{"id":34437,"date":"2021-12-09T12:36:53","date_gmt":"2021-12-09T09:36:53","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=34437"},"modified":"2025-07-04T15:02:14","modified_gmt":"2025-07-04T12:02:14","slug":"planlama-donemi-geldi-yeni-yil-icin-pazarlama-rehberi","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/planlama-donemi-geldi-yeni-yil-icin-pazarlama-rehberi\/","title":{"rendered":"Planlama D\u00f6nemi Geldi: Yeni Y\u0131l \u0130\u00e7in Pazarlama Rehberi"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/planlama-donemi-geldi-yeni-yil-icin-pazarlama-rehberi\/#Dijital_dunya_Degisimin_hizina_ayak_uydurmak_icin_dijital_olgunlasma_surecini_hizlandirin\" >Dijital d\u00fcnya: De\u011fi\u015fimin h\u0131z\u0131na ayak uydurmak i\u00e7in dijital olgunla\u015fma s\u00fcrecini h\u0131zland\u0131r\u0131n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/planlama-donemi-geldi-yeni-yil-icin-pazarlama-rehberi\/#Gizlilik_Kullanicilarin_veri_tercihlerine_saygi_gosterin_ve_deger_saglayin\" >Gizlilik: Kullan\u0131c\u0131lar\u0131n veri tercihlerine sayg\u0131 g\u00f6sterin ve de\u011fer sa\u011flay\u0131n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/planlama-donemi-geldi-yeni-yil-icin-pazarlama-rehberi\/#Surdurulebilirlik_Hareketler_sozlerden_daha_degerlidir\" >S\u00fcrd\u00fcr\u00fclebilirlik: Hareketler, s\u00f6zlerden daha de\u011ferlidir<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>Planlama d\u00f6nemi geldi. Pandeminin beraberinde getirdi\u011fi zorluklar ve de\u011fi\u015fimler, markalar\u0131 2022&#8217;de de beklenmeyen \u015fekillerde etkilemeye devam edecek. \u00d6te yandan her pazarlamac\u0131n\u0131n akl\u0131nda dijital d\u00fcnya, gizlilik ve s\u00fcrd\u00fcr\u00fclebilirlik gibi baz\u0131 \u00f6nemli konular var. Bu alanlarda y\u00f6n\u00fcn\u00fcz\u00fc bulman\u0131z h\u0131zl\u0131 veya kolay olmayacak ancak 2022&#8217;ye y\u00f6nelik pazarlama stratejinizi planlamaya ba\u015flaman\u0131za yard\u0131mc\u0131 olacak yararl\u0131 ara\u015ft\u0131rma ve analizleri sizin i\u00e7in derledik.<\/strong><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Dijital_dunya_Degisimin_hizina_ayak_uydurmak_icin_dijital_olgunlasma_surecini_hizlandirin\"><\/span>Dijital d\u00fcnya: De\u011fi\u015fimin h\u0131z\u0131na ayak uydurmak i\u00e7in dijital olgunla\u015fma s\u00fcrecini h\u0131zland\u0131r\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Pandemi insanlar\u0131n dijital d\u00fcnyaya ge\u00e7i\u015fini h\u0131zland\u0131rd\u0131 ve i\u015fletmeler, yeni online t\u00fcketici davran\u0131\u015flar\u0131na, ihtiya\u00e7lar\u0131na ve beklentilerine ayak uydurabilmek i\u00e7in operasyonlar\u0131n\u0131 d\u00f6n\u00fc\u015ft\u00fcrmek zorunda kald\u0131. Yeni norm haline gelen dijital d\u00fcnya, hayat\u0131m\u0131zda kal\u0131c\u0131 bir yere sahip oldu.<\/p>\n<p>Di\u011fer bir deyi\u015fle, dijital pazarlaman\u0131n d\u00f6n\u00fc\u015f\u00fcm\u00fc 2022&#8217;de i\u015fletmeler i\u00e7in akla ilk gelen konulardan biri olacak. Nereden ba\u015flayaca\u011f\u0131n\u0131za karar vermek \u00fcrk\u00fct\u00fcc\u00fc g\u00f6r\u00fcnse de d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecinin zorlu\u011funun, dijital pazarlama stratejinizi gelece\u011fe haz\u0131rlamak i\u00e7in gerekli de\u011fi\u015fiklikleri yapman\u0131za engel olmas\u0131na izin vermeyin. Gelecek y\u0131l i\u00e7in ger\u00e7ek\u00e7i hedefler belirleyin ve bu hedeflere do\u011fru ad\u0131m ad\u0131m ilerleyin.<\/p>\n<p>Yeni d\u00f6nemde dijital olgunlu\u011funuzu art\u0131rman\u0131z i\u00e7in C-level y\u00f6neticilerin g\u00fc\u00e7l\u00fc deste\u011fini alman\u0131z ve a\u015fa\u011f\u0131dakiler gibi baz\u0131 \u00f6nemli alanlara odaklanman\u0131z gerekiyor:<\/p>\n<ul>\n<li>Birinci taraf verileri: Online ve offline veri kaynaklar\u0131n\u0131 birbirine ba\u011flayarak m\u00fc\u015fterilerle aran\u0131zda \u00e7ift y\u00f6nl\u00fc bir de\u011fer al\u0131\u015fveri\u015fi olmas\u0131n\u0131 sa\u011flay\u0131n.<\/li>\n<li>U\u00e7tan uca \u00f6l\u00e7\u00fcm: \u00d6l\u00e7\u00fcme odaklan\u0131n ve tahmine dayal\u0131 modeller uygulay\u0131n. Bu modelleri, ili\u015fkilendirme ve d\u00f6n\u00fc\u015f\u00fcm gibi \u00f6l\u00e7\u00fcmlerde g\u00f6r\u00fclen veri bo\u015fluklar\u0131n\u0131 kapatmak i\u00e7in kullanabilirsiniz.<\/li>\n<li>\u00c7eviklik: H\u0131zla de\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131na daha \u00e7evik \u015fekilde yan\u0131t verebilmek i\u00e7in \u015firket i\u00e7i kopukluklar\u0131 \u00f6nleyin.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"Gizlilik_Kullanicilarin_veri_tercihlerine_saygi_gosterin_ve_deger_saglayin\"><\/span><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-34438 aligncenter\" title=\"planlama d\u00f6nemi\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2021\/12\/planlama-donemi-1.jpg\" alt=\"planlama-donemi\" width=\"800\" height=\"449\" \/>Gizlilik: Kullan\u0131c\u0131lar\u0131n veri tercihlerine sayg\u0131 g\u00f6sterin ve de\u011fer sa\u011flay\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Gizlilikle ilgili d\u00fczenlemelerde yap\u0131lan de\u011fi\u015fikliklere ve \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezlerin kald\u0131r\u0131lmas\u0131na dair haberler, gizlili\u011fi kullan\u0131c\u0131lar i\u00e7in eskisinden \u00e7ok daha \u00f6nemli bir konu haline getirdi. Markalar, yenilikleri yak\u0131ndan takip etmek ve b\u00fct\u00fcn bu de\u011fi\u015fikliklere uymak gibi bir zorlukla kar\u015f\u0131 kar\u015f\u0131ya. Ayn\u0131 zamanda, pazarlamac\u0131lar\u0131n m\u00fc\u015fterilerinin g\u00fcvenini kazanmalar\u0131 ve onlara gizlili\u011fin \u00f6n planda oldu\u011fu bir deneyim sunmalar\u0131 gerekiyor. Bu zorunlulu\u011fu kar\u015f\u0131lamak i\u00e7in kullan\u0131c\u0131lar\u0131n veriyle ilgili tercihlerine sayg\u0131 g\u00f6stermek ve ger\u00e7ek bir de\u011fer sa\u011flamak b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor.<\/p>\n<p>Ipsos&#8217;un Google ad\u0131na Avrupa genelinde 7.200 ki\u015fiyle veri gizlili\u011fiyle ilgili endi\u015feleri hakk\u0131nda ger\u00e7ekle\u015ftirdi\u011fi g\u00f6r\u00fc\u015fmelerde, kullan\u0131c\u0131lar\u0131n ki\u015fisel bilgilerini g\u00fcvendikleri \u015firketlere memnuniyetle verdikleri belirlendi. Kullan\u0131c\u0131lar, ki\u015fisel bilgilerini payla\u015fmak i\u00e7in bu bilgilerin nas\u0131l kullan\u0131laca\u011f\u0131n\u0131 ve bilgiler kar\u015f\u0131l\u0131\u011f\u0131nda ne elde edeceklerini bilmek istiyorlar.<\/p>\n<p>2022&#8217;ye y\u00f6nelik stratejinizi planlarken pazarlama faaliyetlerinizin hem gizlilik a\u00e7\u0131s\u0131ndan g\u00fcvenli hem de etkili olmas\u0131n\u0131 sa\u011flamak i\u00e7in bu ara\u015ft\u0131rman\u0131n ortaya koydu\u011fu a\u015fa\u011f\u0131daki \u00e7\u0131kar\u0131mlardan yararlanabilirsiniz:<\/p>\n<ul>\n<li>Anlaml\u0131l\u0131k: Kullan\u0131c\u0131lar, birer birey olarak de\u011ferli bulduklar\u0131 deneyimler ya\u015famak istiyorlar.<\/li>\n<li>Ak\u0131lda kal\u0131c\u0131l\u0131k: Pazarlama faaliyetlerinin sorumlu bir \u015fekilde ger\u00e7ekle\u015ftirildi\u011fini s\u00f6yleyebilmek i\u00e7in kullan\u0131c\u0131lar\u0131n, bilgilerini ilgili markalarla etkin bir \u015fekilde ve isteyerek payla\u015fm\u0131\u015f olduklar\u0131n\u0131 hat\u0131rlamalar\u0131 gerekiyor.<\/li>\n<li>Y\u00f6netilebilirlik: Kullan\u0131c\u0131lar bilgilerinin kendilerine ait olarak kalmas\u0131n\u0131 sa\u011flamak ve kontrol\u00fc ellerinde tutmak istiyorlar. Verilerinin nas\u0131l kullan\u0131ld\u0131\u011f\u0131n\u0131 inceleyebilmeleri ve y\u00f6netebilmeleri gerekiyor.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"Surdurulebilirlik_Hareketler_sozlerden_daha_degerlidir\"><\/span>S\u00fcrd\u00fcr\u00fclebilirlik: Hareketler, s\u00f6zlerden daha de\u011ferlidir<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>\u00c7ok kapsaml\u0131 bir konu olan s\u00fcrd\u00fcr\u00fclebilirli\u011fi, pazarlama plan\u0131n\u0131za nas\u0131l dahil edece\u011finizi belirlemeniz zor olabilir. S\u00fcrd\u00fcr\u00fclebilirlikle ilgili \u00e7al\u0131\u015fmalar\u0131n, mesajlar\u0131n\u0131z\u0131 g\u00fcncellemekten ve uzun s\u00fcreli hedefler belirlemekten ibaret kalmamas\u0131 gerekti\u011fini anlamal\u0131 ve hemen bug\u00fcnden itibaren somut ad\u0131mlar atmal\u0131s\u0131n\u0131z.<\/p>\n<p>Kullan\u0131c\u0131lar\u0131n g\u00f6z\u00fcnde s\u00fcrd\u00fcr\u00fclebilirlik daha fazla \u00f6ncelik kazan\u0131rken, pazarlamac\u0131lar\u0131n 2022&#8217;de olumlu ad\u0131mlar atmak i\u00e7in yararlanabilecekleri baz\u0131 f\u0131rsatlar\u0131 sizinle payla\u015f\u0131yoruz:<\/p>\n<ul>\n<li>S\u00fcrd\u00fcr\u00fclebilirlik hakk\u0131nda olumlu hikayeler anlat\u0131n: Markan\u0131z\u0131n ger\u00e7ekle\u015ftirdi\u011fi anlaml\u0131 de\u011fi\u015fiklikleri vurgulay\u0131n ve samimi, \u015feffaf, \u00f6l\u00e7\u00fclebilir y\u00f6ntemler kullanarak harekete ge\u00e7in. \u00dcr\u00fcnlerin veya \u00e7al\u0131\u015fmalar\u0131n s\u00fcrd\u00fcr\u00fclebilirli\u011fiyle ilgili yanl\u0131\u015f beyanlarda bulunmaktan, di\u011fer bir deyi\u015fle &#8220;\u00e7evre dostu yalanlar s\u00f6ylemekten&#8221; ka\u00e7\u0131n\u0131n.<\/li>\n<li>\u00c7evre dostu olmay\u0131 kolayla\u015ft\u0131r\u0131n: S\u00fcrd\u00fcr\u00fclebilirli\u011fi ekstra bir \u00f6zellik gibi konumland\u0131rmak yerine, mevcut marka de\u011fer teklifinizle b\u00fct\u00fcnle\u015ftirin. Marka deneyiminin vazge\u00e7ilmez bir par\u00e7as\u0131 haline gelebilmesi i\u00e7in s\u00fcrd\u00fcr\u00fclebilirlik avantajlar\u0131n\u0131 di\u011fer \u00fcr\u00fcn avantajlar\u0131yla birlikte listeleyin.<\/li>\n<li>M\u00fckemmelli\u011fi de\u011fil, geli\u015fimi \u00f6d\u00fcllendirin: Pazarlamac\u0131lar, t\u00fcketicilerin mevcut olumlu davran\u0131\u015flar\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilirlik \u00e7al\u0131\u015fmalar\u0131na nas\u0131l katk\u0131da bulundu\u011funu sergileyerek bu t\u00fcr hamleleri destekleyebilirler.<\/li>\n<\/ul>\n<p>Dijital d\u00fcnya, gizlilik ve s\u00fcrd\u00fcr\u00fclebilirlik alanlar\u0131nda ba\u015far\u0131ya ula\u015fmak h\u0131zl\u0131 ve kolay olmayacak. Ancak \u015fimdi ve 2022 boyunca ataca\u011f\u0131n\u0131z ad\u0131mlar, pazarlama plan\u0131n\u0131z\u0131 bir \u00fcst d\u00fczeye \u00e7\u0131karman\u0131za yard\u0131mc\u0131 olabilir.<\/p>\n<p>Kaynak: <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/tr-tr\/\" target=\"_blank\" rel=\"noopener\">Think With Google<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planlama d\u00f6nemi geldi. Pandeminin beraberinde getirdi\u011fi zorluklar ve de\u011fi\u015fimler, markalar\u0131 2022&#8217;de de beklenmeyen \u015fekillerde etkilemeye devam edecek. \u00d6te yandan her pazarlamac\u0131n\u0131n akl\u0131nda dijital d\u00fcnya, gizlilik ve s\u00fcrd\u00fcr\u00fclebilirlik gibi baz\u0131 \u00f6nemli konular var. Bu alanlarda y\u00f6n\u00fcn\u00fcz\u00fc bulman\u0131z h\u0131zl\u0131 veya kolay olmayacak ancak 2022&#8217;ye y\u00f6nelik pazarlama stratejinizi planlamaya ba\u015flaman\u0131za yard\u0131mc\u0131 olacak yararl\u0131 ara\u015ft\u0131rma ve analizleri sizin i\u00e7in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35752,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1489],"tags":[1495],"class_list":["post-34437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-pazarlama","tag-dijital-pazarlama"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34437","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=34437"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34437\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35752"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=34437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=34437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=34437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}