{"id":2985,"date":"2014-05-27T00:27:42","date_gmt":"2014-05-27T07:27:42","guid":{"rendered":"http:\/\/www.tolgasismanoglu.com\/blog\/?p=2985"},"modified":"2016-01-20T04:07:14","modified_gmt":"2016-01-20T11:07:14","slug":"digitalage-summit-2014-notlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/digitalage-summit-2014-notlari\/","title":{"rendered":"Digitalage Summit 2014 Notlar\u0131"},"content":{"rendered":"

Bir\u00e7ok dijital sekt\u00f6r profesyonelini biraraya getiren DigitalAge Summit 2014 konferans\u0131, 27 May\u0131s’ta Four Seasons Hotel Bosphorus’ta ger\u00e7ekle\u015fti. Moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc Serdar Kuzulo\u011flu’nun yapt\u0131\u011f\u0131 konferans\u0131n bu y\u0131l temas\u0131 \u201cDigital is The Mainstream\u201d oldu. Big Data’dan, mobil’e, dijital reklamc\u0131l\u0131ktan dijital d\u00f6n\u00fc\u015f\u00fcme kadar bir\u00e7ok trend ba\u015fl\u0131\u011f\u0131n konu\u015fuldu\u011fu zirvenin notlar\u0131n\u0131 sizler i\u00e7in toparlamaya \u00e7al\u0131\u015ft\u0131m.<\/span><\/p>\n

Ayr\u0131ca etkinlik g\u00fcn\u00fc payla\u015f\u0131lan “Dijitalin yak\u0131n tarihi”<\/a> isimli videoya bu linkten izleyebilirsiniz.<\/p>\n

Konuyu \u00e7ok fazla uzatmadan t\u00fcm g\u00fcn detayl\u0131 konferans notlar\u0131n\u0131 payla\u015fmak istiyorum.<\/p>\n

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Ender Buruk \/ Vodafone
\n<\/strong>– Sosyal Medya kullan\u0131c\u0131lar\u0131n\u0131n %75’i 35 ya\u015f alt\u0131
\n– D\u00fcnyada dijital kullan\u0131c\u0131 say\u0131s\u0131 7 milyara ula\u015ft\u0131
\n– Her 60 saniyede 48K mobil uygulama indiriliyo\u0131r
\n– Geneksel mecralar\u0131n limiti var. Fakat digital medyada her t\u00fcrl\u00fc ileti\u015fimi yapabiliyoruz
\n– T\u00fcrkiye’de toplam n\u00fcfusun %44’u sosyal medya kullan\u0131yor.
\n– T\u00fcm d\u00fcnyada 7 milyar GSM kullan\u0131c\u0131s\u0131 var, 2,5 milyar\u0131 ak\u0131ll\u0131 telefon kullan\u0131yor
\n– Ge\u00e7en y\u0131l mobil \u00fczerinden ger\u00e7ekle\u015fen mobil al\u0131\u015fveri\u015f hacmi %17 artt\u0131. Mobilden 60 milyar dolarl\u0131k i\u015flem ger\u00e7ekle\u015fti
\n– Dijital d\u00f6n\u00fc\u015f\u00fcmle T\u00fckiye’yi devler ligine \u00e7\u0131karmay\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz
\n– 2013 y\u0131l\u0131nda 1 milyon ak\u0131ll\u0131 telefon sat\u0131ld\u0131<\/p>\n


\nJeff Jarvis \/Gazeteci (Dijital Demokrasi)
\n<\/strong>– We have to get pass Mass Media
\n– Hen\u00fcz internetin ne oldu\u011funu bilmiyoruz! Denemeli ve ke\u015ffetmeliyiz
\n– Biz gazetelerde hep ayn\u0131 200-300 i\u00e7eri\u011fi payla\u015f\u0131yoruz, hedefleme bile yapm\u0131yoruz
\n– \u0130nsanlar payla\u015f\u0131yorlar ama okumuyorlar
\n– Kullan\u0131c\u0131lar\u0131n sadece %10’luk k\u0131sm\u0131 anasayfay\u0131 g\u00f6r\u00fcyor
\n– \u0130nsanlar\u0131 birebir tan\u0131yabiliriz. Bu zor olabilir ama yapabiliriz. Bu gerekli
\n– Bence pazarlaman\u0131n kamuyla bir konu\u015fma haline gelmesi gerekiyor
\n– \u0130lk \u00f6nce insanlar\u0131 dinleyip neye ihtiya\u00e7lar\u0131 oldu\u011funu \u00f6\u011frenmeliyiz
\n– \u0130\u00e7erik i\u015finde de\u011fil hizmet i\u015finde oldu\u011funu anlamal\u0131y\u0131z
\n– Bir de\u011fer varl\u0131\u011f\u0131 yaratmaya \u00e7al\u0131\u015f\u0131rsak, i\u015fletme olarak da daha fazla kazanabiliriz
\n– Televizyondaki yay\u0131nlar u\u00e7up giderken, internette ge\u00e7mi\u015fi olan ve s\u00fcrekli trafik \u00e7eken videolar yaratabiliriz
\n– \u0130\u00e7erik stratejimiz “volume” kavram\u0131 yerine “value” kavram\u0131 \u00fczerine yo\u011funla\u015fmal\u0131
\n– Reklam ba\u015far\u0131s\u0131zl\u0131kt\u0131r diyorum. \u00dcr\u00fcn ve hizmetleriniz o kadar ba\u015far\u0131l\u0131 olmal\u0131 ki reklama ihtiyac\u0131n\u0131z olmamal\u0131
\n– \u0130nternet, kontrol edilebilir bir medya arac\u0131 de\u011fil; insanlar\u0131n bir araya geldi\u011fi sosyal bir mecrad\u0131r
\n– Yeni bir mesaj\u0131m\u0131z oldu\u011funda de\u011fil, hedef kitlenin di\u011fer ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak i\u00e7in de reklam vermeliyiz
\n– \u0130nternet, inovasyonun yeni oyun alan\u0131<\/p>\n


\nDave Trott \/ The Gate London <\/strong>
\n<\/strong>– Yarat\u0131c\u0131l\u0131k y\u0131rt\u0131c\u0131 d\u00fc\u015f\u00fcnmektir
\n– B\u00fcy\u00fckveri yerine k\u00fc\u00e7\u00fck veriye odaklanmak daha \u00f6nemlidir
\n– Yarat\u0131c\u0131 olmak, hukuk kurallar\u0131n\u0131 ihlal etmeyen, adaletsiz bir avantajl\u0131kt\u0131r
\n– Herkes kendine yarat\u0131c\u0131 diyor ama kimse ne anlama geldi\u011fini bilmiyor
\n– \u0130nsanlar g\u00fcnde ortalama 1000 reklama maruz kal\u0131yorlar
\n– E\u011fer bir konuyu 11 ya\u015f\u0131ndaki bir \u00e7ocu\u011fa anlatam\u0131yorsan, konuyu tam anlamam\u0131\u015fs\u0131n demektir
\n– Mecralar de\u011fi\u015febilir ancak merkezdeki t\u00fcketici her zaman ayn\u0131d\u0131r
\n– People is media….thats mean viral marketing
\n– \u0130nsan medyadir Twitter, Youtube ise kanal. Tek ba\u015flar\u0131na d\u00fc\u011fmeye basamazlar
\n– T\u00fcketiciyi ilk \u00f6nce etkiler, sonra ileti\u015fim kurup mesaj\u0131m\u0131z\u0131 iletir, son ad\u0131mda ise ikna ederiz
\n– \u0130leti\u015fimde basitlik her zaman i\u015fe yarar. Etki, ileti\u015fim ve ikna\u2026 Bu \u00fc\u00e7 a\u015faman\u0131n hakk\u0131n\u0131 vermek gerekir
\n– \u0130letisim \u00e7al\u0131smalar\u0131n\u0131n %89’u ba\u015far\u0131ya ula\u015fm\u0131yor. \u00c7\u00fcnk\u00fc ilgi \u00e7ekip ikna b\u00f6l\u00fcm\u00fcne ge\u00e7ilemiyor
\n– Herkesin yapt\u0131\u011f\u0131 gibi medya ve verilerden de\u011fil, insanlar\u0131n d\u00fc\u015f\u00fcnme bi\u00e7iminden yola \u00e7\u0131k\u0131n
\n– I\u015f\u0131k h\u0131z\u0131nda gelen bir \u015fey istedi\u011fi noktaya geldi\u011finde de bir \u015fey de\u011fi\u015fmez, yine ayn\u0131 \u015feydir
\n– Kreatif zihin bir kas gibidir. Ne kadar kullan\u0131rsan\u0131z o kadar yarat\u0131c\u0131 olursunuz<\/p>\n

Y\u00fcce Zerey \/ Coca Cola
\n<\/strong><\/strong>– Muhabbetin \u00e7ok kritik oldu\u011fu bu d\u00f6nemde markan\u0131n bu muhabbete nas\u0131l dahil olaca\u011f\u0131 \u00e7ok \u00f6nemli
\n– Markalar muhabbete yanc\u0131 olarak de\u011fil organik olarak girmeli
\n– Pazarlamada ge\u00e7er ak\u00e7e muhabbettir
\n– Markay\u0131 insanla\u015ft\u0131ran \u015feylerin ba\u015f\u0131nda \u015feffaf ve bizden biri olmas\u0131 geliyor
\n– T\u00fcketiciye kendinden yay\u0131labilir, marka dna’s\u0131na uygun hikayeler deneyimletmemiz gerekiyor
\n– M\u00fctevaz\u0131 olmak \u00f6nemli, burnunuzun a\u00e7\u0131s\u0131na g\u00f6re m\u00fc\u015fteri sizi seviyor ya da sevmiyor
\n– Sosyal medya ba\u015far\u0131s\u0131 i\u00e7in samimi bir hikayeniz olmal\u0131
\n– Kendi ana kelimeleriniz haricinde di\u011fer t\u00fcm kelimeleri de takip etmek kritik bir unsur
\n– T\u00fcketiciye farkl\u0131 mecralarda, ayn\u0131 mesaj\u0131 vermek \u00f6nemlidir
\n– Cevap y\u00f6netimi; sadece telefonlardan de\u011fil t\u00fcm platformlardan eri\u015filebilir olmakt\u0131r
\n– T\u00fcrk halk\u0131 isim yazmay\u0131 \u00e7ok sever. Coca-Cola’n\u0131n isim kampanyas\u0131n\u0131n temelinde de bu yat\u0131yor
\n– Markalar \u00e7ok konu\u015fuyor; az dinliyor!
\nY\u00fcce Zerey Sunumuna<\/strong> <\/a>buradan ula\u015fabilirsiniz.<\/p>\n


\nErdem Tolon \/ Nielsen T\u00fcrkiye
\n<\/strong><\/strong>– Markalar \u00e7ok konu\u015fuyor; az dinliyor!
\n<\/strong><\/strong>– Marketing effectiveness equation: reach x resonance = reaction
\n<\/strong><\/strong>– Ki\u015filerin bilgisayarlar\u0131na cookie at\u0131yoruz, reklamlar\u0131 g\u00f6r\u00fcp g\u00f6rmedi\u011fini \u00f6\u011freniyoruz<\/p>\n


\nDr. Jane Leighton \/ Nielsen Neuro<\/strong><\/p>\n

– T\u00fcketiciye kar\u015f\u0131 geleneksel yakla\u015f\u0131mlar art\u0131k tatmin edici de\u011fil
\n– Duygular y\u00f6nlendirir, ak\u0131l ve zihin takip eder
\n– Bilin\u00e7alt\u0131 k\u0131sa yollar\u0131 sever
\n– \u00d6nce duygusal tepki veririz ard\u0131ndan karar al\u0131r\u0131z ve d\u00fc\u015f\u00fcn\u00fcr\u00fcz
\n– \u00d6nemli olan \u015feylerden birisi de insanlar\u0131n reklamda ne oldu\u011funu anlamas\u0131d\u0131r
\n– N\u00f6robilim devrimini tetikleyenler ;geli\u015fmeler,ilerleyen programlama g\u00fcc\u00fc ve geleneksel yakla\u015f\u0131mlar\u0131n tatminsizli\u011fi
\n– \u00d6l\u00e7\u00fcmlemelerde en \u00f6nemli \u00fc\u00e7 fakt\u00f6r duygu, dikkat ve haf\u0131zad\u0131r
\n– Reklamlardan \u00f6l\u00fc b\u00f6l\u00fcmleri \u00e7\u0131kart\u0131yoruz.K\u0131salt\u0131lm\u0131s reklamlar,normal s\u00fcreli reklamlar kadar etkilidir<\/p>\n

\u00d6mer G\u00f6khan Kuyucu \/ Vodafone
\n<\/strong>-G\u00fcnde 7 trilyon SMS at\u0131l\u0131yor
\n– T\u00fcrkiye’de mobil penetrasyonu %91
\n– Japonya’n\u0131n %81’i herg\u00fcn internet kullan\u0131yor
\n– Vodafone dijital d\u00f6n\u00fc\u015f\u00fcme $2 milyar ay\u0131rm\u0131\u015f durumda
\n– Avrupa’da en y\u00fcksek 2.online \u00fclkeyiz
\n– T\u00fcrkiye’de 56 milyon kredi kart\u0131, 98 milyon banka kart\u0131 var
\n– T\u00fcrkiye’deki ticarete bakt\u0131\u011f\u0131m\u0131zda do\u011fu ile bat\u0131 aras\u0131nda k\u00f6pr\u00fc oldu\u011fumuzu g\u00f6r\u00fcyoruz
\n– Elektronik ticaret hacminin %9’u mobilden ge\u00e7iyor. \u00dclkemizde 34 Milyon TL elektronik ticaret hacmi var
\n– Ayda ortalama 43 defa Facebook’a giri\u015f yap\u0131yoruz<\/p>\n

Piet Hein van Dam \/ Wakoopa\u00a0<\/strong> (Big Data’n\u0131n dijital reklamc\u0131l\u0131ktaki \u00f6nemi)
\n– Bir\u015feyi satmak i\u00e7in en iyi yol, sosyal a\u011flardan satmak
\n– Reklamc\u0131l\u0131k tek bir esas \u00fczerine kuruludur; o da Mutluluktur!
\n– \u0130nternet reklamc\u0131l\u0131\u011f\u0131nda pazar tehlikelidir \u00e7\u00fcnk\u00fc reg\u00fclasyon yoktur
\n– Ortalamalar s\u0131k\u0131c\u0131d\u0131r!
\n– Online reklama harcanan para 500.000.000.000.00$
\n– \u0130nternetteki reklamlar\u0131n\u0131z\u0131n 4’te1’inin ger\u00e7ek insan taraf\u0131ndan g\u00f6r\u00fclmeyece\u011fi ger\u00e7e\u011fini kabul etmelisiniz
\n– Big Data, akl\u0131m\u0131za gelen on fikirden hangi ikisinin ger\u00e7ekten i\u015fe yarayaca\u011f\u0131n\u0131 g\u00f6sterir
\n– 21. y\u00fczy\u0131lda veri en \u00e7ekici i\u015f olacak
\n– Big Data is about volume,variety,velocity and veracity
\n– Data her yerde ve her yerden size ula\u015fabilir; hatas\u0131z hale getirmek size d\u00fc\u015fer!
\n– E\u011fer para kazanmak istiyorsan\u0131z, yap\u0131lan \u015feylerin \u00fczerine bir \u015feyler koymal\u0131s\u0131n\u0131z
\n– Datan\u0131n da bir ilmi var ve onu inceleyen uzmanlar gelece\u011fin d\u00e2hileri olacak
\n– B\u00fcy\u00fck data size cevab\u0131 dogrudan vermez. B\u00fcy\u00fck dataya ula\u015fmak i\u00e7in k\u00fc\u00e7\u00fckleri inceleyerek ba\u015flay\u0131n
\n– Medyan\u0131n \u00f6l\u00e7\u00fclmesiyle ilgili en zengin \u00f6l\u00e7\u00fcm kayna\u011f\u0131, ki\u015finin dijital ayak izleridir<\/p>\n


\nNathalie Nahai \/ Web Psikolo\u011fu<\/strong>
\n– Web Psikolojisi: kullan\u0131c\u0131lar\u0131n tav\u0131r ve davran\u0131\u015flar\u0131n\u0131 nas\u0131l etkiledi\u011fini inceleyen deneysel \u00e7al\u0131\u015fmad\u0131r
\n– K\u00fclt\u00fcrel unsurlar, online davran\u0131\u015flar\u0131n\u0131zda \u00f6nemli rol oynar
\n– For online success: 1-know your target, 2-communicate persuasively, 3-sell with integrity
\n– Reklam yolu ile manip\u00fcle etmek ve ikna etmek aras\u0131nda b\u00fcy\u00fck bir psikolojik fark var
\n– \u0130nsanlar simetrikse daha sa\u011fl\u0131kl\u0131 oluyorlar
\n– “Limited”, pazarlamada anahtar bir kelime; s\u0131n\u0131rl\u0131 olan \u00fcr\u00fcnler t\u00fcketicinin daha \u00e7ok ilgisini \u00e7ekiyor
\n– Mesaj\u0131n\u0131z\u0131 ya da kampanyan\u0131z\u0131 kulland\u0131\u011f\u0131n\u0131z kanallara g\u00f6re adapte edebilmelisiniz
\n– Duygusal beyni harekete ge\u00e7irmek i\u00e7in duygulara hitap edip kullan\u0131c\u0131y\u0131 psikolojik olarak etkilemek gerekir<\/p>\n

 <\/p>\n

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

Bir\u00e7ok dijital sekt\u00f6r profesyonelini biraraya getiren DigitalAge Summit 2014 konferans\u0131, 27 May\u0131s’ta Four Seasons Hotel Bosphorus’ta ger\u00e7ekle\u015fti. Moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc Serdar Kuzulo\u011flu’nun yapt\u0131\u011f\u0131 konferans\u0131n bu y\u0131l temas\u0131 \u201cDigital is The Mainstream\u201d oldu. Big Data’dan, mobil’e, dijital reklamc\u0131l\u0131ktan dijital d\u00f6n\u00fc\u015f\u00fcme kadar bir\u00e7ok trend ba\u015fl\u0131\u011f\u0131n konu\u015fuldu\u011fu zirvenin notlar\u0131n\u0131 sizler i\u00e7in toparlamaya \u00e7al\u0131\u015ft\u0131m. Ayr\u0131ca etkinlik g\u00fcn\u00fc payla\u015f\u0131lan “Dijitalin yak\u0131n tarihi” […]<\/p>\n","protected":false},"author":1,"featured_media":3581,"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":[82,544,226,83,13,15],"tags":[553,504,559,502,556,557,640,558,505,636,14,503],"class_list":["post-2985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-dijital-pazarlama","category-internet-2","category-pazarlama","category-reklam","tag-big-data","tag-digital-engagement","tag-digital-is-the-mainstream","tag-digitalage","tag-digitalage-summit","tag-digitalage-summit-2014","tag-dijital-pazarlama","tag-dijitalin-yakin-tarihi","tag-mediacat","tag-pazarlama","tag-sosyal-medya","tag-summit"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2985","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/comments?post=2985"}],"version-history":[{"count":42,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2985\/revisions"}],"predecessor-version":[{"id":3582,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/2985\/revisions\/3582"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3581"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=2985"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=2985"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=2985"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}