Ya\u015fam\u0131m\u0131zda \u00e7ok \u00f6nemli bir yere sahip olan dijital d\u00fcnya bizim ger\u00e7ek olarak tan\u0131mlad\u0131\u011f\u0131m\u0131z hayatlar\u0131m\u0131za dokunabilecek mi?<\/p>\n
RTB House, 2018 y\u0131l\u0131nda perakende sekt\u00f6r\u00fcn\u00fc d\u00f6n\u00fc\u015ft\u00fcrecek e-ticaret tan\u0131mlamalar\u0131n\u0131 bizlerle payla\u015ft\u0131. Yak\u0131n d\u00f6nemlerde yap\u0131lan \u00e7al\u0131\u015fmalar ve \u00f6ng\u00f6r\u00fclere istinaden g\u00f6r\u00fcnt\u00fcleme esasl\u0131 reklamlarda sohbet asistanlar\u0131, web uygulamalar\u0131 ve makine&makine dili \u00f6\u011frenimi gibi nitelikli kavramlar gitgide yayg\u0131nla\u015f\u0131rken, yapay zek\u00e2 (AI) ve \u00f6zellikle art\u0131r\u0131lm\u0131\u015f ger\u00e7eklik (VR) uygulamalar\u0131n\u0131n 2018 y\u0131l\u0131na imzas\u0131n\u0131 ataca\u011f\u0131 \u00e7ok a\u015fikar durumda.<\/p>\n
Fiziksel ve \u00f6zel lokasyonlar\u0131nda hizmet veren ma\u011fazalar\u0131n hala \u00f6nemini korudu\u011funa de\u011finen RTB House T\u00fcrkiye \u00dclke M\u00fcd\u00fcr\u00fc Can Tun\u00e7er<\/strong>, \u201cPerakende sekt\u00f6r\u00fcnde fiziksel ma\u011fazalar \u00f6nemli bir dijital d\u00f6n\u00fc\u015f\u00fcmden ge\u00e7iyor. Rekabete ayak uydurabilmek i\u00e7in, perakende sat\u0131\u015f ma\u011fazalar\u0131na sahip e-ticaret markalar\u0131n\u0131n, fiziksel alanlar\u0131n\u0131 dijital altyap\u0131lar\u0131yla birle\u015ftirme e\u011filimi sergilemeleri gerekecek\u201d diyerek s\u00f6zlerini aktard\u0131. Ayr\u0131ca markalar\u0131n art\u0131k m\u00fc\u015fterileri ile ileti\u015fim halinde olduklar\u0131 ortalama 9 ayr\u0131 kanal oldu\u011funa dikkat \u00e7eken Tun\u00e7er, \u201cBu stratejiyi en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in, markalar t\u00fcm cihaz kategorilerini izleyerek her kanaldaki potansiyellerinin fark\u0131nda olmal\u0131. D\u00f6n\u00fc\u015f\u00fcm, t\u0131klama ya da di\u011fer \u00f6l\u00e7\u00fctlerde reklam performans\u0131n\u0131 takip etmek, gelecekteki \u00e7abalarda nerelere daha az ya da daha fazla b\u00fct\u00e7e ayr\u0131laca\u011f\u0131 karar\u0131n\u0131n verilmesine yard\u0131mc\u0131 olacak\u201d diye konu\u015ftu.<\/p>\n Tun\u00e7er, 2018\u2019de e-ticaret sekt\u00f6r\u00fcnde kar\u015f\u0131m\u0131za \u00e7\u0131kacak 5 trendi \u015fu \u015fekilde s\u0131ralad\u0131:<\/p>\n Fizikselin g\u00fcc\u00fc s\u00fcr\u00fcyor<\/strong>.\u00a0Kat\u0131l\u0131mc\u0131lar\u0131n\u0131n %62\u2019sinin e-ma\u011fazalar yerine geleneksel ma\u011fazalar\u0131 tercih ettiklerini belirtikleri Retail Dive M\u00fc\u015fteri Anketine g\u00f6re, bir\u00e7ok perakende markas\u0131n\u0131n m\u00fc\u015fterilerinin \u00e7o\u011funu hala \u00e7evrimd\u0131\u015f\u0131 ma\u011faza m\u00fc\u015fterileri olu\u015fturuyor. E-Ticaret devi Amazon<\/strong> bir marketler zincirinin tamam\u0131n\u0131 sat\u0131n ald\u0131 ve t\u00fcm d\u00fcnyada gezici ma\u011fazalar a\u00e7t\u0131. Bu yeni ma\u011fazalar\u0131nda e-ticaret pazarlamac\u0131lar\u0131n\u0131n fazlas\u0131yla a\u015fina olduklar\u0131 ki\u015fiselle\u015ftirme teknikleri, makine \u00f6\u011frenimi ve veri toplama noktalar\u0131n\u0131n ayn\u0131lar\u0131 kullan\u0131l\u0131yor.<\/p>\n Dijitalde arananlar<\/strong>, fizikselde bulunsun isteniyor.\u00a0T\u00fcm m\u00fc\u015fterilerin neredeyse yar\u0131s\u0131, ziyaretlerinin daha verimli ve do\u011fru olmas\u0131n\u0131 sa\u011flamak i\u00e7in bir \u015fekilde \u00f6nceki arama sonu\u00e7lar\u0131na \u00e7evrimd\u0131\u015f\u0131 bir ma\u011fazadan eri\u015fmekten memnuniyet duyacaklar\u0131n\u0131 belirtiyor. Regensburg \u00dcniversitesi\u2019nin \u00e7ok kanall\u0131 da\u011f\u0131t\u0131m \u00fczerine yapt\u0131\u011f\u0131 ara\u015ft\u0131rmaya g\u00f6re, al\u0131\u015fveri\u015f\u00e7ilerin y\u00fczde 80\u2019i herhangi bir \u00fcr\u00fcn\u00fc sat\u0131n almadan \u00f6nce internetten bilgi topluyor. Google Consumer Barometer<\/strong>\u2019\u0131n T\u00fcrkiye\u2019deki internet kullan\u0131c\u0131lar\u0131n\u0131n \u00fczerinde yap\u0131lan ara\u015ft\u0131rmas\u0131ndan \u00e7\u0131kan sonu\u00e7lara g\u00f6re, kullan\u0131c\u0131lar\u0131n y\u00fczde 47\u2019si ara\u015ft\u0131rmalar\u0131n\u0131 online kanallarda ger\u00e7ekle\u015ftirdi\u011fini ancak sat\u0131n alma i\u015flemini fiziksel ma\u011fazada tamamlad\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>\n \u00c7oklu kanal maceras\u0131 \u015fimdi ba\u015fl\u0131yor<\/strong>.\u00a0Markalar\u0131n m\u00fc\u015fteri ile ileti\u015fim kurmak i\u00e7in kulland\u0131klar\u0131 ortalama kanal say\u0131s\u0131 dokuz oldu\u011fu i\u00e7in , \u00e7ok kanall\u0131 bir yakla\u015f\u0131m daha \u00f6nce hi\u00e7 olmad\u0131\u011f\u0131 kadar \u00f6nemli bir hale geldi. Google\u2019a g\u00f6re, \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f yapanlar\u0131n %85\u2019i al\u0131m i\u015flemine bir cihazda ba\u015flay\u0131p i\u015flemi ba\u015fka bir cihazda tamaml\u0131yor. Ak\u0131ll\u0131 telefonlar, tabletler ve masa\u00fcst\u00fc ekranlar kullan\u0131yoruz ve yak\u0131n gelecekte, belki de TV ekranlar\u0131m\u0131z\u0131 ve Sanal Ger\u00e7eklik g\u00f6zl\u00fcklerimizi kullanaca\u011f\u0131z.<\/p>\n Dijital asistanlar Y ku\u015fa\u011f\u0131n\u0131n g\u00fcnl\u00fck ya\u015fam\u0131nda<\/strong>.\u00a0Y ku\u015fa\u011f\u0131n\u0131n neredeyse %40\u2019\u0131n\u0131n her g\u00fcn Siri, Amazon Alexa ya da Google Assistant\u2019\u0131 kullan\u0131yor. Bu nedenle de Juniper Research 2021 y\u0131l\u0131na kadar, dijital asistanlara t\u00fcm d\u00fcnyada her y\u0131l 12 milyar Dolar\u0131n \u00fczerinde para harcanaca\u011f\u0131n\u0131 tahmin ediyor.<\/p>\n Yapay zek\u00e2 ve art\u0131r\u0131lm\u0131\u015f ger\u00e7eklik geli\u015fmeye devam edecek<\/strong>.\u00a0Yapay zek\u00e2n\u0131n \u00f6nemi t\u00fcm end\u00fcstrilerde ortaya \u00e7\u0131kt\u0131 ve geli\u015fmeye devam ediyor. Derin \u00f6\u011frenmeye dayal\u0131 veri g\u00fcd\u00fcml\u00fc pazarlama, kullan\u0131c\u0131n\u0131n sepet de\u011ferinin dahi tahmin edilmesine yard\u0131mc\u0131 oluyor. Bununla birlikte, sanal ger\u00e7eklik ya da art\u0131r\u0131lm\u0131\u015f ger\u00e7eklik gibi yeni ekranlar, insanlar\u0131n g\u00fcnl\u00fck ya\u015fam\u0131n\u0131n par\u00e7as\u0131 haline gelmek i\u00e7in ilgin\u00e7 f\u0131rsatlar sunuyor.<\/p>\n Mobilyalar\u0131n dijital olarak odada g\u00f6r\u00fcnmesini sa\u011flanmas\u0131, e\u011fitimlerin yapay ger\u00e7eklik teknolojileriyle e\u015fle\u015ftirilmesi bu konuda bizlere \u00e7ok ciddi ba\u015far\u0131l \u00f6rnekler sunmakta.<\/p>\n Yap\u0131lan bu t\u00fcm tan\u0131mlamalar ve ba\u015fl\u0131klara istinaden 2018 y\u0131l\u0131 bizler i\u00e7in fiziksel ile dijital kavram\u0131n\u0131 ger\u00e7ek\u00e7i bir ekosistem i\u00e7erisinde sunabilecek mi?<\/p>\n","protected":false},"excerpt":{"rendered":" Ya\u015fam\u0131m\u0131zda \u00e7ok \u00f6nemli bir yere sahip olan dijital d\u00fcnya bizim ger\u00e7ek olarak tan\u0131mlad\u0131\u011f\u0131m\u0131z hayatlar\u0131m\u0131za dokunabilecek mi?<\/p>\n","protected":false},"author":1,"featured_media":2519,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[170],"tags":[],"yoast_head":"\n