{"id":1892,"date":"2019-12-10T14:24:58","date_gmt":"2019-12-10T12:24:58","guid":{"rendered":"https:\/\/www.guzel.net.tr\/blog\/?p=1892"},"modified":"2020-01-09T15:11:12","modified_gmt":"2020-01-09T13:11:12","slug":"marka-buyumesini-ve-onu-olcmek-icin-kullanilacak-teknikleri-anlamak","status":"publish","type":"post","link":"https:\/\/www.guzel.net.tr\/blog\/genel\/marka-buyumesini-ve-onu-olcmek-icin-kullanilacak-teknikleri-anlamak.html","title":{"rendered":"Marka b\u00fcy\u00fcmesini ve onu \u00f6l\u00e7mek i\u00e7in kullan\u0131lacak teknikleri anlamak"},"content":{"rendered":"\n

\u2018Marka \u00f6l\u00e7\u00fcm\u00fc\u2019 olmadan marka b\u00fcy\u00fcmesinden bahsetmek m\u00fcmk\u00fcn de\u011fildir. Bir\nmarkay\u0131 \u00f6l\u00e7mek ise olduk\u00e7a zorlay\u0131c\u0131 bir s\u00fcre\u00e7tir zira tutarl\u0131 bir \u00f6l\u00e7\u00fcm\nger\u00e7ekle\u015ftirmenin herkes taraf\u0131ndan kabul edilmi\u015f tek bir y\u00f6ntemi yoktur.<\/p>\n\n\n\n

Sonu\u00e7 olarak, \u00e7o\u011fu reklamc\u0131 bunu yapmay\u0131 denemez bile. Deneyenler ise,\nnerede yanl\u0131\u015f yapt\u0131klar\u0131n\u0131 ve markalar\u0131n\u0131 neden do\u011fru \u015fekilde \u00f6l\u00e7emediklerini\nanlayamaz. <\/p>\n\n\n\n

Marka \u00f6l\u00e7\u00fcm\u00fc i\u00e7in \u015firket y\u00f6neticilerinin kulland\u0131\u011f\u0131 tekniklerden biri,\n\u2018Anahtar Performans G\u00f6stergeleridir\u2019 (APG\/KPI). Bu g\u00f6stergeler, kurulu\u015fun ba\u015far\u0131s\u0131\ni\u00e7in hayati \u00f6neme sahip fakt\u00f6rlerin takip edilmesi ve analizi i\u00e7in kullan\u0131l\u0131r. <\/p>\n\n\n\n

APG\u2019ler as\u0131l olarak \u00fcst d\u00fczey y\u00f6netimin \u00f6nemli g\u00f6rd\u00fc\u011f\u00fc i\u015f s\u00fcre\u00e7lerine ve\ni\u015flevlerine odaklan\u0131r. Ancak APG\u2019lerin en b\u00fcy\u00fck problemi, Faiz Oran\u0131na (FO\/ROI)\nodaklanmalar\u0131 ve pazarlama ekibinin g\u00f6sterdi\u011fi niteliksel \u00e7abalar\u0131n etkilerini\ndikkate almamas\u0131d\u0131r.  <\/p>\n\n\n\n

Marka \u00d6l\u00e7\u00fcm Tekniklerinin Kategorileri<\/h1>\n\n\n\n

Marka \u00f6l\u00e7\u00fcm teknikleri, markan\u0131n hedefinden sapmad\u0131\u011f\u0131ndan emin olmak ve\nperformans\u0131n\u0131 m\u00fc\u015fteri beklentileri ile rakip markalara g\u00f6re \u00f6l\u00e7mek i\u00e7in\nkullan\u0131lan bir dizi tan\u0131sal ve \u00f6ng\u00f6r\u00fcsel ara\u00e7t\u0131r. Marka stratejisi s\u00fcrecinin\nayr\u0131lmaz bir par\u00e7as\u0131d\u0131rlar ve markan\u0131n g\u00fcc\u00fc ile \u00f6z kaynaklar\u0131n\u0131n nereden\ngeldi\u011fini anlamaya yard\u0131mc\u0131 olurlar. <\/p>\n\n\n\n

A\u015fa\u011f\u0131da, marka \u00f6l\u00e7\u00fcm tekniklerinin en yayg\u0131n kategorilerini bulabilirsiniz.<\/p>\n\n\n\n

i) Davran\u0131\u015f (Eylemleriniz) <\/h2>\n\n\n\n

\u00c7al\u0131\u015fanlar\u0131n markay\u0131 olu\u015fturmak i\u00e7in ne yapt\u0131klar\u0131na odaklan\u0131r. Buna hem i\u00e7\nfakt\u00f6rler (y\u00f6netim ve \u00e7al\u0131\u015fanlar) hem de d\u0131\u015f fakt\u00f6rler (piyasa) d\u00e2hildir. Ancak\ni\u00e7 fakt\u00f6rlerin markaya olan co\u015fkulu ba\u011fl\u0131l\u0131klar\u0131, d\u0131\u015f fakt\u00f6rleri etkileyen en\n\u00f6nemli \u015feydir. E\u011fer ekip markaya inanm\u0131\u015fsa, bu inan\u00e7 markan\u0131n d\u0131\u015far\u0131da b\u00fcy\u00fcmesi\nile sonu\u00e7lan\u0131r.<\/p>\n\n\n\n

ii) Alg\u0131 (Nas\u0131l Alg\u0131land\u0131\u011f\u0131n\u0131z)<\/h2>\n\n\n\n

Alg\u0131, m\u00fc\u015fteri memnuniyetini ve markayla kurdu\u011fu pozitif ili\u015fkiyi \u00f6l\u00e7mek\ni\u00e7in kullan\u0131l\u0131r. M\u00fc\u015fteriler markay\u0131 ona sad\u0131k olacak ve onu savunacak kadar \u00e7ok\nbe\u011feniyor mu? Sosyal medyan\u0131n giderek artan b\u00fcy\u00fcmesi nedeniyle, markalar\u0131n ger\u00e7ek\nzamanl\u0131 verilere ihtiyac\u0131 vard\u0131r. Bu veriler, g\u00f6sterdikleri \u00e7evrimi\u00e7i \u00e7abalar\u0131n\nmarka performans\u0131 ve fark\u0131ndal\u0131\u011f\u0131 \u00fczerindeki etkilerini analiz etmelerini,\nmarkan\u0131n dikkat \u00e7ekip \u00e7ekmedi\u011fini ve m\u00fc\u015fteriler taraf\u0131ndan denenip denenmedi\u011fini\nanlamalar\u0131n\u0131 sa\u011flayacakt\u0131r.<\/p>\n\n\n\n

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

iii) Performans (Elde Ettikleriniz)<\/h2>\n\n\n\n

Bu \u00f6l\u00e7\u00fct, olumlu davran\u0131\u015f ve alg\u0131n\u0131n ger\u00e7ekten faydal\u0131 bir \u015feye d\u00f6n\u00fc\u015f\u00fcp\nd\u00f6n\u00fc\u015fmedi\u011fini dikkate al\u0131r. \u0130\u00e7erdi\u011fi temel unsurlardan baz\u0131lar\u0131 \u015funlard\u0131r:\nPotansiyel m\u00fc\u015fteriler yaratmak, sat\u0131n al\u0131mlar, piyasa ve c\u00fczdan pay\u0131, kar\nmarj\u0131, gelir art\u0131\u015f\u0131, premium fiyatland\u0131rma, ya\u015fam boyu m\u00fc\u015fteri de\u011feri ve \u00e7evrim\noran\u0131. Kurulu\u015flar\u0131n marka performans\u0131 ile i\u015fletme hedeflerini bir arada\nizlemesini sa\u011flayan \u00f6nemli bir \u00f6l\u00e7\u00fctt\u00fcr. Hem finansal bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131, hem de\nm\u00fc\u015fteri bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 dikkate al\u0131r.<\/p>\n\n\n\n

Marka b\u00fcy\u00fcmesi i\u00e7in dikkate al\u0131nmas\u0131 gereken 5 \u00f6l\u00e7\u00fct<\/h1>\n\n\n\n

1. Web Trafi\u011fi<\/h2>\n\n\n\n

Web sitesinin trafi\u011fini \u00f6l\u00e7mek, marka fark\u0131ndal\u0131\u011f\u0131 hakk\u0131nda de\u011ferli\nbilgiler elde etmenizi sa\u011flayabilir ancak do\u011fru kaynaklar\u0131 kullanmak gerekir. Google Analytics<\/a> web sitenizdeki organik, do\u011frudan ve\ny\u00f6nlendirilmi\u015f trafi\u011fi analiz etmenize yard\u0131mc\u0131 olur. Ayr\u0131ca Halkla \u0130li\u015fkiler\nve sosyal medya \u00e7abalar\u0131n\u0131z\u0131n web sitenize ne kadar ki\u015fiyi y\u00f6nlendirdi\u011fini\nanlaman\u0131z\u0131 sa\u011flar.<\/p>\n\n\n\n

2. Blog D\u00f6n\u00fc\u015f\u00fcmleri<\/h2>\n\n\n\n

Bloglar muazzam bir trafik olu\u015fturman\u0131z\u0131 sa\u011flar. Ancak ka\u00e7 blog\nziyaret\u00e7isinin m\u00fc\u015fteriye d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc anlaman\u0131z \u00f6nemlidir. Blog sayfas\u0131nda en\n\u00e7ok indirilen pop\u00fcler i\u00e7eri\u011fe ve bu d\u00f6n\u00fc\u015f\u00fcm\u00fc y\u00f6nlendiren kaynaklara bakmak, ne\nt\u00fcr i\u00e7eri\u011fin daha \u00e7ok t\u00fcketildi\u011fini anlaman\u0131za yard\u0131mc\u0131 olur. B\u00f6ylelikle, bu\ntip i\u00e7erikleri nas\u0131l tan\u0131tman\u0131z gerekti\u011fi hakk\u0131nda da bir fikriniz olur.<\/p>\n\n\n\n

3. Sosyal Medya Payla\u015f\u0131mlar\u0131<\/h2>\n\n\n\n

Trafik olu\u015fturmak ve iyi bir marka de\u011feri olu\u015fturmak i\u00e7in kullan\u0131labilecek\n\u015feylerden biri de, sosyal medya \u00fczerindeki payla\u015f\u0131mlard\u0131r. Ne kadar \u00e7ok sosyal\nmedya payla\u015f\u0131m\u0131 yaparsan\u0131z, marka fark\u0131ndal\u0131\u011f\u0131 o denli artacakt\u0131r.<\/p>\n\n\n\n

Sosyal payla\u015f\u0131mlar\u0131n say\u0131s\u0131n\u0131 ve hangi platformlar \u00fczerinde\npayla\u015f\u0131ld\u0131klar\u0131n\u0131 analiz etmek, bu g\u00f6nderileri tan\u0131tman\u0131n en iyi yolunu\nanlaman\u0131za yard\u0131mc\u0131 olacakt\u0131r. E\u011fer g\u00f6nderilerin i\u00e7eri\u011fi eyleme ge\u00e7me\n\u00e7a\u011fr\u0131lar\u0131ndan olu\u015fuyorsa, sosyal medya payla\u015f\u0131mlar\u0131 \u00e7ok \u00f6nemli bir \u00f6l\u00e7\u00fct haline\ngelecektir.<\/p>\n\n\n\n

Ziyaret\u00e7ileri blog sayfalar\u0131na \u00e7eken referans ba\u011flant\u0131lar\u0131na (backlink) g\u00f6z\natabilir ve di\u011fer kaynaklar i\u00e7in haz\u0131rlad\u0131\u011f\u0131n\u0131z yay\u0131nlar\u0131n \u201cyazar bilgisi\u201d\nk\u0131sm\u0131nda blog sayfan\u0131za ba\u011flant\u0131 verebilirsiniz.<\/p>\n\n\n\n

4. Y\u00f6nlendirilmi\u015f Trafik Ve Ziyaretlerin Kalitesi<\/h2>\n\n\n\n

Sosyal medya marka fark\u0131ndal\u0131\u011f\u0131n\u0131 art\u0131rmakla kalmaz, ayn\u0131 zamanda insanlar\u0131\nweb sitenize \u00e7ekebilmeniz i\u00e7in m\u00fckemmel bir f\u0131rsat yarat\u0131r. Ortalama ziyaret\ns\u00fcresi ve sayfadan \u00e7\u0131kma oranlar\u0131na bakarak, hangi platformun ve hangi\ng\u00f6nderilerin en \u00e7ok trafi\u011fi yaratt\u0131\u011f\u0131n\u0131 tespit edebilirsiniz. <\/p>\n\n\n\n

Sosyal referans trafi\u011fi sat\u0131\u015f ve pazarlama hedefleriyle, dolay\u0131s\u0131yla ana\ni\u015fletme hedefleriyle ba\u011flant\u0131l\u0131d\u0131r. Bunlar\u0131 verimli bir \u015fekilde takip edebilmek\ni\u00e7in, Google Analytics gibi bir analiz program\u0131 ve UTM takip \u00f6zelli\u011fine sahip\nbir yay\u0131n stratejisi kullanabilirsiniz.<\/p>\n\n\n\n

5. \u0130zlenme Pay\u0131 ve G\u00f6sterim Pay\u0131<\/h2>\n\n\n\n

Share of Voice, <\/strong>\u0130zlenme Pay\u0131 olarak \u00e7evrilebilecek bir terimdir ve\nmarkan\u0131n toplam izlenme oran\u0131 (GRP) \u00fczerinden ald\u0131\u011f\u0131 pay anlam\u0131na gelir. Bu\nba\u011flamda, halkla ili\u015fkiler i\u00e7in en pop\u00fcler \u00f6l\u00e7\u00fctlerden biridir. Rekabet\u00e7i\nanalizlerin ve \u00fccretli reklam kampanyalar\u0131n\u0131n bir par\u00e7as\u0131 olarak da kullan\u0131l\u0131r.\nShare of Voice, basit\u00e7e markan\u0131z\u0131n \u00e7evrimi\u00e7i d\u00fcnyan\u0131n ne kadarl\u0131k bir k\u0131sm\u0131na\nkat\u0131l\u0131m g\u00f6sterdi\u011fi hususuna odaklan\u0131r.<\/p>\n\n\n\n

Sekt\u00f6r\u00fcn\u00fcz hakk\u0131ndaki yorum, konu\u015fma ve tart\u0131\u015fmalar\u0131n\u0131n ne kadarl\u0131k bir\nk\u0131sm\u0131n\u0131n markan\u0131z \u00fczerine odakland\u0131\u011f\u0131n\u0131 belirlemeniz gereklidir. Bunu yapmak,\nrakipleriniz ile kendinizi kar\u015f\u0131la\u015ft\u0131rabilmenizi ve \u00e7o\u011fu sosyal medya ileti\u015fimi\nhalka a\u00e7\u0131k oldu\u011fu i\u00e7in, rakiplerinizin ba\u015far\u0131lar\u0131ndan ders alman\u0131z\u0131, ayr\u0131ca\nkendi \u00e7abalar\u0131n\u0131z\u0131n etkisini \u00f6l\u00e7ebilmenizi sa\u011flar.<\/p>\n\n\n\n

Share of Impressions <\/strong>ise G\u00f6sterim Pay\u0131 olarak \u00e7evrilebilecek bir\nterimdir ve rakiplerinize k\u0131yasla, \u015firketinizin kapsama alan\u0131na giren ki\u015filerin\ny\u00fczdesidir. Bu \u00f6l\u00e7\u00fctlerin her ikisini de ayn\u0131 anda analiz ederek, ne kadarl\u0131k\nbir alan\u0131 kapsad\u0131\u011f\u0131n\u0131z\u0131 ve bu kapsaman\u0131n ne denli kaliteli oldu\u011funu\n\u00f6l\u00e7ebilirsiniz. D\u00fc\u015f\u00fck Share of Voice ve y\u00fcksek Share of Impressions de\u011ferlerine\nsahip olmak, rakipleriniz kadar geni\u015f bir alan\u0131 kapsamad\u0131\u011f\u0131n\u0131z\u0131 g\u00f6sterir, ancak\nayn\u0131 zamanda yay\u0131nlar\u0131n\u0131z\u0131n daha kaliteli oldu\u011fu ve daha \u00fcst d\u00fczey okurlara\nhitap etti\u011fi anlam\u0131na gelir.<\/p>\n\n\n\n

Bitirirken<\/h1>\n\n\n\n

Kullan\u0131labilecek d\u00fczinelerce sosyal medya \u00f6l\u00e7\u00fct\u00fcn\u00fcn aras\u0131nda, i\u015fletmeniz ve\nhedefleriniz i\u00e7in en b\u00fcy\u00fck fark\u0131 yaratacak olanlar bunlard\u0131r. \u00d6l\u00e7\u00fctler, tan\u0131t\u0131m\nkampanyalar\u0131n\u0131z ve stratejilerinizin ba\u015far\u0131s\u0131 hakk\u0131nda size bilgi verecek en\n\u00f6nemli hususlar aras\u0131ndad\u0131r. Yukar\u0131da belirtilen \u00f6l\u00e7\u00fctleri bir arada kullanmak,\nsosyal medya performans\u0131n\u0131z\u0131n 360 derecelik bir resmini elde etmenizi\nsa\u011flayacakt\u0131r.<\/p>\n\n\n\n

Yazar: Alisha Shibli<\/em><\/p>\n\n\n\n

Profil bilgileri ve \u00f6zge\u00e7mi\u015f: <\/em>https:\/\/radix.press\/alishabio<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u2018Marka \u00f6l\u00e7\u00fcm\u00fc\u2019 olmadan marka b\u00fcy\u00fcmesinden bahsetmek m\u00fcmk\u00fcn de\u011fildir. Bir markay\u0131 \u00f6l\u00e7mek ise olduk\u00e7a zorlay\u0131c\u0131 bir s\u00fcre\u00e7tir zira tutarl\u0131 bir \u00f6l\u00e7\u00fcm ger\u00e7ekle\u015ftirmenin herkes taraf\u0131ndan kabul edilmi\u015f tek bir y\u00f6ntemi yoktur. Sonu\u00e7 olarak, \u00e7o\u011fu reklamc\u0131 bunu yapmay\u0131 denemez bile. Deneyenler ise, nerede…<\/p>\n","protected":false},"author":3,"featured_media":1893,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-genel"],"yoast_head":"\nMarka b\u00fcy\u00fcmesini ve onu \u00f6l\u00e7mek i\u00e7in kullan\u0131lacak teknikleri anlamak - G\u00fczel Hosting Internet Hizmetleri - Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.guzel.net.tr\/blog\/genel\/marka-buyumesini-ve-onu-olcmek-icin-kullanilacak-teknikleri-anlamak.html\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marka b\u00fcy\u00fcmesini ve onu \u00f6l\u00e7mek i\u00e7in kullan\u0131lacak teknikleri anlamak - G\u00fczel Hosting Internet Hizmetleri - Blog\" \/>\n<meta property=\"og:description\" content=\"\u2018Marka \u00f6l\u00e7\u00fcm\u00fc\u2019 olmadan marka b\u00fcy\u00fcmesinden bahsetmek m\u00fcmk\u00fcn de\u011fildir. Bir markay\u0131 \u00f6l\u00e7mek ise olduk\u00e7a zorlay\u0131c\u0131 bir s\u00fcre\u00e7tir zira tutarl\u0131 bir \u00f6l\u00e7\u00fcm ger\u00e7ekle\u015ftirmenin herkes taraf\u0131ndan kabul edilmi\u015f tek bir y\u00f6ntemi yoktur. Sonu\u00e7 olarak, \u00e7o\u011fu reklamc\u0131 bunu yapmay\u0131 denemez bile. 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