{"id":2887,"date":"2014-03-18T07:55:08","date_gmt":"2014-03-18T14:55:08","guid":{"rendered":"http:\/\/www.tolgasismanoglu.com\/blog\/?p=2887"},"modified":"2016-01-20T04:15:24","modified_gmt":"2016-01-20T11:15:24","slug":"webrazzi-dijital-2014-notlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/webrazzi-dijital-2014-notlari\/","title":{"rendered":"Webrazzi Dijital 2014 Notlar\u0131"},"content":{"rendered":"

Dijital d\u00fcnyadaki yeniliklerin konu\u015fuldu\u011fu ve\u00a0 T\u00fcrkiye’deki t\u00fcm reklam ve pazarlama d\u00fcnyas\u0131n\u0131 bulu\u015fturan Webrazzi Dijital 2014 konferans\u0131 19 Mart 2014 Point Hotel Barbaros’ta ger\u00e7ekle\u015fti. Dijital sekt\u00f6rdeki bir\u00e7ok profesyonelin kat\u0131ld\u0131\u011f\u0131 Webrazzi Dijital’14 konferans\u0131nda online reklam yat\u0131r\u0131mlar\u0131 ve mevcut durum, medya sat\u0131n almadaki yenilikler, yeni nesil m\u00fc\u015fteri ve bankac\u0131l\u0131k, premium mecralarda performans pazarlamas\u0131, Adaptive Marketing, Big Data, i\u00e7erik pazarlama ve do\u011fal reklamlar\u0131n dijital pazarlamadaki yeri gibi bir\u00e7ok konu tart\u0131\u015f\u0131ld\u0131. Sosyal medyada payla\u015f\u0131lan t\u00fcm i\u00e7eriklere #Dijital14 etiketiyle ula\u015fman\u0131z m\u00fcmk\u00fcn. Ge\u00e7en y\u0131l yazm\u0131\u015f oldu\u011fum Webrazzi Dijital 2013 Konferans\u0131<\/strong><\/a>‘na ait notlar\u0131ma buradan ula\u015fabilirsiniz.<\/p>\n

 <\/p>\n

Mert Ba\u015far – TTNET \/ Pazarlama Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131
\n<\/b>– T\u00fcrkiye’de geni\u015fbant abone penetrasyon oran\u0131 %11, OECD \u00fclkelerinde bu oran %26
\n– Ki\u015fi ba\u015f\u0131na ortalama data kullan\u0131m\u0131 2014’\u00fcn ilk 2 ay\u0131nda 32,4 GB’ten 37,7 GB’a \u00e7\u0131kt\u0131
\n– T\u00fcrkiye’de her 100 ki\u015fiden 60’\u0131 g\u00fcnde en az 1 kere internete giriyor
\n– Herg\u00fcn ortalama 118 dakika internetteyiz. Avrupa ortalamas\u0131 97 dakika
\n– bu 118 dakika internet eri\u015fiminde en \u00f6nemli 10 neden aras\u0131nda birincisi s\u0131rada %95,5 Facebook\u2019a eri\u015fmek. \u0130kinci s\u0131ray\u0131 %94,9 ile sitelerde gezme ve inceleme yapma. \u00dc\u00e7\u00fcnc\u00fc s\u0131rada %91,1 il haberleri takip etme yer al\u0131yor.
\n– T\u00fcrkiye’de toplam 19.8 milyon hane mevcut. \u0130nternet sahibi olan hane say\u0131s\u0131 9.1 milyon. En az 1 ak\u0131ll\u0131 telefonu olan hane 9.3 milyon. PC sahibi olan 11.8 milyon hane mevcut. En az 1 cep telefonu olan hane say\u0131s\u0131 ise 19.5 milyon
\n– T\u00fcrkiye’de internette ge\u00e7irilen s\u00fcre Avrupa ortalamas\u0131n\u0131n \u00fczerinde
\n– TV ba\u015f\u0131nda g\u00fcnde ge\u00e7irilen ortalama s\u00fcre yakla\u015f\u0131k 210 dakika<\/p>\n

Deniz Devrim Cengiz – TEB \/ Alternatif Da\u011f\u0131t\u0131m Kanallar\u0131 Direkt\u00f6r\u00fc<\/b>
\n– Dijitalle de\u011fi\u015fen bankac\u0131l\u0131kla beraber m\u00fc\u015fterinin ak\u0131ll\u0131 telefondan, smart TV’ye kadar oldu\u011fu her kanalda olmal\u0131y\u0131z
\n– M\u00fc\u015fterinin \u00e7a\u011fr\u0131 merkezi \u00fczerinden ileti\u015fim kurmas\u0131n\u0131n yerini sosyal medya ve canl\u0131 yard\u0131m ald\u0131
\n– M\u00fc\u015fterinin banka se\u00e7iminde deneyim fark\u0131 \u00f6ne \u00e7\u0131k\u0131yor, bankalar\u0131n\u0131 de\u011fi\u015ftirmekte sak\u0131nca g\u00f6rm\u00fcyorlar
\n– Mobil bankac\u0131l\u0131k internet bankac\u0131l\u0131\u011f\u0131na gore \u00e7ok daha gizli b\u00fcy\u00fcyor
\n– \u0130nternet bankac\u0131l\u0131\u011f\u0131 penetrasyonu %16’ya ula\u015ft\u0131, oran\u0131 art\u0131ran en b\u00fcy\u00fck neden mobil kullan\u0131m al\u0131\u015fkanl\u0131\u011f\u0131. Her 100.000 ki\u015fiye 16 \u015fube d\u00fc\u015f\u00fcyor
\n– Bankac\u0131l\u0131k sekt\u00f6r\u00fcnde \u015fubede veya genel m\u00fcd\u00fcrl\u00fckte sosyal medya eri\u015fimi k\u0131s\u0131tlamas\u0131 kald\u0131r\u0131lmal\u0131
\n– Dijitalle\u015fme, fiziksel ortamda \u015fubelerde de ger\u00e7ekle\u015fiyor
\n– Ekran olan her yer, bir bankacl\u0131k platformu haline geliyor
\n– Dijital bankac\u0131l\u0131k start-up gibi y\u00f6netilmeli
\n– Competition yerini Copetition devrine b\u0131rak\u0131yor. Rekabetin yerini rakiplerle ortak i\u015f yapma k\u00fclt\u00fcr\u00fc alacak<\/p>\n

Mahmut Kur\u015fun – IAB T\u00fcrkiye
\n<\/b>– Video ve mobil reklamda bu y\u0131l %50’nin \u00fczerinde b\u00fcy\u00fcme bekliyoruz
\n– IAB T\u00fcrkiye Internet \u00d6l\u00e7\u00fcmleme Ara\u015ft\u0131rmas\u0131nda yeni d\u00f6nem, \u00e7oklu platform \u00f6l\u00e7\u00fcm\u00fcne ba\u015fl\u0131yoruz. (Deloitte ile birlikte \u00e7al\u0131\u015f\u0131lacak)
\n– 2013 May\u0131s – Haziran aylar\u0131yla birlikte internet kullan\u0131m\u0131n\u0131 \u00e7ok artt\u0131. Ancak o d\u00f6nemde reklam yat\u0131r\u0131mlar\u0131nda azalma oldu. Ayn\u0131 \u015fekilde Aral\u0131k ay\u0131n\u0131n sonuna do\u011fru dijital reklam yat\u0131r\u0131mlar\u0131nda da azalma ger\u00e7ekle\u015fti
\n– Yeni a\u00e7\u0131lan reklam alanlar\u0131, di\u011fer dijital alanlara g\u00f6re avantajl\u0131<\/p>\n

U\u011fur \u015eeker \/ IAB T\u00fcrkiye \/ DBI<\/strong>
\n– IAB T\u00fcrkiye olarak dijital reklam yat\u0131r\u0131mlar\u0131nda y\u00fczde 25 b\u00fcy\u00fcme beklentimiz var \/ U\u011fur \u015eeker<\/p>\n

Neslihan Olcay – IAB T\u00fcrkiye<\/b> \/ Maxus<\/strong>
\n-E\u011fitim programlar\u0131m\u0131za kat\u0131lanlar\u0131n \u00e7o\u011funlu\u011funu geleneksel pazarlamadan, dijitale ge\u00e7mek isteyenler olu\u015fturuyor
\n– T\u00fcrkiye’de KOB\u0130’lerin dijitalle\u015fmesi ve ekonomiye katk\u0131lar\u0131n\u0131n artmas\u0131 i\u00e7in Re-KOB\u0130 E\u011fitim Projesi’ni ba\u015flatt\u0131k<\/p>\n

Wolfhart Fr\u00f6hlich – IntelliAd \/ CEO
\n<\/b>– Hedefe d\u00f6n\u00fc\u015f\u00fcm\u00fcn y\u00fczde 30’unu birden fazla dijital kanaldan gelen tekil kullan\u0131c\u0131 olu\u015fturuyor
\n– T\u00fcrkiye’de online al\u0131\u015fveri\u015f %4 d\u00fczeyinde. Potansiyel \u00e7ok fazla
\n– Right Channel at Right Time with Relevant Advertise<\/p>\n

intelliAd sunumuna buradan ula\u015fabilirsiniz<\/a><\/p>\n

Yelda Erciro – GroupM \/ Performans B\u00f6l\u00fcm Ba\u015fkan\u0131<\/strong>
\n– Big Data’da 4 \u00f6nemli kavram var; Hacim, S\u00fcrat, \u00c7e\u015fitlilik ve De\u011fer
\n– IBM verilerine g\u00f6re, bir g\u00fcnde 2.5 kentrilyon b\u00fcy\u00fckl\u00fc\u011f\u00fcnde veri t\u00fcketiyoruz
\n– \u0130nsanlar\u0131n her yerde etkile\u015fim halinde olmas\u0131 medya trendlerini \u015fekillendiriyor
\n– H\u0131z b\u00fct\u00fcn kanalllar\u0131n ayn\u0131 anda birbiriyle konu\u015fmas\u0131 demektir. H\u0131zl\u0131 olman\u0131z art\u0131k bir yerde ilk olman\u0131z de\u011fil, ayn\u0131 anda farkl\u0131 kanallarda olabilmeniz demek
\n– Big data ile birlikte adaptive marketing konu\u015fuldu
\n– T\u00fcm datay\u0131 tek bir dashboard’da tutabilmek gerekiyor, offline’i de buraya ge\u00e7irmeliyiz, rekabette \u00f6nde olman\u0131n tek yolu h\u0131zl\u0131 olmak
\n– E\u011fer sat\u0131\u015fta kaybetti\u011finizi d\u00fc\u015f\u00fcn\u00fcyorsan\u0131z, pazar eri\u015fiminizde gitmeniz gereken \u00e7ok yol olabilir. M\u00fc\u015fterinin kanal takibini \u00f6l\u00e7mek ve optimize etmek gerekiyor
\n– Offline\u2019\u0131 dashboard\u2019lara ge\u00e7irdi\u011fimiz bir d\u00fcnyaya do\u011fru gidiyoruz<\/p>\n

Adaptive Marketing in Aciton sunumuna buradan ula\u015fabilirsiniz<\/a><\/p>\n

Meltem Moral – Mindshare \/ Dijital B\u00f6l\u00fcm Ba\u015fkan\u0131
\n<\/b>– 2017’de ger\u00e7ekle\u015fmesi beklenen Pazarlama direkt\u00f6rlerinin, IT direkt\u00f6rlerinden daha fazla teknoloji yat\u0131r\u0131m\u0131 olaca\u011f\u0131 \u00f6ng\u00f6r\u00fcs\u00fc \u015fimdiden ger\u00e7ekle\u015fti
\n– Art\u0131k \u00e7ar\u015faf \u00e7ar\u015faf KPI var<\/p>\n

Murat Kalafat – Ligatus T\u00fcrkiye \/ \u00dclke M\u00fcd\u00fcr\u00fc
\n<\/b>– Premium yay\u0131nc\u0131 ile kaliteli, g\u00fcvenli ve e\u015fsiz i\u00e7erik
\n– 2000 y\u0131l\u0131nda banner t\u0131klanma oran\u0131 %9’ken 2013 y\u0131l\u0131nda bu %.11’e d\u00fc\u015ft\u00fc.
\n– \u0130nternet kullan\u0131c\u0131lar\u0131n\u0131n % 84’\u00fc reklamlara t\u0131klam\u0131yor. Reklamlara t\u0131klayanlar\u0131n ise % 8’i t\u00fcm t\u0131klamalar\u0131n % 85’ini olu\u015fturuyor
\n– Nobody Reads Advertising (Kimse reklam okumuyor)
\n– Retargeting ile sat\u0131\u015flar\u0131n\u0131z\u0131 artt\u0131r\u0131n. Siteye gelen kullan\u0131c\u0131n\u0131 takip et ve d\u00f6n\u00fc\u015f\u00fcm\u00fc y\u00fcksek bir kampanya ger\u00e7ekle\u015ftir<\/p>\n

Yusef Aky\u00fcz – Ignition One \/ T\u00fcrkiye Direkt\u00f6r\u00fc
\n<\/b>– E-ticaret “Basit, \u00f6l\u00e7\u00fclebilir ve eyleme y\u00f6nelik olmal\u0131
\n– Digital Marketing’in her a\u015famas\u0131n\u0131n, sat\u0131\u015f a\u015famas\u0131 kadar pay\u0131 var
\n– Digital marketing bir tak\u0131m oyunudur. Bir bayrak yar\u0131\u015f\u0131 gibi
\n– Esas olan bilinmeyen ziyaret\u00e7iyi m\u00fc\u015fteriye d\u00f6n\u00fc\u015ft\u00fcrebilmektir<\/p>\n

Metin Kahraman – Monitera \/ Kurucu Ortak<\/b>
\n– Social Media Research “hedef kitle, zaman, mesaj, kanal”
\n– Online Marketing kadar, offline tarafta da yats\u0131namayacak kadar \u00f6nemli
\n– Hayatlar\u0131m\u0131z sosyal medyan\u0131n i\u00e7ine de\u011fil, sosyal medyan\u0131n hayatlar\u0131m\u0131z\u0131n i\u00e7ine girdi
\n– Social Research: Markalar\u0131n ya da bireylerin, online a\u011flarda b\u0131rak\u0131lan izleri toplayarak bir kesim insan\u0131n neler yapt\u0131\u011f\u0131n\u0131, neleri sevmedi\u011fi ya da sevmedi\u011fini ve hangi konuda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc anlama y\u00f6ntemi<\/p>\n

Kaan Kayabal\u0131 – Onedio \/ Kurucu Ortak ve CEO<\/b>
\n– \u0130\u00e7erik pazarlamas\u0131 sat\u0131\u015f sunumu de\u011fildir, kitleyle ileti\u015fimdir
\n– Onedio’nun trafi\u011finin %50’si mobilden geliyor. Ayl\u0131k 8 milyon tekil kullan\u0131c\u0131ya sahip
\n– Onedio’nun trafi\u011finin %65’i sosyal a\u011flardan geliyor
\n– Kullan\u0131c\u0131lar art\u0131k galerileri sayfa sayfa dola\u015fmak yerine scrool-down yaparak i\u00e7eri\u011fi t\u00fcketmek istiyor
\n– \u0130nsanlar i\u00e7eri\u011fi art\u0131k mobilden ve timeline’lar\u0131ndan t\u00fcketiyor. “Native Advertising”, do\u011fal reklamdan gelir kazanma ilerliyor
\n– 2017’de Native Advertising harcamalar\u0131n\u0131n, Display harcamalar\u0131n\u0131 ge\u00e7ece\u011fi \u00f6ng\u00fcr\u00fcl\u00fcyor
\n– Ajanslar art\u0131k kabul etmeli ki i\u00e7erik yeni bir \u00fcr\u00fcn
\n– Markalar hikayenizi anlat\u0131n.\u00dcr\u00fcn\u00fcn\u00fcz\u00fc de\u011fil; ki\u015fileri konu\u015fun. Sat\u0131\u015f metni de\u011fil; hikayeyi yaz\u0131n
\n– Native Advertising ve Content Marketing 2014 itibariyle firmalar\u0131n pazarlama yol haritas\u0131nda yer almas\u0131 gerekecek bir model. Native Advertising, Yay\u0131nc\u0131lar\u0131n en b\u00fcy\u00fck gelir modellerinden biri olacak<\/p>\n

Alem\u015fah \u00d6zt\u00fcrk – 41? 29! \/ Chief Happiness Officer<\/b>
\n– T\u00fcketicinin markay\u0131 tan\u0131yabilmesi i\u00e7in markan\u0131n hikayesi olmas\u0131 laz\u0131m
\n– Hikayenin 4 elementi var kahraman, hedef, engeller, \u00f6d\u00fcl
\n– Biz T\u00fcrk milleti olarak payla\u015fmay\u0131, yazmay\u0131, okumay\u0131, dedikodu yapmay\u0131 seviyoruz. Sosyal medya yayg\u0131n olmas\u0131nda ne olsun?<\/p>\n

G\u00fczel g\u00fcnler…<\/b><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Dijital d\u00fcnyadaki yeniliklerin konu\u015fuldu\u011fu ve\u00a0 T\u00fcrkiye’deki t\u00fcm reklam ve pazarlama d\u00fcnyas\u0131n\u0131 bulu\u015fturan Webrazzi Dijital 2014 konferans\u0131 19 Mart 2014 Point Hotel Barbaros’ta ger\u00e7ekle\u015fti. Dijital sekt\u00f6rdeki bir\u00e7ok profesyonelin kat\u0131ld\u0131\u011f\u0131 Webrazzi Dijital’14 konferans\u0131nda online reklam yat\u0131r\u0131mlar\u0131 ve mevcut durum, medya sat\u0131n almadaki yenilikler, yeni nesil m\u00fc\u015fteri ve bankac\u0131l\u0131k, premium mecralarda performans pazarlamas\u0131, Adaptive Marketing, Big Data, i\u00e7erik […]<\/p>\n","protected":false},"author":1,"featured_media":3586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"two_page_speed":[],"footnotes":""},"categories":[82,544,226,54,83,15],"tags":[554,553,548,547,552,78,551,641,346,555,550,377,480,375,545,549,546],"class_list":["post-2887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-dijital-pazarlama","category-egitim-seminer","category-internet-2","category-reklam","tag-adaptive-marketing","tag-big-data","tag-digital-2014-konferans","tag-dijital-2014","tag-dogal-reklam","tag-iab-turkiye","tag-icerik-pazarlama","tag-internet-reklamciligi","tag-mobil-2","tag-native-advertising","tag-online-reklam-yatirimlari","tag-real-time-bidding","tag-rtb","tag-webrazzi","tag-webrazzi-dijital","tag-webrazzi-dijital-2014-konferansi","tag-webrazzi-dijital-2014-notlari"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t