{"id":13503,"date":"2016-11-18T15:31:54","date_gmt":"2016-11-18T15:31:54","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=13503"},"modified":"2016-11-18T15:31:54","modified_gmt":"2016-11-18T15:31:54","slug":"dijital-dunyanin-markalari-aciklandi","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2016\/11\/18\/dijital-dunyanin-markalari-aciklandi\/","title":{"rendered":"Dijital D\u00fcnyan\u0131n Markalar\u0131 A\u00e7\u0131kland\u0131"},"content":{"rendered":"<p>GfK Ara\u015ft\u0131rma \u015eirketi\u2019nin The Brand Age dergisi i\u00e7in T\u00fcrkiye\u2019nin 7 co\u011frafi b\u00f6lgesini temsilen t\u00fcm ya\u015f ve t\u00fcm SES gruplar\u0131nda toplam 1036 ki\u015fi ile y\u00fcz y\u00fcze ger\u00e7ekle\u015ftirdi\u011fi \u201cDijital D\u00fcnyan\u0131n Markalar\u0131 Ara\u015ft\u0131rmas\u0131\u201d sonu\u00e7lar\u0131 yay\u0131mland\u0131. Ara\u015ft\u0131rmaya g\u00f6re, dijital d\u00fcnyan\u0131n en aktif markas\u0131 Samsung olurken t\u00fcketicilerin alg\u0131s\u0131nda dijital d\u00fcnyan\u0131n en gen\u00e7 markas\u0131 yine Samsung oldu. Uygulamalar \u00f6zelinde; Facebook&#8217;da en ba\u015far\u0131l\u0131 bulunan iki marka Nike ve Adidas oldu. Instagram&#8217;da ise Nike ba\u015f\u0131 \u00e7ekiyor. Twitter&#8217;da en ba\u015far\u0131l\u0131 bulunan marka ise Apple. Youtube&#8217;da ise yine iki rakip marka ipi g\u00f6\u011f\u00fcsl\u00fcyor; Ar\u00e7elik ve Vestel. Dijital d\u00fcnyada en be\u011fenilen viral videolarda Coca Cola ilk s\u0131rada yer al\u0131yor.<br \/>\nArt\u0131k hepimizin dijital d\u00fcnyada bir kimli\u011fi, bir ki\u015fili\u011fi, bir ya\u015fam bi\u00e7imi ve geride b\u0131rakt\u0131\u011f\u0131 bir ayak izi mevcut. Facebook hesab\u0131m\u0131zda neyi be\u011fenip payla\u015ft\u0131\u011f\u0131m\u0131z, Instagram hesab\u0131m\u0131zdan kimleri takip edip be\u011fendi\u011fimiz, kimleri re-tweet etti\u011fimiz neredeyse bizim kim oldu\u011fumuzu ortaya koyuyor. Al\u0131\u015fveri\u015fimizi, tercihlerimizi, ya\u015fam bi\u00e7imimizi, ili\u015fkilerimizi, izlediklerimizi, sohbetlerimizi ve d\u00fcnya g\u00f6r\u00fc\u015f\u00fcm\u00fcz\u00fc dijital platformda belirliyoruz ve herkesle an\u0131nda payla\u015f\u0131yoruz. T\u00fcm bu hareketlerimizi markalar takip ediyor ve dijital d\u00fcnyada adeta bizi k\u0131skaca al\u0131yor, ad\u0131m ad\u0131m takip ediyorlar.<br \/>\nGfK Ara\u015ft\u0131rma \u015eirketi, The Brand Age i\u00e7in bu yeni nesil ya\u015fam alan\u0131n\u0131 &#8216;dijital d\u00fcnyay\u0131&#8217; ara\u015ft\u0131rd\u0131. Bu d\u00fcnyan\u0131n kahramanlar\u0131 olarak t\u00fcketicilerin g\u00f6z\u00fcnden \u201cDijital D\u00fcnyan\u0131n Markalar\u0131 Ara\u015ft\u0131rmas\u0131&#8221; \u00e7ok ilgin\u00e7 sonu\u00e7lar ortaya koydu.<br \/>\nDijital d\u00fcnyan\u0131n en ba\u015far\u0131l\u0131 markalar\u0131<br \/>\nDijital d\u00fcnyan\u0131n bireylerine, sosyal medyada en ba\u015far\u0131l\u0131 bulduklar\u0131 markalar soruldu. Facebook \u00f6zelinde, t\u00fcketiciler en \u00e7ok iki rakip markay\u0131 ba\u015far\u0131l\u0131 buluyor: Nike ve beraberinde Adidas. Bu durumu e-ticaret sitesi gittigidiyor.com takip ediyor. Son d\u00f6nemlerde \u00fcr\u00fcnleri ile s\u0131k\u00e7a konu\u015fulan Samsung da Facebook\u2019da ba\u015far\u0131l\u0131 bulunan markalardan. Flo ayakkab\u0131 markas\u0131 da Facebook\u2019daki \u00e7al\u0131\u015fmalar\u0131 ile t\u00fcketici be\u011fenisini toplam\u0131\u015f.<br \/>\nInstagram\u2019da en ba\u015far\u0131l\u0131 bulunan markalarda ise, yine Nike ba\u015f\u0131 \u00e7ekiyor. Apple ise ikinci s\u0131rada yer al\u0131yor. Di\u011ferleri ise s\u0131ras\u0131yla n11.com, Adidas, hepsiburada.com.<br \/>\nT\u00fcketiciler Twitter\u2019da ise, en \u00e7ok Apple markas\u0131n\u0131 ba\u015far\u0131l\u0131 buluyor. Bu durumu Adidas, Nike, Samsung, Beko, LG ve Flo takip ediyor.<br \/>\nT\u00fcketiciler Youtube\u2019da rakip iki markay\u0131 e\u015fit oranda en ba\u015far\u0131l\u0131 buldu: Ar\u00e7elik ve Vestel. Bu durumu Samsung, LG, Adidas ve Bosch takip ediyor.<br \/>\nFacebook\u2019da en ba\u015far\u0131l\u0131 bulunan markalar:<br \/>\nNike<br \/>\nAdidas<br \/>\nGittigidiyor<br \/>\nSamsung<br \/>\nFLO<br \/>\nInstagram\u2019da en ba\u015far\u0131l\u0131 bulunan markalar:<br \/>\nNike<br \/>\nApple<br \/>\nn11.com<br \/>\nAdidas<br \/>\nGittigidiyor<br \/>\nTwitter\u2019da en ba\u015far\u0131l\u0131 bulunan markalar:<br \/>\nApple<br \/>\nAdidas<br \/>\nNike ve Samsung<br \/>\nBeko ve LG<br \/>\nFLO<br \/>\nYoutube\u2019da en ba\u015far\u0131l\u0131 bulunan markalar:<br \/>\nAr\u00e7elik ve Vestel<br \/>\nSamsung<br \/>\nLG<br \/>\nAdidas<br \/>\nBosch<br \/>\nEn aktif ve en gen\u00e7 marka Samsung<br \/>\nAra\u015ft\u0131rmada genel olarak, t\u00fcm sosyal medya uygulamalar\u0131, internet siteleri yani t\u00fcm dijital d\u00fcnya d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde, dijital d\u00fcnyan\u0131n bireylerinin en \u00e7ok kar\u015f\u0131la\u015ft\u0131klar\u0131 yani en aktif bulduklar\u0131 marka soruldu. Dijital d\u00fcnyan\u0131n en aktif markas\u0131 Samsung oldu. T\u00fcketici g\u00f6z\u00fcnde dijital d\u00fcnyan\u0131n di\u011fer en aktif markalar\u0131; Ar\u00e7elik, Apple Sony, Bosch.<br \/>\nDijital d\u00fcnyan\u0131n en dinamik ve en gen\u00e7 markas\u0131 soruldu\u011funda ise cevap, daha \u00f6nceki soruda oldu\u011fu gibi yine Samsung oldu. Di\u011fer en gen\u00e7 alg\u0131lanan markalar ise: Apple, Ar\u00e7elik Bosch, Sony.<br \/>\nViral videoda en ba\u015far\u0131l\u0131 marka Coca Cola<br \/>\nViral videolar son zamanlarda markalar\u0131n t\u00fcketiciye dokunmas\u0131, markay\u0131 sevdirmesi veya bir sosyal sorumluluk projesinde fark\u0131ndal\u0131k yaratmas\u0131 anlam\u0131nda en etkili yollardan biri. T\u00fcketici alg\u0131s\u0131nda Coca Coa viral videoda en be\u011fenilen marka oldu. Viralde ba\u015far\u0131l\u0131 olan di\u011fer markalar; Vodafone, Ar\u00e7elik, Samsung.<br \/>\nDijital d\u00fcnyadaki etkile\u015fim, kullan\u0131c\u0131lar\u0131n %14&#8217;\u00fcn\u00fc do\u011frudan sat\u0131\u015fa y\u00f6nlendiriyor<br \/>\nAra\u015ft\u0131rmada, t\u00fcketicilerin dijital d\u00fcnyada g\u00f6rd\u00fckleri ve sevdikleri bu markalar\u0131 daha sonra sat\u0131n al\u0131p almad\u0131klar\u0131 soruldu. Yani dijital d\u00fcnyada marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn sat\u0131\u015f\u0131na olan etkisi incelendi. Elde edilen verilere g\u00f6re, dijital d\u00fcnyan\u0131n sat\u0131\u015flar \u00fczerinde %14 varan direk etkisi, %50\u2019ye varan dolayl\u0131 etkisi mevcut. Markalar\u0131n dijital d\u00fcnyadaki performanslar\u0131ndan, sat\u0131n alma tercihim konusunda hi\u00e7 etkilenmem diyenler ise sadece %25.<br \/>\nSeyahat ve giyim al\u0131\u015fveri\u015fi ilk s\u0131rada<br \/>\nDijital platformlar \u00fczerinden en \u00e7ok sat\u0131n al\u0131nan \u00fcr\u00fcnlerin ba\u015f\u0131nda u\u00e7ak, otob\u00fcs bileti geliyor. (%13) Bu durumu haz\u0131r giyim al\u0131\u015fveri\u015fleri takip ediyor. (%12). Haz\u0131r giyimde kad\u0131nlar\u0131n oran\u0131 (%15) erkeklerden (%9) fazla. Ayakkab\u0131da (%11) da durum de\u011fi\u015fmiyor. (Kad\u0131nlar %13, Erkekler %8) T\u00fcketici elektroni\u011finde ise erkeklerin oran\u0131 (%8) kad\u0131nlara (%5) g\u00f6re daha y\u00fcksek.<br \/>\nWeb siteleri ana bilgi kayna\u011f\u0131<br \/>\n\u0130nternet kullan\u0131c\u0131lar\u0131, markalar\u0131n indirim, \u00e7ekili\u015f ve kampanya gibi uygulamalar\u0131n\u0131 en \u00e7ok markan\u0131n kendi web sitesinden (%63) takip ediyor. T\u00fcketiciler daha \u00f6nceki verilerde ortaya \u00e7\u0131kt\u0131\u011f\u0131 gibi, marka hakk\u0131nda bilgiye ihtiya\u00e7 duydu\u011funda ilk markan\u0131n kendi web sayfas\u0131na t\u0131kl\u0131yor. Bu durumu %16\u2019l\u0131k oranla markan\u0131n Facebook sayfas\u0131 takip ediyor.<br \/>\n\u0130ndirim talebi ba\u015f\u0131 \u00e7ekiyor<br \/>\nSon olarak internet kullan\u0131c\u0131lar\u0131na, markalar\u0131n dijital ortamlar\u0131nda (web sayfas\u0131, sosyal medya uygulamalar\u0131, aplikasyonlar, video izleme siteleri, internetin t\u00fcm mecras\u0131) ne tarz aksiyonlar, ne tarz projeler y\u00fcr\u00fctmesi gerekti\u011fi soruldu. Y\u00fczde 74 gibi y\u00fcksek oranda indirim kampanyalar\u0131 ilk beklenti oldu. Bu durumu \u00e7ekili\u015f, hediyeler, interaktif uygulamalar, sosyal sorumluluk projeleri ve daha s\u0131k viral video iste\u011fi takip etti.<br \/>\nAra\u015ft\u0131rma K\u00fcnyesi<br \/>\nAra\u015ft\u0131rma \u015firketi GFK taraf\u0131ndan ger\u00e7ekle\u015ftirilen &#8220;Dijital D\u00fcnyan\u0131n Markalar\u0131 Ara\u015ft\u0131rmas\u0131&#8221; T\u00fcrkiye geneli internet kullan\u0131c\u0131lar\u0131n\u0131 temsil ediyor. Ara\u015ft\u0131rma T\u00fcrkiye\u2019nin 7 co\u011frafi b\u00f6lgesini temsilen se\u00e7ilmi\u015f, 15 ilin kentsel kesimlerinde ya\u015fayan, internet kullanan 15-65 ya\u015f aras\u0131, ABC1C2DE t\u00fcm SES grubunda toplam 1036 ki\u015fi ile y\u00fcz y\u00fcze g\u00f6r\u00fc\u015f\u00fclerek ger\u00e7ekle\u015ftirildi.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>GfK Ara\u015ft\u0131rma \u015eirketi\u2019nin The Brand Age dergisi i\u00e7in T\u00fcrkiye\u2019nin 7 co\u011frafi b\u00f6lgesini temsilen t\u00fcm ya\u015f ve t\u00fcm SES gruplar\u0131nda toplam 1036 ki\u015fi ile y\u00fcz y\u00fcze ger\u00e7ekle\u015ftirdi\u011fi \u201cDijital D\u00fcnyan\u0131n Markalar\u0131 Ara\u015ft\u0131rmas\u0131\u201d sonu\u00e7lar\u0131 yay\u0131mland\u0131. Ara\u015ft\u0131rmaya g\u00f6re, dijital&#8230;<\/p>\n","protected":false},"author":2,"featured_media":13505,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-13503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dijital D\u00fcnyan\u0131n Markalar\u0131 A\u00e7\u0131kland\u0131 - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2016\/11\/18\/dijital-dunyanin-markalari-aciklandi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dijital D\u00fcnyan\u0131n Markalar\u0131 A\u00e7\u0131kland\u0131 - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"GfK Ara\u015ft\u0131rma \u015eirketi\u2019nin The Brand Age dergisi i\u00e7in T\u00fcrkiye\u2019nin 7 co\u011frafi b\u00f6lgesini temsilen t\u00fcm ya\u015f ve t\u00fcm SES gruplar\u0131nda toplam 1036 ki\u015fi ile y\u00fcz y\u00fcze ger\u00e7ekle\u015ftirdi\u011fi \u201cDijital D\u00fcnyan\u0131n Markalar\u0131 Ara\u015ft\u0131rmas\u0131\u201d sonu\u00e7lar\u0131 yay\u0131mland\u0131. 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