{"id":13046,"date":"2015-11-02T06:33:18","date_gmt":"2015-11-02T06:33:18","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=13046"},"modified":"2015-11-02T06:33:18","modified_gmt":"2015-11-02T06:33:18","slug":"bu-ay-dijitalde-dikkatimi-cekenler","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2015\/11\/02\/bu-ay-dijitalde-dikkatimi-cekenler\/","title":{"rendered":"Bu ay dijitalde dikkatimi \u00e7ekenler"},"content":{"rendered":"<p><a href=\"https:\/\/atifunaldi.files.wordpress.com\/2015\/10\/rolls-royce.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-13047\" src=\"https:\/\/atifunaldi.files.wordpress.com\/2015\/10\/rolls-royce.jpg?w=662\" alt=\"rolls royce\" width=\"662\" height=\"490\" \/><\/a><br \/>\n<strong>Bu yaz\u0131 Marketing Turkiye dergisinde Ekim 2015 tarihinde yay\u0131nlanm\u0131\u015ft\u0131r.<\/strong><br \/>\nEskiden hayat televizyon sekt\u00f6r\u00fcn\u00fcn etraf\u0131nda d\u00f6nerdi. Herkes bu sekt\u00f6r\u00fcn en yeni haberlerine a\u015fina olur hatta bunun \u00fczerine konu\u015furdu. Ancak bu de\u011fi\u015fti. Son d\u00f6nemde T\u00fcrkiye\u2019nin g\u00fcndemi ne yaz\u0131k ki siyaset. Daha da ilginci hepimiz ac\u0131 i\u00e7inde k\u0131vran\u0131yoruz. Ger\u00e7i g\u00fcndemimiz bazen birbirine yakla\u015f\u0131yor. Mesela biz yollara may\u0131n nas\u0131l d\u00f6\u015fendi diye konu\u015furken, d\u00fcnyada bisiklet yollar\u0131, elektrikli ara\u00e7lara enerji veren yollar ve g\u00fcne\u015f enerjisini elektri\u011fe d\u00f6n\u00fc\u015ft\u00fcren yollar konu\u015fuluyor.<br \/>\n\u0130nsan\u0131n \u00fcz\u00fclmemesi, nereye gidiyoruz dememesi imkans\u0131z. Ben yine de sizi bu g\u00fcndemden hem biraz rahatlamak hem de gelecekle ilgili vizyon \u00e7izmek ad\u0131na uzakla\u015ft\u0131rmak istiyorum.<br \/>\nBu ay dijitalde neler dikkatimi \u00e7ekti, ne gibi yenilikler var sizinle payla\u015fmak istiyorum&#8230;<br \/>\n&nbsp;<br \/>\nRolls Royce<br \/>\n&nbsp;<br \/>\nOtomotiv sekt\u00f6r\u00fc devinimde. Bili\u015fim ve teknoloji yepyeni markalar\u0131n \u00e7\u0131kmas\u0131na, d\u00fc\u015f\u00fck sosyo-ekonomik gruba hitap eden markalarla b\u00fcy\u00fckler aras\u0131ndaki fark\u0131n kaybolmas\u0131na sebep oldu. Ge\u00e7ti\u011fimiz g\u00fcnlerde Hertz\u2019in Genel M\u00fcd\u00fcr\u00fc Nur Hidayeto\u011flu ile yapt\u0131\u011f\u0131m\u0131z bir sohbette de beni olduk\u00e7a etkileyen bu konuyu s\u00f6yledi. Art\u0131k ara\u00e7lar\u0131n marka anlam\u0131nda fark\u0131 kalmad\u0131, neredeyse arad\u0131\u011f\u0131n\u0131z her \u015feyi her ara\u00e7ta buluyorsunuz. Rolls Royce gibi \u00fcst s\u0131n\u0131fa hitap eden bir marka i\u00e7in bu durum ciddi bir itibar problemi. Bu nedenle yapacaklar\u0131 her faaliyetin i\u00e7inde hem geleneksel bir yan hem de innovatif bir fikir olmal\u0131. Rolls Royce\u2019un Dawn modeli i\u00e7in yapt\u0131\u011f\u0131 online bas\u0131n toplant\u0131s\u0131ndan \u00f6nce bir\u00e7ok online bas\u0131n toplant\u0131s\u0131 g\u00f6rd\u00fck. Ancak kotar\u0131lma \u015fekli \u00e7ok iyiydi.<br \/>\nToplant\u0131y\u0131 riske edecek \u00e7\u0131lg\u0131n fikirler i\u00e7ermiyordu. Ama kullan\u0131lmas\u0131 gereken b\u00fct\u00fcn teknoloji kullan\u0131lm\u0131\u015ft\u0131. \u0130tibarl\u0131 bir bas\u0131n toplant\u0131s\u0131 olmu\u015ftu. B\u00fcltenin yollanmas\u0131, sosyal medya entegrasyonu, canl\u0131 yay\u0131nda reji kullan\u0131m\u0131, hepsi sade ama ba\u015far\u0131l\u0131yd\u0131.<br \/>\nToplant\u0131da se\u00e7ilmi\u015f sorular ald\u0131lar. Ancak gelen b\u00fct\u00fcn sorulara cevap vereceklerini ilettiler. Toplant\u0131n\u0131n hemen bitiminde g\u00f6rsellerle birlikte bas\u0131n kitimiz inbox\u2019\u0131m\u0131za d\u00fc\u015ft\u00fc. Otomotiv sekt\u00f6r\u00fcnde bu tip yenilikleri g\u00f6rmek beni \u00e7ok mutlu ediyor. Zira bu sekt\u00f6r\u00fcn \u00f6n\u00fcm\u00fczdeki \u00fc\u00e7 y\u0131l i\u00e7inde ciddi bir s\u0131\u00e7rama yapaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum.<br \/>\n&nbsp;<br \/>\nCoca-Cola<br \/>\n&nbsp;<br \/>\nAllah\u2019tan evde IPTV kullan\u0131yorum da ilgimi \u00e7eken konuya kolayca d\u00f6nebiliyorum. Bir g\u00fcn televizyon seyrederken reklam ku\u015fa\u011f\u0131nda -hani \u015fu \u00e7ok sifon \u00e7ekildi\u011fi i\u00e7in \u015fehrin su \u015febekesinden rating alabilece\u011finiz anda- ilgimi \u00e7eken bir reklam fark ettim. Coca-Cola reklam\u0131 uzun tutmu\u015f olsa da ne yaz\u0131k ki \u201ckonuyu anla, telefona ula\u015f, shazam\u2019la, \u015fark\u0131y\u0131 a\u00e7, alg\u0131las\u0131n, sunucudan aramas\u0131n\u0131 yaps\u0131n, sonucu al\u201d kadar uzun bir s\u00fcre de\u011fildi. \u00d6nce geri al\u0131p b\u00fct\u00fcn reklam\u0131 ba\u015ftan sona dinledim. Sonra bir kere daha ba\u015fa alarak s\u00f6ylenenleri yapt\u0131m (Allah IPTV\u2019yi bulandan raz\u0131 olsun).<br \/>\nMekanizma son derece basit. Shazam\u2019\u0131 a\u00e7\u0131p, reklam\u0131 dinletiyorsun, \u00e7\u0131kan kodu Migros\u2019a g\u00f6t\u00fcr\u00fcp, bedava bir Coca-Cola Zero al\u0131yorsun. Kodu al\u0131nca hemen e\u015fime yollad\u0131m gidip kolay\u0131 als\u0131n diye. Mekanizman\u0131n o k\u0131sm\u0131 \u00e7al\u0131\u015f\u0131yor mu bilmiyorum ama bu taraf\u0131nda sorun yok. Ger\u00e7i \u00e7ok demokratik bir mekanizma de\u011fil. IPTV\u2019si olan kasa kasa Cola i\u00e7in \u015fifre al\u0131r e\u011fer arkada bir g\u00fcvenlik mekanizmas\u0131 yapmad\u0131larsa. Ama yine de ben \u00e7ok ba\u015far\u0131l\u0131 buldum.<br \/>\nShazam \u00f6zellikle global markalarla bu konuda g\u00fczel \u00e7al\u0131\u015fmalar yap\u0131yor. P&amp;G ile yapt\u0131klar\u0131 \u00e7al\u0131\u015fmay\u0131 da be\u011fenmi\u015ftim ama orada bir form doldurma i\u015fi vard\u0131 ki evlere \u015fenlik. Bu \u00e7ok h\u0131zl\u0131 ve t\u00fcketiciyi amaca ula\u015ft\u0131r\u0131yor.<br \/>\nCoca-Cola Light i\u00e7meyi kendine yediremeyen bir t\u00fcketici olarak Zero\u2019nun da ba\u015far\u0131l\u0131 olamayaca\u011f\u0131n\u0131 tahmin ediyordum. Hatta bu konuda yaz\u0131lar\u0131m da vard\u0131. Ancak reklamda sebat\u0131n, frekans\u0131n \u00f6nemini bu durumda \u00e7ok net g\u00f6rebiliyorum. Coca-Cola\u2019n\u0131n pazarlama ekibini bu iki konuda tebrik etmek istiyorum.<br \/>\n&nbsp;<br \/>\nDinamo Elektrik<br \/>\n&nbsp;<br \/>\nG\u00f6nen \u00d6zuysal&#8230; Dinamo Elektri\u011fin her \u015feyi. \u0130sim takmalardan biraz ho\u015flansam onu size T\u00fcrkiye\u2019nin Elon Musk\u2019\u0131 olarak tan\u0131taca\u011f\u0131m.<br \/>\nG\u00f6nen de Elon gibi elektrik i\u015fine kafay\u0131 takm\u0131\u015f.<br \/>\nElon otomotiv, enerji gibi iki tutucu sekt\u00f6rde yenilik yapmaya \u00e7al\u0131\u015f\u0131yor. G\u00f6nen de, liberalle\u015fen enerji sekt\u00f6r\u00fcnde da\u011f\u0131t\u0131mc\u0131 olarak yenilikler getiriyor.<br \/>\nElon\u2019\u0131 Tesla ile bilmemize ra\u011fmen onlarca farkl\u0131 giri\u015fimi y\u00f6netiyor. G\u00f6nen de her g\u00f6r\u00fc\u015ft\u00fc\u011f\u00fcm\u00fczde bir yeni giri\u015fiminden bahsediyor.<br \/>\nElon da her seferinde tutturuyor. Hep ba\u015far\u0131l\u0131 projeler \u00fcretiyor. G\u00f6nen de&#8230;<br \/>\nSon g\u00fcnlerde Dinamo Elektrik Twitter\u2019dan \u00e7ok garip bir yar\u0131\u015fma ba\u015flatt\u0131. Soru son derece basit&#8230; \u201cElektrik ne renk?\u201d<br \/>\nBuyurun buradan yak\u0131n&#8230; Sonucunda \u00f6d\u00fcller var.<br \/>\nBen biraz ara\u015ft\u0131rd\u0131m. Size de tavsiye ederim.<br \/>\nG\u00f6nen\u2019in Dinamo Elektrik\u2019te iki \u00f6nemli bak\u0131\u015f a\u00e7\u0131s\u0131 var. Size garip gelecek ama birincisi tasarruf. Daha az elektrik faturas\u0131 nas\u0131l \u00f6dersiniz onu bile anlat\u0131yor. Yani \u00e7ok kazanay\u0131m diyen geleneksel yap\u0131dan ziyade, herkes hak etti\u011fini kazans\u0131n diyen basiretli bir anlay\u0131\u015f\u0131 var. \u0130kincisi ise ev otomasyonu, yani ak\u0131ll\u0131 evler. Is\u0131nmadan, ayd\u0131nlanmaya kurallar\u0131 olan yap\u0131lar. A\u00e7\u0131k\u00e7as\u0131 bu ince yakla\u015f\u0131mlar\u0131 beni de \u00e7ok umutland\u0131r\u0131yor. T\u00fcrkiye\u2019nin gelece\u011fi i\u00e7in&#8230;<br \/>\n&nbsp;<br \/>\nEzc\u00fcmle<br \/>\n&nbsp;<br \/>\nGe\u00e7en ay oldu\u011fu gibi bu ay da gelecek vadedenler b\u00f6l\u00fcm\u00fcmde birka\u00e7 Twitter fenomeni var. Ama sizin bildi\u011finiz fenomenlerden de\u011fil bunlar. Biri Vala Af\u015far, Huffinghton Post yazar\u0131. Dijital pazarlama alan\u0131nda durmadan payla\u015f\u0131m yap\u0131yor. Di\u011feri Tansu Ye\u011fen&#8230;. Sadece dijital pazarlama de\u011fil, yepyeni bir kavram CDO (Chief Digital Officer) konusunda da harika payla\u015f\u0131mlarda bulunuyor. \u00dc\u00e7\u00fcnc\u00fc Twitter fenomenim Ulvi Saran. Malatya valili\u011fi de yapm\u0131\u015f, deneyimli bir b\u00fcrokrat. D\u00fcnya hakk\u0131nda \u00f6\u011frenmek istediklerinizi size hap gibi iletiyor. Facebook\u2019da ise \u00d6zer Sencar, siyasi ara\u015ft\u0131rmalar\u0131yla \u00e7ok severek takip etti\u011fim isimlerden biri. YouTube\u2019da ne yaz\u0131k ki bu tarzda isimler yok ancak e\u015fimin g\u00f6sterdi\u011fi \u201cnedir?\u201d kanal\u0131n\u0131 be\u011fendim. Tam bir \u201chowto\u201d kanal\u0131 de\u011fil, g\u00fcndem ve esprilerle renklendirili\u015f nedir\u2019ler&#8230; Aralar\u0131nda olduk\u00e7a entelekt\u00fcel ve e\u011flenceli beyin f\u0131rt\u0131nas\u0131 videolar\u0131 var. Eme\u011fi ge\u00e7enleri tebrik etmek laz\u0131m.<br \/>\nBir de bu say\u0131n\u0131n be\u011fenmediklerim k\u0131sm\u0131n\u0131 a\u00e7\u0131klayay\u0131m. Burada Apple kimsenin eline su d\u00f6kemez. Malatya\u2019l\u0131 Jobs\u2019\u0131n yeri dolmuyor. Hele son \u00fcr\u00fcn lansman\u0131 ile \u015firket tam bir \u201cfollower\u201d oldu. B\u00fcy\u00fck hayal k\u0131r\u0131kl\u0131\u011f\u0131!<br \/>\nhttp:\/\/marketingturkiye.com.tr\/users\/atif?nid=36875<br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bu yaz\u0131 Marketing Turkiye dergisinde Ekim 2015 tarihinde yay\u0131nlanm\u0131\u015ft\u0131r. Eskiden hayat televizyon sekt\u00f6r\u00fcn\u00fcn etraf\u0131nda d\u00f6nerdi. Herkes bu sekt\u00f6r\u00fcn en yeni haberlerine a\u015fina olur hatta bunun \u00fczerine konu\u015furdu. Ancak bu de\u011fi\u015fti. Son d\u00f6nemde T\u00fcrkiye\u2019nin g\u00fcndemi ne&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[],"class_list":["post-13046","post","type-post","status-publish","format-standard","hentry","category-marketing-turkiye"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bu ay dijitalde dikkatimi \u00e7ekenler - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2015\/11\/02\/bu-ay-dijitalde-dikkatimi-cekenler\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bu ay dijitalde dikkatimi \u00e7ekenler - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Bu yaz\u0131 Marketing Turkiye dergisinde Ekim 2015 tarihinde yay\u0131nlanm\u0131\u015ft\u0131r. Eskiden hayat televizyon sekt\u00f6r\u00fcn\u00fcn etraf\u0131nda d\u00f6nerdi. Herkes bu sekt\u00f6r\u00fcn en yeni haberlerine a\u015fina olur hatta bunun \u00fczerine konu\u015furdu. Ancak bu de\u011fi\u015fti. 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