{"id":7620,"date":"2018-12-19T12:42:16","date_gmt":"2018-12-19T09:42:16","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=7620"},"modified":"2018-12-19T22:43:40","modified_gmt":"2018-12-19T19:43:40","slug":"marketing-6-18-zirvesi-gerceklestirildi","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2018\/12\/19\/marketing-6-18-zirvesi-gerceklestirildi\/","title":{"rendered":"Marketing 6.18 Zirvesi Ger\u00e7ekle\u015ftirildi"},"content":{"rendered":"

Murat KASAP, <\/strong>Hande Nur OCAK, <\/strong>S\u00dcMEYYE YA\u011eCI<\/strong>
\n Foto\u011fraf: Celil KUR\u015eUN<\/strong><\/p>\n

\u0130stanbul \u00dcniversitesi \u0130ktisat Fak\u00fcltesi Giri\u015fimcilik Kul\u00fcb\u00fc taraf\u0131ndan ger\u00e7ekle\u015ftirilen Marketing 6.18 Zirvesi, 15 Aral\u0131k g\u00fcn\u00fc Ord. Prof. Dr. Cemil Birsel Konferans Salonu’nda d\u00fczenlendi. Pazarlama ve giri\u015fimcilik perspektiflerini birle\u015ftirerek N\u00f6romarketing, Think Marketing, Brand Marketing, Dijital Marketing, Artificial Intelligence ve Growth Hacking gibi konular\u0131n uzmanlar\u0131yla, pazarlama d\u00fcnyas\u0131n\u0131n 360 derece ele al\u0131nd\u0131\u011f\u0131 bir organizasyon oldu.<\/p>\n

\u0130nternette bir \u00fcr\u00fcn\u00fc satmak veya tan\u0131tmak \u00fczere yap\u0131lan her t\u00fcrl\u00fc faaliyetin dijital pazarlama stratejisi olarak an\u0131ld\u0131\u011f\u0131n\u0131 ve sosyal medyada yer alman\u0131n her marka i\u00e7in \u00f6nem arz etti\u011fini belirten dijital pazarlama, SEO ve Google Analytics Uzman\u0131 Y\u0131lmaz Bozan, \u201cMarkalar\u0131n dijital platformlara entegre olmas\u0131 gerekiyor. Markalar\u0131n dijital platformlarda tan\u0131t\u0131m\u0131 g\u00fcn\u00fcm\u00fczde olduk\u00e7a \u00f6nemli. Tan\u0131t\u0131m veya sat\u0131\u015f yapmak i\u00e7in yap\u0131lmas\u0131 gereken bir\u00e7ok i\u015flem var\u201d dedi ve\u00a0 arama motorlar\u0131nda yer alan SEO\u2019nun \u00f6nemine vurgu yapt\u0131.<\/p>\n

Takip\u00e7ilerinizi Artt\u0131rmak \u0130\u00e7in Yap\u0131lmas\u0131 Gerekenler<\/strong><\/p>\n

Bozan, dijital ortamda reklam yapman\u0131n d\u0131\u015farda afi\u015fler ile reklam yapmaktan \u00e7ok daha kolay oldu\u011funa de\u011finip, \u201cDijital ortamda reklam yapaca\u011f\u0131n\u0131z zaman hedefledi\u011finiz kitleyi rahatl\u0131kla se\u00e7ip ona g\u00f6re reklam yapabilirsiniz. Dijital ortamda reklam yaparken telefon ve tablet gibi cihazlarda parma\u011f\u0131n daha kolay ula\u015fabilece\u011fi yerlere yani t\u0131klanmas\u0131 daha kolay olan b\u00f6lgelere reklam verilir. Reklam verirken renkten tutun yapt\u0131\u011f\u0131n\u0131z dizayna kadar her \u015fey \u00e7ok \u00f6nemli. Ayr\u0131ca dijital ortamda sizi takip edenlerin say\u0131s\u0131n\u0131 artt\u0131rmak istiyorsan\u0131z hashtag, d\u00fczenli payla\u015f\u0131m, g\u00fcncel olmak, \u00f6nerilen arkada\u015flar\u0131 ve liderleri takip etmek, di\u011fer sosyal a\u011flardan destek alma gibi i\u015flemler yapman\u0131z gerekmektedir\u201d diyerek s\u00f6zlerini tamamlad\u0131.<\/p>\n

Growth Hacking ba\u015fl\u0131\u011f\u0131 ile devam eden organizasyonda Tunca U\u00c7ER ( Kolay\u0130K), Kaan AKIN ( Hackquarters) ve Sinan KELE\u015e (Scorp) pazarlama ve giri\u015fimcilik perspektifi \u00fczerine s\u00f6z ald\u0131lar. U\u00e7er, \u201dGiri\u015fimcilik risk almakt\u0131r. Bu nedenle yapman\u0131z gereken daima test etmek ve uygulamakt\u0131r\u201d diyerek kat\u0131l\u0131mc\u0131lara tavsiyede bulundu. Fikirleri pazarlamadan \u00f6nce \u00e7e\u015fitli veriler toplay\u0131p analiz ederek en y\u00fcksek performans\u0131n al\u0131nmas\u0131n\u0131n ama\u00e7land\u0131\u011f\u0131 \u201cGrowth Hacking\u201d d\u00fc\u015f\u00fcncesine de\u011finen Ak\u0131n \u201c Growth Hacking ,\u00f6l\u00e7eklendirilebilir s\u00fcre\u00e7tir\u201d ifadesini kulland\u0131.<\/p>\n

B2B D\u00fcnyas\u0131<\/strong>
\n\u00d6zlem KEST\u0130O\u011eLU ( SAP) ve Gaye OR ( PayU ) \u201cThink Marketing\u201d \u00fczerine konu\u015fmalar\u0131n\u0131 ger\u00e7ekle\u015ftirdiler. Kestio\u011flu firmadan firmaya pazarlama tekni\u011fi olan \u201cB2B\u201d kal\u0131b\u0131 ve sekt\u00f6rde dijital uygulamalar\u0131n kullan\u0131m\u0131n\u0131n \u00f6nemini belirterek konu\u015fmas\u0131n\u0131n ard\u0131ndan kat\u0131l\u0131mc\u0131lardan gelen sorular\u0131 yan\u0131tlad\u0131.<\/p>\n

D\u00fcnyay\u0131 De\u011fi\u015ftirebilecek G\u00fc\u00e7: Pazarlama<\/strong><\/p>\n

\u0130\u015f hayat\u0131 ve pazarlaman\u0131n de\u011feri hakk\u0131nda konu\u015fan Or, \u201cPazarlama sadece bir sat\u0131\u015f arac\u0131 de\u011fildir. \u00dcr\u00fcn\u00fcn tasar\u0131m a\u015famas\u0131ndan ba\u015flay\u0131p kullan\u0131c\u0131lardan al\u0131nan geri d\u00f6n\u00fc\u015f\u00fc veriye d\u00f6n\u00fc\u015ft\u00fcrene kadar devam eden s\u00fcre\u00e7tir. Bu sebeple d\u00fcnyay\u0131 de\u011fi\u015ftirebilecek kelimelerin g\u00fcc\u00fcd\u00fcr\u201d s\u00f6zleriyle konu\u015fmas\u0131n\u0131 noktalad\u0131.<\/p>\n

Brand ba\u015fl\u0131\u011f\u0131 ile Turkcell Pazarlama Direkt\u00f6r\u00fc \u00d6mer Barbaros, marka \u00fczerine yapt\u0131\u011f\u0131 konu\u015fmas\u0131nda, 1987 y\u0131l\u0131ndaki 26 kiloluk bir bavul \u00f6rne\u011finden yola \u00e7\u0131kt\u0131. Bavulun i\u00e7indeki eski teknolojik aletleri g\u00fcn\u00fcm\u00fczdeki formlar\u0131yla kar\u015f\u0131la\u015ft\u0131ran Barbaros, \u201cAnsiklopedi, kasetler, el kameralar\u0131 gibi aletleri tek bir bavula koysak ta\u015f\u0131mam\u0131z imkans\u0131z olurdu fakat art\u0131k hepsini elimizdeki 180 graml\u0131k bir telefona s\u0131\u011fd\u0131r\u0131p ta\u015f\u0131yabiliyoruz\u201d diyerek pazarlama, marka ve m\u00fc\u015fteri konular\u0131n\u0131 ele ald\u0131\u011f\u0131 konu\u015fmas\u0131na devam etti. Barbaros video \u00f6rnekleri izleterek kat\u0131l\u0131mc\u0131lardan gelen sorular\u0131 yan\u0131tlad\u0131.<\/p>\n

\u201cArtificial Intelligence\u201d ba\u015fl\u0131\u011f\u0131 ile Do\u00e7. Dr. Haluk Z\u00fclfikar organizasyonun 5. oturumunda s\u00f6z ald\u0131. Pazarlama d\u00fcnyas\u0131ndaki yapay zek\u00e2 konusuna de\u011finen Do\u00e7. Dr. Z\u00fclfikar, \u201cPazarlama hep bir ad\u0131m \u00f6teden gidiyor\u201d diyerek yapay zek\u00e2yla gelinen bu yeni d\u00fczlemde pazarlaman\u0131n nas\u0131l kesi\u015fti\u011fini anlatt\u0131. Video \u00f6rnekleriyle konu\u015fmas\u0131na devam eden Do\u00e7. Dr. Z\u00fclfikar, \u00f6\u011frencilere tavsiyelerde bulunarak gelen sorular\u0131 yan\u0131tlad\u0131.<\/p>\n

Thinkneuro orta\u011f\u0131 Eda Ocak, \u201cN\u00f6romarketing\u201d \u00fczerine konu\u015fmas\u0131n\u0131 ger\u00e7ekle\u015ftirdi. M\u00fc\u015fteri ve dijital odakl\u0131 pazarlama konusuna de\u011finen Ocak, neden n\u00f6ro-pazarlama? Sorusunu y\u00f6nelterek, t\u00fcketici davran\u0131\u015f\u0131n\u0131n alt\u0131nda ne oldu\u011funu, neyi istedi\u011fimizi-istemedi\u011fimizi ya da istedi\u011fimizi zannetti\u011fimizi nas\u0131l oluyor da ara\u015ft\u0131rmac\u0131lar\u0131n anlad\u0131\u011f\u0131n\u0131; \u00e7e\u015fitli y\u00f6ntemler ve markalar \u00fczerinden videolu \u00f6rneklerle anlatarak \u201cPazarlaman\u0131n temeli anlamakt\u0131r\u201d dedi.<\/p>\n

Organizasyonun sonunda \u0130stanbul \u00dcniversitesi Giri\u015fimcilik Kul\u00fcb\u00fc, Twitter \u00fczerinden yapt\u0131\u011f\u0131 \u00e7ekili\u015fle 4 konser bileti hediye etti.<\/p>\n