{"id":1269,"date":"2025-07-21T07:00:00","date_gmt":"2025-07-21T04:00:00","guid":{"rendered":"https:\/\/www.kaanugrasiz.com\/tr\/?p=1269"},"modified":"2026-01-15T11:26:40","modified_gmt":"2026-01-15T08:26:40","slug":"deneyim-pazarlamasi","status":"publish","type":"post","link":"https:\/\/www.kaanugrasiz.com\/tr\/deneyim-pazarlamasi.html","title":{"rendered":"Deneyim pazarlamas\u0131: Denemek anlatmaktan daha \u00f6nemli bir hale geliyor"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" id=\"af5b\">D\u00fcn, al\u0131\u015fveri\u015f yaparken \u00e7o\u011funlukla <strong>elinde tutabildi\u011fin \u015feyler<\/strong> al\u0131yordun. Bu bir s\u00fcre \u00f6nce g\u00f6zle g\u00f6remedi\u011fin fakat yine de sana bir t\u00fcr fayda sa\u011flayan <em>\u015feyleri<\/em>, yani hizmet almay\u0131 da kapsamaya ba\u015flad\u0131 ve yeni bir al\u0131\u015fveri\u015f t\u00fcr\u00fcnden daha bahsetmemiz gerekiyor: <strong>deneyim<\/strong>.<\/p>\n\n\n<style>.kb-table-of-content-nav.kb-table-of-content-id1269_55396e-64 .kb-table-of-content-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kb-table-of-content-nav.kb-table-of-content-id1269_55396e-64 .kb-table-of-contents-title-wrap{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kb-table-of-content-nav.kb-table-of-content-id1269_55396e-64 .kb-table-of-contents-title{font-weight:regular;font-style:normal;}.kb-table-of-content-nav.kb-table-of-content-id1269_55396e-64 .kb-table-of-content-wrap .kb-table-of-content-list{font-weight:regular;font-style:normal;margin-top:var(--global-kb-spacing-sm, 1.5rem);margin-right:0px;margin-bottom:0px;margin-left:0px;}<\/style>\n\n\n<p class=\"wp-block-paragraph\" id=\"c4f3\">Robert Slater\u2019in \u201c<strong>Jack Welch &amp; The G.E. Way: Management Insights and Leadership Secrets of the Legendary CEO<\/strong>\u201d isimli kitab\u0131yla ikinci el kitaplar satan bir ma\u011fazan\u0131n tozlu raflar\u0131nda kar\u015f\u0131la\u015ft\u0131m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"89da\"><strong>Jack Welch<\/strong>\u2019i ve i\u00e7inde ya\u015fad\u0131\u011f\u0131m\u0131z \u00e7a\u011f\u0131n en \u00f6nemli \u015firketlerinden birisi olan <strong>General Electric<\/strong>\u2019in yak\u0131n tarihine olan devrimsel katk\u0131s\u0131n\u0131 ise bu ilham verici kitab\u0131 okuduktan sonra \u00f6\u011frendim.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"c237\">Welch\u2019in ba\u015f\u0131na ge\u00e7ti\u011finde <em>zaten karl\u0131 ve i\u015fler durumdaki \u015firketi gelece\u011fi g\u00f6rerek de\u011fi\u015ftirip d\u00f6n\u00fc\u015ft\u00fcrmesi<\/em> neresinden bakarsan bak b\u00fcy\u00fck bir \u015fey. <strong>Konfor alan\u0131<\/strong>nda kal\u0131p maa\u015f\u0131n\u0131 ve y\u0131l sonu primlerini almay\u0131 se\u00e7ebilirdi. Fakat onun se\u00e7imini, \u015firketini gelece\u011fe haz\u0131rlamaktan yana kullanmas\u0131 olduk\u00e7a cesur bir hareket.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"78e4\"><strong>Alt\u0131n\u0131 \u00e7ize \u00e7ize okudu\u011fum bu kitaptan akl\u0131mda kalan en \u00f6nemli \u015fey,<\/strong> d\u00fcnya \u00fczerindeki i\u015flerin bir \u00e7o\u011funun yap\u0131l\u0131\u015f bi\u00e7imi benzer kalsa da tan\u0131m\u0131n\u0131n <strong>\u00fcretimden hizmete do\u011fru<\/strong> evrildi\u011fiydi. Bug\u00fcn zaman zaman bir \u00fcretim s\u00fcrecinin ard\u0131ndan ortaya \u00e7\u0131kan bir \u00fcr\u00fcn\u00fcn nas\u0131l servis olarak alg\u0131land\u0131\u011f\u0131n\u0131 anlamakta zorlansam da, Welch\u2019den kapmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131m \u00e7ok \u015fey var.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-spotify wp-block-embed-spotify wp-embed-aspect-16-9 wp-has-aspect-ratio\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Deneyim pazarlamas\u0131: Denemek anlatmaktan daha \u00f6nemli bir hale geliyor - S04E03\" style=\"border-radius: 12px\" width=\"624\" height=\"351\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/5SUmlPH7FGTmVR3tXwCBaC\/video?si=h4INRycYQsy9Rt4wy6t2Ng&amp;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"63e2\">Markalar\u0131n bir duyguyu, <strong>aidiyet hissi<\/strong>ni hatta <strong>an\u0131lar\u0131 bir \u00fcr\u00fcn olarak satmaya ba\u015flamas\u0131<\/strong> g\u00f6receli olarak eski say\u0131lmaz. <strong>Geleneksel reklamc\u0131l\u0131\u011f\u0131n<\/strong> bir \u00fcr\u00fcn\u00fcn yaln\u0131zca \u00f6zelliklerine odaklan\u0131p \u00fcr\u00fcn\u00fc bu \u015fekilde tan\u0131tmas\u0131 <em>yetersiz ve basit kalmaya ba\u015flad\u0131\u011f\u0131nda<\/em>, reklamc\u0131lar \u00fcr\u00fcnleri pazarlamak i\u00e7in yeni yollar ve metodlar aramaya ba\u015flad\u0131lar ve bu aray\u0131\u015f\u0131n sonu\u00e7lar\u0131ndan birisi de <strong>deneyim pazarlamas\u0131<\/strong> oldu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"9a24\">\u00d6zellikle Z ku\u015fa\u011f\u0131ndan itibaren, yeni gelen kitle kullan\u0131c\u0131s\u0131 \/ t\u00fcketicisi olduklar\u0131 <em>markalarla do\u011frudan ve duygusal bir ba\u011f kurmay\u0131 anlaml\u0131 buluyor<\/em> ve markalar\u0131n olu\u015fturduklar\u0131 <strong>hikayelere ortak olmay\u0131 istiyor<\/strong>. Deneyim kavram\u0131 da tam bu nedenle en az \u00fcr\u00fcn\u00fcn kendi kadar de\u011ferli ve \u00f6nemli bir hale geliyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5891\"><strong>Deneyim pazarlamas\u0131 nedir?<\/strong><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\" id=\"3bbe\">Bu pazarlama metodu <strong>do\u011frudan kullan\u0131c\u0131lar\u0131 \/ t\u00fcketicileri hedefler<\/strong> ve insanlar\u0131n markan\u0131n herhangi bir \u00fcr\u00fcn\u00fcn ya da servisini kullan\u0131rken marka ile <strong>unutamayacaklar\u0131, etkileyici<\/strong> ve markan\u0131n sundu\u011fu bu \u00fcr\u00fcn\u00fc \/ hizmeti <strong>yeniden kullanmak istemelerini sa\u011flayacak<\/strong> bir tecr\u00fcbe ya\u015fat\u0131lmas\u0131na odaklan\u0131r.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"ceea\">Bug\u00fcn markalar\u0131n kendilerini anlatmak i\u00e7in <strong>yaz\u0131l\u0131, g\u00f6rsel hatta sesli<\/strong> pek \u00e7ok kanal\u0131 var, fakat <strong>deneyim pazarlamas\u0131n\u0131n odakland\u0131\u011f\u0131 alan<\/strong> markay\u0131 anlatmak i\u00e7in <strong>his<\/strong>. Yani, markan\u0131n \u00fcr\u00fcn\u00fcn\u00fc ya da sundu\u011fu hizmeti t\u00fcketicinin bizzat denemesine ve sat\u0131n alma karar\u0131n\u0131 bunun ard\u0131ndan vermesini sa\u011flayamaya y\u00f6nelik kurgulad\u0131\u011f\u0131 aktivitelerin t\u00fcm\u00fc deneyim pazarlamas\u0131n\u0131n bir par\u00e7as\u0131 olarak kabul edilebilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"e3e2\"><strong>Deneyim pazarlamas\u0131 neden \u00f6nem kazand\u0131?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"bee7\">Eski jenerasyon t\u00fcketiciler, bir \u00fcr\u00fcn\u00fcn bedelini \u00f6dedikten sonra \u00fcr\u00fcn\u00fc al\u0131p kullanmaya al\u0131\u015fk\u0131n olsalar da, daha yeni jenerasyonun t\u00fcketim tercihleri tamamen farkl\u0131. Z\u2019den itibaren yeni gelen her yeni jenerasyon bir \u00fcr\u00fcn\u00fc yada hizmeti kullanmakla ilgili farkl\u0131 taleplere sahipler ve t\u00fcketim modeli bir \u00fcr\u00fcne paras\u0131n\u0131 \u00f6deyip sahip olmaktan denedikten sonra \u2014<em> e\u011fer be\u011fenirsem<\/em> \u2014 \u00fcr\u00fcn\u00fc sat\u0131n almaya do\u011fru evrildi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"e095\"><strong>Deneyerek sat\u0131n alma modeli<\/strong>nin yayg\u0131nla\u015fmas\u0131n\u0131n en \u00f6nemli nedeni, belirli kategoride <strong>ayn\u0131 i\u015fleve sahip pek \u00e7ok \u00fcr\u00fcn\u00fcn birbirinin ikamesi halinde piyasada olmas\u0131<\/strong>. Piyasada bir \u00e7ok ikame \u00fcr\u00fcn oldu\u011funda, \u00fcreticinin kendi \u00fcr\u00fcnlerinin piyasadaki en iyisi oldu\u011funu anlatmas\u0131n\u0131n en anlaml\u0131, basit, d\u00fc\u015f\u00fck b\u00fct\u00e7eli ve geri d\u00f6n\u00fc\u015f\u00fc en y\u00fcksek yolu \u00fcr\u00fcn\u00fc t\u00fcketiciye denetmek oluyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"cc20\"><strong>Deneyim pazarlamas\u0131n\u0131 neden pazarlama aktivitelerine dahil etmelisiniz?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"0590\"><strong>G\u00f6rsel reklamlar \u00fcr\u00fcn pazarlamas\u0131nda g\u00fc\u00e7l\u00fc birer orta\u011f\u0131m\u0131z<\/strong>, kabul ediyorum fakat insan\u0131n bir \u00fcr\u00fcnle ilgili <strong>do\u011frudan bir deneyimi ya\u015famas\u0131 kadar da g\u00fc\u00e7l\u00fc de\u011fil<\/strong>. Dolay\u0131s\u0131yla deneyim yoluyla pazarlama, t\u00fcketicinin bir \u00fcr\u00fcn\u00fc ya da hizmeti hat\u0131rlamas\u0131 i\u00e7in iyi bir y\u00f6ntem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"78a2\">Deneyim pazarlamas\u0131n\u0131n <strong>bir ucu da sosyal medyayla ba\u011flant\u0131l\u0131<\/strong>. \u0130nsanlar sosyal medya hesaplar\u0131nda, ya\u015fad\u0131lar\u0131 k\u00f6t\u00fc deneyimleri kadar iyileri de payla\u015f\u0131yorlar ve markan\u0131n sundu\u011fu ve t\u00fcketicinin ho\u015funa giden bir deneyimi sosyal medyaya aktarma ihtimali y\u00fcksek. Bug\u00fcn hangi kademeden olursa olsun her dijital pazarlamac\u0131, offline bir etkinli\u011fi online ile ba\u011flaman\u0131n bir yolunu elindeki b\u00fct\u00e7eye ba\u011fl\u0131 olarak bulur. Dolay\u0131s\u0131yla bir deneyim aktivitesi ayn\u0131 zamanda sosyal medyada g\u00f6r\u00fcn\u00fcrl\u00fck demek.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5954\"><strong>Deneyim pazarlamas\u0131 \u00fczerine vaka \u00e7al\u0131\u015fmalar\u0131<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Starbucks ve kahve ma\u011fazalar\u0131<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"4664\">Kahvenin s\u0131radan bir i\u00e7ecek olmaktan \u00e7\u0131kt\u0131\u011f\u0131n\u0131 san\u0131r\u0131m hepimiz kabul ederiz. Kahve art\u0131k sabah rit\u00fcellerimizin ve toplant\u0131lar\u0131m\u0131z\u0131n bir par\u00e7as\u0131; arkada\u015f toplant\u0131lar\u0131n\u0131n hatta date\u2019lerin vazge\u00e7ilmez e\u015flik\u00e7isi. Bu nedenle kahve, deneyim pazarlamas\u0131na dair bir vaka \u00e7al\u0131\u015fmas\u0131 yapmak istedi\u011fimde akl\u0131ma gelen ilk, en kolay ve yayg\u0131n \u015fekilde herkesin anlayabilece\u011fi bir \u00f6rnek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"9290\">Bu yaz\u0131y\u0131 okuduktan sonra bir Starbucks ma\u011fazas\u0131na (ya da yak\u0131nlar\u0131ndaki herhangi bir zincir kahve ma\u011fazas\u0131na) gitmeni istiyorum ve ma\u011fazaya girdi\u011fin andan itibaren olanlar\u0131 g\u00f6zlemlemeni istiyorum.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bir barista senin <strong>ne i\u00e7mek istedi\u011fini sordu<\/strong> ve barda\u011f\u0131n \u00fczerine <strong>ismini yazd\u0131<\/strong> (baz\u0131 ma\u011fazalarda art\u0131k yap\u0131\u015fkan etiket kullan\u0131l\u0131yor)<\/li>\n\n\n\n<li>\u0130\u00e7mek istedi\u011fin i\u00e7ece\u011fi sipari\u015f ettin.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"75dd\">Bir ba\u015fka barista kahve haz\u0131rlarken sen \u00fcst\u00fc kahve makineleri, \u015furuplar ve s\u00fctlerle dolu bir tezgah\u0131n yan\u0131ndan ilerledin ve tam istedi\u011fin gibi haz\u0131rlanm\u0131\u015f kahveni alarak al\u00e7ak, koyu renkli ve s\u0131rt\u0131 e\u011fimli koltuklar\u0131n birine ya da ah\u015fap sandalyelerden birine oturdun ve etrafa bakmaya ba\u015flad\u0131n.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ortamdaki konu\u015fmalar\u0131 ve u\u011fultuyu bast\u0131racak kadar a\u00e7\u0131lm\u0131\u015f <strong>rahatlat\u0131c\u0131 bir m\u00fczik<\/strong> duydun.<\/li>\n\n\n\n<li>Oturdu\u011fun koltuk ya da sandalyede <strong>\u00e7ok rahats\u0131n ve oradan kalk\u0131p gitme iste\u011fi uyand\u0131rm\u0131yor<\/strong> bu mobilyalar.<\/li>\n\n\n\n<li>Rahat ve samimi bir atmosfer var, ah\u015fap mobilyalar <strong>s\u0131cakl\u0131k hissi<\/strong> veriyor.<\/li>\n\n\n\n<li><strong>\u00dccretsiz WiFi<\/strong> hizmetiyle<strong> istedi\u011fin kadar s\u00fcre boyunca<\/strong> orada oturup dinlenebilir, \u00e7al\u0131\u015fabilir ya da geni\u015f toplant\u0131 masalar\u0131nda g\u00f6r\u00fc\u015fmelerini yap\u0131p yeni i\u015f ba\u011flant\u0131lar\u0131 sa\u011flayabilirsin.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"19da\">Burada basit\u00e7e anlatmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131m \u2014 ve kal\u0131n harflerle yazd\u0131\u011f\u0131m her bir a\u015fama, Starbucks ma\u011fazas\u0131ndayken markan\u0131n sana sundu\u011fu bir deneyimi temsil ediyor.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Barda\u011f\u0131n \u00fczerine ismin yaz\u0131ld\u0131: <strong>Ki\u015fiselle\u015ftirme<\/strong>.<\/li>\n\n\n\n<li>\u0130\u00e7ece\u011fini senin istedi\u011fin gibi haz\u0131rlad\u0131: <strong>\u00d6zelle\u015ftirme<\/strong>.<\/li>\n\n\n\n<li>Rahat bir ortam, WiFi ve m\u00fczik sunuldu: <strong>Kendini evinde hissettirme, rahatlatma ve iyi hissetme<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"84c7\">Muhtemelen pek \u00e7ok insan\u0131n rakiplerinde daha iyi kahveler varken Starbucks\u2019a gitmesinin ve Starbucks ma\u011fazalar\u0131nda vakit ge\u00e7irmeyi istemesinin nedenleri aras\u0131nda ilk s\u0131rada bunlar var.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\" id=\"905d\">Kahveni evinde de yapabilirsin, hatta \u00e7ok daha iyisin de yapars\u0131n; bunun i\u00e7in epey \u00e7ok yat\u0131r\u0131m yapt\u0131n kendine. Fakat yerine koyamad\u0131\u011f\u0131n tek bir \u015fey var; <strong>orada olma hissi. Bu eksiklik de zaten seni yeniden bir Starbucks ma\u011fazas\u0131nda \u00e7eken \u015fey<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"9556\"><strong>Google Workspace<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"638e\">Google, yaln\u0131zca bir arama motoru olmaktan \u00e7\u0131kal\u0131 \u00e7ok oldu. Kapsaml\u0131 bir reklam a\u011f\u0131n\u0131n yan\u0131nda iyi \u00e7al\u0131\u015fan bir bulut depolama ve d\u00f6k\u00fcman y\u00f6netimi uygulamalar\u0131 ve d\u00fcnyada en fazla kullan\u0131lan iki i\u015fletim sisteminden birisi olan Android, Google\u2019\u0131n kendi ekosisteminin en \u00f6nemli bile\u015fenleri.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"727c\">Google, portf\u00f6y\u00fcnde yer alan Gmail, Drive, Docs, Meet, Calendar, Translate, Gemini ve Veo gibi pek \u00e7ok servisin profesyonel kullan\u0131ma y\u00f6nelik s\u00fcr\u00fcmlerini bir araya getirdi\u011fi <strong>Workspace<\/strong> platformunu 2020 y\u0131l\u0131ndan itibaren bir araya toplayarak toplu \u015fekilde sunmaya ba\u015flad\u0131.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"832c\">Google\u2019\u0131n yapt\u0131\u011f\u0131 bu i\u015fi yapan ve Google ile ayn\u0131 segmentte rakipleri olan bir \u00e7ok marka olmas\u0131na ra\u011fmen, Google\u2019\u0131n Workspace \u00fcr\u00fcn\u00fcn\u00fc ay\u0131rt edici k\u0131lan <strong>en \u00f6nemli \u00f6zelli\u011fi b\u00fct\u00fcnc\u00fcl kullan\u0131c\u0131 deneyimi<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"cc6a\">Bir Workspace hesab\u0131n\u0131 ba\u015flatt\u0131\u011f\u0131nda, \u00fcr\u00fcn\u00fcn yaln\u0131zca kullan\u0131c\u0131s\u0131 olmakla kalmaz, <strong>\u00fcr\u00fcn\u00fcn i\u00e7inde ya\u015famaya ba\u015flars\u0131n<\/strong>. D\u00f6k\u00fcmanlar \u00fczerinde \u00e7al\u0131\u015f\u0131rken ortak olarak ekledi\u011fin di\u011fer kullan\u0131c\u0131lar da d\u00f6k\u00fcman\u0131 g\u00f6rebilir hatta d\u00fczenleyebilir, tablolar\u0131n ge\u00e7mi\u015flerini g\u00f6r\u00fcnt\u00fcleyebilir hatta toplant\u0131 yaparken bir tabloyu birlikte d\u00fczenleyebilir ya da belgenin son halinin \u00fczerinden ge\u00e7ebilirsin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"ef9b\">Teknik kapasitelerden ba\u011f\u0131ms\u0131z olarak, Google\u2019\u0131n bu \u00fcr\u00fcn\u00fc ile kullan\u0131c\u0131lara sundu\u011fu deneyim bi\u00e7imi i\u015f ya\u015fam\u0131n\u0131 \u015fekillendirmeyle ilgili ve i\u015fin art\u0131k d\u00f6rt duvar aras\u0131nda, g\u00fcne\u015f g\u00f6rmeye ofislerde ya da cam k\u00fcbiklerin i\u00e7inde s\u00fcrmesinin zorunlu olmad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Yani h<strong>ayat\u0131n i\u00e7indeki \u00f6nemli bir kavram\u0131 k\u00f6k\u00fcnden de\u011fi\u015ftirip d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor ve i\u015f ya\u015fam\u0131n\u0131 klasik tan\u0131m\u0131ndan \u00e7\u0131kar\u0131p bamba\u015fka bir forma sokuyor<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"aad4\">Eskiden bir d\u00f6k\u00fcman \u00fczerinde <em>birlikte<\/em> \u00e7al\u0131\u015fmam\u0131z gerekti\u011finde, ayn\u0131 ofisin i\u00e7inde yanyana konumlanm\u0131\u015f olsak bile d\u00f6k\u00fcman\u0131 birbirimize flash bellekle, bluetooth ile ya da e-posta ile g\u00f6nderir dururduk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"c5eb\">Workspace\u2019in i\u00e7inde yer alan D\u00f6k\u00fcmanlar ve Tablolar gibi uygulamalar\u0131n \u00fczerinde \u201cbirlikte \u00e7al\u0131\u015fma\u201d durumu, <strong>deneyimi ba\u015fkalar\u0131na da aktarabilir olmak y\u00f6n\u00fcnden olduk\u00e7a devrimsel<\/strong>. Bir d\u00f6k\u00fcman\u0131n ba\u011flant\u0131s\u0131n\u0131 bir ba\u015fka kullan\u0131c\u0131yla payla\u015fmak ya da bir toplant\u0131 esnas\u0131nda ekran payla\u015f\u0131m\u0131 yapmak veya takvime bir plan i\u015flemek olay\u0131 bir t\u00fcr deneyim b\u00fct\u00fcn\u00fcne d\u00f6n\u00fc\u015ft\u00fcr\u00fcr, b\u00f6ylece deneyim ki\u015fisel olmaktan \u00e7\u0131kar ve topluluk temelli bir hale gelir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"25b4\">Google Workspace\u2019in \u00e7o\u011fu insan\u0131n \u00e7al\u0131\u015fma bi\u00e7imini fiziksel bir ofise ba\u011fl\u0131 kalma zorunlulu\u011funu ortadan kald\u0131rmas\u0131, ortak ve e\u015fzamanl\u0131 i\u015fbirli\u011fi sa\u011flayarak verimlili\u011fi artt\u0131rmas\u0131, payla\u015fma davran\u0131\u015f\u0131n\u0131 kolayla\u015ft\u0131rarak s\u00fcreci h\u0131zland\u0131rmas\u0131 y\u00f6n\u00fcnden h\u0131zl\u0131 ve geri d\u00f6n\u00fclmez bi\u00e7imde de\u011fi\u015ftirdi\u011fini s\u00f6ylemek yanl\u0131\u015f olmaz.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"86a3\"><strong>\u0130kea ve ma\u011faza i\u00e7i deneyim pazarlamas\u0131<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"f3d5\">Bir \u0130KEA ma\u011fazas\u0131na girdi\u011finde, mobilya satan \u00e7o\u011fu ma\u011fazadakinin aksine bir <strong>ya\u015fam kesiti<\/strong>ni bulursun. \u0130KEA ma\u011fazas\u0131 i\u00e7inde bir koltuk tak\u0131m\u0131 yaln\u0131zca koltuk tak\u0131m\u0131 de\u011fildir hatta bir yata\u011f\u0131n yan\u0131nda yere sa\u00e7\u0131lm\u0131\u015f oyuncaklar bulursun. Dolay\u0131s\u0131yla IKEA yaln\u0131zca mobilya ve ev aksesuar\u0131 satan bir ma\u011faza de\u011fildir, ayn\u0131 zamanda bir <strong>ya\u015fam deneyimi sunar.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"9355\">\u0130KEA pazarlama alan\u0131nda en yayg\u0131n \u015fekilde \u00f6rneklendirilen ve a\u00e7\u0131kas\u0131 \u00f6rneklemesi keyifli de bir marka. Bunun ba\u015fl\u0131ca nedeni de <strong>pazarlama ileti\u015fmi faaliyetlerinin i\u00e7ine deneyim pazarlamas\u0131n\u0131 ba\u015far\u0131l\u0131 \u015fekilde konumland\u0131rmay\u0131 ba\u015farmas\u0131<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"916e\">Mavi ve sar\u0131 ile kaplanm\u0131\u015f binalar\u0131n i\u00e7ine konumland\u0131r\u0131lm\u0131\u015f IKEA ma\u011fazalar\u0131, <strong>ya\u015fanabilirlik, hissedilebilirlik<\/strong> ve duyusal olarak <strong>alg\u0131lanabilir<\/strong> olarak tasarlanmas\u0131 y\u00f6n\u00fcnden olduk\u00e7a dikkat \u00e7ekici bir konsept. Markan\u0131n t\u00fcketiciyle kurmay\u0131 hedefledi\u011fi ba\u011f ise yaln\u0131zca <strong>raflardan bir \u015feyler satmak de\u011fil<\/strong>; ayn\u0131 zamanda ma\u011fazay\u0131 gezen ki\u015filerle ba\u011flant\u0131 kurmak, onlarla birlikte hikaye yaratmak ve dolay\u0131s\u0131yla da duygusal bir etki yaratmak.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"0980\">Bug\u00fcn hangi IKEA ma\u011fazas\u0131na gidersen git, k\u00fcbiklerin i\u00e7inde tasarlanan ya\u015fam alanlar\u0131nda oturarak etrafa bak\u0131nan, aksesuarlar\u0131 ve dolaplar\u0131 inceleyen, koltuklar\u0131 deneyen hatta yataklara uzanan insanlar g\u00f6r\u00fcrs\u00fcn. \u0130nsanlar oradaki \u00fcr\u00fcnleri komple kendi evlerinde de g\u00f6rmek isterler ve <strong>hayal kurma hali, deneyim pazarlamas\u0131n\u0131n ba\u015fl\u0131ca bile\u015feni<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"5d1b\">IKEA\u2019n\u0131n ma\u011fazay\u0131 ziyaret eden insanlara sa\u011flad\u0131\u011f\u0131 bu t\u00fcrden temas noktalar\u0131, m\u00fc\u015fterinin almak istedi\u011fi \u00fcr\u00fcnlerin ger\u00e7ekten de kendi satt\u0131\u011f\u0131 \u00fcr\u00fcnler olup olmad\u0131\u011f\u0131n\u0131 anlamas\u0131 y\u00f6n\u00fcnden olduk\u00e7a de\u011ferli. Hem de bunu reklamla de\u011fil, ma\u011fazan\u0131n i\u00e7inde ve ki\u015fisel deneyim \u00fczerinden sunmay\u0131 ba\u015far\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Deneyim pazarlamas\u0131n\u0131 neden \u00f6nemsemelisin?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"5536\">\u0130stersen bir \u00fcr\u00fcn\u00fc son t\u00fcketiciye ula\u015ft\u0131r, istersen sundu\u011fun bir servisi m\u00fcmk\u00fcn olan en \u00e7ok ki\u015finin kullanmas\u0131n\u0131 sa\u011flamaya \u00e7al\u0131\u015f; <strong>deneyim pazarlamas\u0131, pazarlama ileti\u015fiminin gelece\u011finde var olacak \u00f6nemli konulardan birisi.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"b490\">\u00dcr\u00fcnler ve hizmetler g\u00fcnden g\u00fcne birbirine daha fazla benziyor ve bu \u00fcr\u00fcnleri birbirinden ay\u0131rt etmeyi ba\u015farman\u0131n yolu t<strong>\u00fcketicinin bu \u00fcr\u00fcnleri kullanmas\u0131ndan ve \u00fcr\u00fcnleri kullan\u0131rken neler hissedece\u011fini anlamas\u0131ndan ge\u00e7iyor.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"dd81\">Kabul etmek gereken \u015fey, <strong>hi\u00e7 kimsenin her bir \u00fcr\u00fcne tam \u00fccret \u00f6deyerek denemek ve \u00fcr\u00fcn i\u015fini g\u00f6rmedi\u011finde bunu iade etmenin yollar\u0131n\u0131 aramaya yeteri kadar paras\u0131, zaman\u0131 ve iste\u011fi yok<\/strong>. Senin \u00fcr\u00fcn\u00fcn i\u015fini g\u00f6rmedi mi, sonrak\u0131 gelsin.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\" id=\"2f73\">Deneyim pazarlamas\u0131n\u0131 \u00f6nemli k\u0131lan bir di\u011fer ba\u015fl\u0131k da geri bildirim toplamaya olanak tan\u0131yan yap\u0131s\u0131.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"82db\">\u00dcr\u00fcnlerin sat\u0131n almadan \u00f6nce denemeye a\u00e7\u0131lmas\u0131 ve \u00fcr\u00fcnle ilgili geri bildirim al\u0131nmas\u0131 \u00f6nemli. Kullan\u0131c\u0131 \u00fcr\u00fcn\u00fc be\u011fendi; tamam, hangi k\u0131s\u0131mlar\u0131n\u0131 be\u011fendi; daha iyi neler yapabiliriz? Be\u011fenmedi, peki neden? Eksik olan neydi, hangi a\u015famada i\u015fini g\u00f6rmedi ve iyile\u015ftirilmesi gereken y\u00f6nleri neler?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"8cd7\">Basit\u00e7e, i\u00e7ti\u011fin bir fincan kahve art\u0131k yaln\u0131zca kahve de\u011fil. Bir fincan kahveyle birlikte art\u0131k pek \u00e7ok t\u00fcrden deneyim ve hikaye de beraberinde geliyor. Dolay\u0131s\u0131yla biz <strong>pazarlama ileti\u015fimi alan\u0131nda \u00e7al\u0131\u015fanlar art\u0131k bir \u015feyleri satman\u0131n yan\u0131nda, birlikte \u00e7al\u0131\u015ft\u0131\u011f\u0131m\u0131z markalarla ilgili bir t\u00fcr deneyimi de in\u015fa etmek zorunday\u0131z.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00fcn, al\u0131\u015fveri\u015f yaparken \u00e7o\u011funlukla elinde tutabildi\u011fin \u015feyler al\u0131yordun. Bu bir s\u00fcre \u00f6nce g\u00f6zle g\u00f6remedi\u011fin fakat yine de sana bir t\u00fcr fayda sa\u011flayan \u015feyleri, yani hizmet almay\u0131 da kapsamaya ba\u015flad\u0131 ve yeni bir al\u0131\u015fveri\u015f t\u00fcr\u00fcnden daha bahsetmemiz gerekiyor: deneyim. Robert Slater\u2019in \u201cJack Welch &amp; The G.E. Way: Management Insights and Leadership Secrets of the Legendary CEO\u201d&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_uag_custom_page_level_css":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[474,376,508,234],"tags":[339,223,337,336,305,338],"class_list":["post-1269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-anlam-uretimi","category-iletisim","category-podcast","category-tuketim","tag-deneyerek-satin-alma-modeli","tag-deneyim-pazarlamasi","tag-deneyim-pazarlamasi-neden-onem-kazandi","tag-jack-welch","tag-konfor-alani","tag-pazarlama-aktiviteleri"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deneyim pazarlamas\u0131: Denemek anlatmaktan daha \u00f6nemli bir hale geliyor<\/title>\n<meta name=\"description\" content=\"Elimizde tutabildi\u011fimiz \u015feyleri almay\u0131 seviyoruz ve bunlar\u0131 deneyerek almak ho\u015fumuza gitti. 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