{"id":406,"date":"2002-11-22T02:00:00","date_gmt":"2002-11-22T00:00:00","guid":{"rendered":"http:\/\/85.17.200.84\/~unaldi\/atif\/?p=406"},"modified":"2002-11-22T02:00:00","modified_gmt":"2002-11-22T00:00:00","slug":"mobil-dunyada-reklam-stratejileri","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2002\/11\/22\/mobil-dunyada-reklam-stratejileri\/","title":{"rendered":"Mobil D\u00fcnyada Reklam Stratejileri"},"content":{"rendered":"

Teknoloji ve reklamc\u0131l\u0131k paralel hareket eden uzaylar. Bu nedenle ikisinin ayn\u0131 d\u00f6nemlerde g\u00f6zde olmas\u0131 \u015f\u00fcphesiz \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fil. Zira al\u0131m g\u00fcc\u00fcn\u00fcn y\u00fcksek oldu\u011fu, kendi ve \u00e7evresindekilerin karar\u0131n\u0131 verebilecek g\u00fc\u00e7teki insanlar\u0131n devaml\u0131 takip ettikleri ve sahip olduklar\u0131 yeni teknolojiler, reklamc\u0131l\u0131k alan\u0131nda da yeni mecralara yol a\u00e7\u0131yor. Mobil teknolojilerden tam bu noktadan bak\u0131ld\u0131\u011f\u0131nda yeni mecralar\u0131 \u00fczerinde ta\u015f\u0131yabilecek b\u00fcy\u00fck bir g\u00fc\u00e7. Bu g\u00fcc\u00fcn alt\u0131nda iki \u00f6nemli konu ba\u015fl\u0131\u011f\u0131 var.
\nBirincisi mobil teknolojilerin ileti\u015fim kanallar\u0131na katt\u0131\u011f\u0131 h\u0131z. Bu h\u0131z\u0131n sonucu ise kullan\u0131m oranlar\u0131n\u0131n son d\u00f6nemlerin g\u00f6zdesi internet teknolojilerinden bile daha h\u0131zl\u0131 bir yay\u0131l\u0131m h\u0131z\u0131na sahip olmas\u0131.
\nE\u011fer b\u00fcy\u00fcme h\u0131z\u0131nda daha b\u00fcy\u00fck bir art\u0131\u015f olmazsa, mobil teknolojiler \u00fczerinde ticaret yapan insan say\u0131s\u0131 gelecek y\u0131l 450 milyon ki\u015fiyle, internet \u00fczerinden ticaret yapanlar\u0131 yakalay\u0131p, 100 milyon ki\u015fi ge\u00e7mi\u015f olacak. Bu h\u0131zla giderse 2004 y\u0131l\u0131nda mobil ticaret kullan\u0131c\u0131lar\u0131, internet kullan\u0131c\u0131lar\u0131n\u0131n tam iki kat\u0131 olacak. Ayn\u0131 zamanda genel mobil teknoloji kullan\u0131c\u0131lar\u0131n\u0131n oran\u0131n\u0131n da internet kullan\u0131c\u0131lar\u0131ndan bile daha y\u00fcksek olaca\u011f\u0131n\u0131 s\u00f6yleyebiliriz. T\u00fcrkiye’de \u015fu anda ikimilyond\u00f6rty\u00fczbin internet kullan\u0131c\u0131s\u0131 varken, ond\u00f6rtmilyon cep telefonu abonesi yani potansiyel mobil teknoloji kullan\u0131c\u0131s\u0131 var.
\n\u0130kincisi ise hedef kitle tespitindeki, s\u0131n\u0131fland\u0131rmalar\u0131 bireye kadar indirebilme imkan\u0131na sahip olmas\u0131d\u0131r. Mobil teknolojiler, internet teknolojilerinin b\u00fct\u00fcn ki\u015fiselle\u015ftirme avantajlar\u0131n\u0131 daha fazla \u00f6zellikleri de (lokasyon bilgisi gibi) \u00fczerine alarak do\u011fmu\u015ftur. Dolay\u0131s\u0131yla hedef kitle tespitinde hata oran\u0131n\u0131 yok \u00e7ok d\u00fc\u015f\u00fck oranlara indirmi\u015ftir.
\nMobil teknolojiler \u015f\u00fcphesiz ileti\u015fimin ula\u015ft\u0131\u011f\u0131 en y\u00fcksek h\u0131z. Tabii durum b\u00f6yle olunca mobil platform \u00fczerindeki mecralarda, mesaj\u0131n ge\u00e7ti\u011fi medyum o kadar h\u0131zl\u0131 a\u015f\u0131l\u0131yor ki, gereken \u00f6nemi neredeyse kaybediyor. H\u0131z\u0131n \u00f6ncelikli \u00f6nemli oldu\u011fu, bu yeni d\u00fcnyada varl\u0131\u011f\u0131n\u0131z\u0131n s\u00fcrd\u00fcr\u00fclmesi sadece bu h\u0131z\u0131 koruyabilmenize ba\u011fl\u0131. Bunun y\u00f6ntemlerinin ba\u015f\u0131nda ise mobil platform \u00fczerinde kullan\u0131lacak mecra ne olursa olsun, mesaj\u0131n en k\u0131sa s\u00fcrede en fazla uygun ki\u015fiye ula\u015ft\u0131r\u0131lmas\u0131 gerekiyor. Reklamc\u0131l\u0131\u011f\u0131n ana kayg\u0131lar\u0131 tamamen bu c\u00fcmlenin i\u00e7inde gizli. Mesaj\u0131n en h\u0131zl\u0131 \u015fekilde medyum i\u00e7inde yol almas\u0131 i\u00e7in o mecran\u0131n ihtiya\u00e7lar\u0131na g\u00f6re formatlanmas\u0131 gerekiyor. Tabii bu tamamen, mecran\u0131n avantaj ve dezavantajlar\u0131n\u0131 bilen ki\u015filerin ger\u00e7ekle\u015ftirebilecekleri \u00e7\u00f6z\u00fcmler. Bu arada uygun kitle yada hedef kitleyi de ununtmamak laz\u0131m. Geleneksel reklamc\u0131l\u0131kta hedef kitle olarak tan\u0131mlanan gruba, interaktif platformda bir de izin ekleniyor. E\u011fer al\u0131c\u0131 (reciever) mesaj\u0131n kendisine ula\u015fmas\u0131n\u0131 istemiyorsa, reklam amac\u0131na ula\u015famad\u0131\u011f\u0131 gibi yeni bir tak\u0131m sorunlarla kar\u015f\u0131la\u015f\u0131yor. Bu sorunlar\u0131n ba\u015f\u0131nda referans yoluyla anti-reklam geliyor ki, \u00e7a\u011f\u0131m\u0131zda bir reklamc\u0131n\u0131n en korkmas\u0131 gereken i\u015flerin ba\u015f\u0131nda yer al\u0131yor. Bunu engellemenin yolu sadece r\u0131za almak de\u011fil. Asl\u0131nda \u00f6zellikle \u00fclkemizde, al\u0131c\u0131n\u0131n r\u0131zas\u0131n\u0131 almak i\u00e7in iyi niyet g\u00f6sterisinde bulunmak da yeterli oluyor. Bu iyi niyet g\u00f6sterisi tam kar\u015f\u0131l\u0131\u011f\u0131yla bir “”pay in forward”” (\u00f6nceden \u00f6deme) durumu. Bu mecralar\u0131 kullanacak bir reklamverenin ba\u015fta unutmamas\u0131 gereken en \u00f6nemli noktalar bu felsefelerin alt\u0131nda gizli. Yani d\u00fc\u011fmeye bast\u0131\u011f\u0131n\u0131zda giden 10 binlerce mesaj\u0131n, geri d\u00f6n\u00fclemezli\u011fi, do\u011fru yap\u0131ld\u0131\u011f\u0131nda b\u00fcy\u00fck bir imkana yanl\u0131\u015f yap\u0131ld\u0131\u011f\u0131nda ise \u00f6l\u00fcmc\u00fcl bir silaha d\u00f6n\u00fc\u015f\u00fcyor ve bu silah her an reklamverene do\u011fru y\u00f6nelmi\u015f durumda.<\/p>\n","protected":false},"excerpt":{"rendered":"

Teknoloji ve reklamc\u0131l\u0131k paralel hareket eden uzaylar. Bu nedenle ikisinin ayn\u0131 d\u00f6nemlerde g\u00f6zde olmas\u0131 \u015f\u00fcphesiz \u015fa\u015f\u0131rt\u0131c\u0131 de\u011fil. Zira al\u0131m g\u00fcc\u00fcn\u00fcn y\u00fcksek oldu\u011fu, kendi ve \u00e7evresindekilerin karar\u0131n\u0131 verebilecek g\u00fc\u00e7teki insanlar\u0131n devaml\u0131 takip ettikleri ve sahip olduklar\u0131…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-406","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nMobil D\u00fcnyada Reklam Stratejileri - 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\/2002\/11\/22\/mobil-dunyada-reklam-stratejileri\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobil D\u00fcnyada Reklam Stratejileri - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Teknoloji ve reklamc\u0131l\u0131k paralel hareket eden uzaylar. 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