{"id":34251,"date":"2021-10-25T16:04:02","date_gmt":"2021-10-25T13:04:02","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=34251"},"modified":"2025-07-04T15:16:38","modified_gmt":"2025-07-04T12:16:38","slug":"pazarlamacilarin-cizdigi-yasli-insan-imaji-neden-eskiyor","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/pazarlamacilarin-cizdigi-yasli-insan-imaji-neden-eskiyor\/","title":{"rendered":"Pazarlamac\u0131lar\u0131n \u00c7izdi\u011fi Ya\u015fl\u0131 \u0130nsan \u0130maj\u0131 Neden Eskiyor?"},"content":{"rendered":"

Eski p\u00fcsk\u00fc bir masa\u00fcst\u00fc bilgisayar\u0131 a\u00e7maya \u00e7al\u0131\u015fan akl\u0131 kar\u0131\u015fm\u0131\u015f ya\u015fl\u0131 tiplemesi, genelde mizah ama\u00e7l\u0131 kullan\u0131lan basmakal\u0131p bir stereotiptir. Ancak art\u0131k bu hem eskide kald\u0131 hem de yanl\u0131\u015f.<\/strong><\/p>\n

“YouTube’a bay\u0131l\u0131yorum! Tam bir YouTube d\u00fc\u015fk\u00fcn\u00fcy\u00fcm. Sabah g\u00f6z\u00fcm\u00fc a\u00e7\u0131p YouTube’a giriyorum.” Bu heyecan dolu s\u00f6zler Z ku\u015fa\u011f\u0131ndan birine ait de\u011fil. Bunlar, ge\u00e7en y\u0131l ABD’li ya\u015f\u0131 ilerlemi\u015f yeti\u015fkinlerin dijital al\u0131\u015fkanl\u0131klar\u0131 \u00fczerine yapt\u0131\u011f\u0131m\u0131z ara\u015ft\u0131rmaya kat\u0131lan 64 ya\u015f\u0131ndaki Joan’\u0131n1 s\u00f6zleri.<\/p>\n

\u0130nternet kullanan ya\u015fl\u0131 insanlar\u0131n \u00e7o\u011fu g\u00fcnde en az alt\u0131 saatini internette ge\u00e7iriyor ve ortalama be\u015f cihaza sahip.<\/p>\n

Ak\u0131ll\u0131 pazarlamac\u0131lar “baby boomer” ku\u015fa\u011f\u0131n\u0131n harcama g\u00fcc\u00fcn\u00fcn ve X ku\u015fa\u011f\u0131n\u0131n ilk mensuplar\u0131n\u0131n 55 ya\u015f\u0131na ula\u015ft\u0131\u011f\u0131n\u0131n fark\u0131nda. Yine de, gen\u00e7lere \u00e7ok fazla odaklanan bir sekt\u00f6rde kolayca demografik gruplarla alakal\u0131 stereotiplere bel ba\u011flanabiliyor veya 55 ya\u015f\u0131n \u00fcst\u00fcndeki ki\u015filerin medya al\u0131\u015fkanl\u0131klar\u0131 geli\u015ftirmedi\u011fi d\u00fc\u015f\u00fcn\u00fclebiliyor. Pew Research Center’a g\u00f6re 55 ya\u015f ve \u00fcst\u00fc t\u00fcketicilerin yakla\u015f\u0131k %80’i internet kullan\u0131yor. G\u00fcn\u00fcm\u00fcz\u00fcn 65 ya\u015f\u0131ndaki kullan\u0131c\u0131lar\u0131 yeti\u015fkin ya\u015famlar\u0131n\u0131n b\u00fcy\u00fck k\u0131sm\u0131n\u0131 teknolojik geli\u015fmelere ilk elden \u015fahit olarak ge\u00e7irdi. Bu ki\u015filer ilk internet taray\u0131c\u0131s\u0131 1992 y\u0131l\u0131nda kullan\u0131ma sunuldu\u011funda 36, Google 1998 y\u0131l\u0131nda kuruldu\u011funda ise 42 ya\u015f\u0131ndayd\u0131.<\/p>\n

Google, 2020’nin yaz ve sonbahar d\u00f6neminde niteliksel ve niceliksel bir ara\u015ft\u0131rma y\u00fcr\u00fctmek i\u00e7in pazar ara\u015ft\u0131rmas\u0131 \u015firketi olan Known ile birlikte \u00e7al\u0131\u015ft\u0131. Ara\u015ft\u0131rman\u0131n amac\u0131, “baby boomer” ku\u015fa\u011f\u0131 ile ya\u015fl\u0131lar\u0131n \u00f6zellikle de sa\u011fl\u0131k ve sa\u011fl\u0131kl\u0131 ya\u015famla alakal\u0131 olan dijital al\u0131\u015fkanl\u0131k ve davran\u0131\u015flar\u0131n\u0131 anlayabilmekti.<\/p>\n

Bu grubun dijital al\u0131\u015fkanl\u0131klar\u0131n\u0131 derinlemesine ara\u015ft\u0131rd\u0131k ve ya\u015fl\u0131lar\u0131 teknolojiyi benimseyip kullanmalar\u0131na g\u00f6re segmentlere ay\u0131rd\u0131\u011f\u0131m\u0131z analizimizde, internet kullan\u0131c\u0131s\u0131 ya\u015fl\u0131lar\u0131n %86’s\u0131n\u0131n internette her g\u00fcn en az alt\u0131 saat ge\u00e7iren, ortalama be\u015f cihaza sahip olan internet tutkunlar\u0131 oldu\u011funu g\u00f6rd\u00fck. Bu gruba “dijital d\u00fcnyadaki ya\u015fl\u0131lar” ad\u0131n\u0131 verdik. E\u011fitimli ve ilgili t\u00fcketiciler olan bu insanlar\u0131n 10’undan 8’i lisenin ard\u0131ndan e\u011fitimine devam etmi\u015f ve %82’si ak\u0131ll\u0131 telefonunu her g\u00fcn kullan\u0131yor.<\/p>\n

\"Thinkwith\"G\u00f6r\u00fc\u015ft\u00fc\u011f\u00fcm\u00fcz ya\u015fl\u0131lar\u0131n bir\u00e7o\u011fu i\u00e7in internet kullanmak ve teknolojik geli\u015fmeleri takip etmek bir se\u00e7enek de\u011fil. Daha ziyade bir zorunluluk. 77 ya\u015f\u0131ndaki Maude, “Dijital platformlar hayat\u0131m\u0131zda b\u00fcy\u00fck bir rol oynuyor ve beraberinde her zaman yeni olas\u0131l\u0131klar getiriyor. Dijital d\u00fcnya, hayat\u0131m\u0131zda kal\u0131c\u0131 yere sahip. Ne kadar \u00e7ok \u00f6\u011frenebilirsek o kadar iyi,” diyor. 59 ya\u015f\u0131ndaki Jeff ise daha a\u00e7\u0131k s\u00f6zl\u00fc davran\u0131yor: “A\u00e7\u0131k\u00e7as\u0131 dinozor gibi g\u00f6r\u00fcnmek istemiyorum.”<\/p>\n

Ya\u015fl\u0131 insanlar, arkada\u015flar\u0131 ve aileleriyle temasta kalmak (%91); finansal durumlar\u0131n\u0131 idare etmek (%87); ve daha sa\u011fl\u0131kl\u0131 bir ya\u015fam s\u00fcrmek (%73) gibi \u00e7ok \u00e7e\u015fitli nedenlerle internet kullan\u0131yor. \u0130nternet tutkular\u0131 COVID-19’a bir tepki olarak geli\u015fmemi\u015f \u00e7\u00fcnk\u00fc ya\u015fl\u0131lar\u0131n %70’i, pandemi konusundaki endi\u015feleri sona erdi\u011finde de internette ayn\u0131 miktarda veya daha fazla vakit ge\u00e7irece\u011fini s\u00f6yl\u00fcyor.<\/p>\n

\"Think-With\"<\/p>\n

Bununla birlikte evde kalma ve sosyal mesafe tedbirleri, teknolojinin ya\u015fl\u0131lar\u0131n sa\u011fl\u0131\u011f\u0131 \u00fczerindeki rol\u00fcn\u00fc do\u011frudan etkiledi. 66 ya\u015f\u0131ndaki Wendy, “Doktorumla ilk telet\u0131p g\u00f6r\u00fc\u015fmemi yapt\u0131m, harikayd\u0131,” diyor. “Hepimiz biraz zaman kazanm\u0131\u015f olduk ve birlikte ge\u00e7irdi\u011fimiz zaman\u0131 daha iyi de\u011ferlendirdik.”<\/p>\n

Dizinden ameliyat olan 73 ya\u015f\u0131ndaki Marla, “Ameliyat\u0131ma haz\u0131rlanmak i\u00e7in YouTube’da, ameliyat \u00f6ncesinde yap\u0131labilecek egzersizleri ara\u015ft\u0131rd\u0131m,” diyor. 61 ya\u015f\u0131ndaki Pam ise rahats\u0131zl\u0131\u011f\u0131yla alakal\u0131 yeni bir ila\u00e7 bulmu\u015f. “Ekran\u0131m\u0131n ortas\u0131nda belirdi. ‘Bu yeni ilac\u0131 deneyin’ gibi bir \u015fey yaz\u0131yordu. Benim i\u00e7in bir mucizeydi.”<\/p>\n

Ya\u015fl\u0131lar\u0131n bir\u00e7o\u011fu i\u00e7in internet kullanmak ve teknolojik geli\u015fmeleri takip etmek bir se\u00e7enek de\u011fil. Daha ziyade bir zorunluluk.<\/p>\n

Ya\u015fl\u0131 insanlar\u0131n dijital d\u00fcnyada giderek daha fazla yer almas\u0131 sonucunda TV izlemeye ay\u0131rd\u0131klar\u0131 zaman\u0131n azald\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. EMarketer’\u0131n tahminine g\u00f6re “baby boomer” ku\u015fa\u011f\u0131ndakilerin bu y\u0131lki TV izleme s\u00fcresi 2020’ye k\u0131yasla %5,7 oran\u0131nda azalacak ve bu azalma 2022’ye kadar devam edecek. Comscore’a g\u00f6re ise 55 ya\u015f ve \u00fcst\u00fc yeti\u015fkinlerin YouTube videosu izleme s\u00fcresi May\u0131s 2020’den May\u0131s 2021’e kadar %10 artt\u0131.4<\/p>\n

ABD’de ya\u015fl\u0131 Amerikal\u0131lara ula\u015fmak i\u00e7in geleneksel olarak TV ve bas\u0131l\u0131 medyay\u0131 kullanan pazarlamac\u0131lar, “dijital d\u00fcnyadaki ya\u015fl\u0131” say\u0131s\u0131n\u0131n artt\u0131\u011f\u0131n\u0131 fark ettiler. \u015eimdi de bu trendi yakalamak \u00fczere strateji de\u011fi\u015fikli\u011fi yap\u0131yorlar. \u00d6rne\u011fin, Aetna’n\u0131n Pazarlama Kurulu Ba\u015fkan\u0131 Gannon Jones’a g\u00f6re \u015firket, devletin y\u00fcr\u00fctt\u00fc\u011f\u00fc sa\u011fl\u0131k sigortas\u0131 program\u0131 Medicare arac\u0131l\u0131\u011f\u0131yla ba\u011flant\u0131 kurdu\u011fu ya\u015fl\u0131 m\u00fc\u015fterilerinin “dijital a\u00e7\u0131dan gitgide daha becerikli” hale geldi\u011fine \u015fahit oldu.<\/p>\n

\u015eirket bu duruma uygun \u015fekilde hareket ediyor. “Yakla\u015f\u0131m\u0131m\u0131z yeni ara\u00e7 ve teknolojilere yapt\u0131\u011f\u0131m\u0131z yat\u0131r\u0131mlar\u0131n yan\u0131 s\u0131ra reklam stratejimizde de g\u00f6r\u00fclebilir. Dijital d\u00fcnyadaki kullan\u0131c\u0131 art\u0131\u015f\u0131n\u0131 f\u0131rsata \u00e7evirmek i\u00e7in plan\u0131m\u0131zda \u00f6nemli yere sahip olan G\u00f6r\u00fcnt\u00fcl\u00fc Reklam A\u011f\u0131, Video ve Arama A\u011f\u0131’n\u0131n yer ald\u0131\u011f\u0131 dijital pazarlama stratejimize yapt\u0131\u011f\u0131m\u0131z yat\u0131r\u0131m\u0131 art\u0131rd\u0131k.” Gannon Jones, pandeminin bu s\u00fcreci yaln\u0131zca h\u0131zland\u0131rd\u0131\u011f\u0131n\u0131 da ekliyor. “COVID-19, t\u00fcketicilerin dijital kanallar\u0131 kullanma s\u00fcrecini h\u0131zland\u0131rd\u0131. Beklentimiz bu trendin devam edece\u011fi y\u00f6n\u00fcnde.”<\/p>\n

Ya\u015fl\u0131 insanlar\u0131n dijital ortamdaki becerileri \u00f6n\u00fcm\u00fczdeki y\u0131llarda artacak gibi g\u00f6r\u00fcn\u00fcyor. Onlara ula\u015fmaya ba\u015flaman\u0131z\u0131 sa\u011flayacak \u00fc\u00e7 yolu a\u015fa\u011f\u0131da bulabilirsiniz.<\/p>\n

1. T\u00fcketicilerinizi anlamak i\u00e7in modas\u0131 ge\u00e7mi\u015f varsay\u0131m ve sezgilerden de\u011fil, veri ve analizlerden yararlan\u0131n.<\/p>\n

2. Kitlenizdeki t\u00fcketicilere bulunduklar\u0131 yerde ula\u015f\u0131n. G\u00f6rd\u00fc\u011f\u00fcm\u00fcz \u00fczere YouTube, ya\u015fl\u0131lar\u0131n hayat\u0131nda \u00f6nemli bir yere sahip. Bilinirli\u011fi ve \u00fczerinde d\u00fc\u015f\u00fcnme oran\u0131n\u0131 art\u0131rmak amac\u0131yla, daha fazla zaman ge\u00e7irdikleri yerlere yapt\u0131\u011f\u0131n\u0131z yat\u0131r\u0131m\u0131 art\u0131r\u0131n.<\/p>\n

3. Geni\u015f kitleler yerine y\u00fcksek de\u011fere sahip kitlelere \u00f6ncelik verin. YouTube’daki bir\u00e7ok ama\u00e7 sinyalini (pazardaki kitle, yeni emekliler, benzer kitleler, konum) kullanarak en de\u011ferli t\u00fcketicilerinize geni\u015f \u00f6l\u00e7ekte eri\u015fin.<\/p>\n

Kaynak: Think With Google<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Eski p\u00fcsk\u00fc bir masa\u00fcst\u00fc bilgisayar\u0131 a\u00e7maya \u00e7al\u0131\u015fan akl\u0131 kar\u0131\u015fm\u0131\u015f ya\u015fl\u0131 tiplemesi, genelde mizah ama\u00e7l\u0131 kullan\u0131lan basmakal\u0131p bir stereotiptir. Ancak art\u0131k bu hem eskide kald\u0131 hem de yanl\u0131\u015f. “YouTube’a bay\u0131l\u0131yorum! Tam bir YouTube d\u00fc\u015fk\u00fcn\u00fcy\u00fcm. Sabah g\u00f6z\u00fcm\u00fc a\u00e7\u0131p YouTube’a giriyorum.” Bu heyecan dolu s\u00f6zler Z ku\u015fa\u011f\u0131ndan birine ait de\u011fil. Bunlar, ge\u00e7en y\u0131l ABD’li ya\u015f\u0131 ilerlemi\u015f yeti\u015fkinlerin dijital […]<\/p>\n","protected":false},"author":1,"featured_media":35254,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638],"tags":[1473,1495,1551],"class_list":["post-34251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","tag-digital-marker-tr","tag-dijital-pazarlama","tag-pazarlama"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=34251"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34251\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35254"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=34251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=34251"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=34251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}