve dergideki ilanlar\u0131n oldu\u011fu saygfalar\u0131 bir \u00e7\u0131rp\u0131da ge\u00e7iyoruz, her g\u00fcn ge\u00e7ti\u011fimiz yol \u00fczerinde bulunan billboradlarda bulunan afi\u015flerin ne oldu\u011funa dahi bakm\u0131yoruz. Kitle ileti\u015fim ara\u00e7lar\u0131 ile ula\u015f\u0131lamayan t\u00fcketicilere, pazarlamac\u0131lar alternative olarak izinli medyay\u0131 denediler, ama yine ba\u015far\u0131l\u0131 olamad\u0131lar. Hepimiz her g\u00fcn binlerce teklif i\u00e7eren e-postalar al\u0131yoruz ama daha okumadan siliyoruz. Cep telefonumuza SMS yoluyla gelen teklifler bizi hi\u00e7 ilgilendirmiyor, harekete ge\u00e7irmiyor.<\/p>\n\n\n\n

Memnun kalsa dahi \u00fcr\u00fcn ve hizmetler hakk\u0131nda konu\u015fmayan t\u00fcketiciler:<\/strong><\/p>\n\n\n\n

Bir \u00fcr\u00fcn veya hizmetin tan\u0131t\u0131mda en etkin y\u00f6ntem, tan\u0131d\u0131\u011f\u0131m\u0131z, bildi\u011fimiz, inand\u0131\u011f\u0131m\u0131z veya g\u00fcvendi\u011fimiz ki\u015filerin kulland\u0131klar\u0131 \u00fcr\u00fcn hakk\u0131ndaki deneyimleridir. Aktar\u0131lan bu deneyimler, sat\u0131n alma kararlar\u0131n\u0131 etkiler. Bu mekanizman\u0131n i\u015fleyebilmesi i\u00e7in ise, \u00fcr\u00fcn veya hizmet ile ilgili deneyimlerin payla\u015f\u0131lmas\u0131 gerekir. Sorun \u015fu ki, art\u0131k sunumlardan \u00e7ok memnun olan m\u00fc\u015fteriler dahi bu deneyimlerini \u00e7evreleriyle payla\u015fm\u0131yorlar. Dolay\u0131s\u0131yla, m\u00fc\u015fterilerini memnun edebilmek ad\u0131na sistemler kuran, para ve zaman harcayan firmalar, ba\u015far\u0131l\u0131 olsalar dahi bu ba\u015far\u0131lar\u0131n\u0131 yayam\u0131yorlar.<\/p>\n\n\n\n

\u0130\u015fte t\u00fcm bu sorunlar, pazarlamac\u0131lar\u0131 yeni trendler, yeni stratejiler geli\u015ftirmeye itiyor. Bu sorunlar\u0131n \u00e7\u00f6z\u00fcm\u00fc amac\u0131yla geli\u015ftirlen yenilikler, yo\u011fun teknoloji ve internet kullan\u0131m\u0131 ile desteklendi\u011finde, art\u0131k t\u00fcm d\u00fcnyada kullan\u0131lmakta olan bir s\u00fcre\u00e7 ortaya \u00e7\u0131k\u0131yor; Yeni Pazarlama (Pazarlama 2.0)\u2026<\/p>\n\n\n\n

Yeni pazarlama, bir\u00e7ok yenilikler ile geliyor, i\u015fte bunlar;<\/p>\n\n\n\n

Teknolojinin Kullan\u0131m\u0131 Artacak:<\/strong><\/p>\n\n\n\n

Pazarlamada kullan\u0131lan teknoloji artacak. Bu g\u00fcn zaten internet sayesinde pazarlama inan\u0131lmaz etkin silahlar kazanm\u0131\u015f durumda.  Sadece internet \u00fczerinden yap\u0131lan tan\u0131t\u0131m faaliyetleri (web siteleri) ve ileti\u015fim kolayl\u0131klar\u0131 (e-posta, messanger yaz\u0131l\u0131mlar\u0131) ile s\u0131n\u0131rl\u0131 kalmayan bu silahlar, \u00f6zellikle ki\u015fisel yay\u0131nlar\u0131n (bloglar) devreye girmesiyle inan\u0131lmaz boyutlara ula\u015ft\u0131r.<\/p>\n\n\n\n

Pazarlamada teknoloji kullan\u0131m\u0131 internetin yan\u0131nda \u00f6zellikle mobil pazarlamada etkin olacak.  Art\u0131k t\u00fcketiciye y\u00f6nelik yap\u0131lan kampanyalar\u0131n \u00e7o\u011fu, daha odakl\u0131 olabildikleri i\u00e7in cep telefonlar\u0131 \u00fczerinden yap\u0131lacak. Ayr\u0131ca m-pazarlama sayesinde ROI (yat\u0131r\u0131m d\u00f6n\u00fc\u015f oran\u0131) \u00f6l\u00e7\u00fclebildi\u011finden, daha \u00e7ok tercih edilen bir mecra olacak.<\/p>\n\n\n\n

\u0130nternet ve mobil teknolojilerin d\u0131\u015f\u0131nda da, yeni teknoloji kullan\u0131m\u0131 pazarlaman\u0131n en temel \u00f6zelli\u011fi olacak. Art\u0131k pazarlamac\u0131lar\u0131n yeni teknolojilerle bar\u0131\u015f\u0131k, kolay uyum sa\u011flayan ki\u015filer olmas\u0131 da gerekiyor.<\/p>\n\n\n\n

Pazarlar K\u00fc\u00e7\u00fclecek: <\/strong><\/p>\n\n\n\n

\u201cHerkese satmak\u201d, art\u0131k her pazarlamac\u0131n\u0131n hayalinde olan, ge\u00e7mi\u015fi anarken kulland\u0131\u011f\u0131 terimlerden biri haline geldi. Art\u0131k \u015firketler, yo\u011fun rekabetten kendilerini uzakla\u015ft\u0131rabilmek i\u00e7in \u201cmikro pazarlar\u201d yaratmaya ve bu pazarlar\u0131 korumaya \u00e7al\u0131\u015f\u0131yorlar. Mikro pazarlara odaklanm\u0131\u015f \u015firketlerin uzmanl\u0131klar\u0131 da art\u0131yor, dolay\u0131s\u0131yla bu pazar\u0131 korumak, hem bu uzmanl\u0131klar\u0131ndan hem de pazar\u0131n di\u011fer rakiplere cazip gelmemesinden dolay\u0131 daha kolay hale geliyor. Pazarlar\u0131n k\u00fc\u00e7\u00fclmesiyle birlikte, hedef kitle art\u0131k bireyler haline gelecek.<\/p>\n\n\n\n

Reklam\u0131n Pazarlamadaki Etkinli\u011fi Azalacak:<\/strong><\/p>\n\n\n\n

Reklamlar, 20.y\u00fczy\u0131l\u0131n mucize markalar\u0131n\u0131n yarat\u0131lmas\u0131na sebep oldular. Ama art\u0131k \u00e7ok da fazla i\u015fe yaram\u0131yorlar. \u00c7ok s\u0131k, \u00e7ok fazla kullan\u0131ld\u0131klar\u0131ndan, art\u0131k hedef kitle reklamlara kar\u015f\u0131 kay\u0131ts\u0131z; reklamlar\u0131 izlemiyorlar, okumuyorlar. T\u00fcketiciler, bir firman\u0131n reklam verebilmek i\u00e7in ne kadar para harcad\u0131\u011f\u0131yla ilgilenmiyor, kanal\u0131 zapl\u0131yor, sayfay\u0131 \u00e7eviriyor, mesaj\u0131 siliyorlar. T\u00fcketicilere daha evvel reklamlarla verilen mesajlar\u0131n do\u011fru \u00e7\u0131kmamas\u0131, ve mesajlar\u0131n \u00e7ok fazla olmas\u0131, t\u00fcketicilerin reklamlara olan inanc\u0131n\u0131 kaybetmesine yol a\u00e7t\u0131. Art\u0131k t\u00fcketiciler reklam\u0131n abart\u0131l\u0131, tarafl\u0131 ve hatta aldat\u0131c\u0131 oldu\u011funa inan\u0131yor<\/p>\n\n\n\n

Halkla \u0130li\u015fkilerin Etkinli\u011fi Artacak:<\/strong><\/p>\n\n\n\n

Reklamlar\u0131n etkinli\u011finin azalmas\u0131 sebebiyle, pazarlaman\u0131n tan\u0131t\u0131m i\u015flevini yerine getirecek yeni ara\u00e7lara ihtiyac\u0131 var. Reklamlar\u0131n inand\u0131r\u0131c\u0131l\u0131\u011f\u0131n\u0131 ve g\u00fcvenini kaybetmesi sebebiyle, pazarlamac\u0131lar art\u0131k s\u0131k\u0131 s\u0131k\u0131ya halkla ili\u015fkilere sar\u0131lmak zorunda kalacaklar.  Halkla ili\u015fkiler, reklamla k\u0131yasland\u0131\u011f\u0131nda \u00e7ok daha ucuz ama \u00e7ok daha zor kontrol edilebilir. (Reklamlar\u0131 istedi\u011finiz zaman, istedi\u011finiz mecrada planlayarak yay\u0131nlatabilirsiniz.) Ama etkisi, reklamla kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda \u00e7ok daha fazla. Sat\u0131n alma karar s\u00fcrecinde, reklam yerine halkla ili\u015fkileri kullanmak, yap\u0131lan promosyon ayn\u0131 kald\u0131\u011f\u0131 s\u00fcrece \u00e7ok daha etkin. Art\u0131k firmalar H\u0130 kampanyalar\u0131n\u0131 tasarlamakla kalm\u0131yor, ger\u00e7ekle\u015fmeleri i\u00e7in toplu dua ayinlerine \u00e7\u0131k\u0131yorlar!<\/p>\n\n\n\n

Farkl\u0131la\u015fma Daha Fazla \u00d6nem Kazanacak:<\/strong><\/p>\n\n\n\n

Pazarlama tan\u0131mlar\u0131n\u0131 bile de\u011fi\u015ftiren m\u00fcthi\u015f bir s\u00fcre\u00e7 i\u00e7erisine girdik. Art\u0131k s\u00f6z konusu olan, mal ve hizmetlerin bollu\u011fu. K\u0131tl\u0131\u011f\u0131 \u00e7ekilen tek \u015fey ise m\u00fc\u015fteri.  Pazarda, her \u00fcr\u00fcn ve hizmetin daha ucuzu, daha pahal\u0131s\u0131, daha kalitelisi, daha kalitesizi mevcut. Rekabet, olabilece\u011fi en \u00fcst seviyeye ula\u015fm\u0131\u015f durumda ve i\u015fte k\u00f6t\u00fc haber; daha da artacak.<\/p>\n\n\n\n

Bu rekabet \u00e7er\u00e7evesinde, ayn\u0131 \u00fcr\u00fcn\u00fc veya hizmeti piyasaya sunmak, g\u00f6r\u00fcnmez hale gelmek demek. G\u00f6r\u00fcn\u00fcr olman\u0131n tek yolu ise rakiplerden farkl\u0131 olabilmek. Pazarlama, art\u0131k tamamen farkl\u0131l\u0131k \u00fczerine odaklanmak zorunda. \u00dcr\u00fcn\u00fcn\u00fcn veya hizmetin, sunu\u015f bi\u00e7imlerinin, yanal \u00f6zelliklerinin farkl\u0131 olmad\u0131\u011f\u0131 durumlarda, sunumu yapan\u0131n pazarda hi\u00e7bir \u015fans\u0131 yok. Pazarlama, art\u0131k sadece farkl\u0131la\u015fmaya odaklanacak.<\/p>\n\n\n\n

Pazarlama Yeni M\u00fc\u015fteriler Yerine Mevcut M\u00fc\u015fterilerine Odaklanacak:<\/strong><\/p>\n\n\n\n

\u0130\u015fletmeye yeni m\u00fc\u015fteri hesaplar\u0131 katmak pazarlaman\u0131n ba\u015f\u0131ndan beri \u00fczerinde s\u00fcrekli tart\u0131\u015ft\u0131\u011f\u0131, de\u011fer verdi\u011fi konu olsa da, yeni m\u00fc\u015fteri bulman\u0131n y\u00fcksek maliyetleri ve yeni m\u00fc\u015fteriyi elde tutman\u0131n maliyetleri art\u0131k pazarlama b\u00fct\u00e7elerini zorlar duruma geldi.  Yeni m\u00fc\u015fteriyi bulmak i\u00e7in yapt\u0131\u011f\u0131n\u0131z tan\u0131t\u0131m harcamalar\u0131n\u0131n yan\u0131nda, \u00e7al\u0131\u015fmaya ba\u015flad\u0131\u011f\u0131n\u0131z her yeni hesap, size yeni \u00f6d\u00fcnlere, indirimlere \u015firketler karl\u0131l\u0131klar\u0131n\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011funu kaybetmeye ba\u015flad\u0131lar.  Pazarlamac\u0131lar yeni bir kayna\u011f\u0131 ke\u015ffetti; mevcut m\u00fc\u015fteriler!<\/p>\n\n\n\n

Mevcut m\u00fc\u015fterileri elde tuman\u0131n maliyeti hem daha d\u00fc\u015f\u00fck, \u00fcstelik k\u00fc\u00e7\u00fck fiyat art\u0131\u015flar\u0131na kar\u015f\u0131 genelde tepkisizler. Bu y\u00fczden pazarlama odak noktas\u0131n\u0131 mevcut m\u00fc\u015fterilere \u00e7evirmeye devam edecek. Her firma, \u201cs\u00fcrekli alan m\u00fc\u015fteri\u201d yaratacak merkezler haline gelecek. Hatta daha da ileri gidip, kendi s\u00f6zc\u00fcl\u00fcklerini yapacak \u201cfanatik m\u00fc\u015fteri\u201d yaratan merkezler haline gelmeye \u00e7al\u0131\u015facaklar.<\/p>\n\n\n\n

Bir de k\u00f6t\u00fc haber, i\u015fletmeler ne kadar u\u011fra\u015f\u0131rlarsa u\u011fra\u015fs\u0131nlar, her sene mevcut m\u00fc\u015fterilerinin %10\u2019unu kaybediyorlar\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

– Dr.Zeki Y\u00dcKSEKB\u0130LG\u0130L\u0130 – T\u00fcketiciler, yani bizler s\u00fcrekli olarak de\u011fi\u015fiyoruz, geli\u015fiyoruz. Bu de\u011fi\u015fime trendler, teknoloji, bak\u0131\u015f a\u00e7\u0131lar\u0131, deneyimler, e\u011fitim, bilin\u00e7, politika, \u00e7evre, ileti\u015fim, etkile\u015fim, rekabet ve daha binlerce fonksiyon sebep oluyor. T\u00fcketiciler de\u011fi\u015ftik\u00e7e, t\u00fcketicileri etkilemek i\u00e7in \u00e7abalayan pazarlama da s\u00fcrekli de\u011fi\u015fiyor, geli\u015fiyor, yenileniyor. Pazarlaman\u0131n bu g\u00fcn\u00fcnde, t\u00fcketicilerin de\u011fi\u015fimlerinin sonucu ortaya \u00e7\u0131kan sorunlar, t\u00fcm pazarlaman\u0131n yeniden… Daha fazlas\u0131n\u0131 oku »Yeni Pazarlama<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":11060,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"right","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"[\"title\",\"tags\",\"content\"]","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":""},"categories":[525],"tags":[336,536,535,534,423,45],"yoast_head":"\nYeni Pazarlama - Y\u00fcksekbilgili E\u011fitim ve Dan\u0131\u015fmanl\u0131k<\/title>\n<meta name=\"description\" content=\"Organizasyonunuzun her bir bireyine e\u011fitim ve geli\u015fim s\u00fcrecindeki u\u00e7tan uca, e\u011fitim \u00f6ncesi ve sonras\u0131n\u0131 da kapsayan b\u00fct\u00fcnle\u015fik bir \u00f6\u011frenme deneyiminden faydalanabilirsiniz.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yuksekbilgili.com\/wordpress\/yeni-pazarlama\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yeni Pazarlama - 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