{"id":1549,"date":"2019-12-09T09:32:01","date_gmt":"2019-12-09T09:32:01","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=1549"},"modified":"2019-12-09T11:29:39","modified_gmt":"2019-12-09T11:29:39","slug":"noromarketing-hedef-eski-beyin-amac-daha-verimli-satis","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=1549","title":{"rendered":"N\u00f6romarketing>> Hedef: Eski Beyin, Ama\u00e7: Daha Verimli Sat\u0131\u015f"},"content":{"rendered":"\t\t
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Geli\u015fen teknoloji ve dijitalle\u015fme, pazarlama alan\u0131nda pek \u00e7ok yenili\u011fi beraberinde getiriyor. Dijital \u00e7a\u011f\u0131n m\u00fc\u015fterilerine y\u00f6nelik yeni pazarlama teknikleri geli\u015ftirilirken son d\u00f6nemin en \u00e7ok konu\u015fulan konular\u0131ndan biri de n\u00f6robilimin bir \u00fcr\u00fcn\u00fc olan n\u00f6romarketing uygulamalar\u0131. Asl\u0131na bak\u0131l\u0131rsa d\u00fcnyada pazarlama alan\u0131nda n\u00f6romarketing uygulamalar\u0131 \u00e7ok da yeni say\u0131lmaz. Ancak bu \u00e7a\u011f\u0131n insan\u0131n\u0131n dijitalle\u015fmesi ve duygusal alg\u0131s\u0131n\u0131n y\u00fckselmesiyle birlikte n\u00f6romarketing uygulamalar\u0131n\u0131n genel ge\u00e7er kabul oran\u0131 daha artm\u0131\u015f olabilir. Bu bir varsay\u0131m\u2026 Ger\u00e7ek olan \u015fu ki, bug\u00fcn n\u00f6romarketing tekniklerini kullanan markalar m\u00fc\u015fterilerin bilin\u00e7alt\u0131na f\u0131s\u0131ldayarak sat\u0131\u015flar\u0131n\u0131 artt\u0131rabiliyor.
<\/strong><\/span><\/h3>

N\u00f6romarketing denildi\u011finde konuya, bug\u00fcn t\u00fcm d\u00fcnyada akla gelen bir isim olan Christophe Morin\u2019in, Patrick Renvoise ile ortak \u00e7al\u0131\u015fmas\u0131 olan \u201cN\u00f6romarketing, M\u00fc\u015fterinizin Beynindeki Sat\u0131n Alma D\u00fc\u011fmesine Basmak\u201d isimli kitab\u0131n\u0131n arka kapak yaz\u0131s\u0131yla giri\u015f yapmak \u00e7ok daha uygun olabilir. Kitab\u0131n arka kapa\u011f\u0131nda \u015funlar yaz\u0131yor: \u201cBeyin \u00fczerinde yap\u0131lan son ara\u015ft\u0131rmalar sat\u0131\u015flar\u0131n\u0131z\u0131 nas\u0131l art\u0131rabilir? \u0130nsanlar g\u00fcnde ortalama 10 bin sat\u0131\u015f mesaj\u0131n\u0131n i\u00e7inde bo\u011fulduklar\u0131ndan, sat\u0131\u015f yapmak art\u0131k hi\u00e7 olmad\u0131\u011f\u0131 kadar zor. Bu y\u00fczden n\u00f6robilimin sat\u0131\u015f ve ikna kabiliyetinizi \u00e7abucak art\u0131racak ke\u015fiflerini \u00f6\u011frenmeniz gerekiyor.\u201d<\/span><\/p>

T\u00fcketicinin Zihnini Okumak!<\/span><\/strong>
N\u00f6romarketing\u2019i en basit \u015fekilde, firmalar\u0131n t\u00fcketicinin zihnini okuyabildikleri, sat\u0131n alma e\u011filimlerini analiz edebildikleri bir bilim dal\u0131 olarak a\u00e7\u0131klayabiliriz. Bug\u00fcn d\u00fcnyan\u0131n pek \u00e7ok \u00fclkesinde reklam b\u00fct\u00e7elerinin daha verimli kullan\u0131lmas\u0131n\u0131 sa\u011flayan, bu sebeple daha \u00e7ok tercih edilmeye ba\u015flanan bu bilimsel tekniklerin geli\u015ftirilmesi amac\u0131yla \u00e7e\u015fitli \u00e7al\u0131\u015fmalar ger\u00e7ekle\u015ftiriliyor. Son d\u00f6nemde \u00e7ok pop\u00fcler olmas\u0131 ve perakende sekt\u00f6r\u00fcnde de konusunun s\u0131k\u00e7a ge\u00e7mesi nedeniyle n\u00f6robilim ve n\u00f6romarketing \u00f6zdellikle t\u00fcketici nezdinde yeni bir alanm\u0131\u015f gibi alg\u0131lansa da, \u00f6yle de\u011fil. Zira 2007 y\u0131l\u0131 itibariyle pazarlama \u00e7al\u0131\u015fmalar\u0131nda kullan\u0131lmaya ba\u015flanm\u0131\u015f olan gen\u00e7 bir terminoloji olmas\u0131na ra\u011fmen, bu teknikler \u00e7ok eskiye dayan\u0131yor.<\/span><\/p>

Peki, \u201cZihninizi okuyor\u201d denildi\u011finde ilke ba\u015fta t\u00fcketiciye \u00fcrk\u00fct\u00fcc\u00fc gelen n\u00f6romarketing, ger\u00e7ekte t\u00fcketiciye ne yap\u0131yor? Sat\u0131n alma kararlar\u0131n\u0131n arkas\u0131ndaki bilimsel nedenleri inceliyor, bunu yaparken de beyni \u00fc\u00e7 b\u00f6l\u00fcme ay\u0131r\u0131yor. Yeni beyin, yani korteks d\u00fc\u015f\u00fcn\u00fcyor, rasyonel verileri i\u015fliyor ve entelekt\u00fcel s\u00fcre\u00e7lerden sorumlu oluyor. Orta beyin, hissediyor ve duygular\u0131 i\u015fliyor. Eski beyin ise karar verici konumunda bulunuyor.<\/span><\/p>

Bah\u00e7e\u015fehir \u00dcniversitesi \u00d6\u011fretim \u00dcyesi Yrd. Do\u00e7ent. Dr. G\u00fcltekin Salman ve Ara\u015ft\u0131rma G\u00f6revlisi Bur\u00e7ak Perker\u2019in Avrasya Sosyal ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi\u2019nde yay\u0131nlanan D\u00fcnyada ve T\u00fcrkiye\u2019de N\u00f6ropazarlama \u00c7al\u0131\u015fmalar\u0131n\u0131n \u0130ncelenmesi ve De\u011ferlendirmesi isimli makalede bu durum \u015f\u00f6yle aktar\u0131l\u0131yor: \u201cEski beyin, di\u011fer ad\u0131yla s\u00fcr\u00fcngen beyin veya reptilian ad\u0131 verilen b\u00f6lge hayatta kalmam\u0131zla ilgili kararlarda \u00f6nemli yer tutuyor. Bu kararlar ise mant\u0131kla de\u011fil, duygularla veriliyor. Yap\u0131lan son \u00e7al\u0131\u015fmalar beyindeki sat\u0131n alma karar\u0131n\u0131n rasyonel gerek\u00e7elerle de\u011fil duygularla verildi\u011fini g\u00f6steriyor. K\u0131sacas\u0131 eski beyni etkilememiz i\u00e7in duygulara hitap etmemiz gerekiyor. N\u00f6romarketing ise eski beyni etkileyen s\u00fcre\u00e7leri ve sat\u0131n alma kararlar\u0131n\u0131n arkas\u0131ndaki perdeyi aral\u0131yor. \u00c7e\u015fitli beyin g\u00f6r\u00fcnt\u00fcleme teknikleri yard\u0131m\u0131yla insanlar\u0131n karar verme a\u015famas\u0131ndaki beyindeki n\u00f6ronlar\u0131n hareketli\u011fi analiz edilerek, tabii tutulan uyaranlara kar\u015f\u0131 verilen tepki derecesi ve sebebi say\u0131salla\u015ft\u0131r\u0131labiliyor. Zihinsel durum ve de\u011fi\u015fiklikleri, ilk etkiyi ve dikkat seviyesi ile kapsam\u0131n\u0131, bir mesaj\u0131n hat\u0131rlanabilme d\u00fczeyini, verilen bir uyar\u0131c\u0131ya olan be\u011feni ve ilginin derecesini, niteli\u011fini ve uyand\u0131rd\u0131\u011f\u0131 duygular\u0131n niteli\u011fi \u00f6l\u00e7\u00fcl\u00fcyor.\u201d<\/span><\/p>

Sat\u0131n Alma Karar\u0131 Yeniden Yap\u0131land\u0131r\u0131l\u0131yor<\/span><\/strong>
N\u00f6romarketing \u00e7al\u0131\u015fmalar\u0131, laboratuvar ortam\u0131nda denek gruplar\u0131n\u0131n fiziksel tepkilerinin \u00e7e\u015fitli teknolojik aletler kullan\u0131larak \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fc \u00e7al\u0131\u015fmalar\u0131 i\u00e7eriyor. Bu \u00e7al\u0131\u015fmalarda Skin Conductance Response (SCR), Galvanic Skin Response (GSR), Pupil Dilation Responce (PDR), Electroencephalographic (EEG) ve Fonksiyonel Manyetik Rezonans G\u00f6r\u00fcnt\u00fcleme (fMRI) teknikleri kullan\u0131larak t\u00fcketicinin beynine giriliyor ve hangi reklam \u00f6\u011fesine hangi tepkilerin verildi\u011fi g\u00f6zlemleniyor ve beyin fonksiyonlar\u0131 izleniyor. T\u00fcm bunlar, t\u00fcketicilerin uyaranlara kar\u015f\u0131 verdi\u011fi tepkilerin analiziyle tercih sebeplerini ve reklamlar\u0131n etkisini analiz ediyor. Bu sayede firmalar reklam analizlerinden elde ettikleri verilerle t\u00fcketicinin sat\u0131n alma davran\u0131\u015f\u0131n\u0131 g\u00f6zlemleyebiliyor. Bu da markalar\u0131 i\u00e7in reklam b\u00fct\u00e7elerini daha efektif bir \u015fekilde kullanmalar\u0131na yar\u0131yor. Reklam\u0131n tasar\u0131m\u0131, i\u00e7eri\u011fi, nesneleri, temas\u0131, rengi ve t\u00fcketici taraf\u0131ndan izlenir k\u0131l\u0131nmas\u0131 n\u00f6romarketing \u00e7al\u0131\u015fmalar\u0131yla yeniden yap\u0131land\u0131r\u0131labiliyor.<\/span><\/p>

Aslan Bilin\u00e7alt\u0131nda Yat\u0131yor<\/span><\/strong>
N\u00f6romarketing konusunda \u00f6nemli \u00e7al\u0131\u015fmalar yapan Sales Brain\u2019in kurucu orta\u011f\u0131 Christophe Morin, N\u00f6romarketing\u2019in genel i\u015fleyi\u015f prensipleri i\u00e7in \u015funlar\u0131 s\u00f6yl\u00fcyor: \u201cN\u00f6romarketing, sat\u0131\u015f mesajlar\u0131m\u0131za veya pazarlama stratejilerimize m\u00fc\u015fterinin beyin perspektifi a\u00e7\u0131s\u0131ndan bakmam\u0131z\u0131 sa\u011flayan bir paradigma d\u00f6n\u00fc\u015f\u00fcm\u00fc. Karar verme s\u00fcre\u00e7lerimizi inceleyen en yeni ve h\u0131zla b\u00fcy\u00fcyen bir alan. Biz pazarlamac\u0131lar, uzun y\u0131llar m\u00fc\u015fterilerimizin bize aktard\u0131\u011f\u0131 g\u00f6r\u00fc\u015flerin do\u011fru oldu\u011funa inand\u0131k. T\u00fcketicilerin mesajlar\u0131 ald\u0131klar\u0131nda beyinlerinde ger\u00e7ekten neler olup bitti\u011finin fark\u0131nda oldu\u011funu d\u00fc\u015f\u00fcnd\u00fck. Bilincin kontrol\u00fcm\u00fcz alt\u0131nda oldu\u011funa inan\u0131yorduk. Ancak \u00f6zellikle son 10 y\u0131lda ger\u00e7ekle\u015ftirilen bilimsel \u00e7al\u0131\u015fmalar bizlere karar verme s\u00fcre\u00e7lerinin \u00e7ok farkl\u0131 i\u015fledi\u011fini ve t\u00fcm kararlar\u0131n y\u00fczde 85 oran\u0131nda bilin\u00e7alt\u0131n\u0131n etkisiyle verildi\u011fini g\u00f6sterdi.\u201d Morin, N\u00f6romarketing\u2019i klasik pazarlamadan ay\u0131ran y\u00f6nlerini ise \u015fu \u015fekilde ifade ediyor: \u201c\u015eimdiye kadar \u015firketler t\u00fcketicilerin isteklerini ya onlar\u0131 g\u00f6zlemleyerek ya da do\u011frudan kendilerine sorarak \u00f6\u011freniyorlard\u0131. Ancak \u00f6zellikle son 10 y\u0131lda yap\u0131lan bilimsel ara\u015ft\u0131rmalar bize g\u00f6sterdi ki pazar ara\u015ft\u0131rmas\u0131 ya da odak gruplar gibi geleneksel y\u00f6ntemler t\u00fcketicilerin ger\u00e7ek d\u00fc\u015f\u00fcnce tarz\u0131n\u0131 anlamakta yetersiz kal\u0131yor. Geleneksel ara\u015ft\u0131rma y\u00f6ntemleri t\u00fcketicilerin yan\u0131tlar\u0131n\u0131n do\u011fru ve samimi olmas\u0131na dayan\u0131yor. Ancak t\u00fcketiciler de ger\u00e7ekte ne istediklerini bilmiyorlar. Kararlar b\u00fcy\u00fck oranda bilin\u00e7alt\u0131nda veriliyor. N\u00f6romarketing ara\u015ft\u0131rma y\u00f6ntemlerini uygularken t\u00fcketicilere yine belirli sorular soruluyor veya uyaranlar g\u00f6steriliyor. Ancak bu ara\u015ft\u0131rmalar s\u0131ras\u0131nda onlar\u0131n s\u00f6ylediklerine de\u011fil, beyindeki de\u011fi\u015fiklere veya v\u00fccuttaki fizyolojik de\u011fi\u015fikliklere bak\u0131yoruz.\u201d<\/span>
Yap\u0131lan ara\u015ft\u0131rmalar \u015funlar\u0131 g\u00f6steriyor:<\/span><\/em>
* Marketlerde t\u00fcketiciye ne kadar \u00e7ok tercih sunulursa, o kadar az para harcan\u0131yor.<\/span>
* \u00c7e\u015fit veya uyaran artt\u0131k\u00e7a, m\u00fc\u015fterinin ilgisi azal\u0131yor.<\/span>
* Al\u0131nacak \u00fcr\u00fcne karar verme s\u00fcresi 5-7 saniye aras\u0131nda de\u011fi\u015fiyor.<\/span>
* Karar verme s\u00fcresinde raf tasar\u0131m\u0131ndan paketlemeye, markan\u0131n sunumundan t\u00fcketicinin markayla kurdu\u011fu ba\u011fa kadar pek \u00e7ok dinamik devreye giriyor.<\/span><\/p>

Sat\u0131\u015f ve Pazarlamada Ortak Bir Dil <\/strong><\/span>
Christophe Morin ve Patricks Renvoise\u2019in imzas\u0131n\u0131 ta\u015f\u0131yan \u201cN\u00f6romarketing: M\u00fc\u015fterinizin Beynindeki Sat\u0131n Alma D\u00fc\u011fmesine Basmak\u201d isimli kitab\u0131n sonu\u00e7 k\u0131sm\u0131nda \u015fu bilgiler payla\u015f\u0131lm\u0131\u015f:<\/span>
\u201cN\u00f6romarketing\u2019in en b\u00fcy\u00fck yararlar\u0131ndan biri sat\u0131\u015f ve pazarlama i\u00e7in ortak bir dil i\u00e7ermesidir. Bir\u00e7ok firmada, sat\u0131\u015f ve pazarlama b\u00f6l\u00fcmleri ileti\u015fim kurmak i\u00e7in ortak bir platformu payla\u015fmaz ve firma da bu b\u00f6l\u00fcnm\u00fc\u015fl\u00fc\u011f\u00fcn a\u011f\u0131r faturas\u0131n\u0131 \u00f6der. Hakijaten her b\u00f6l\u00fcm\u00fcn ba\u015far\u0131 i\u00e7in belirledi\u011fi farkl\u0131 birer hedef, alg\u0131lama ve \u00e7al\u0131\u015fma \u015fekli vard\u0131r. Bunun sebebi; i\u015flevlerin ayr\u0131lm\u0131\u015f, mesajlar\u0131n suland\u0131r\u0131lm\u0131\u015f, \u00e7arp\u0131t\u0131lm\u0131\u015f ya da \u2013daha da k\u00f6t\u00fcs\u00fc- \u00f6nemsenmemi\u015f olmas\u0131d\u0131r\u2026<\/span>
\u2026N\u00f6romarketing ile birlikte, sat\u0131\u015f ve pazarlama i\u015flevleri sonunda d\u00f6rt basit ve temel ad\u0131m etraf\u0131nda topland\u0131:<\/span>
\u200bM\u00fc\u015fterilerinizin s\u0131k\u0131nt\u0131s\u0131n\u0131 te\u015fhis edin<\/span>
* Firman\u0131n iddialar\u0131n\u0131 farkl\u0131la\u015ft\u0131r\u0131n<\/span>
* Kazanc\u0131 g\u00f6sterin<\/span>
* Mesaj\u0131 \u201ceski beyne\u201d iletin\u201d<\/span><\/p>

Kaynaklar:<\/span><\/strong>
* N\u00f6romarketing, M\u00fc\u015fterinizin Beynindeki Sat\u0131n Alma D\u00fc\u011fmesine Basmak \/ Patrick Renvoise & Christophe Morin<\/span><\/em>
* D\u00fcnyada ve T\u00fcrkiye\u2019de N\u00f6ropazarlama \u00c7al\u0131\u015fmalar\u0131n\u0131n \u0130ncelenmesi ve De\u011ferlendirmesi, Bah\u00e7e\u015fehir \u00dcniversitesi \u00d6\u011fretim \u00dcyesi Yrd. Do\u00e7ent. Dr. G\u00fcltekin Salman ve Ara\u015ft\u0131rma G\u00f6revlisi Bur\u00e7ak Perker<\/span><\/em><\/h6><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Geli\u015fen teknoloji ve dijitalle\u015fme, pazarlama alan\u0131nda pek \u00e7ok yenili\u011fi beraberinde getiriyor. Dijital \u00e7a\u011f\u0131n m\u00fc\u015fterilerine y\u00f6nelik yeni pazarlama teknikleri geli\u015ftirilirken son d\u00f6nemin en \u00e7ok konu\u015fulan konular\u0131ndan biri de n\u00f6robilimin bir \u00fcr\u00fcn\u00fc olan n\u00f6romarketing uygulamalar\u0131. Asl\u0131na bak\u0131l\u0131rsa d\u00fcnyada pazarlama alan\u0131nda n\u00f6romarketing uygulamalar\u0131 \u00e7ok da yeni say\u0131lmaz. Ancak bu \u00e7a\u011f\u0131n insan\u0131n\u0131n dijitalle\u015fmesi ve duygusal alg\u0131s\u0131n\u0131n y\u00fckselmesiyle birlikte n\u00f6romarketing […]<\/p>\n","protected":false},"author":1,"featured_media":1551,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[26],"tags":[],"class_list":{"0":"post-1549","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-yazilar"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/12\/noromarketing-1.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nN\u00f6romarketing>> Hedef: Eski Beyin, Ama\u00e7: Daha Verimli Sat\u0131\u015f - GPD<\/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.gidaperakendecileri.org\/?p=1549\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"N\u00f6romarketing>> Hedef: Eski Beyin, Ama\u00e7: Daha Verimli Sat\u0131\u015f - GPD\" \/>\n<meta property=\"og:description\" content=\"Geli\u015fen teknoloji ve dijitalle\u015fme, pazarlama alan\u0131nda pek \u00e7ok yenili\u011fi beraberinde getiriyor. Dijital \u00e7a\u011f\u0131n m\u00fc\u015fterilerine y\u00f6nelik yeni pazarlama teknikleri geli\u015ftirilirken son d\u00f6nemin en \u00e7ok konu\u015fulan konular\u0131ndan biri de n\u00f6robilimin bir \u00fcr\u00fcn\u00fc olan n\u00f6romarketing uygulamalar\u0131. Asl\u0131na bak\u0131l\u0131rsa d\u00fcnyada pazarlama alan\u0131nda n\u00f6romarketing uygulamalar\u0131 \u00e7ok da yeni say\u0131lmaz. 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