{"id":777,"date":"2019-08-26T14:46:56","date_gmt":"2019-08-26T14:46:56","guid":{"rendered":"https:\/\/new.gidaperakendecileri.org\/?p=777"},"modified":"2019-08-26T14:49:35","modified_gmt":"2019-08-26T14:49:35","slug":"murat-erdor-dijital-donusum-tercih-degil-zorunluluk","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=777","title":{"rendered":"Murat Erd\u00f6r: \u201cDijital D\u00f6n\u00fc\u015f\u00fcm Tercih De\u011fil, Zorunluluk\u2026\u201d"},"content":{"rendered":"\t\t
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Son 10-15 y\u0131l i\u00e7erisinde ya\u015fanan b\u00fcy\u00fck de\u011fi\u015fimi ve teknolojinin geldi\u011fi noktay\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda, dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u015f ve \u00f6zel ya\u015fam\u0131m\u0131z\u0131n tamam\u0131n\u0131 kapsayan bir alana yay\u0131ld\u0131\u011f\u0131na dikkat \u00e7eken Dijital D\u00f6n\u00fc\u015f\u00fcm Dan\u0131\u015fman\u0131 Murat Erd\u00f6r, perakende zincirlerinde dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecinin do\u011fru ad\u0131mlarla ve \u00f6ncelik olarak ele al\u0131nmas\u0131 gerekti\u011fini vurguluyor. Murat Erd\u00f6r\u2019e g\u00f6re dijital d\u00f6n\u00fc\u015f\u00fcm sekt\u00f6r i\u00e7in tercih de\u011fil, bir zorunluluk! <\/strong><\/h3>

R\u00f6portaj: Bikem \u00d6\u011f\u00fcn\u00e7 <\/b><\/p>

\"\"<\/strong><\/h3>

Dijital D\u00f6n\u00fc\u015f\u00fcm Dan\u0131\u015fman\u0131 ve Me Consultancy Kurucusu Murat Erd\u00f6r, TED Ankara Koleji\u2019nde lise e\u011fitimini tamamlad\u0131ktan sonra Bilkent \u00dcniversitesi \u0130\u015fletme B\u00f6l\u00fcm\u00fc\u2019nden 1999 y\u0131l\u0131nda mezun olmu\u015f. Bah\u00e7e\u015fehir \u00dcniversitesi\u2019nde \u201cStratejik Pazarlama ve Marka Y\u00f6netimi\u201d \u00fczerine de master yapm\u0131\u015f. Finans, hizmet ve enerji sekt\u00f6rlerinde yerli ve yabanc\u0131 bir\u00e7ok \u015firkette \u00e7al\u0131\u015ft\u0131ktan sonra, uzun s\u00fcre dijital pazarlama ve otomasyon konusunda d\u00fcnyan\u0131n say\u0131l\u0131 markalar\u0131ndan biri olan Emarsys\u2019de T\u00fcrkiye \u00dclke M\u00fcd\u00fcrl\u00fc\u011f\u00fc g\u00f6revini y\u00fcr\u00fcten Murat Erd\u00f6r, ard\u0131ndan T\u00fcrkiye\u2019nin lider pazarlama platformu Euromessage\u2019da T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc olarak \u00e7al\u0131\u015fm\u0131\u015f. Derken, 20 senelik kurumsal hayata ara verip Me Consultancy adl\u0131 firmas\u0131n\u0131 kurmu\u015f. Kariyerine \u201cdijital d\u00f6n\u00fc\u015f\u00fcm dan\u0131\u015fman\u0131\u201d olarak devam eden Erd\u00f6r, ayn\u0131 zamanda \u201cBilgi Payla\u015ft\u0131k\u00e7a G\u00fczel\u201d temal\u0131 www.muraterdor.com adl\u0131 web sayfas\u0131yla farkl\u0131 konularda yaz\u0131lar yaz\u0131yor. Murat Erd\u00f6r ile T\u00fcrkiye\u2019deki dijital d\u00f6n\u00fc\u015f\u00fcm\u00fc konu\u015ftuk.<\/p>

Sizce T\u00fcrkiye nas\u0131l bir dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci ya\u015f\u0131yor?<\/strong>
D\u00fcnya dijital uygulamalara ve platformlara do\u011fru inan\u0131lmaz bir h\u0131zla evriliyor. B\u00fcy\u00fck bir de\u011fi\u015fimden ve yenilenmeden s\u00f6z ediyoruz. Bu de\u011fi\u015fim, istesek de istemesek de T\u00fcrkiye\u2019yi de i\u00e7ine al\u0131yor. Hen\u00fcz yolun ba\u015f\u0131nda oldu\u011fumuz bir d\u00f6nemdeyiz, \u00fclkemizde faaliyet g\u00f6steren yerel ya da k\u00fcresel kurumlar dijital d\u00f6n\u00fc\u015f\u00fcm \u00f6zelinde \u00e7e\u015fitli ad\u0131mlar atmaya ba\u015flad\u0131lar. Bir\u00e7ok departmanda yaz\u0131l\u0131mlara ya da b\u00fcy\u00fck yat\u0131r\u0131mlar yap\u0131larak sat\u0131n al\u0131nan programlara art\u0131k daha s\u0131k rastl\u0131yoruz. Bir\u00e7ok kurum insan kaynaklar\u0131, pazarlama, sat\u0131\u015f ve y\u00f6netim alan\u0131nda sahip olduklar\u0131 dijital altyap\u0131lar\u0131n\u0131 daha sa\u011fl\u0131kl\u0131 hale getirerek, \u00e7al\u0131\u015fma s\u00fcre\u00e7lerini buna g\u00f6re organize etmeye ba\u015flad\u0131. Sekt\u00f6rlerdeki de\u011fi\u015fim her g\u00fcn art\u0131yor ve artmaya da devam edecek.<\/p>

Dijitalle\u015fmenin t\u00fcketici davran\u0131\u015flar\u0131na ve al\u0131\u015fveri\u015f tercihlerine ne gibi etkileri oluyor?<\/strong>
Son 10-15 y\u0131l i\u00e7erisinde ya\u015fanan b\u00fcy\u00fck de\u011fi\u015fimi ve teknolojinin geldi\u011fi noktay\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131n\u0131zda, dijital d\u00f6n\u00fc\u015f\u00fcm i\u015f ve \u00f6zel ya\u015fam\u0131m\u0131z\u0131n tamam\u0131n\u0131 kapsayan bir alana yay\u0131lm\u0131\u015f durumda. Ayr\u0131ca dijitalle\u015fme s\u00fcreci, dijital bireyin, \u00e7al\u0131\u015fan\u0131n yan\u0131 s\u0131ra dijital t\u00fcketiciyi de yaratt\u0131 diyebiliriz. Bu yeni d\u00f6nemde, web d\u00fcnyas\u0131 ve sosyal a\u011flar arac\u0131l\u0131\u011f\u0131yla yak\u0131n \u00e7evremizi k\u0131sacas\u0131 kendi i\u015f \u00e7evremiz ve \u00f6zel hayat\u0131m\u0131zla olan ileti\u015fimimizi d\u00f6n\u00fc\u015ft\u00fcr\u00fcrken, t\u00fcketici ve \u00e7al\u0131\u015fan kimli\u011fimizle de kurumlar\u0131, i\u015f-i\u015fveren ili\u015fkilerini, \u00fcr\u00fcn ve hizmetleri \u015fekillendirmeye ba\u015flad\u0131k. D\u00f6n\u00fc\u015f\u00fcm sonras\u0131nda art\u0131k teknolojiye adaptasyon sorunu ya\u015famayan, yenilikleri yak\u0131ndan takip eden, pop\u00fcler yaz\u0131l\u0131mlar\u0131n\u0131 kullanabilen, ayn\u0131 anda birden fazla olaya, s\u00fcrece, markaya odaklan\u0131p h\u0131zl\u0131ca sonu\u00e7 bekleyen ki\u015filer \u00e7o\u011fal\u0131yor.<\/p>

Perakende zincirlerinde dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci ne y\u00f6nde ger\u00e7ekle\u015fmeli? Size g\u00f6re bu konuda eksiklikler var m\u0131?<\/strong>
Dijital d\u00f6n\u00fc\u015f\u00fcm gelecekte de artarak t\u00fcketicilerin sosyal ve ki\u015fisel hayat\u0131n\u0131 b\u00fcy\u00fck oranda etkileyecek. K\u0131saca \u00f6zetlemek gerekirse, bu d\u00f6n\u00fc\u015f\u00fcmden k\u00fc\u00e7\u00fckl\u00fc, b\u00fcy\u00fckl\u00fc t\u00fcm perakende kurulu\u015flar\u0131 etkileniyor ve etkilenecek. Geli\u015fen d\u00fcnyada bu de\u011fi\u015fime herkes ayak uyduracak ve bu de\u011fi\u015fimin gerisinde kalmak \u015firketler i\u00e7in olumsuz sonu\u00e7lar do\u011furmakta gecikmeyecek. Bu ba\u011flamda gelece\u011fin getirdi\u011fi yenilikleri takip eden, dijital d\u00f6n\u00fc\u015f\u00fcme uygun stratejiler belirleyerek dijital altyap\u0131lar\u0131 daha sa\u011fl\u0131kl\u0131 hale getiren perakende sekt\u00f6r\u00fc oyuncular\u0131 b\u00fcy\u00fcyebilecek. Perakende zincirlerinde dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci do\u011fru ad\u0131mlarla ve \u00f6ncelik olarak ele al\u0131nmal\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcm sekt\u00f6r i\u00e7in tercih de\u011fil zorunluluk olmal\u0131. \u00c7\u00fcnk\u00fc yak\u0131n bir gelecekte perakende sekt\u00f6r\u00fcnde stoksuz sat\u0131\u015f olarak da ifade edilen ve son zamanlar\u0131n e-ticarette y\u00fckselen trendlerinden olan Dropshipping\u2019e ilgi daha da artacak. Stok tutmak yerine, \u00fcr\u00fcnlerin tedarik\u00e7inin deposundan m\u00fc\u015fteriye ula\u015fmas\u0131n\u0131 sa\u011flayan Dropshipping modelini kullanarak e-ticaret yapacak ki\u015fi ve marka say\u0131s\u0131 art\u0131\u015f g\u00f6sterecek. Kelime ile araman\u0131n daha da geli\u015fmi\u015f hali olan \u201cg\u00f6rselle arama\u201d, e-ticaretin y\u00fckselen trendlerinden biri olacak. \u00d6rne\u011fin elinizde be\u011fendi\u011finiz montun bir resmi varsa, diledi\u011finiz bir e-ticaret sitesine girerek, resmi bu e-ticaret sitesine y\u00fckselebileceksiniz. E-ticaret sitesi y\u00fckledi\u011finiz resme yak\u0131n t\u00fcm \u00fcr\u00fcnleri ekran\u0131n\u0131zda size sunuyor olacak. 2020\u2019ye do\u011fru ise \u201cses ile arama\u201d \u00f6zelli\u011fi e-ticaret sitelerinde arama opsiyonu olarak kar\u015f\u0131m\u0131za \u00e7\u0131kacak. Sesli arama \u00f6zelli\u011fiyle istedi\u011fimiz \u00fcr\u00fcnleri kolayca aratabilece\u011fiz. Sekt\u00f6r \u00f6zelinde pazarlama da daha ayr\u0131nt\u0131l\u0131 hale gelecek. Art\u0131k al\u0131\u015fveri\u015f yapanlar her zamankinden daha farkl\u0131 bir paradigmaya sahip. Perakende sekt\u00f6r\u00fc pazarlamac\u0131lar\u0131, i\u00e7erik, promosyon teklifleri ve sosyal medyada hedefli reklamlar olu\u015fturman\u0131n yan\u0131 s\u0131ra g\u00f6nderim bildirimleri, sat\u0131n alma onaylar\u0131 ve durum g\u00fcncellemeleri gibi anl\u0131k her ayr\u0131nt\u0131y\u0131 da optimize edecek.<\/p>

T\u00fcm bu geli\u015fmeleri dikkate ald\u0131\u011f\u0131m\u0131zda, perakende sekt\u00f6r\u00fcnde tam bir dijital d\u00f6n\u00fc\u015f\u00fcm ya\u015fanabilmesi i\u00e7in \u015firketlerin bu duruma haz\u0131rl\u0131kl\u0131 olmalar\u0131 gerekiyor. \u015eirketler, d\u00f6n\u00fc\u015f\u00fcm\u00fcn getirece\u011fi de\u011fi\u015fimlere haz\u0131r olduklar\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fckleri anda buna giri\u015fmeli ve \u00fcst y\u00f6netimin %100 deste\u011fini almal\u0131d\u0131r. Bu \u00e7ok ama \u00e7ok \u00f6nemli bir nokta\u2026 Dijital d\u00f6n\u00fc\u015f\u00fcm yaln\u0131zca teknolojik de\u011fi\u015fimlerin gereklili\u011fini ifade etmez. Her alanda yenilik\u00e7i davranabilme ve d\u00fc\u015f\u00fcnebilme yetene\u011fi de ister. Dijital d\u00f6n\u00fc\u015f\u00fcme ayak uydurmak isteyen \u015firketler \u00f6ncelikle teknolojik altyap\u0131lar\u0131n\u0131 olu\u015fturmal\u0131 ve belirlenen dijital stratejilerde kararl\u0131l\u0131kla ilerlemeliler.<\/p>

Sosyal medya kanallar\u0131n\u0131 etkin bir \u015fekilde kullanabilmenin ve iyi y\u00f6netebilmenin markaya ne gibi katk\u0131lar\u0131 olabilir?<\/strong>
T\u00fcrkiye\u2019de toplamda 54 milyon internet kullan\u0131c\u0131s\u0131 mevcut. \u00d6te yandan toplam \u00fclke n\u00fcfusunun %61\u2019lik dilimi sosyal medya kullan\u0131c\u0131s\u0131. Bu oran \u00fclkemizde 51 milyon sosyal medya kullan\u0131c\u0131s\u0131 oldu\u011funu g\u00f6steriyor. Bu b\u00fcy\u00fck evren, markalar i\u00e7in olduk\u00e7a \u00f6nemli. Offline alanda yap\u0131lan \u00e7al\u0131\u015fmalar\u0131n yan\u0131 s\u0131ra sosyal medyan\u0131n da etkin kullan\u0131m\u0131 ve iyi y\u00f6netimi markalara \u00f6nemli katk\u0131lar sa\u011fl\u0131yor. Bilinirlik, fark\u0131ndal\u0131k, reputasyon ve sat\u0131\u015f, sosyal medyan\u0131n etkin kullan\u0131m\u0131n\u0131n markalara getirdikleri durumunda. Dolay\u0131s\u0131yla sosyal medya hesaplar\u0131n\u0131n do\u011fru y\u00f6netimi, bu hesaplarda markan\u0131n kendi takip\u00e7i evrenini olu\u015fturmas\u0131, bu kitleye do\u011fru zamanda, do\u011fru mesajlar sunulmas\u0131 markalar i\u00e7in \u00f6nem arz ediyor.<\/p>

Bir yaz\u0131n\u0131zda \u201cY ku\u015fa\u011f\u0131n\u0131 anlamayan markalar Z ku\u015fa\u011f\u0131na dokunamayacak\u201d diyorsunuz. Bunun sebeplerinden bahsedebilir misiniz?<\/strong>
Y ku\u015fa\u011f\u0131 g\u00fcn\u00fcm\u00fczde, d\u00fcnya n\u00fcfusunun %25\u2019ini, T\u00fcrkiye n\u00fcfusunun ise %35\u2019ini olu\u015fturuyor. B\u00fcy\u00fck bir kitleden s\u00f6z ediyoruz ve bu kitlenin yakla\u015f\u0131mlar\u0131n\u0131 anlamak markalar i\u00e7in olduk\u00e7a \u00f6nemli. K\u0131saca \u00f6zetlemek gerekirse, Y ku\u015fa\u011f\u0131 \u00e7abuk s\u0131k\u0131lan ve kararlar\u0131 h\u0131zl\u0131 de\u011fi\u015fkenlik g\u00f6steren bir kitle. Y ku\u015fa\u011f\u0131 i\u00e7in al\u0131\u015fveri\u015f, ihtiya\u00e7lar\u0131n temin edilmesinden \u00e7ok sosyal bir aktivite olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Sosyal medya, web siteleri, arama motorlar\u0131, arkada\u015flar\u0131n \u00f6nerileri, aile ve \u00fcr\u00fcn inceleme web siteleri, Y ku\u015fa\u011f\u0131n\u0131n sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 etkileyen fakt\u00f6rlerin ba\u015f\u0131nda geliyor. Bu durum, m\u00fc\u015fteri memnuniyeti sa\u011flamay\u0131 \u00f6ncelik olarak g\u00f6ren firmalar\u0131n, WOM (a\u011f\u0131zdan a\u011f\u0131za pazarlama) etkisinden faydalanmay\u0131 s\u00fcrd\u00fcreceklerini ortaya koyuyor. Y ku\u015fa\u011f\u0131 \u00fcyelerinin %50\u2019si arkada\u015flar\u0131n\u0131n onaylamad\u0131\u011f\u0131 bir \u00fcr\u00fcn ya da hizmeti sat\u0131n almayacaklar\u0131n\u0131 belirtiyor. Ku\u015fak, \u00e7evresindekilerin \u00f6nerilerine kulak verirken ayn\u0131 zamanda \u00e7evresinde bulunan di\u011fer bireylerin de sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 etkiliyor. G\u00fcvenilirli\u011fe ve \u015feffafl\u0131\u011fa \u00f6nem veren Y ku\u015fa\u011f\u0131 t\u00fcketicileri, teknoloji ve bilgiye olduk\u00e7a h\u00e2kim olmalar\u0131 dolay\u0131s\u0131yla s\u00fcrekli sorguluyor ve ara\u015ft\u0131r\u0131yor. Y ku\u015fa\u011f\u0131n\u0131n %95\u2019i d\u00fczenli olarak ak\u0131ll\u0131 telefon kullan\u0131yor ve internette di\u011fer ku\u015faklardan \u00e7ok daha fazla zaman harc\u0131yor. Y ku\u015fa\u011f\u0131, e-posta ve SMS ile ileti\u015fim kurmay\u0131 y\u00fcz y\u00fcze g\u00f6r\u00fc\u015fmeye tercih ediyor. Ayr\u0131ca fikirlerine de\u011fer verildi\u011fini g\u00f6rmek Y ku\u015fa\u011f\u0131n\u0131n kalbini kazanmakta b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. \u00d6zg\u00fcr ve dahil edildi\u011fini hissettiren, \u00e7ok y\u00f6nl\u00fc, basit, net, kolay anla\u015f\u0131l\u0131r, d\u00fcr\u00fcst, \u015feffaf, samimi ve faydac\u0131 yakla\u015f\u0131mlar, Y ku\u015fa\u011f\u0131na dokunan noktalar aras\u0131nda \u00f6ne \u00e7\u0131k\u0131yor. Ku\u015fa\u011f\u0131n t\u00fcm bu \u00f6zelliklerini g\u00f6z \u00f6n\u00fcnde bulundurdu\u011fumuzda markalar\u0131n bu ku\u015fa\u011f\u0131 do\u011fru analiz etmesi b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. Ve e\u011fer bu ku\u015fa\u011f\u0131 do\u011fru anlayamazsak Y ku\u015fa\u011f\u0131n\u0131n ard\u0131ndan gelen Z ve hemen Z ku\u015fa\u011f\u0131n\u0131n ard\u0131ndan gelecek olan Alfa ku\u015fa\u011f\u0131n\u0131 anlamam\u0131z m\u00fcmk\u00fcn olmayacak.<\/p>

Dijitalle\u015fmeyle birlikte i\u015f modelleri ve \u00e7al\u0131\u015fma bi\u00e7imleri de de\u011fi\u015fiyor. Perakende sekt\u00f6r\u00fcn\u00fcn buna uyum sa\u011flayabilmesi i\u00e7in neler yap\u0131labilir?<\/strong>
D\u00fcnyan\u0131n \u00f6zellikle son 20-30 y\u0131l i\u00e7erisinde ya\u015fad\u0131\u011f\u0131 b\u00fcy\u00fck de\u011fi\u015fim ve teknolojinin geldi\u011fi noktay\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131n\u0131zda, bug\u00fcn hayat\u0131m\u0131z\u0131n \u00f6nemli bir k\u0131sm\u0131n\u0131n matematikle \u00e7evrili oldu\u011fu s\u00f6ylemek yanl\u0131\u015f olmaz. Bu durum, i\u015f ve \u00f6zel ya\u015fam\u0131m\u0131z\u0131n tamam\u0131n\u0131 kapsayan bir alana yay\u0131lm\u0131\u015f durumda. Bu alanda \u00e7al\u0131\u015fanlar da \u00f6nemli ve b\u00fcy\u00fck bir kitle. \u00c7al\u0131\u015fan anne, \u00e7al\u0131\u015fan baba, freelancer \u00e7al\u0131\u015fan, sabit \u00fccretli \u00e7al\u0131\u015fan, t\u00fcketici, y\u00f6netici ve benzeri bir\u00e7ok kavram ile dijital d\u00fcnyan\u0131n i\u00e7inde. Bu b\u00fcy\u00fck ve \u00f6nemli kitle, dijital alan\u0131 son 10 y\u0131ld\u0131r olduk\u00e7a etkin \u015fekilde kullan\u0131yor. \u00c7al\u0131\u015fanlar dijital d\u00fcnyan\u0131n bir par\u00e7as\u0131 ve s\u00f6ylemleri, yorumlar\u0131, tepkileriyle i\u015f-\u00e7al\u0131\u015fma d\u00fcnyas\u0131na ve dijital d\u00fcnyaya \u00f6nemli katk\u0131lar sunuyor ve bu d\u00fcnyan\u0131n \u015fekillenmesinde \u00f6nemli rol oynuyorlar. D\u00f6n\u00fc\u015f\u00fcm sonras\u0131nda art\u0131k teknolojiye adaptasyon sorunu ya\u015famayan, yenilikleri yak\u0131ndan takip eden, pop\u00fcler i\u015f yaz\u0131l\u0131mlar\u0131n\u0131 kullanabilen, ayn\u0131 anda birden fazla i\u015fe odaklan\u0131p h\u0131zl\u0131ca sonu\u00e7 alan ki\u015filer, i\u015f d\u00fcnyas\u0131nda \u00e7o\u011falacak. Perakende sekt\u00f6r\u00fcn\u00fcn yeni i\u015f modellerine ve \u00e7al\u0131\u015fma bi\u00e7imlerine uyum sa\u011flayabilmesi i\u00e7in, \u00f6ncelikle dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcre\u00e7lerini ard\u0131ndan ise mevcut \u0130K politikalar\u0131n\u0131 ve \u00e7al\u0131\u015fma d\u00f6ng\u00fcs\u00fcn\u00fc yeni d\u00f6nem i\u015f modellerine ve yeni ku\u015fak \u00e7al\u0131\u015fanlara g\u00f6re \u015fekillendirmesi gerekiyor.<\/p>

\u201cDijital yakal\u0131lar\u201d tan\u0131m\u0131 son d\u00f6nemde duydu\u011fumuz tan\u0131mlardan biri. \u00c7al\u0131\u015fanlar i\u00e7in bir tehdit unsuru mudur ger\u00e7ekten? Tehdit olmamas\u0131 i\u00e7in neler \u00f6nerirsiniz?<\/strong>
Ofis ortam\u0131ndan payla\u015f\u0131ml\u0131 ofislere ge\u00e7ildi\u011fi, \u00e7al\u0131\u015fanlar\u0131n toplant\u0131lar\u0131n\u0131 a\u011f\u0131rl\u0131kl\u0131 olarak online yapaca\u011f\u0131, mobil olundu\u011fundan mesafelerin anlams\u0131zla\u015faca\u011f\u0131, ofisteki i\u015flerin takibini kolayla\u015ft\u0131ran yaz\u0131l\u0131mlar\u0131n artaca\u011f\u0131, 3D yaz\u0131c\u0131lar sayesinde \u00fcr\u00fcnlerinizi yurtd\u0131\u015f\u0131na g\u00f6ndermeden sadece yaz\u0131l\u0131m\u0131 e-posta ile g\u00f6nderip sipari\u015flerin al\u0131naca\u011f\u0131, \u015firketlerin \u00e7al\u0131\u015fanlar\u0131n\u0131 bir firman\u0131n ofisine g\u00f6nderip belli konularda e\u011fitim ald\u0131rmak yerine online e\u011fitim paketleri ile onlar\u0131n geli\u015fimine katk\u0131da bulunaca\u011f\u0131, \u00e7ok daha h\u0131zl\u0131, payla\u015f\u0131mc\u0131 ve daha \u00fcretken bir \u00e7al\u0131\u015fma d\u00fcnyas\u0131 bizleri bekliyor. Bu d\u00fcnya dijital yakal\u0131lar olarak tan\u0131mlanan \u00e7al\u0131\u015fanlar\u0131 da beraberinde getiriyor. \u00d6zellikle robotlar\u0131n i\u015f piyasas\u0131na girmesinden ve yapay zekan\u0131n ilerlemesinden dolay\u0131 hem mavi hem de beyaz yakal\u0131 \u00e7al\u0131\u015fanlar\u0131n i\u015flerini kaybedecekleri belirtiliyor. Mesela fabrika i\u015f\u00e7ileri, stajyer avukatlar, gazetelerdeki k\u00f6\u015fe yazarlar\u0131, garsonlar ilk akla gelen ki\u015filer oluyor. Bir avukat y\u00fcr\u00fctt\u00fc\u011f\u00fc davayla alakal\u0131 benzer olanlar\u0131 ara\u015ft\u0131rmas\u0131 i\u00e7in stajyere verip bir hafta i\u00e7inde 4-5 dava hakk\u0131nda bilgi sahibi olurken, art\u0131k on binlerce davan\u0131n \u00f6zetini bir saatte alabilecek. Milyonlarca \u00fcr\u00fcn\u00fcn ak\u0131ll\u0131 fabrikalarda ki\u015fiye \u00f6zel \u00fcretilmeye ba\u015flad\u0131\u011f\u0131 bu d\u00f6nemde, mavi yakal\u0131 i\u015f\u00e7ilerin \u00e7o\u011fu yerini yava\u015f yava\u015f robotlara b\u0131rakacak. Bu ve buna benzer bir\u00e7ok \u00f6rnek verebiliriz ancak bu d\u00f6nemde \u00fclkelerin b\u00fcy\u00fcme rakamlar\u0131n\u0131n artmas\u0131 ve yeni mesleklerin ortaya \u00e7\u0131k\u0131\u015f\u0131 sayesinde asl\u0131nda korkuldu\u011fu gibi bir i\u015fsizlik olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnm\u00fcyoruz. Ek olarak, robot teknolojisi \u00e7ok konu\u015fuluyor ama robotlar her konuda insan\u0131n yerini tutamaz. Liderlik yetisi ve yarat\u0131c\u0131l\u0131k olmad\u0131\u011f\u0131 gibi baz\u0131 konularda hukuki altyap\u0131lar tam olu\u015fmad\u0131\u011f\u0131ndan, olas\u0131 hatalar\u0131n sorumlulu\u011funu \u00fcstlenecek birisi gerekiyor, i\u015fte bu y\u00fczden insano\u011flu her zaman i\u015f hayat\u0131nda olacak.<\/p><\/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":"

Son 10-15 y\u0131l i\u00e7erisinde ya\u015fanan b\u00fcy\u00fck de\u011fi\u015fimi ve teknolojinin geldi\u011fi noktay\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda, dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u015f ve \u00f6zel ya\u015fam\u0131m\u0131z\u0131n tamam\u0131n\u0131 kapsayan bir alana yay\u0131ld\u0131\u011f\u0131na dikkat \u00e7eken Dijital D\u00f6n\u00fc\u015f\u00fcm Dan\u0131\u015fman\u0131 Murat Erd\u00f6r, perakende zincirlerinde dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecinin do\u011fru ad\u0131mlarla ve \u00f6ncelik olarak ele al\u0131nmas\u0131 gerekti\u011fini vurguluyor. Murat Erd\u00f6r\u2019e g\u00f6re dijital d\u00f6n\u00fc\u015f\u00fcm sekt\u00f6r i\u00e7in tercih de\u011fil, […]<\/p>\n","protected":false},"author":1,"featured_media":778,"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":[24],"tags":[],"class_list":{"0":"post-777","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-roportajlar"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/murat-erdor-3.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nMurat Erd\u00f6r: \u201cDijital D\u00f6n\u00fc\u015f\u00fcm Tercih De\u011fil, Zorunluluk\u2026\u201d - 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=777\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Murat Erd\u00f6r: \u201cDijital D\u00f6n\u00fc\u015f\u00fcm Tercih De\u011fil, Zorunluluk\u2026\u201d - GPD\" \/>\n<meta property=\"og:description\" content=\"Son 10-15 y\u0131l i\u00e7erisinde ya\u015fanan b\u00fcy\u00fck de\u011fi\u015fimi ve teknolojinin geldi\u011fi noktay\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda, dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u015f ve \u00f6zel ya\u015fam\u0131m\u0131z\u0131n tamam\u0131n\u0131 kapsayan bir alana yay\u0131ld\u0131\u011f\u0131na dikkat \u00e7eken Dijital D\u00f6n\u00fc\u015f\u00fcm Dan\u0131\u015fman\u0131 Murat Erd\u00f6r, perakende zincirlerinde dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecinin do\u011fru ad\u0131mlarla ve \u00f6ncelik olarak ele al\u0131nmas\u0131 gerekti\u011fini vurguluyor. 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