{"id":44196,"date":"2025-11-20T23:39:44","date_gmt":"2025-11-20T20:39:44","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44196"},"modified":"2025-11-21T09:21:49","modified_gmt":"2025-11-21T06:21:49","slug":"medya-planlamada-markalarin-en-sik-yaptigi-hatalar","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/","title":{"rendered":"Medya Planlamada Markalar\u0131n En S\u0131k Yapt\u0131\u011f\u0131 Hatalar"},"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-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#%E2%80%9C10_Markadan_7si_Ayni_Hatalari_Yapiyor_%E2%80%94_Medya_Planlamada_Sessiz_Kriz%E2%80%9D\" >\u201c10 Markadan 7\u2019si Ayn\u0131 Hatalar\u0131 Yap\u0131yor \u2014 Medya Planlamada Sessiz Kriz\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Markalarin_cogu_ayni_temel_hatalari_tekrar_ediyor\" >Markalar\u0131n \u00e7o\u011fu ayn\u0131 temel hatalar\u0131 tekrar ediyor.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#%E2%80%9CHerkesi_hedefleyelim%E2%80%9D_yaklasimi\" >\u201cHerkesi hedefleyelim\u201d yakla\u015f\u0131m\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Kanal_tercihleri_ve_aliskanliklarin_belirlenmesi\" >Kanal tercihleri ve al\u0131\u015fkanl\u0131klar\u0131n belirlenmesi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Marka_guvenligi_kontrollerinin_atlanmasi\" >Marka g\u00fcvenli\u011fi kontrollerinin atlanmas\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#%E2%80%9CAyni_kreatif_her_yerde_isler%E2%80%9D_yanilgisi\" >\u201cAyn\u0131 kreatif her yerde i\u015fler\u201d yan\u0131lg\u0131s\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Performansi_sadece_ROAS_ile_degerlendirmek\" >Performans\u0131 sadece ROAS ile de\u011ferlendirmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Funnel_tasarlanmadan_kampanya_baslatmak\" >Funnel tasarlanmadan kampanya ba\u015flatmak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blog.markergroupe.com\/tr\/medya-planlamada-markalarin-en-sik-yaptigi-hatalar\/#Haftalik_optimizasyonun_onemini_goz_ardi_etmek\" >Haftal\u0131k optimizasyonun \u00f6nemini g\u00f6z ard\u0131 etmek<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"10-markadan-7-si-ayni-hatalari-yapiyor-medya-planlamada-sessiz-kriz\"><span class=\"ez-toc-section\" id=\"%E2%80%9C10_Markadan_7si_Ayni_Hatalari_Yapiyor_%E2%80%94_Medya_Planlamada_Sessiz_Kriz%E2%80%9D\"><\/span><strong>\u201c10 Markadan 7\u2019si Ayn\u0131 Hatalar\u0131 Yap\u0131yor \u2014 Medya Planlamada Sessiz Kriz\u201d<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>T\u00fcrkiye\u2019de dijital reklam yat\u0131r\u0131mlar\u0131 h\u0131zla b\u00fcy\u00fcrken medya planlama taraf\u0131nda g\u00f6zlemledi\u011fimiz ortak bir problem var:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"markalarin-cogu-ayni-temel-hatalari-tekrar-ediyor\"><span class=\"ez-toc-section\" id=\"Markalarin_cogu_ayni_temel_hatalari_tekrar_ediyor\"><\/span><strong>Markalar\u0131n \u00e7o\u011fu ayn\u0131 temel hatalar\u0131 tekrar ediyor.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Bu durum, b\u00fct\u00e7enin verimsiz kullan\u0131lmas\u0131na, performans kay\u0131plar\u0131na ve platformlar\u0131n markay\u0131 yanl\u0131\u015f \u00f6\u011frenmesine yol a\u00e7\u0131yor. Marker Groupe olarak sahada en s\u0131k kar\u015f\u0131la\u015ft\u0131\u011f\u0131m\u0131z kritik hatalar\u0131 \u00f6zetledik.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"herkesi-hedefleyelim-yaklasimi\"><span class=\"ez-toc-section\" id=\"%E2%80%9CHerkesi_hedefleyelim%E2%80%9D_yaklasimi\"><\/span><strong>\u201cHerkesi hedefleyelim\u201d yakla\u015f\u0131m\u0131<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Geni\u015f hedefleme \u00e7o\u011fu zaman maliyeti art\u0131r\u0131r, algoritmay\u0131 yava\u015flat\u0131r ve kampanyay\u0131 zay\u0131flat\u0131r.<\/p>\n\n\n\n<p>Bizim modelimiz:<br>\ud83c\udfaf <strong>Dar hedef \u2192 Test \u2192 Geni\u015fleme \u2192 \u00d6l\u00e7ekleme<\/strong><\/p>\n\n\n\n<p>Bu s\u0131ray\u0131 bozdu\u011funuzda performans h\u0131zla d\u00fc\u015fer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"kanal-tercihleri-ve-aliskanliklarin-belirlenmesi\"><span class=\"ez-toc-section\" id=\"Kanal_tercihleri_ve_aliskanliklarin_belirlenmesi\"><\/span><strong>Kanal tercihleri ve al\u0131\u015fkanl\u0131klar\u0131n belirlenmesi<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pek \u00e7ok marka medya planlamas\u0131n\u0131 \u015fu al\u0131\u015fkanl\u0131klarla y\u00f6netiyor:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cBiz hep Meta\u2019da iyiyiz.\u201d<\/li>\n\n\n\n<li>\u201cGoogle bize \u00e7al\u0131\u015fm\u0131yor.\u201d<\/li>\n\n\n\n<li>\u201cTikTok gen\u00e7lere uygun, bize uygun de\u011fil.\u201d<\/li>\n<\/ul>\n\n\n\n<p>Ger\u00e7ek \u015fu:<br><strong>Her kategori i\u00e7in \u00e7al\u0131\u015fan kanal farkl\u0131d\u0131r.<\/strong><\/p>\n\n\n\n<p>Baz\u0131 markalarda TikTok ROAS rekoru k\u0131rarken, baz\u0131 markalarda programatik OOH trafi\u011fi iki kat b\u00fcy\u00fct\u00fcr.<\/p>\n\n\n\n<p>Do\u011fru soru:<br>\u27a1\ufe0f <strong>Hedef kitle nerede?<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"marka-guvenligi-kontrollerinin-atlanmasi\"><span class=\"ez-toc-section\" id=\"Marka_guvenligi_kontrollerinin_atlanmasi\"><\/span><strong>Marka g\u00fcvenli\u011fi kontrollerinin atlanmas\u0131<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>T\u00fcrkiye\u2019de markalar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcnde marka g\u00fcvenli\u011fi ayarlar\u0131 eksik:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>YouTube olumsuz i\u00e7erik filtreleri<\/li>\n\n\n\n<li>Programatik brand safety paketleri<\/li>\n\n\n\n<li>TikTok i\u00e7erik kategorisi s\u0131n\u0131rlamalar\u0131<\/li>\n\n\n\n<li>Display negatif anahtar kelime listeleri<\/li>\n<\/ul>\n\n\n\n<p>Bunlar olmadan kampanya ba\u015flatmak, markay\u0131 riske a\u00e7\u0131k b\u0131rakmak demektir.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-ff9086e\" id=\"gspb_image-id-gsbp-ff9086e\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/11\/markergroupe-medya.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"640\" height=\"427\" title=\"\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ayni-kreatif-her-yerde-isler-yanilgisi\"><span class=\"ez-toc-section\" id=\"%E2%80%9CAyni_kreatif_her_yerde_isler%E2%80%9D_yanilgisi\"><\/span><strong>\u201cAyn\u0131 kreatif her yerde i\u015fler\u201d yan\u0131lg\u0131s\u0131<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Her platformun i\u00e7g\u00f6r\u00fcs\u00fc farkl\u0131d\u0131r:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Meta: H\u0131zl\u0131 t\u00fcketim<\/li>\n\n\n\n<li>TikTok: Ak\u0131\u015fa uyumlu hik\u00e2ye<\/li>\n\n\n\n<li>Google: Niyet odakl\u0131 ileti\u015fim<\/li>\n\n\n\n<li>Programatik: Minimal ve h\u0131zl\u0131 dikkat \u00e7ekme<\/li>\n<\/ul>\n\n\n\n<p>Kreatifi \u00e7e\u015fitlendirmeyen markalar, g\u00f6r\u00fcnmez \u015fekilde b\u00fct\u00e7e kaybeder.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"performansi-sadece-roas-ile-degerlendirmek\"><span class=\"ez-toc-section\" id=\"Performansi_sadece_ROAS_ile_degerlendirmek\"><\/span><strong>Performans\u0131 sadece ROAS ile de\u011ferlendirmek<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>ROAS \u00f6nemlidir ancak tek \u00f6l\u00e7\u00fcm de\u011fildir.<br>Ger\u00e7ek bir medya planlamas\u0131nda \u015funlara da bak\u0131yoruz:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Organik arama hacmi<\/li>\n\n\n\n<li>Remarketing havuzunun b\u00fcy\u00fcmesi<\/li>\n\n\n\n<li>CPM trendleri<\/li>\n\n\n\n<li>Kanal katk\u0131 skoru<\/li>\n\n\n\n<li>\u00c7oklu dokunu\u015f analizleri<\/li>\n<\/ul>\n\n\n\n<p>Bir kampanya g\u00f6r\u00fcn\u00fcrde zarar ediyor gibi g\u00f6r\u00fcnse de markay\u0131 toplamda b\u00fcy\u00fctebilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"funnel-tasarlanmadan-kampanya-baslatmak\"><span class=\"ez-toc-section\" id=\"Funnel_tasarlanmadan_kampanya_baslatmak\"><\/span><strong>Funnel tasarlanmadan kampanya ba\u015flatmak<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>En s\u0131k kar\u015f\u0131la\u015ft\u0131\u011f\u0131m\u0131z hata:<br><strong>Kampanya var, sat\u0131\u015f hunisi yok.<\/strong><\/p>\n\n\n\n<p>Do\u011fru huni:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u0130lgi<\/li>\n\n\n\n<li>Ke\u015fif<\/li>\n\n\n\n<li>De\u011ferlendirme<\/li>\n\n\n\n<li>D\u00f6n\u00fc\u015f\u00fcm<\/li>\n\n\n\n<li>Sadakat<\/li>\n\n\n\n<li>Marka savunuculu\u011fu<\/li>\n<\/ol>\n\n\n\n<p>Bu yap\u0131 tasarlanmadan yap\u0131lan planlamalar k\u0131sa vadede \u00e7al\u0131\u015fsa bile uzun vadede \u00e7\u00f6ker.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"haftalik-optimizasyonun-onemini-goz-ardi-etmek\"><span class=\"ez-toc-section\" id=\"Haftalik_optimizasyonun_onemini_goz_ardi_etmek\"><\/span><strong>Haftal\u0131k optimizasyonun \u00f6nemini g\u00f6z ard\u0131 etmek<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ayl\u0131k optimizasyon, g\u00fcn\u00fcm\u00fcz algoritmalar\u0131n\u0131n \u00e7al\u0131\u015fma \u015fekline uygun de\u011fildir.<br>Haftal\u0131k optimizasyon yapan markalar, rekabette her zaman \u00f6ne ge\u00e7er.<\/p>\n\n\n\n<p>Medya planlama, sadece platform se\u00e7mek de\u011fildir.<br>Do\u011fru yap\u0131ld\u0131\u011f\u0131nda sat\u0131\u015f, g\u00f6r\u00fcn\u00fcrl\u00fck ve marka alg\u0131s\u0131 birlikte y\u00fckselir.<br>Yanl\u0131\u015f yap\u0131ld\u0131\u011f\u0131nda ise b\u00fct\u00e7e fark edilmeden erir.<\/p>\n\n\n\n<p>Marker Groupe olarak bu alandaki yakla\u015f\u0131m\u0131m\u0131z net: <strong>Do\u011fru veriyi do\u011fru kitleyle bulu\u015fturdu\u011funuzda, performans kendili\u011finden b\u00fcy\u00fcr.<\/strong><\/p>\n\n\n\n<p><strong><em>Marker Groupe\u2019un sa\u011flad\u0131\u011f\u0131 hizmetler hakk\u0131nda bilgi edinmek i\u00e7in bizimle&nbsp;<a href=\"https:\/\/www.markergroupe.com\/iletisim\">MarkerGroupe.com<\/a>&nbsp;web sitesi \u00fczerinden veya&nbsp;hello@markergroupe.com&nbsp;e-mail adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201c10 Markadan 7\u2019si Ayn\u0131 Hatalar\u0131 Yap\u0131yor \u2014 Medya Planlamada Sessiz Kriz\u201d T\u00fcrkiye\u2019de dijital reklam yat\u0131r\u0131mlar\u0131 h\u0131zla b\u00fcy\u00fcrken medya planlama taraf\u0131nda g\u00f6zlemledi\u011fimiz ortak bir problem var: Markalar\u0131n \u00e7o\u011fu ayn\u0131 temel hatalar\u0131 tekrar ediyor. Bu durum, b\u00fct\u00e7enin verimsiz kullan\u0131lmas\u0131na, performans kay\u0131plar\u0131na ve platformlar\u0131n markay\u0131 yanl\u0131\u015f \u00f6\u011frenmesine yol a\u00e7\u0131yor. Marker Groupe olarak sahada en s\u0131k kar\u015f\u0131la\u015ft\u0131\u011f\u0131m\u0131z kritik hatalar\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44197,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-ff9086e img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1505],"tags":[1149],"class_list":["post-44196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-medya","tag-medya-planlama"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44196","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=44196"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44196\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44197"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}