{"status":true,"post":{"id":25676,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 15:07:10","created_at":"2021-03-25T21:00:00.000000Z","updated_at":"2022-10-24T12:07:10.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":25676,"is_featured":0,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

DO\u00c7. DR. ADNAN VEYSEL ERTEMEL<\/strong><\/span>
<\/strong><\/span><\/p>

Dijital d\u00f6n\u00fc\u015f\u00fcm s\u00f6z konusu oldu\u011funda bir\u00e7ok i\u015fletme, \u00e7o\u011fu zaman teknolojiye yat\u0131r\u0131m yapmak ya da b\u00fct\u00fcnle\u015fik bir yaz\u0131l\u0131m \u00e7\u00f6z\u00fcm\u00fc sat\u0131n alarak her \u015feyin kendili\u011finden olmas\u0131n\u0131 beklemek gibi bir yan\u0131lg\u0131ya d\u00fc\u015febiliyor. Oysa dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc, i\u015fletmelerin en asli amac\u0131 olan m\u00fc\u015fterilerini daha iyi anlamak ve m\u00fc\u015fteri-merkezli bir bak\u0131\u015f a\u00e7\u0131s\u0131yla \u00fcr\u00fcnlerin s\u0131f\u0131rdan kurgulanmas\u0131ndan de\u011fer \u00f6nerisi tasar\u0131m\u0131na kadar her a\u015famada m\u00fc\u015fterilerine katma de\u011fer sunacak \u015fekilde dijital teknolojiden yararlanan bir \u00f6rg\u00fctsel k\u00fclt\u00fcr\u00fc olu\u015fturmas\u0131nda yat\u0131yor. S\u00f6z konusu bak\u0131\u015f a\u00e7\u0131s\u0131yla i\u015fletmeler, i\u015f modellerindeki t\u00fcm yap\u0131 ta\u015flar\u0131n\u0131n m\u00fc\u015fterilerine daha fazla de\u011fer sunacak \u015fekilde tasarlanmas\u0131n\u0131 sa\u011flarken, teknolojiyi ama\u00e7 de\u011fil, ara\u00e7 olarak kullanmal\u0131. Dijitalle\u015fen d\u00fcnyada, ancak t\u00fcm s\u00fcre\u00e7lerini ve nihayetinde \u00f6rg\u00fctsel k\u00fclt\u00fcr\u00fcn\u00fc m\u00fc\u015fteri ve ihtiya\u00e7lar\u0131n\u0131 temel alarak yenileyebilen i\u015fletmeler dijital d\u00f6n\u00fc\u015f\u00fcm konusunda ba\u015far\u0131l\u0131 olabilir. M\u00fc\u015fteri merkezli olman\u0131n temeli bu bak\u0131\u015f a\u00e7\u0131s\u0131d\u0131r.<\/span>
<\/span>
M\u00dc\u015eTER\u0130 MERKEZL\u0130 OLMAK NEDEN \u00d6NEML\u0130? <\/strong><\/span>
<\/span>
20. y\u00fczy\u0131l\u0131n \u00f6nemli y\u00f6netim gurusu olarak kabul edilen Peter Drucker\u2019\u0131n \u00e7ok yal\u0131n, ancak bir o kadar da anlaml\u0131 bir i\u015fletme stratejisi tan\u0131m\u0131 var: \u201cBir i\u015fletmenin tek bir amac\u0131 olabilir\u2026 O da m\u00fc\u015fteri edinmek ve m\u00fc\u015fterilerini elde tutabilmektir\u2026\u201d<\/span>
<\/span>
M\u00fc\u015fteri merkezli olmak, bir\u00e7ok i\u015fletme i\u00e7in bir zorunluluk haline gelmeye ba\u015flad\u0131. Bunun temel nedeni, uzun vadeli bak\u0131ld\u0131\u011f\u0131nda arz talep dengesindeki dramatik de\u011fi\u015fiklik ve ka\u00e7\u0131n\u0131lmaz olarak pazarlama y\u00f6nelimine ge\u00e7i\u015ftir.<\/span>
<\/span>
Pazarlama anlay\u0131\u015f\u0131n\u0131 zorunlu k\u0131lan nedenler aras\u0131nda k\u00fcreselle\u015fme ve beraberinde gelen artan rekabet ortam\u0131nda t\u00fcketici beklentilerinin s\u00fcrekli artmas\u0131, m\u00fc\u015fterilerin i\u015fletmenin hayatta kalabilmek i\u00e7in olmazsa olmaz olu\u015fu ve pazarlar\u0131n doygunlu\u011fa ula\u015fmas\u0131 nedeniyle ayn\u0131 m\u00fc\u015fterilerle uzun vadeli ili\u015fki geli\u015ftirip tekrarlanan sat\u0131\u015flar yapman\u0131n zorunlu olu\u015fu g\u00f6sterilebilir.<\/span>

K\u0131saca, m\u00fc\u015fteri merkezlilik g\u00fcn\u00fcm\u00fczde i\u015fletmelerin rekabette \u00f6ne \u00e7\u0131karak tercih nedeni olmas\u0131 i\u00e7in olmazsa olmaz bir unsur haline geldi. Rekabetin gelecekte daha da artaca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde, gelecekteki \u00fcr\u00fcnlerle kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda, g\u00fcn\u00fcm\u00fczdeki \u00fcr\u00fcnlerin daha yavan ve ortalama kalaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. <\/span>
<\/span>
Bir ba\u015fka deyi\u015fle, gelecekte t\u00fcketicileri ikna etmek i\u00e7in noktasal olarak tam ihtiyac\u0131 kar\u015f\u0131layan, ac\u0131ya tam manas\u0131yla merhem olan \u00e7\u00f6z\u00fcmler geli\u015ftirmek gerekecek.<\/span>
<\/span>
Bu noktada, m\u00fc\u015fteri merkezli i\u015fletme stratejisinin son y\u0131llarda \u00f6ne \u00e7\u0131kmas\u0131n\u0131n en \u00f6nemli nedenlerinden biri, internet devrimi sayesinde m\u00fc\u015fteriler ve davran\u0131\u015flar\u0131na dair do\u011frudan ve dolayl\u0131 yoldan \u00e7ift y\u00f6nl\u00fc bilgi al\u0131\u015fveri\u015finin g\u00fcn ge\u00e7tik\u00e7e daha ileri seviyede ger\u00e7ekle\u015fiyor olmas\u0131d\u0131r. <\/span>
<\/span>
\u2018ORTALAMA\u2019 \u00dcR\u00dcNLER\u0130N SONU - D\u0130J\u0130TALLE\u015eEN D\u00dcNYANIN YEN\u0130 YAKLA\u015eIMLARI<\/strong><\/span>
<\/span>
Dijitalle\u015fen d\u00fcnyada ba\u015far\u0131l\u0131 i\u015fletmeler, klasik \u00fcr\u00fcn geli\u015ftirme yakla\u015f\u0131m\u0131 yerine, \u2018tasar\u0131msal d\u00fc\u015f\u00fcnce\u2019 yakla\u015f\u0131m\u0131n\u0131 benimseyerek, \u2018m\u00fc\u015fteri geli\u015ftirme\u2019 felsefesiyle m\u00fc\u015fterilerin \u2018g\u00f6rmek istedi\u011fi i\u015flerin\u2019 \u00e7\u00f6z\u00fcmlenmesi ve dijital ara\u00e7lar\u0131n etkin kullan\u0131m\u0131yla \u2018yal\u0131n giri\u015fim\u2019 y\u00f6ntemi uygulanarak \u2018i\u015f modeli inovasyonu\u2019 ger\u00e7ekle\u015ftiriyor.<\/span>
<\/span>
G\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131n\u0131n ba\u015fat dijital akt\u00f6rleri olan ve ba\u015f harflerinin birle\u015ftirilmesiyle k\u0131saca GAFAM olarak adland\u0131r\u0131lan Google, Apple, Facebook, Amazon ve Microsoft \u015firketleri, s\u00f6z konusu yakla\u015f\u0131mlar\u0131 \u00f6z\u00fcmseyerek, ba\u015far\u0131yla uygulamas\u0131yla ve stratejik <\/span>
kararlar\u0131n\u0131, klasik yakla\u015f\u0131mla de\u011fil, \u00f6l\u00e7\u00fcmleyerek ve pazarda s\u0131nayarak, veriye y\u00f6nelimli etkin bi\u00e7imde almas\u0131yla \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/p> \t\t\t\t","slug":"dijital-donusumun-ozu","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc","meta_description":"DO\u00c7. DR. ADNAN VEYSEL ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1121,"cropped_1200x675":null,"user":{"id":27,"name":"ADNAN VEYSEL","surname":"ERTEMEL","email":"doc-dr-adnan-veysel-ertemel@gmail.com","slug":"doc-dr-adnan-veysel-ertemel","avatar":"\/front\/uploads\/avatar\/17336916001r1LpO2XUqa1CPY.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:50:02.000000Z","updated_at":"2024-12-18T09:48:24.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":25775,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":25676,"locale":"tr","category_id":73,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

DO\u00c7. DR. ADNAN VEYSEL ERTEMEL<\/strong><\/span>
<\/strong><\/span><\/p>

Dijital d\u00f6n\u00fc\u015f\u00fcm s\u00f6z konusu oldu\u011funda bir\u00e7ok i\u015fletme, \u00e7o\u011fu zaman teknolojiye yat\u0131r\u0131m yapmak ya da b\u00fct\u00fcnle\u015fik bir yaz\u0131l\u0131m \u00e7\u00f6z\u00fcm\u00fc sat\u0131n alarak her \u015feyin kendili\u011finden olmas\u0131n\u0131 beklemek gibi bir yan\u0131lg\u0131ya d\u00fc\u015febiliyor. Oysa dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc, i\u015fletmelerin en asli amac\u0131 olan m\u00fc\u015fterilerini daha iyi anlamak ve m\u00fc\u015fteri-merkezli bir bak\u0131\u015f a\u00e7\u0131s\u0131yla \u00fcr\u00fcnlerin s\u0131f\u0131rdan kurgulanmas\u0131ndan de\u011fer \u00f6nerisi tasar\u0131m\u0131na kadar her a\u015famada m\u00fc\u015fterilerine katma de\u011fer sunacak \u015fekilde dijital teknolojiden yararlanan bir \u00f6rg\u00fctsel k\u00fclt\u00fcr\u00fc olu\u015fturmas\u0131nda yat\u0131yor. S\u00f6z konusu bak\u0131\u015f a\u00e7\u0131s\u0131yla i\u015fletmeler, i\u015f modellerindeki t\u00fcm yap\u0131 ta\u015flar\u0131n\u0131n m\u00fc\u015fterilerine daha fazla de\u011fer sunacak \u015fekilde tasarlanmas\u0131n\u0131 sa\u011flarken, teknolojiyi ama\u00e7 de\u011fil, ara\u00e7 olarak kullanmal\u0131. Dijitalle\u015fen d\u00fcnyada, ancak t\u00fcm s\u00fcre\u00e7lerini ve nihayetinde \u00f6rg\u00fctsel k\u00fclt\u00fcr\u00fcn\u00fc m\u00fc\u015fteri ve ihtiya\u00e7lar\u0131n\u0131 temel alarak yenileyebilen i\u015fletmeler dijital d\u00f6n\u00fc\u015f\u00fcm konusunda ba\u015far\u0131l\u0131 olabilir. M\u00fc\u015fteri merkezli olman\u0131n temeli bu bak\u0131\u015f a\u00e7\u0131s\u0131d\u0131r.<\/span>
<\/span>
M\u00dc\u015eTER\u0130 MERKEZL\u0130 OLMAK NEDEN \u00d6NEML\u0130? <\/strong><\/span>
<\/span>
20. y\u00fczy\u0131l\u0131n \u00f6nemli y\u00f6netim gurusu olarak kabul edilen Peter Drucker\u2019\u0131n \u00e7ok yal\u0131n, ancak bir o kadar da anlaml\u0131 bir i\u015fletme stratejisi tan\u0131m\u0131 var: \u201cBir i\u015fletmenin tek bir amac\u0131 olabilir\u2026 O da m\u00fc\u015fteri edinmek ve m\u00fc\u015fterilerini elde tutabilmektir\u2026\u201d<\/span>
<\/span>
M\u00fc\u015fteri merkezli olmak, bir\u00e7ok i\u015fletme i\u00e7in bir zorunluluk haline gelmeye ba\u015flad\u0131. Bunun temel nedeni, uzun vadeli bak\u0131ld\u0131\u011f\u0131nda arz talep dengesindeki dramatik de\u011fi\u015fiklik ve ka\u00e7\u0131n\u0131lmaz olarak pazarlama y\u00f6nelimine ge\u00e7i\u015ftir.<\/span>
<\/span>
Pazarlama anlay\u0131\u015f\u0131n\u0131 zorunlu k\u0131lan nedenler aras\u0131nda k\u00fcreselle\u015fme ve beraberinde gelen artan rekabet ortam\u0131nda t\u00fcketici beklentilerinin s\u00fcrekli artmas\u0131, m\u00fc\u015fterilerin i\u015fletmenin hayatta kalabilmek i\u00e7in olmazsa olmaz olu\u015fu ve pazarlar\u0131n doygunlu\u011fa ula\u015fmas\u0131 nedeniyle ayn\u0131 m\u00fc\u015fterilerle uzun vadeli ili\u015fki geli\u015ftirip tekrarlanan sat\u0131\u015flar yapman\u0131n zorunlu olu\u015fu g\u00f6sterilebilir.<\/span>

K\u0131saca, m\u00fc\u015fteri merkezlilik g\u00fcn\u00fcm\u00fczde i\u015fletmelerin rekabette \u00f6ne \u00e7\u0131karak tercih nedeni olmas\u0131 i\u00e7in olmazsa olmaz bir unsur haline geldi. Rekabetin gelecekte daha da artaca\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde, gelecekteki \u00fcr\u00fcnlerle kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda, g\u00fcn\u00fcm\u00fczdeki \u00fcr\u00fcnlerin daha yavan ve ortalama kalaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. <\/span>
<\/span>
Bir ba\u015fka deyi\u015fle, gelecekte t\u00fcketicileri ikna etmek i\u00e7in noktasal olarak tam ihtiyac\u0131 kar\u015f\u0131layan, ac\u0131ya tam manas\u0131yla merhem olan \u00e7\u00f6z\u00fcmler geli\u015ftirmek gerekecek.<\/span>
<\/span>
Bu noktada, m\u00fc\u015fteri merkezli i\u015fletme stratejisinin son y\u0131llarda \u00f6ne \u00e7\u0131kmas\u0131n\u0131n en \u00f6nemli nedenlerinden biri, internet devrimi sayesinde m\u00fc\u015fteriler ve davran\u0131\u015flar\u0131na dair do\u011frudan ve dolayl\u0131 yoldan \u00e7ift y\u00f6nl\u00fc bilgi al\u0131\u015fveri\u015finin g\u00fcn ge\u00e7tik\u00e7e daha ileri seviyede ger\u00e7ekle\u015fiyor olmas\u0131d\u0131r. <\/span>
<\/span>
\u2018ORTALAMA\u2019 \u00dcR\u00dcNLER\u0130N SONU - D\u0130J\u0130TALLE\u015eEN D\u00dcNYANIN YEN\u0130 YAKLA\u015eIMLARI<\/strong><\/span>
<\/span>
Dijitalle\u015fen d\u00fcnyada ba\u015far\u0131l\u0131 i\u015fletmeler, klasik \u00fcr\u00fcn geli\u015ftirme yakla\u015f\u0131m\u0131 yerine, \u2018tasar\u0131msal d\u00fc\u015f\u00fcnce\u2019 yakla\u015f\u0131m\u0131n\u0131 benimseyerek, \u2018m\u00fc\u015fteri geli\u015ftirme\u2019 felsefesiyle m\u00fc\u015fterilerin \u2018g\u00f6rmek istedi\u011fi i\u015flerin\u2019 \u00e7\u00f6z\u00fcmlenmesi ve dijital ara\u00e7lar\u0131n etkin kullan\u0131m\u0131yla \u2018yal\u0131n giri\u015fim\u2019 y\u00f6ntemi uygulanarak \u2018i\u015f modeli inovasyonu\u2019 ger\u00e7ekle\u015ftiriyor.<\/span>
<\/span>
G\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131n\u0131n ba\u015fat dijital akt\u00f6rleri olan ve ba\u015f harflerinin birle\u015ftirilmesiyle k\u0131saca GAFAM olarak adland\u0131r\u0131lan Google, Apple, Facebook, Amazon ve Microsoft \u015firketleri, s\u00f6z konusu yakla\u015f\u0131mlar\u0131 \u00f6z\u00fcmseyerek, ba\u015far\u0131yla uygulamas\u0131yla ve stratejik <\/span>
kararlar\u0131n\u0131, klasik yakla\u015f\u0131mla de\u011fil, \u00f6l\u00e7\u00fcmleyerek ve pazarda s\u0131nayarak, veriye y\u00f6nelimli etkin bi\u00e7imde almas\u0131yla \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/p> \t\t\t\t","slug":"dijital-donusumun-ozu","orjinalimage":null,"news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn \u00f6z\u00fc","meta_description":"DO\u00c7. DR. ADNAN VEYSEL ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1121,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}