{"id":123581,"date":"2020-11-15T14:30:25","date_gmt":"2020-11-15T11:30:25","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=123581"},"modified":"2020-11-15T14:30:38","modified_gmt":"2020-11-15T11:30:38","slug":"pandemi-doneminde-markalar-ne-kadar-dijitallesti","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/pandemi-doneminde-markalar-ne-kadar-dijitallesti\/","title":{"rendered":"(Turkish) Pandemi D\u00f6neminde Markalar Ne Kadar Dijitalle\u015fti?"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

COVID-19 ile t\u00fcm d\u00fcnyada ya\u015fam ve \u00e7al\u0131\u015fma tarzlar\u0131 zorunlu de\u011fi\u015fime u\u011frarken, i\u015fletmelerin dijital \u00e7al\u0131\u015fmalar\u0131 da h\u0131z kazand\u0131. G\u00fcncel ara\u015ft\u0131rma ve \u00e7al\u0131\u015fmalar ise pandemi d\u00f6neminde T\u00fcrkiye\u2019deki dijitalle\u015fme s\u00fcre\u00e7leri hakk\u0131ndaki detaylar\u0131 ortaya koydu.<\/strong><\/h1>\n

\u00c7in\u2019in Wuhan kentinde 2019<\/strong> y\u0131l\u0131n\u0131n aral\u0131k ay\u0131nda<\/strong> ba\u015flayan Yeni Koronavir\u00fcs (COVID-19) \"\"salg\u0131n\u0131<\/strong>, k\u0131sa s\u00fcrede k\u00fcresel boyuta ula\u015farak 2020 y\u0131l\u0131n\u0131n<\/strong> tamam\u0131n\u0131 etkileyecek bir fenomene<\/strong> d\u00f6n\u00fc\u015ft\u00fc. H\u0131zl\u0131 bula\u015fma \u00f6zelli\u011fi bulunan vir\u00fcs sebebiyle sosyal mesafe kurallar\u0131, maske zorunluluklar\u0131<\/strong> ve s\u0131k ki\u015fisel hijyen uygulamalar\u0131<\/strong>, bireysel hayat\u0131 oldu\u011fu kadar i\u015f hayat\u0131n\u0131 da etkiledi. Bu s\u00fcre\u00e7te ise, dijital yat\u0131r\u0131mlar\u0131<\/strong> olan \u015firketler, i\u015flerine neredeyse kesintiye u\u011framadan devam edebildiler. Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc tamamlamam\u0131\u015f i\u015fletmeler ise personel say\u0131s\u0131 azaltma<\/strong>, \u015fubelerini kapatma<\/strong> gibi olumsuz durumlarla kar\u015f\u0131la\u015f\u0131rken, gelirlerinin de bir k\u0131sm\u0131n\u0131<\/strong> ya da tamam\u0131n\u0131<\/strong> kaybetme riskiyle kar\u015f\u0131 kar\u015f\u0131ya<\/strong> kald\u0131lar.<\/p>\n

T\u00fcrkiye\u2019de dijital medya ve reklam yat\u0131r\u0131mlar\u0131 ge\u00e7en y\u0131la g\u00f6re %159 artt\u0131<\/strong><\/h2>\n

T\u00fcm d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de h\u0131z kazanan dijitalle\u015fmenin boyutlar\u0131n\u0131<\/strong> ise bir\u00e7ok \u00e7al\u0131\u015fma ortaya koydu. Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR)<\/em> ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte<\/strong> taraf\u0131ndan haz\u0131rlanan \u201cT\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 2020<\/strong> \u0130lk 6 Ay Raporu\u201d<\/strong>, y\u0131l\u0131n ilk yar\u0131s\u0131ndaki reklamlar\u0131n % 55<\/strong>\u2019inin dijital mecralarda<\/strong> ger\u00e7ekle\u015fti\u011fini ortaya koyuyor.<\/p>\n

Bu d\u00f6nemde toplam medya<\/strong> ve reklam yat\u0131r\u0131mlar\u0131<\/strong> ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re % 45<\/strong> artarken, dijital medya yat\u0131r\u0131mlar\u0131ndaki b\u00fcy\u00fcme % 159<\/strong>\u2019u bularak, dijitalin kazand\u0131\u011f\u0131 \u00f6nemin alt\u0131n\u0131 \u00e7izdi. Raporda belirtilen 3 milyar 479 milyon TL<\/strong>\u2019lik yat\u0131r\u0131m\u0131n %33<\/strong>\u2019\u00fcn\u00fc g\u00f6sterim<\/strong> ya da t\u0131klama bazl\u0131 reklamlar<\/strong>, %19<\/strong>\u2019unu video, %42<\/strong>\u2019sini arama motoru, %2<\/strong>\u2019sini ilan, %5<\/strong>\u2019ini ise di\u011fer yat\u0131r\u0131mlar<\/strong> olu\u015fturdu. Ayr\u0131ca mobilin dijital reklam yat\u0131r\u0131mlar\u0131ndan<\/strong> ald\u0131\u011f\u0131 pay % 71,6<\/strong>\u2019ya \u00e7\u0131karken, programatik reklamlar<\/strong> ise % 81,4<\/strong> oran\u0131na ula\u015ft\u0131.<\/p>\n

Dijitalle\u015fmede en ba\u015far\u0131l\u0131 kategoriler: Tekstil, mobilya, g\u0131da ve ev \u00fcr\u00fcnleri<\/strong><\/h2>\n

Markalar\u0131n sosyal medyadaki ba\u015far\u0131s\u0131n\u0131 \u00f6l\u00e7en Social Brands<\/strong>\u2019in a\u011fustos-ekim aras\u0131 yapt\u0131\u011f\u0131 \u00f6l\u00e7\u00fcmler de en ba\u015far\u0131l\u0131 markalar\u0131n sekt\u00f6rlerini ortaya koydu. Buna g\u00f6re, 3 ayl\u0131k d\u00f6nemde<\/strong> tekstil, mobilya, g\u0131da<\/em> ve ev \u00fcr\u00fcnleri <\/em>alanlar\u0131ndaki markalar\u0131n \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/p>\n

T\u00fcrkiye\u2019deki i\u015fletmelerin<\/strong> a\u011f\u0131rl\u0131kl\u0131 k\u0131sm\u0131n\u0131 olu\u015fturan KOB\u0130\u2019ler<\/strong> ise, dijitalle\u015fme<\/strong> konusunda belki de uzun s\u00fcredir kendilerinden beklenen ad\u0131m\u0131 koronavir\u00fcs pandemisi<\/strong> ile att\u0131lar. Mastercard<\/strong>\u2019\u0131n 2020\u2019nin<\/strong> ilk yar\u0131s\u0131n\u0131 kapsayan ara\u015ft\u0131rmas\u0131na g\u00f6re, dijitalle tan\u0131\u015fan \u015firketlerin<\/strong> say\u0131s\u0131 2019\u2019un ayn\u0131 d\u00f6nemine g\u00f6re % 50<\/strong> artarak toplam 4 bini<\/strong> a\u015farken, art\u0131\u015fta en \u00f6nemli rol\u00fc KOB\u0130\u2019ler<\/strong> \u00fcstlendi. Bunu do\u011frulayan bir ba\u015fka \u00e7al\u0131\u015fma ise Future of Business<\/strong> taraf\u0131ndan ger\u00e7ekle\u015ftirildi. T\u00fcrkiye\u2019deki KOB\u0130\u2019lerin % 71<\/strong>\u2019inin yeni \u00fcr\u00fcn <\/strong>ve hizmet tan\u0131t\u0131m\u0131<\/strong> i\u00e7in dijital platformlar\u0131 tercih etti\u011fini i\u015faret eden ara\u015ft\u0131rma, online ara\u00e7larla ileti\u015fim kuranlar\u0131n oran\u0131n\u0131n % 63<\/strong>, \u00fcr\u00fcn<\/strong> ve hizmet sat\u0131\u015f\u0131<\/strong> i\u00e7in interneti tercih edenlerin ise % 56<\/strong> oldu\u011funu g\u00f6steriyor.<\/p>\n

Markalar\u0131n dijital yat\u0131r\u0131mlar\u0131 ortalama 3 kat b\u00fcy\u00fcd\u00fc<\/strong><\/h2>\n

Geli\u015fmeleri de\u011ferlendiren SEM Y\u00f6netim Kurulu Ba\u015fkan\u0131 Ali Y\u0131lmaz<\/strong>, \u201cPandemiyle birlikte eve ge\u00e7irilen s\u00fcrenin artmas\u0131 ve ma\u011fazaya gidip al\u0131\u015fveri\u015f yapma konusunda bir hassasiyet olu\u015fmas\u0131yla, t\u00fcketiciler i\u00e7in dijital hayat\u0131n her alan\u0131na sirayet etti. Dijital yat\u0131r\u0131mlar\u0131n<\/strong> inan\u0131lmaz bir oranda b\u00fcy\u00fc\u011f\u00fcn\u00fc g\u00f6r\u00fcyoruz. Hizmet verdi\u011fimiz markalar\u0131n b\u00fct\u00e7esinde yakla\u015f\u0131k 3 kat bir art\u0131\u015f<\/strong> oldu. \u00d6zellikle brick & mortar<\/strong> olarak tabir edilen fiziksel ma\u011fazalara<\/strong> sahip markalar, \u00f6nceki d\u00f6neme k\u0131yasla dijital yat\u0131r\u0131mlar\u0131n\u0131 6 kat<\/strong> b\u00fcy\u00fctt\u00fcler. Bu s\u00fcre\u00e7te \u00f6zellikle markalar\u0131m\u0131z\u0131n tamam\u0131nda dijital ileti\u015fim<\/strong> takibinde art\u0131\u015f g\u00f6rd\u00fck. Dijital ile ilgili t\u00fcm ihtiya\u00e7lar, markalar<\/strong> taraf\u0131ndan \u00f6nceliklendirildi. Yap\u0131lan bu \u00f6nceliklendirmeler<\/strong> ve t\u00fcketicilerin dijitale odaklanmas\u0131<\/strong> sonucu, t\u00fcm dijital kanallar<\/strong>da performans art\u0131\u015f\u0131 ya\u015fand\u0131\u201d dedi.<\/p>\n

Dijitale yap\u0131lacak yat\u0131r\u0131mlar\u0131n<\/strong> pandemi d\u00f6nemiyle s\u0131n\u0131rl\u0131 kalmay\u0131p, 2021\u2019de<\/strong> de devam edece\u011fi d\u00fc\u015f\u00fcn\u00fcl\u00fcyor. Statista verilerine g\u00f6re d\u00fcnya genelindeki dijital reklam harcamalar\u0131 bu y\u0131l sonunda 384 milyar dolar<\/strong> olacak. 2021\u2019de<\/strong> ise pazar hacminin 435 milyar dolara<\/strong> \u00e7\u0131kaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. COVID-19 ile t\u00fcm d\u00fcnyada ya\u015fam ve \u00e7al\u0131\u015fma tarzlar\u0131 zorunlu de\u011fi\u015fime u\u011frarken, i\u015fletmelerin dijital \u00e7al\u0131\u015fmalar\u0131 da h\u0131z kazand\u0131. G\u00fcncel ara\u015ft\u0131rma ve \u00e7al\u0131\u015fmalar ise […]<\/p>\n","protected":false},"author":1,"featured_media":123584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,52,157],"tags":[82357,70109,82353,64099,82356,52259,82355,82351,44725,82349,82354,82352,72860,65918,25633,82350],"views":109,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/123581"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=123581"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/123581\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/123584"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=123581"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=123581"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=123581"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}