{"status":true,"post":{"id":16384,"user_id":25,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-21 10:08:15","created_at":"2017-04-24T21:00:00.000000Z","updated_at":"2022-10-21T07:08:15.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":16384,"is_featured":0,"title":"Pazarlamada gelinen nokta, oyunla\u015ft\u0131rma","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><span class=\"large\">Dijital d\u00fcnyan\u0131n ezici ba\u015far\u0131s\u0131, pazarlama anlay\u0131\u015flar\u0131nda da ba\u015fat rol\u00fc oynuyor. Pazarlaman\u0131n kurgular\u0131n\u0131 kategorilere ay\u0131r\u0131rsak, \u2018Sadakat pazarlamas\u0131 1.0 d\u00f6nemi\u2019 u\u00e7u\u015f milleri, ciro \u00fczerinden verilen puanlama kurgular\u0131 veya \u2018bir alana bir bedava\u2019 kampanyalar\u0131n\u0131n oldu\u011fu d\u00f6nemin ad\u0131d\u0131r. Bu d\u00f6nemi hep birlikte ge\u00e7tik. <\/span><\/p>  <p><span class=\"large\">Teknolojinin geli\u015fimi ve birebir pazarlama, segmentasyon, ki\u015fiselle\u015ftirme kurgular\u0131, SMS, e-mail kampanyalar\u0131 gibi teknik geli\u015fmeler, \u2018Sadakat pazarlamas\u0131 <\/span><span class=\"large\">2.0 d\u00f6nemi\u2019 olarak adland\u0131r\u0131l\u0131yor. D\u00fcnya bu d\u00f6nemi de ge\u00e7ti ama biz hen\u00fcz giri\u015f yap\u0131yoruz.<\/span><\/p>  <p><span class=\"large\">\u00c7ok yeni olan \u2018Sadakat pazarlamas\u0131 3.0 d\u00f6nemi\u2019 ise \u2018oyunla\u015ft\u0131rma\u2019 olarak ifade ediliyor. K\u0131saca, ki\u015finin markayla kurdu\u011fu derin duygusal ba\u011f, y\u00fcksek d\u00fczeyde aktif kat\u0131l\u0131m ve uzun s\u00fcren bir ili\u015fki olarak tan\u0131mlayabiliriz. <\/span><\/p>  <p><span class=\"large\">Oyunla\u015ft\u0131rman\u0131n mimarlar\u0131ndan Rajat Paharia, bu s\u00fcrece giden yolu form\u00fcl\u00fcn\u00fc <\/span><br><span class=\"large\"> motivasyon + b\u00fcy\u00fck veri + oyunla\u015ft\u0131rma = sadakat 3.0 olarak tan\u0131ml\u0131yor. <\/span><\/p>  <p><span class=\"large\">Oyunla\u015ft\u0131rman\u0131n temelinde ise yar\u0131\u015fma, hedefleme, ba\u015farma, \u00f6d\u00fcllendirme, puanlama ve \u00f6l\u00e7\u00fcmleme benzeri motivasyonu tetikleyen prensipler gizli. <\/span><\/p>  <p><span class=\"large\"><strong>OYUNLA\u015eTIRMA \u00d6NC\u00dcLER\u0130<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Foursquare:<\/strong><span style=\"font-size: 15.6px;\"> Kullan\u0131c\u0131lar\u0131n belirli mekanlarda giri\u015f yaparak sanal puan ve \u00f6d\u00fcl toplad\u0131klar\u0131 yer tabanl\u0131 bir hizmet sa\u011flay\u0131c\u0131 uygulamad\u0131r. 45 milyon kullan\u0131c\u0131s\u0131 bulunuyor ve g\u00fcnde yakla\u015f\u0131k 5 milyon giri\u015f yap\u0131l\u0131yor. \u00d6zellikle puanlama, rozet sistemi ve lider tahtas\u0131 bile\u015fenlerini kullanmas\u0131yla \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Nike:<\/strong><span style=\"font-size: 15.6px;\"> Firman\u0131n istedi\u011fi \u015fey; daha fazla ko\u015fman\u0131z ve spor yapman\u0131z. Bunun i\u00e7in Nike Fitness mobil uygulamalar\u0131 haz\u0131rl\u0131yor. Uygulamalar i\u00e7erisinde ba\u015fard\u0131k\u00e7a sizi rozetlerle \u00f6d\u00fcllendiriyor, hedefler veriyor. Size, benzer ki\u015filer veya uygulamay\u0131 kullanan yak\u0131n \u00e7evrenizin sonu\u00e7lar\u0131n\u0131 listeliyor ki, yar\u0131\u015fma motivasyonunuz tetiklensin.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">eBay:<\/strong><span style=\"font-size: 15.6px;\"> Uzun zamand\u0131r puanlama sistemini kullanan ve kullan\u0131c\u0131lar\u0131na \u2018en iyi sat\u0131c\u0131\u2019 gibi rozetler vererek \u00f6d\u00fcl kazanma ve sistem i\u00e7erisinde \u00fcnl\u00fc olma se\u00e7eneklerini sunan d\u00fcnya \u00e7ap\u0131nda bir \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f sitesi.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Samsung Nation:<\/strong><span style=\"font-size: 15.6px;\"> Oyunla\u015ft\u0131rma d\u00fc\u015f\u00fcncesiyle tasarlanm\u0131\u015f, rozet toplad\u0131\u011f\u0131n\u0131z, s\u0131ralamaya girdi\u011finiz ve seviye atlayabildi\u011finiz m\u00fc\u015fteri sadakat program\u0131.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Tesla:<\/strong><span style=\"font-size: 15.6px;\"> Ara\u00e7lara sens\u00f6r ve yaz\u0131l\u0131mlar ilave ederek insanlar\u0131n ara\u00e7 kullanma al\u0131\u015fkanl\u0131klar\u0131n\u0131 \u00f6l\u00e7erek en do\u011fru, g\u00fcvenli ve iktisatl\u0131 kullanma metotlar\u0131n\u0131 ortaya \u00e7\u0131karmaya \u00e7al\u0131\u015f\u0131yor. Mesela, ara\u00e7ta bir eco kullan\u0131m modu var. Sizi daha yava\u015f ve efektif ara\u00e7 kullanmaya y\u00f6nlendiriyor. Gaza h\u0131zl\u0131 basarsan\u0131z uyar\u0131yor, kazand\u0131\u011f\u0131n\u0131z benzin tasarrufunu g\u00f6stererek \u00f6d\u00fcllendiriyor ama enteresan bir \u015fey daha yap\u0131yor. Siz arac\u0131 ekonomik kulland\u0131k\u00e7a ekran\u0131nda size y\u0131ld\u0131zlar vermeye ba\u015fl\u0131yor. K\u00f6t\u00fc kullan\u0131rsan\u0131z y\u0131ld\u0131zlar\u0131 geri al\u0131yor. Fark\u0131nda olmadan kendinizi yak\u0131t tasarrufuna de\u011fil, daha fazla y\u0131ld\u0131z toplamaya motive olmu\u015f buluyorsunuz.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Nest:<\/strong><span style=\"font-size: 15.6px;\"> Ak\u0131ll\u0131 termostatlar satarak evlerde nas\u0131l bir t\u00fcketim s\u00fcreci oldu\u011funu \u00f6\u011frenmeye \u00e7al\u0131\u015f\u0131yor. Bunu da optimize etmeye \u00e7al\u0131\u015farak m\u00fc\u015fteriye de\u011fer \u00fcretmeye kafa yoruyor.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">23andMe:<\/strong><span style=\"font-size: 15.6px;\"> Genetik test \u015firketi, test sonu\u00e7lar\u0131n\u0131 sadece hastaneye ve doktora g\u00f6ndermek yerine m\u00fc\u015fterilere anketler yollayarak onlarla ba\u011flant\u0131s\u0131n\u0131 koparmamaya \u00e7al\u0131\u015f\u0131yor.<\/span><\/span><\/li>  <\/ul>  <p><span class=\"large\"><span class=\"x-large\"><strong>*<\/strong><\/span> <em>Al\u0131nt\u0131: Maxwell Wasseli, SAP Genel M\u00fcd\u00fcr\u00fc Rajat Paharia, Loyalty 3.0 <\/em><\/span><\/p>  <p><span class=\"large\"><strong>PERFORMANS \u00d6L\u00c7\u00dcTLER\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Dijital d\u00fcnyada d\u00f6n\u00fc\u015f\u00fcm\u00fcn kilit unsuru, performans \u00f6l\u00e7\u00fctlerinin de\u011fi\u015fti\u011fi stat\u00fcko ba\u015far\u0131s\u0131zl\u0131klar\u0131n\u0131 ortaya \u00e7\u0131karmak. Performans \u00f6l\u00e7\u00fctlerindeki de\u011fi\u015fime \u00f6rnek ise Ford firmas\u0131n\u0131 verebiliriz. Firma, y\u00f6neticilerine sadece y\u0131ll\u0131k sat\u0131\u015f rakamlar\u0131na ba\u011fl\u0131 <\/span><span class=\"large\">performans \u00f6l\u00e7\u00fct\u00fc uygulamak yerine, \u2018m\u00fc\u015fterilerinin arabayla ka\u00e7 mil yapt\u0131\u011f\u0131\u2019 \u00fczerinden de bir \u00f6l\u00e7\u00fcmleme ger\u00e7ekle\u015ftiriyor. Yine bir hastane markas\u0131, sadece hasta tedavi s\u00fcre\u00e7lerindeki ba\u015far\u0131y\u0131 performans \u00f6l\u00e7\u00fct\u00fc olarak baz almak yerine \u2018hastalar\u0131n sa\u011fl\u0131kl\u0131 kalma y\u0131llar\u0131\u2019n\u0131 da kullan\u0131yor.<\/span><\/p>  \t\t\t\t","slug":"pazarlamada-gelinen-nokta-oyunlastirma","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Pazarlamada gelinen nokta, oyunla\u015ft\u0131rma","meta_description":"Salih Keskin","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1093,"cropped_1200x675":null,"user":{"id":25,"name":"SAL\u0130H","surname":"KESK\u0130N","email":"salih-keskin@gmail.com","slug":"salih-keskin","avatar":"\/front\/uploads\/avatar\/1733691600od1Wwxipsn5YGuj.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-20T05:32:50.000000Z","updated_at":"2024-12-18T09:48:39.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":16483,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":16384,"locale":"tr","category_id":73,"title":"Pazarlamada gelinen nokta, oyunla\u015ft\u0131rma","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><span class=\"large\">Dijital d\u00fcnyan\u0131n ezici ba\u015far\u0131s\u0131, pazarlama anlay\u0131\u015flar\u0131nda da ba\u015fat rol\u00fc oynuyor. Pazarlaman\u0131n kurgular\u0131n\u0131 kategorilere ay\u0131r\u0131rsak, \u2018Sadakat pazarlamas\u0131 1.0 d\u00f6nemi\u2019 u\u00e7u\u015f milleri, ciro \u00fczerinden verilen puanlama kurgular\u0131 veya \u2018bir alana bir bedava\u2019 kampanyalar\u0131n\u0131n oldu\u011fu d\u00f6nemin ad\u0131d\u0131r. Bu d\u00f6nemi hep birlikte ge\u00e7tik. <\/span><\/p>  <p><span class=\"large\">Teknolojinin geli\u015fimi ve birebir pazarlama, segmentasyon, ki\u015fiselle\u015ftirme kurgular\u0131, SMS, e-mail kampanyalar\u0131 gibi teknik geli\u015fmeler, \u2018Sadakat pazarlamas\u0131 <\/span><span class=\"large\">2.0 d\u00f6nemi\u2019 olarak adland\u0131r\u0131l\u0131yor. D\u00fcnya bu d\u00f6nemi de ge\u00e7ti ama biz hen\u00fcz giri\u015f yap\u0131yoruz.<\/span><\/p>  <p><span class=\"large\">\u00c7ok yeni olan \u2018Sadakat pazarlamas\u0131 3.0 d\u00f6nemi\u2019 ise \u2018oyunla\u015ft\u0131rma\u2019 olarak ifade ediliyor. K\u0131saca, ki\u015finin markayla kurdu\u011fu derin duygusal ba\u011f, y\u00fcksek d\u00fczeyde aktif kat\u0131l\u0131m ve uzun s\u00fcren bir ili\u015fki olarak tan\u0131mlayabiliriz. <\/span><\/p>  <p><span class=\"large\">Oyunla\u015ft\u0131rman\u0131n mimarlar\u0131ndan Rajat Paharia, bu s\u00fcrece giden yolu form\u00fcl\u00fcn\u00fc <\/span><br><span class=\"large\"> motivasyon + b\u00fcy\u00fck veri + oyunla\u015ft\u0131rma = sadakat 3.0 olarak tan\u0131ml\u0131yor. <\/span><\/p>  <p><span class=\"large\">Oyunla\u015ft\u0131rman\u0131n temelinde ise yar\u0131\u015fma, hedefleme, ba\u015farma, \u00f6d\u00fcllendirme, puanlama ve \u00f6l\u00e7\u00fcmleme benzeri motivasyonu tetikleyen prensipler gizli. <\/span><\/p>  <p><span class=\"large\"><strong>OYUNLA\u015eTIRMA \u00d6NC\u00dcLER\u0130<\/strong><\/span><\/p>  <ul>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Foursquare:<\/strong><span style=\"font-size: 15.6px;\"> Kullan\u0131c\u0131lar\u0131n belirli mekanlarda giri\u015f yaparak sanal puan ve \u00f6d\u00fcl toplad\u0131klar\u0131 yer tabanl\u0131 bir hizmet sa\u011flay\u0131c\u0131 uygulamad\u0131r. 45 milyon kullan\u0131c\u0131s\u0131 bulunuyor ve g\u00fcnde yakla\u015f\u0131k 5 milyon giri\u015f yap\u0131l\u0131yor. \u00d6zellikle puanlama, rozet sistemi ve lider tahtas\u0131 bile\u015fenlerini kullanmas\u0131yla \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Nike:<\/strong><span style=\"font-size: 15.6px;\"> Firman\u0131n istedi\u011fi \u015fey; daha fazla ko\u015fman\u0131z ve spor yapman\u0131z. Bunun i\u00e7in Nike Fitness mobil uygulamalar\u0131 haz\u0131rl\u0131yor. Uygulamalar i\u00e7erisinde ba\u015fard\u0131k\u00e7a sizi rozetlerle \u00f6d\u00fcllendiriyor, hedefler veriyor. Size, benzer ki\u015filer veya uygulamay\u0131 kullanan yak\u0131n \u00e7evrenizin sonu\u00e7lar\u0131n\u0131 listeliyor ki, yar\u0131\u015fma motivasyonunuz tetiklensin.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">eBay:<\/strong><span style=\"font-size: 15.6px;\"> Uzun zamand\u0131r puanlama sistemini kullanan ve kullan\u0131c\u0131lar\u0131na \u2018en iyi sat\u0131c\u0131\u2019 gibi rozetler vererek \u00f6d\u00fcl kazanma ve sistem i\u00e7erisinde \u00fcnl\u00fc olma se\u00e7eneklerini sunan d\u00fcnya \u00e7ap\u0131nda bir \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f sitesi.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Samsung Nation:<\/strong><span style=\"font-size: 15.6px;\"> Oyunla\u015ft\u0131rma d\u00fc\u015f\u00fcncesiyle tasarlanm\u0131\u015f, rozet toplad\u0131\u011f\u0131n\u0131z, s\u0131ralamaya girdi\u011finiz ve seviye atlayabildi\u011finiz m\u00fc\u015fteri sadakat program\u0131.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Tesla:<\/strong><span style=\"font-size: 15.6px;\"> Ara\u00e7lara sens\u00f6r ve yaz\u0131l\u0131mlar ilave ederek insanlar\u0131n ara\u00e7 kullanma al\u0131\u015fkanl\u0131klar\u0131n\u0131 \u00f6l\u00e7erek en do\u011fru, g\u00fcvenli ve iktisatl\u0131 kullanma metotlar\u0131n\u0131 ortaya \u00e7\u0131karmaya \u00e7al\u0131\u015f\u0131yor. Mesela, ara\u00e7ta bir eco kullan\u0131m modu var. Sizi daha yava\u015f ve efektif ara\u00e7 kullanmaya y\u00f6nlendiriyor. Gaza h\u0131zl\u0131 basarsan\u0131z uyar\u0131yor, kazand\u0131\u011f\u0131n\u0131z benzin tasarrufunu g\u00f6stererek \u00f6d\u00fcllendiriyor ama enteresan bir \u015fey daha yap\u0131yor. Siz arac\u0131 ekonomik kulland\u0131k\u00e7a ekran\u0131nda size y\u0131ld\u0131zlar vermeye ba\u015fl\u0131yor. K\u00f6t\u00fc kullan\u0131rsan\u0131z y\u0131ld\u0131zlar\u0131 geri al\u0131yor. Fark\u0131nda olmadan kendinizi yak\u0131t tasarrufuna de\u011fil, daha fazla y\u0131ld\u0131z toplamaya motive olmu\u015f buluyorsunuz.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">Nest:<\/strong><span style=\"font-size: 15.6px;\"> Ak\u0131ll\u0131 termostatlar satarak evlerde nas\u0131l bir t\u00fcketim s\u00fcreci oldu\u011funu \u00f6\u011frenmeye \u00e7al\u0131\u015f\u0131yor. Bunu da optimize etmeye \u00e7al\u0131\u015farak m\u00fc\u015fteriye de\u011fer \u00fcretmeye kafa yoruyor.<\/span><\/span><\/li>   <li><span class=\"large\"><strong style=\"font-size: 15.6px;\">23andMe:<\/strong><span style=\"font-size: 15.6px;\"> Genetik test \u015firketi, test sonu\u00e7lar\u0131n\u0131 sadece hastaneye ve doktora g\u00f6ndermek yerine m\u00fc\u015fterilere anketler yollayarak onlarla ba\u011flant\u0131s\u0131n\u0131 koparmamaya \u00e7al\u0131\u015f\u0131yor.<\/span><\/span><\/li>  <\/ul>  <p><span class=\"large\"><span class=\"x-large\"><strong>*<\/strong><\/span> <em>Al\u0131nt\u0131: Maxwell Wasseli, SAP Genel M\u00fcd\u00fcr\u00fc Rajat Paharia, Loyalty 3.0 <\/em><\/span><\/p>  <p><span class=\"large\"><strong>PERFORMANS \u00d6L\u00c7\u00dcTLER\u0130<\/strong><\/span><\/p>  <p><span class=\"large\">Dijital d\u00fcnyada d\u00f6n\u00fc\u015f\u00fcm\u00fcn kilit unsuru, performans \u00f6l\u00e7\u00fctlerinin de\u011fi\u015fti\u011fi stat\u00fcko ba\u015far\u0131s\u0131zl\u0131klar\u0131n\u0131 ortaya \u00e7\u0131karmak. Performans \u00f6l\u00e7\u00fctlerindeki de\u011fi\u015fime \u00f6rnek ise Ford firmas\u0131n\u0131 verebiliriz. Firma, y\u00f6neticilerine sadece y\u0131ll\u0131k sat\u0131\u015f rakamlar\u0131na ba\u011fl\u0131 <\/span><span class=\"large\">performans \u00f6l\u00e7\u00fct\u00fc uygulamak yerine, \u2018m\u00fc\u015fterilerinin arabayla ka\u00e7 mil yapt\u0131\u011f\u0131\u2019 \u00fczerinden de bir \u00f6l\u00e7\u00fcmleme ger\u00e7ekle\u015ftiriyor. Yine bir hastane markas\u0131, sadece hasta tedavi s\u00fcre\u00e7lerindeki ba\u015far\u0131y\u0131 performans \u00f6l\u00e7\u00fct\u00fc olarak baz almak yerine \u2018hastalar\u0131n sa\u011fl\u0131kl\u0131 kalma y\u0131llar\u0131\u2019n\u0131 da kullan\u0131yor.<\/span><\/p>  \t\t\t\t","slug":"pazarlamada-gelinen-nokta-oyunlastirma","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":"Pazarlamada gelinen nokta, oyunla\u015ft\u0131rma","meta_description":"Salih Keskin","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1093,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}