{"id":2157,"date":"2023-11-16T12:24:15","date_gmt":"2023-11-16T09:24:15","guid":{"rendered":"https:\/\/iaureklam.wordpress.com\/?p=2157"},"modified":"2023-11-16T12:24:15","modified_gmt":"2023-11-16T09:24:15","slug":"brand-week-istanbulun-ardindan","status":"publish","type":"post","link":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/2023\/11\/16\/brand-week-istanbulun-ardindan\/","title":{"rendered":"Brand Week \u0130stanbul\u2019un Ard\u0131ndan"},"content":{"rendered":"
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Ge\u00e7ti\u011fimiz hafta 8-10 Kas\u0131m tarihleri aras\u0131nda d\u00fczenlenen \u201cY\u0131l\u0131n En \u0130lham Veren Haftas\u0131\u201d Brand Week \u0130stanbul, birbirinden de\u011ferli konuklar\u0131 ve konu ba\u015fl\u0131klar\u0131 ile pazarlama ve marka d\u00fcnyas\u0131nda yine b\u00fcy\u00fck ses getirdi. \u201cYeniden d\u00fc\u015f\u00fcn, Yeniden yarat, Yeniden in\u015fa et\u201d temas\u0131yla Hali\u00e7 Kongre Merkezi\u2019nde ger\u00e7ekle\u015fen Brand Week \u0130stanbul, d\u00fcnyan\u0131n ve T\u00fcrkiye\u2019nin ilham veren markalar\u0131n\u0131, ba\u015far\u0131l\u0131 isimlerini, yarat\u0131c\u0131 fikir insanlar\u0131n\u0131 bir araya getirdi.<\/p>\n\n\n\n

Her bir oturumu takip etmek ve konu\u015fmac\u0131y\u0131 dinlemek m\u00fcmk\u00fcn de\u011fildi kat\u0131ld\u0131\u011f\u0131m oturumlarda konu\u015fulan i\u015flere, konulara bakt\u0131\u011f\u0131m\u0131zda tek c\u00fcmle ile \u015f\u00f6yle diyebilirim: \u201cDikkat! Dikkat! yapay zeka g\u00fcmb\u00fcr g\u00fcmb\u00fcr geliyor.\u201d Bu oturumlarda markalama ve pazarlaman\u0131n h\u0131zla evrilen manzaras\u0131nda iki \u00f6nemli tema ortaya \u00e7\u0131kt\u0131: Yapay zekan\u0131n (YZ) i\u015f stratejilerinin \u00e7e\u015fitli y\u00f6nlerine entegrasyonu ve hiper-ki\u015fiselle\u015ftirme.<\/p>\n\n\n\n

Yo\u011fun mesaj ortam\u0131, ki\u015fiselle\u015ftirmeye olan artan talebi vurgularken, bireylerin %70’i markalar\u0131n deneyimlerini kendi tercihlerine uyarlamas\u0131n\u0131 bekliyor. “Hiper-Ki\u015fiselle\u015ftirme” kavram\u0131 her sekt\u00f6rde merkezi bir rol oynuyor ve YZ ile hiper-mikro segmentleri tan\u0131mlamak elzem hale geliyor. \u00d6rne\u011fin, makine \u00f6\u011frenmesi arac\u0131l\u0131\u011f\u0131yla bir parf\u00fcm t\u00fcketicisinin do\u011faya olan ilgisini, ne zaman o parf\u00fcm\u00fc bitirece\u011fini bilmek   hedefli reklamlar olu\u015fturmak i\u00e7in e\u015fsiz veri sa\u011fl\u0131yor. Ancak Hiper-ki\u015file\u015ftirme kapsam\u0131nda g\u00f6zetim ekonomisinin b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc de g\u00f6z ard\u0131 etmemek gerekiyor.<\/p>\n\n\n\n

Ayr\u0131ca, YZ’nin rol\u00fc t\u00fcketici hedeflemesinin \u00f6tesinde ileti\u015fim y\u00f6ntemlerine kadar uzan\u0131yor. Meta YZ ve ak\u0131ll\u0131 g\u00f6zl\u00fckler insanlar\u0131n etkile\u015fim \u015feklini de\u011fi\u015ftiriyor. Navigasyon yard\u0131m\u0131 sa\u011flamaktan metin varyasyonlar\u0131 ve g\u00f6rsel geni\u015flemeler gibi yarat\u0131c\u0131 i\u00e7erik \u00fcretmeye kadar, YZ pazarlama stratejilerinde merkezi bir ara\u00e7 haline geliyor.<\/p>\n\n\n\n

YZ’nin bir\u00e7ok sekt\u00f6rde oldu\u011fu gibi perakende d\u00fcnyas\u0131nda da b\u00fct\u00e7e tasarrufu, h\u0131z, hatas\u0131zl\u0131k, do\u011fru kitleye ula\u015fmak gibi \u00f6nemli getirileri \u00f6ne \u00e7\u0131k\u0131yor. \u00d6rne\u011fin Unilever’in \u201cmutlulu\u011fun resmi\u201d projesinde, Boyner\u2019in al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131n de\u011fi\u015fimini izledi\u011fi yolda, Nescafe\u2019nin Ne\u2019app Adjust uygulamas\u0131 arac\u0131l\u0131\u011f\u0131 ile her bir ki\u015fiye farkl\u0131 reklam g\u00f6sterilmesinde ya da Ar\u00e7elik\u2019in omni-channel pazarlama taktiklerinde YZ uygulamalar\u0131 \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Brand Week \u0130stanbul\u2019da \u00f6ne \u00e7\u0131kan konulardan biri de sosyal medyan\u0131n g\u00fcc\u00fc ve de\u011fi\u015fen rolleri idi. TikTok gibi sosyal medya platformlar\u0131n\u0131n taban\u0131n\u0131n olu\u015fturan YZ, i\u00e7eri\u011fi etkili bir \u015fekilde d\u00fczenleyerek etkili eri\u015fim ve ilgi sa\u011fl\u0131yor. TikTok gibi platformlardaki YZ taraf\u0131ndan \u00fcretilen i\u00e7eriklere duyulan g\u00fcven daha fazla oldu\u011fu ve bu platformun do\u011fal ak\u0131\u015f\u0131yla uyumlu reklamlar\u0131n daha ba\u015far\u0131 g\u00f6sterdi\u011fi belirtiliyor. TikTok\u2019ta t\u00fcketici a\u015final\u0131k ve ke\u015fif hislerini ayn\u0131 anda hissediyor. TikTok\u2019ta reklam kullan\u0131c\u0131ya konu\u015fmuyor, kullan\u0131c\u0131 ile birlikte konu\u015fuyor.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u00d6zetle,  Brand Week \u0130stanbul; markalama, YZ ve pazarlaman\u0131n dinamik kesi\u015fimini, sekt\u00f6r\u00fcn y\u00fckselen trendlere ve teknolojilere uyumunu masaya yat\u0131ran konular ve konuklar\u0131 ile keyifli bir r\u00fczgar gibi geldi ge\u00e7ti.<\/p>\n\n\n\n

Do\u00e7. Dr. Gonca Y\u0131ld\u0131r\u0131m \u00d6ge<\/p>\n\n\n\n

Reklamc\u0131l\u0131k B\u00f6l\u00fcm Ba\u015fkan\u0131<\/p>","protected":false},"excerpt":{"rendered":"

Ge\u00e7ti\u011fimiz hafta 8-10 Kas\u0131m tarihleri aras\u0131nda d\u00fczenlenen \u201cY\u0131l\u0131n En \u0130lham Veren Haftas\u0131\u201d Brand Week \u0130stanbul, birbirinden de\u011ferli konuklar\u0131 ve konu ba\u015fl\u0131klar\u0131 ile pazarlama ve marka d\u00fcnyas\u0131nda yine b\u00fcy\u00fck ses getirdi. \u201cYeniden d\u00fc\u015f\u00fcn, Yeniden yarat, Yeniden in\u015fa et\u201d temas\u0131yla Hali\u00e7 Kongre Merkezi\u2019nde ger\u00e7ekle\u015fen Brand Week \u0130stanbul, d\u00fcnyan\u0131n ve T\u00fcrkiye\u2019nin ilham veren markalar\u0131n\u0131, ba\u015far\u0131l\u0131 isimlerini, yarat\u0131c\u0131 fikir […]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[21],"tags":[],"class_list":["post-2157","post","type-post","status-publish","format-standard","hentry","category-genel-tr"],"blocksy_meta":[],"featured_image_urls":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","trp-custom-language-flag":""},"post_excerpt_stackable":"

Ge\u00e7ti\u011fimiz hafta 8-10 Kas\u0131m tarihleri aras\u0131nda d\u00fczenlenen \u201cY\u0131l\u0131n En \u0130lham Veren Haftas\u0131\u201d Brand Week \u0130stanbul, birbirinden de\u011ferli konuklar\u0131 ve konu ba\u015fl\u0131klar\u0131 ile pazarlama ve marka d\u00fcnyas\u0131nda yine b\u00fcy\u00fck ses getirdi. \u201cYeniden d\u00fc\u015f\u00fcn, Yeniden yarat, Yeniden in\u015fa et\u201d temas\u0131yla Hali\u00e7 Kongre Merkezi\u2019nde ger\u00e7ekle\u015fen Brand Week \u0130stanbul, d\u00fcnyan\u0131n ve T\u00fcrkiye\u2019nin ilham veren markalar\u0131n\u0131, ba\u015far\u0131l\u0131 isimlerini, yarat\u0131c\u0131 fikir insanlar\u0131n\u0131 bir araya getirdi. Her bir oturumu takip etmek ve konu\u015fmac\u0131y\u0131 dinlemek m\u00fcmk\u00fcn de\u011fildi kat\u0131ld\u0131\u011f\u0131m oturumlarda konu\u015fulan i\u015flere, konulara bakt\u0131\u011f\u0131m\u0131zda tek c\u00fcmle ile \u015f\u00f6yle diyebilirim: \u201cDikkat! Dikkat! yapay zeka g\u00fcmb\u00fcr g\u00fcmb\u00fcr geliyor.\u201d Bu oturumlarda markalama ve pazarlaman\u0131n h\u0131zla evrilen manzaras\u0131nda iki \u00f6nemli tema ortaya \u00e7\u0131kt\u0131:…<\/p>\n","category_list":"Genel<\/a>","author_info":{"name":"Ahmet BULDUR","url":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/author\/ahmetbuldur\/"},"comments_num":"0 comments","uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"Ahmet BULDUR","author_link":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/author\/ahmetbuldur\/"},"uagb_comment_info":0,"uagb_excerpt":"Ge\u00e7ti\u011fimiz hafta 8-10 Kas\u0131m tarihleri aras\u0131nda d\u00fczenlenen \u201cY\u0131l\u0131n En \u0130lham Veren Haftas\u0131\u201d Brand Week \u0130stanbul, birbirinden de\u011ferli konuklar\u0131 ve konu ba\u015fl\u0131klar\u0131 ile pazarlama ve marka d\u00fcnyas\u0131nda yine b\u00fcy\u00fck ses getirdi. \u201cYeniden d\u00fc\u015f\u00fcn, Yeniden yarat, Yeniden in\u015fa et\u201d temas\u0131yla Hali\u00e7 Kongre Merkezi\u2019nde ger\u00e7ekle\u015fen Brand Week \u0130stanbul, d\u00fcnyan\u0131n ve T\u00fcrkiye\u2019nin ilham veren markalar\u0131n\u0131, ba\u015far\u0131l\u0131 isimlerini, yarat\u0131c\u0131 fikir…","_links":{"self":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts\/2157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/comments?post=2157"}],"version-history":[{"count":0,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts\/2157\/revisions"}],"wp:attachment":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/media?parent=2157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/categories?post=2157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/tags?post=2157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}