{"status":true,"post":{"id":27735,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 15:35:25","created_at":"2021-07-29T21:00:00.000000Z","updated_at":"2022-10-24T12:35:25.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":27735,"is_featured":0,"title":"M\u00fc\u015fteriye do\u011fru dokunma stratejisi","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<p style=\"text-align: right;\"><span class=\"large\"><strong>Do\u00e7. Dr. Adnan Veysel Ertemel<\/strong><\/span><br><span class=\"large\"> <strong><\/strong><\/span><\/p>  <p><span class=\"large\">M\u00fc\u015fteriye do\u011fru dokunma stratejisi;<\/span><\/p>  <ul>   <li><span class=\"large\"> Bireysel m\u00fc\u015fteri baz\u0131nda<\/span><\/li>   <li><span class=\"large\"> \u0130lgili ya\u015fam d\u00f6ng\u00fcs\u00fcn\u00fc dikkate alan <\/span><\/li>   <li><span class=\"large\"> Do\u011fru mesaj\u0131<\/span><\/li>   <li><span class=\"large\"> Do\u011fru de\u011fer \u00f6nerisi \/ fayday\u0131 <\/span><\/li>   <li><span class=\"large\"> Do\u011fru tonda<\/span><\/li>   <li><span class=\"large\"> Do\u011fru yerde \/ zamanda<\/span><\/li>   <li><span class=\"large\"> Do\u011fru s\u0131kl\u0131kta<\/span><\/li>   <li><span class=\"large\"> Do\u011fru ileti\u015fim kanal\u0131ndan sunan, al\u0131c\u0131 ve sat\u0131c\u0131 olarak her iki taraf\u0131n da \u00e7\u0131karlar\u0131n\u0131 g\u00f6zeten \u00e7ok kanall\u0131 bir ileti\u015fim stratejisidir.<\/span><\/li>  <\/ul>  <p><span class=\"large\">M\u00fc\u015fteriye do\u011fru dokunma stratejisi, i\u015fletmelerin m\u00fc\u015fterileriyle proaktif bi\u00e7imde etkile\u015fime girmesi a\u00e7\u0131s\u0131ndan \u00f6nem arz eder. \u00d6yle ki, me\u015fhur birebir pazarlama kitab\u0131n\u0131n yazar\u0131 Don Peppers, g\u00fcn\u00fcm\u00fczde markalar\u0131n zamanla m\u00fc\u015fterilerini daha iyi anlay\u0131p ki\u015fiselle\u015ftirilmi\u015f hizmet vermesinin, art\u0131k t\u00fcketicilerin m\u00fc\u015fterisi olduklar\u0131 markalardan do\u011fal, \u2018varsay\u0131lan\u2019 bir beklentisi haline geldi\u011fini ifade ediyor.<\/span><\/p>  <p><span class=\"large\"><strong>B\u00dcT\u00dcNLE\u015e\u0130K PAZARLAMA \u0130LET\u0130\u015e\u0130M\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Do\u011fru dokunma stratejisine bir \u00f6rnek vermek gerekirse bir m\u00fc\u015fteriye SMS, \u00e7a\u011fr\u0131 merkezi, e-posta vb. bir\u00e7ok farkl\u0131 kanaldan mesaj g\u00f6nderen bir i\u015fletme, m\u00fc\u015fterinin davran\u0131\u015f\u0131ndan yola \u00e7\u0131karak ileti\u015fim stratejisini kendili\u011finden ki\u015fiselle\u015ftirebilir. \u00d6rne\u011fin, m\u00fc\u015fterilere g\u00f6nderilen<\/span><span class=\"large\">e-posta iletilerinin hi\u00e7biri a\u00e7\u0131lmam\u0131\u015fsa, ancak di\u011fer ileti\u015fim kanallar\u0131ndan birinden gelen iletilere cevap veriliyorsa, zaman i\u00e7erisinde bu i\u00e7g\u00f6r\u00fcden yola \u00e7\u0131karak sadece etkile\u015fimin sa\u011fland\u0131\u011f\u0131 s\u00f6z konusu kanal \u00fczerinden ileti\u015fim kurulmal\u0131. Di\u011fer yandan, g\u00f6nderilen mesajlar \u00e7ok s\u0131k g\u00f6nderiliyorsa m\u00fc\u015fteriler zamanla rahats\u0131z olup \u00fcyelikten ayr\u0131labilir.<\/span><\/p>  <p><span class=\"large\">\u00c7ok nadiren g\u00f6nderilen mesajlar da bireyin ge\u00e7mi\u015fte \u00fcye oldu\u011funu bile unutmas\u0131na neden olabilir. Bu iki u\u00e7 aras\u0131nda do\u011fru bir denge g\u00f6zetilmeli. Do\u011fru dokunu\u015f stratejisinde en \u00f6nemli unsur, m\u00fc\u015fterilerin kim oldu\u011funa g\u00f6re \u00fcr\u00fcn ve hizmetin kendisini farkl\u0131la\u015ft\u0131rabilme yetene\u011fidir. M\u00fc\u015fterileri profillemek ve tercihlerini \u00f6\u011frenmek, dijital ortamda di\u011fer t\u00fcm mecralara g\u00f6re daha kolayd\u0131r.<\/span><\/p>  <p><span class=\"large\">B\u00fct\u00fcnle\u015fik pazarlama ileti\u015fimi faaliyetleri kapsam\u0131nda m\u00fc\u015fterileri profilleyerek e-posta, \u00e7a\u011fr\u0131 merkezi, sesli yan\u0131t sistemi, mobil pazarlama ve benzeri bir\u00e7ok farkl\u0131 mecray\u0131 bir arada uygulayan \u00e7al\u0131\u015fmalar, i\u015fletmelerin fark olu\u015fturan ve ak\u0131lda kalan ba\u015far\u0131l\u0131 \u00e7al\u0131\u015fmalar yapmas\u0131na izin veriyor.<\/span><\/p>  <p><span class=\"large\">K\u0131saca dijital mecra, \u00e7ok kanall\u0131 stratejide t\u00fcm kanallar\u0131 birbirine ba\u011flayarak b\u00fct\u00fcnle\u015fik ileti\u015fimi m\u00fcmk\u00fcn k\u0131lan birle\u015ftirici \u00f6zelli\u011fiyle \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/p>  <p><span class=\"large\"><strong>D\u0130J\u0130TAL ARA\u00c7LARLA \u0130HT\u0130YA\u00c7 TESP\u0130T\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Dijital pazarlama, bir ba\u015fka ifadeyle m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131n tespit edilmesi, tahmin edilmesi ve kar\u015f\u0131lanmas\u0131 s\u00fcreci olarak tarif edilebilir. Dijital tak\u0131m \u00e7antas\u0131yla m\u00fc\u015fteri davran\u0131\u015f ve ihtiya\u00e7lar\u0131n\u0131n daha \u00f6nce hi\u00e7 olmad\u0131\u011f\u0131 kadar etkin bi\u00e7imde tespiti m\u00fcmk\u00fcn. \u2018Google Analitik\u2019 benzeri analitik ara\u00e7lar\u0131 web site y\u00f6neticilerine, ziyaret\u00e7ilerin web sitesinin hangi sayfalar\u0131n\u0131n hangi alt b\u00f6l\u00fcmlerinde daha \u00e7ok vakit harcad\u0131\u011f\u0131 bilgisini net bi\u00e7imde g\u00f6steren s\u0131cakl\u0131k haritalar\u0131 sunuyor. S\u0131cakl\u0131k haritalar\u0131n\u0131n sundu\u011fu i\u00e7g\u00f6r\u00fcyle i\u015fletme, web sitesindeki hangi b\u00f6l\u00fcmlerin daha \u00e7ok ilgi \u00e7ekti\u011fini anlayabiliyor ve bu bilgi \u0131\u015f\u0131\u011f\u0131nda hareket edebiliyor.<\/span><\/p>  <p><span class=\"large\">\u00c7e\u015fitli analitik yaz\u0131l\u0131m \u00e7\u00f6z\u00fcmleri, bu analizi bir ad\u0131m \u00f6teye ta\u015f\u0131yarak her bir ziyaret\u00e7inin oturumunu kayda al\u0131p web sitesi ya da mobil uygulama sahibi i\u015fletmenin analitik konsol \u00fczerinden her bir ziyaret\u00e7inin davran\u0131\u015f\u0131n\u0131, att\u0131\u011f\u0131 ad\u0131mlar\u0131, ne a\u015famada, neden siteden \u00e7\u0131kt\u0131\u011f\u0131 vb. konusunda i\u00e7g\u00f6r\u00fc edinmesini m\u00fcmk\u00fcn k\u0131l\u0131yor.<\/span><\/p>  \t\t\t\t","slug":"musteriye-dogru-dokunma-stratejisi","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"M\u00fc\u015fteriye do\u011fru dokunma stratejisi","meta_description":"Do\u00e7. 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":1064,"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":27834,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":27735,"locale":"tr","category_id":73,"title":"M\u00fc\u015fteriye do\u011fru dokunma stratejisi","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<p style=\"text-align: right;\"><span class=\"large\"><strong>Do\u00e7. Dr. Adnan Veysel Ertemel<\/strong><\/span><br><span class=\"large\"> <strong><\/strong><\/span><\/p>  <p><span class=\"large\">M\u00fc\u015fteriye do\u011fru dokunma stratejisi;<\/span><\/p>  <ul>   <li><span class=\"large\"> Bireysel m\u00fc\u015fteri baz\u0131nda<\/span><\/li>   <li><span class=\"large\"> \u0130lgili ya\u015fam d\u00f6ng\u00fcs\u00fcn\u00fc dikkate alan <\/span><\/li>   <li><span class=\"large\"> Do\u011fru mesaj\u0131<\/span><\/li>   <li><span class=\"large\"> Do\u011fru de\u011fer \u00f6nerisi \/ fayday\u0131 <\/span><\/li>   <li><span class=\"large\"> Do\u011fru tonda<\/span><\/li>   <li><span class=\"large\"> Do\u011fru yerde \/ zamanda<\/span><\/li>   <li><span class=\"large\"> Do\u011fru s\u0131kl\u0131kta<\/span><\/li>   <li><span class=\"large\"> Do\u011fru ileti\u015fim kanal\u0131ndan sunan, al\u0131c\u0131 ve sat\u0131c\u0131 olarak her iki taraf\u0131n da \u00e7\u0131karlar\u0131n\u0131 g\u00f6zeten \u00e7ok kanall\u0131 bir ileti\u015fim stratejisidir.<\/span><\/li>  <\/ul>  <p><span class=\"large\">M\u00fc\u015fteriye do\u011fru dokunma stratejisi, i\u015fletmelerin m\u00fc\u015fterileriyle proaktif bi\u00e7imde etkile\u015fime girmesi a\u00e7\u0131s\u0131ndan \u00f6nem arz eder. \u00d6yle ki, me\u015fhur birebir pazarlama kitab\u0131n\u0131n yazar\u0131 Don Peppers, g\u00fcn\u00fcm\u00fczde markalar\u0131n zamanla m\u00fc\u015fterilerini daha iyi anlay\u0131p ki\u015fiselle\u015ftirilmi\u015f hizmet vermesinin, art\u0131k t\u00fcketicilerin m\u00fc\u015fterisi olduklar\u0131 markalardan do\u011fal, \u2018varsay\u0131lan\u2019 bir beklentisi haline geldi\u011fini ifade ediyor.<\/span><\/p>  <p><span class=\"large\"><strong>B\u00dcT\u00dcNLE\u015e\u0130K PAZARLAMA \u0130LET\u0130\u015e\u0130M\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Do\u011fru dokunma stratejisine bir \u00f6rnek vermek gerekirse bir m\u00fc\u015fteriye SMS, \u00e7a\u011fr\u0131 merkezi, e-posta vb. bir\u00e7ok farkl\u0131 kanaldan mesaj g\u00f6nderen bir i\u015fletme, m\u00fc\u015fterinin davran\u0131\u015f\u0131ndan yola \u00e7\u0131karak ileti\u015fim stratejisini kendili\u011finden ki\u015fiselle\u015ftirebilir. \u00d6rne\u011fin, m\u00fc\u015fterilere g\u00f6nderilen<\/span><span class=\"large\">e-posta iletilerinin hi\u00e7biri a\u00e7\u0131lmam\u0131\u015fsa, ancak di\u011fer ileti\u015fim kanallar\u0131ndan birinden gelen iletilere cevap veriliyorsa, zaman i\u00e7erisinde bu i\u00e7g\u00f6r\u00fcden yola \u00e7\u0131karak sadece etkile\u015fimin sa\u011fland\u0131\u011f\u0131 s\u00f6z konusu kanal \u00fczerinden ileti\u015fim kurulmal\u0131. Di\u011fer yandan, g\u00f6nderilen mesajlar \u00e7ok s\u0131k g\u00f6nderiliyorsa m\u00fc\u015fteriler zamanla rahats\u0131z olup \u00fcyelikten ayr\u0131labilir.<\/span><\/p>  <p><span class=\"large\">\u00c7ok nadiren g\u00f6nderilen mesajlar da bireyin ge\u00e7mi\u015fte \u00fcye oldu\u011funu bile unutmas\u0131na neden olabilir. Bu iki u\u00e7 aras\u0131nda do\u011fru bir denge g\u00f6zetilmeli. Do\u011fru dokunu\u015f stratejisinde en \u00f6nemli unsur, m\u00fc\u015fterilerin kim oldu\u011funa g\u00f6re \u00fcr\u00fcn ve hizmetin kendisini farkl\u0131la\u015ft\u0131rabilme yetene\u011fidir. M\u00fc\u015fterileri profillemek ve tercihlerini \u00f6\u011frenmek, dijital ortamda di\u011fer t\u00fcm mecralara g\u00f6re daha kolayd\u0131r.<\/span><\/p>  <p><span class=\"large\">B\u00fct\u00fcnle\u015fik pazarlama ileti\u015fimi faaliyetleri kapsam\u0131nda m\u00fc\u015fterileri profilleyerek e-posta, \u00e7a\u011fr\u0131 merkezi, sesli yan\u0131t sistemi, mobil pazarlama ve benzeri bir\u00e7ok farkl\u0131 mecray\u0131 bir arada uygulayan \u00e7al\u0131\u015fmalar, i\u015fletmelerin fark olu\u015fturan ve ak\u0131lda kalan ba\u015far\u0131l\u0131 \u00e7al\u0131\u015fmalar yapmas\u0131na izin veriyor.<\/span><\/p>  <p><span class=\"large\">K\u0131saca dijital mecra, \u00e7ok kanall\u0131 stratejide t\u00fcm kanallar\u0131 birbirine ba\u011flayarak b\u00fct\u00fcnle\u015fik ileti\u015fimi m\u00fcmk\u00fcn k\u0131lan birle\u015ftirici \u00f6zelli\u011fiyle \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/p>  <p><span class=\"large\"><strong>D\u0130J\u0130TAL ARA\u00c7LARLA \u0130HT\u0130YA\u00c7 TESP\u0130T\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Dijital pazarlama, bir ba\u015fka ifadeyle m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131n tespit edilmesi, tahmin edilmesi ve kar\u015f\u0131lanmas\u0131 s\u00fcreci olarak tarif edilebilir. Dijital tak\u0131m \u00e7antas\u0131yla m\u00fc\u015fteri davran\u0131\u015f ve ihtiya\u00e7lar\u0131n\u0131n daha \u00f6nce hi\u00e7 olmad\u0131\u011f\u0131 kadar etkin bi\u00e7imde tespiti m\u00fcmk\u00fcn. \u2018Google Analitik\u2019 benzeri analitik ara\u00e7lar\u0131 web site y\u00f6neticilerine, ziyaret\u00e7ilerin web sitesinin hangi sayfalar\u0131n\u0131n hangi alt b\u00f6l\u00fcmlerinde daha \u00e7ok vakit harcad\u0131\u011f\u0131 bilgisini net bi\u00e7imde g\u00f6steren s\u0131cakl\u0131k haritalar\u0131 sunuyor. S\u0131cakl\u0131k haritalar\u0131n\u0131n sundu\u011fu i\u00e7g\u00f6r\u00fcyle i\u015fletme, web sitesindeki hangi b\u00f6l\u00fcmlerin daha \u00e7ok ilgi \u00e7ekti\u011fini anlayabiliyor ve bu bilgi \u0131\u015f\u0131\u011f\u0131nda hareket edebiliyor.<\/span><\/p>  <p><span class=\"large\">\u00c7e\u015fitli analitik yaz\u0131l\u0131m \u00e7\u00f6z\u00fcmleri, bu analizi bir ad\u0131m \u00f6teye ta\u015f\u0131yarak her bir ziyaret\u00e7inin oturumunu kayda al\u0131p web sitesi ya da mobil uygulama sahibi i\u015fletmenin analitik konsol \u00fczerinden her bir ziyaret\u00e7inin davran\u0131\u015f\u0131n\u0131, att\u0131\u011f\u0131 ad\u0131mlar\u0131, ne a\u015famada, neden siteden \u00e7\u0131kt\u0131\u011f\u0131 vb. konusunda i\u00e7g\u00f6r\u00fc edinmesini m\u00fcmk\u00fcn k\u0131l\u0131yor.<\/span><\/p>  \t\t\t\t","slug":"musteriye-dogru-dokunma-stratejisi","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":"M\u00fc\u015fteriye do\u011fru dokunma stratejisi","meta_description":"Do\u00e7. Dr. Adnan Veysel Ertemel","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1064,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}