{"id":36195,"date":"2022-09-15T11:07:55","date_gmt":"2022-09-15T08:07:55","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=36195"},"modified":"2025-04-19T13:55:04","modified_gmt":"2025-04-19T10:55:04","slug":"turkiye-garnier-turkiyede-z-kusagi-icin-pazarlama-stratejisi","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/turkiye-garnier-turkiyede-z-kusagi-icin-pazarlama-stratejisi\/","title":{"rendered":"T\u00fcrkiye Garnier: T\u00fcrkiye\u2019de Z Ku\u015fa\u011f\u0131 i\u00e7in Pazarlama Stratejisi"},"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-6'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiye-garnier-turkiyede-z-kusagi-icin-pazarlama-stratejisi\/#Hitap_ettiginiz_kitleyi_iyi_taniyin\" >Hitap etti\u011finiz kitleyi iyi tan\u0131y\u0131n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-6'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiye-garnier-turkiyede-z-kusagi-icin-pazarlama-stratejisi\/#Icerik_ureticisinin_etkisinden_faydalanin\" >\u0130\u00e7erik \u00fcreticisinin etkisinden faydalan\u0131n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-6'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiye-garnier-turkiyede-z-kusagi-icin-pazarlama-stratejisi\/#%E2%80%9CMukemmel%E2%80%9D_icerige_odaklanin\" >\u201cM\u00fckemmel\u201d i\u00e7eri\u011fe odaklan\u0131n<\/a><\/li><\/ul><\/nav><\/div>\n<p data-block-key=\"c8dcz\"><strong>Z ku\u015fa\u011f\u0131 t\u00fcketim trendleri T\u00fcrkiye\u2019de ve d\u00fcnya genelinde al\u0131\u015fveri\u015f k\u00fclt\u00fcr\u00fcn\u00fc d\u00f6n\u00fc\u015ft\u00fcrmeye devam ediyor. Markalar da bir yandan bu grupla, \u00f6zellikle e-ticaret \u00fczerinden, kal\u0131c\u0131 bir ba\u011f kurman\u0131n yollar\u0131n\u0131 ar\u0131yor.<\/strong><\/p>\n<p data-block-key=\"edqne\">Z ku\u015fa\u011f\u0131na ula\u015fmada bu neslin t\u00fcketici\u00a0<u>davran\u0131\u015flar\u0131n\u0131<\/u>\u00a0anlamak, bir nevi \u201conlar\u0131n dilinden konu\u015fabilmek\u201d, en \u00f6nemli fakt\u00f6r.<\/p>\n<p data-block-key=\"5sk0g\">Garnier de T\u00fcrkiye\u2019de\u00a0<u>Z ku\u015fa\u011f\u0131na y\u00f6nelik<\/u>\u00a0pazarlama stratejisini belirlerken, cilt bak\u0131m\u0131 i\u00e7erik \u00fcreticisi\u00a0<u>Tu\u011f\u00e7e Ay<\/u>\u00a0ile \u00e7al\u0131\u015fmay\u0131 uygun g\u00f6rd\u00fc. Hitap etti\u011fi 18-24 ya\u015f aral\u0131\u011f\u0131ndaki kitlenin \u00fcr\u00fcn deneyiminde neleri \u00f6nceliklendiri\u011fini g\u00f6zlemleriyle ve de izleyici kitlesinden ald\u0131\u011f\u0131 yorumlar ve geribildirimlerle geli\u015ftirdi\u011fini s\u00f6yleyen Ay, Garnier i\u015fbirli\u011fine de bunu yans\u0131tt\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>\n<p data-block-key=\"5sk0g\"><strong>Z ku\u015fa\u011f\u0131na ula\u015fmak i\u00e7in bir nevi \u201conlar\u0131n dilinden konu\u015fabilmek\u201d en \u00f6nemli fakt\u00f6r.<\/strong><\/p>\n<div class=\"detail__text grid-row\">\n<div class=\"detail__push\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Ge\u00e7ti\u011fimiz y\u0131l videolar\u0131n\u0131 ba\u015far\u0131ya ula\u015ft\u0131ran Garnier C Vitamini serumu, YouTube ileti\u015fim ile sat\u0131\u015flar\u0131n\u0131 ve pazar penetrasyonunu art\u0131rmay\u0131 ba\u015fard\u0131. <\/span><span style=\"vertical-align: inherit;\">\u00d6yle ki \u00fcr\u00fcn k\u0131sa Trendyol\u2019da serum kategorisinde en \u00e7ok satan marka haline geldi.<\/span><\/span><\/div>\n<div class=\"rich-text\">\n<p data-block-key=\"1dnki\">Gelin bu ba\u015far\u0131 hikayesine biraz yak\u0131ndan bakal\u0131m.<\/p>\n<\/div>\n<h6 data-block-key=\"dh93k\"><span class=\"ez-toc-section\" id=\"Hitap_ettiginiz_kitleyi_iyi_taniyin\"><\/span>Hitap etti\u011finiz kitleyi iyi tan\u0131y\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h6>\n<p data-block-key=\"f1cdr\">Z ku\u015fa\u011f\u0131 i\u00e7in markan\u0131n kendisinden \u00e7ok, \u00fcr\u00fcn deneyimi ve \u00fcr\u00fcn\u00fcn nas\u0131l sunuldu\u011fu daha \u00f6n planda. Neredeyse her an online olan bu grup deneyimleyece\u011fi yeni \u00fcr\u00fcnlere dair ilk ipu\u00e7lar\u0131n\u0131 da sosyal medya mecralar\u0131ndan ediniyor.<\/p>\n<p data-block-key=\"97ng5\"><u>Buna dair ara\u015ft\u0131rmalar<\/u>, \u00f6rne\u011fin Z ku\u015fa\u011f\u0131n\u0131n YouTube&#8217;da neler izledi\u011fi, pazarlamac\u0131lar i\u00e7in rehber niteli\u011finde. Z ku\u015fa\u011f\u0131yla ba\u015far\u0131l\u0131 bir \u015fekilde ba\u011f kurmaya \u00e7al\u0131\u015fan pazarlamac\u0131lar\u0131n, bu ku\u015fa\u011f\u0131n ki\u015filikleriyle ilgili ilham almak ve ki\u015filiklerine \u015fekil vermek i\u00e7in internetteki i\u00e7eriklerden nas\u0131l yararland\u0131\u011f\u0131n\u0131 anlamalar\u0131 \u00e7ok \u00f6nemli.<\/p>\n<p data-block-key=\"5lg4a\">Y\u00fcz parlat\u0131c\u0131 serumu ilk kez deneyimlemeye ba\u015flayacak Z ku\u015fa\u011f\u0131 t\u00fcketici grubuna ula\u015fmak i\u00e7in yola \u00e7\u0131karken Garnier\u2019in kar\u015f\u0131la\u015ft\u0131\u011f\u0131 en b\u00fcy\u00fck zorluk piyasada y\u00fcksek paylara sahip, fazla say\u0131da rakibinin olmas\u0131yd\u0131.<\/p>\n<p data-block-key=\"843ra\">Bu yeni grup t\u00fcketiciye ula\u015fabilecek do\u011fru modeli ararken, Garnier ayn\u0131 zamanda marka bilinirli\u011fini art\u0131rmay\u0131 ve e-ticaretteki pay\u0131n\u0131 b\u00fcy\u00fcterek kategoride ana oyuncu haline gelmeyi hedefledi.<\/p>\n<p data-block-key=\"6gj6j\">Yola \u201cgen\u00e7 k\u0131zlar\u0131n rutininde kulland\u0131\u011f\u0131 ilk cilt serumu markas\u0131 olabilmek\u201d i\u00e7in \u00e7\u0131kt\u0131klar\u0131n\u0131 aktaran Garnier dijital proje y\u00f6neticisi Serra Erke, s\u00f6zlerine \u015funlar\u0131 ekliyor:<\/p>\n<p data-block-key=\"7fn1r\">\u201cEri\u015fmek istedi\u011fimiz ana kitle olarak cilt bak\u0131m rutinine yeni ba\u015flam\u0131\u015f olan Z ku\u015fa\u011f\u0131 etraf\u0131nda bir ileti\u015fim stratejisi \u00f6rmek ve onlar\u0131n rutinine girebilen bir \u00fcr\u00fcn olmak \u00e7ok \u00f6nemliydi.\u201d<\/p>\n<h6 data-block-key=\"818nb\"><span class=\"ez-toc-section\" id=\"Icerik_ureticisinin_etkisinden_faydalanin\"><\/span>\u0130\u00e7erik \u00fcreticisinin etkisinden faydalan\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h6>\n<p data-block-key=\"epcb3\">Do\u011fru pazarlama stratejisi ise temelde Z ku\u015fa\u011f\u0131n\u0131n h\u0131zla de\u011fi\u015fen t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131n\u0131 iyi anlayan, g\u00fcvenilir bir i\u00e7erik \u00fcreticisiyle \u00e7al\u0131\u015fmaktan ge\u00e7iyordu. Bu da beraberinde marka ve \u00fcr\u00fcne artan g\u00fcven ve kat\u0131l\u0131m\u0131 getirdi.<\/p>\n<p data-block-key=\"3eke\">Tu\u011f\u00e7e Ay\u2019\u0131n 540 binden fazla aboneye sahip YouTube kanal\u0131nda yay\u0131nlad\u0131\u011f\u0131 Garnier tan\u0131t\u0131m videosu k\u0131sa s\u00fcrede 750 binden fazla izlendi.<\/p>\n<\/div>\n<p><iframe loading=\"lazy\" title=\"GARN\u0130ER C V\u0130TAM\u0130N\u0130N\u0130 PARLAK S\u00dcPER AYDINLATICI SERUM\u2019U  DEN\u0130YORUM ! | SONU\u00c7 MUHTE\u015eEM\" width=\"1290\" height=\"726\" src=\"https:\/\/www.youtube.com\/embed\/FrTMQeC47yc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>\u0130\u00e7erik \u00fcreticisinin samimi ve g\u00fcvenilir olmas\u0131n\u0131n yan\u0131s\u0131ra, kaliteli bilgi verip vermedi\u011fi, do\u011fru \u00f6nerilerde bulunup bulunmad\u0131\u011f\u0131 da Z ku\u015fa\u011f\u0131 dahil t\u00fcm merakl\u0131 t\u00fcketiciler i\u00e7in bir kriter.\u00a0<u>Yap\u0131lan bir ara\u015ft\u0131rmaya<\/u>\u00a0g\u00f6re al\u0131\u015fveri\u015f yapanlar\u0131n %75&#8217;i YouTube&#8217;un beklenmeyen konularda ilham vererek geleneksel al\u0131\u015fveri\u015f deneyimini iyile\u015ftirdi\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n<h6 data-block-key=\"bjp5u\"><span class=\"ez-toc-section\" id=\"%E2%80%9CMukemmel%E2%80%9D_icerige_odaklanin\"><\/span>\u201cM\u00fckemmel\u201d i\u00e7eri\u011fe odaklan\u0131n<span class=\"ez-toc-section-end\"><\/span><\/h6>\n<p data-block-key=\"ffg1e\">Se\u00e7ici ve h\u0131zl\u0131 karar veren bu grup di\u011fer t\u00fcketiciler gibi \u00f6nceden fiyat\/performans gibi konularda ara\u015ft\u0131rma yap\u0131yor olsa da \u00fcr\u00fcn\u00fcn ya\u015fataca\u011f\u0131\u00a0<u>duygu deneyimiyle<\/u>\u00a0daha \u00e7ok ilgileniyor.<\/p>\n<p data-block-key=\"b72o5\">Garnier\u2019de dijital eksper olarak g\u00f6rev alan Perin G\u00fcrsel, kampanyalar\u0131nda Creator Promotions modelini kulland\u0131klar\u0131 ve bunun ba\u015far\u0131s\u0131n\u0131n temelini \u201cdo\u011fru i\u00e7erik \u00fcreticisi, do\u011fru i\u00e7erik ve do\u011fru \u00fcr\u00fcn\u00fc bir araya getirerek, ilk andan itibaren izleyiciyi ana mesaj\u0131m\u0131zla bulu\u015fturmak ve video s\u00fcresini k\u0131sa tutmak\u201d olarak a\u00e7\u0131kl\u0131yor.<\/p>\n<p data-block-key=\"a5rre\">Creator Promotions reklamverenlerin markalar\u0131n\u0131 \u00f6zg\u00fcn i\u00e7erik \u00fcreticileri taraf\u0131ndan yay\u0131nlanan etkili videolarla tan\u0131tmalar\u0131na olanak sa\u011fl\u0131yor. Bu y\u00f6ntem ayn\u0131 zamanda potansiyel m\u00fc\u015fterileri \u00fcr\u00fcn\u00fcn sat\u0131\u015f kanallar\u0131na ve\/veya tan\u0131t\u0131m sayfalar\u0131na y\u00f6nlendirerek d\u00f6n\u00fc\u015f\u00fcm\u00fc ciddi manada art\u0131rabiliyor.<\/p>\n<p data-block-key=\"8j62q\">Garnier \u00fcr\u00fcn m\u00fcd\u00fcr\u00fc P\u0131nar Y\u00fccel ise serum kategorisi hen\u00fcz d\u00fc\u015f\u00fck penetrasyona sahip bir kategori oldu\u011fu i\u00e7in kampanyada, \u201cserum nas\u0131l kullan\u0131l\u0131r\/kullan\u0131m amac\u0131 nedir gibi sorulara cevap veren e\u011fitici bir kreatif i\u00e7erik\u201d sa\u011flaman\u0131n kritik oldu\u011funu vurguluyor.<\/p>\n<p data-block-key=\"dudvj\">Videosunda \u00fcr\u00fcn\u00fc ilk kez y\u00fcz\u00fcnde kullan\u0131rken e\u015f zamanl\u0131 deneyimlerini de e\u011flenceli bir \u015fekilde aktaran Tu\u011f\u00e7e Ay, \u00fcr\u00fcn\u00fcn alternatif, ki\u015fiye \u00f6zel kullan\u0131mlar\u0131ndan da bahsediyor ve izleyicileri harekete ge\u00e7ici mesajla sat\u0131n al\u0131ma da y\u00f6nlendiriyor.<\/p>\n<p data-block-key=\"c8dcz\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-36196 size-full\" title=\"twg_zkusagi_buyuleyen_v4\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2022\/09\/twg_zkusagi_buyuleyen_v4.gif\" alt=\"twg_zkusagi_buyuleyen_v4\" width=\"1200\" height=\"675\" \/><\/p>\n<p data-block-key=\"c8dcz\">Piyasaya h\u0131zl\u0131 giri\u015f yapan Garnier serum, kampanyan\u0131n ger\u00e7ekle\u015fti\u011fi Kas\u0131m-Aral\u0131k aylar\u0131 s\u00fcresince genel sat\u0131\u015flar\u0131n\u0131 d\u00f6rt misli art\u0131r\u0131rken, sadece e-ticaret \u00fczerinden ger\u00e7ekle\u015fen sat\u0131\u015flar yakla\u015f\u0131k 3,5 kat artm\u0131\u015f oldu.<\/p>\n<p data-block-key=\"13dq6\">Bu \u00f6rnekte i\u00e7eri\u011fi ba\u015far\u0131l\u0131 k\u0131lan en \u00f6nemli unsur kullan\u0131lan reklam modeli ve izleyicisiyle yak\u0131n temas kurabilen bir i\u00e7erik \u00fcreticisinin se\u00e7ilmesiydi.<\/p>\n<p data-block-key=\"ck4ph\">Do\u011fru i\u00e7erik \u00fcreticilerinin e\u011flence ve pratik \u00f6nerileri harmanlayan i\u00e7erikleriyle siz de k\u0131sa s\u00fcrede sat\u0131\u015flar\u0131n\u0131z\u0131 katlayarak Z ku\u015fa\u011f\u0131n\u0131n parlayan markas\u0131 olabilirsiniz.<\/p>\n<p>Kaynak:\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/tr-tr\/\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\" target=\"_blank\">Think With Google<\/a><\/p>\n<p><em>Marker Groupe\u2019un sa\u011flad\u0131\u011f\u0131 hizmetler hakk\u0131nda bilgi edinmek i\u00e7in bizimle\u00a0<a href=\"https:\/\/www.markergroupe.com\/iletisim\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">MarkerGroupe.com<\/a>\u00a0web sitesi \u00fczerinden veya\u00a0<span style=\"color: #ffcc00;\">hello@markergroupe.com<\/span>\u00a0e-mail adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Z ku\u015fa\u011f\u0131 t\u00fcketim trendleri T\u00fcrkiye\u2019de ve d\u00fcnya genelinde al\u0131\u015fveri\u015f k\u00fclt\u00fcr\u00fcn\u00fc d\u00f6n\u00fc\u015ft\u00fcrmeye devam ediyor. Markalar da bir yandan bu grupla, \u00f6zellikle e-ticaret \u00fczerinden, kal\u0131c\u0131 bir ba\u011f kurman\u0131n yollar\u0131n\u0131 ar\u0131yor. Z ku\u015fa\u011f\u0131na ula\u015fmada bu neslin t\u00fcketici\u00a0davran\u0131\u015flar\u0131n\u0131\u00a0anlamak, bir nevi \u201conlar\u0131n dilinden konu\u015fabilmek\u201d, en \u00f6nemli fakt\u00f6r. Garnier de T\u00fcrkiye\u2019de\u00a0Z ku\u015fa\u011f\u0131na y\u00f6nelik\u00a0pazarlama stratejisini belirlerken, cilt bak\u0131m\u0131 i\u00e7erik \u00fcreticisi\u00a0Tu\u011f\u00e7e Ay\u00a0ile \u00e7al\u0131\u015fmay\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35769,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1505,1489,1501],"tags":[1473,1806,1527],"class_list":["post-36195","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-medya","category-dijital-pazarlama","category-e-ticaret","tag-digital-marker-tr","tag-icerik-pazarlama","tag-youtube"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/36195","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=36195"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/36195\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35769"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=36195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=36195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=36195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}