{"id":8151,"date":"2022-05-30T12:34:13","date_gmt":"2022-05-30T09:34:13","guid":{"rendered":"https:\/\/egegen.com\/blog\/?p=8151"},"modified":"2022-08-23T17:46:54","modified_gmt":"2022-08-23T14:46:54","slug":"performans-pazarlama-performance-marketing-nedir-nasil-yapilir","status":"publish","type":"post","link":"https:\/\/egegen.com\/blog\/performans-pazarlama-performance-marketing-nedir-nasil-yapilir\/","title":{"rendered":"Performans Pazarlama (Performance Marketing) Nedir? Nas\u0131l Yap\u0131l\u0131r?"},"content":{"rendered":"\n<p><strong>Performans Pazarlama<\/strong>, geleneksel pazarlama temeli olan \u00f6l\u00e7\u00fclebilen ve raporlanabilen veriye dayal\u0131 bir pazarlama \u00e7e\u015fididir. Bu t\u00fcr yeni pazarlama anlay\u0131\u015f\u0131 olarak kar\u015f\u0131m\u0131za \u00e7\u0131kar ve reklam verenlere performanslar\u0131yla ilgili de\u011ferli bilgiler kazand\u0131r\u0131r. B\u00f6ylelikle kampanyalar\u0131 en iyi maliyetle optimize etmeye yard\u0131mc\u0131 olur. Pazarlama harcamalar\u0131n\u0131n \/ giderlerinin yat\u0131r\u0131m getirisini en \u00fcst d\u00fczeye \u00e7\u0131karmaya odaklan\u0131r. Planlanan t\u00fcm kampanyalar \u00f6l\u00e7\u00fcmlenir, izlenir ve bunun sonucunda \u00e7\u0131kan verilere g\u00f6re gerekli\/ uygun ayarlamalar ger\u00e7ekle\u015ftirilir.<\/p>\n\n\n\n<p>Marka bilinci yaratmak ve \u00fcr\u00fcn sat\u0131\u015f\u0131 i\u00e7in \u00e7e\u015fitli kampanyalar d\u00fczenlenir. Bu kampanyalar d\u00fczenlenmeden \u00f6nce hedefleri belirlenir. Bu hedefler do\u011fru \u00fcr\u00fcn\u00fc do\u011fru zamanda do\u011fru ki\u015filere g\u00f6stermek vard\u0131r. Kampanyan\u0131n ba\u015far\u0131s\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in belirlenen hedefleri ne kadar tutturdu\u011funa bakmak gerekir.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Geleneksel Pazarlaman\u0131n Performans Pazarlamadan Fark\u0131 Nedir?<\/strong><\/p>\n\n\n\n<p>G\u00fcnl\u00fck hayat\u0131m\u0131zda kar\u015f\u0131m\u0131za \u00e7\u0131kan t\u00fcm<strong> geleneksel reklamlar<\/strong>\u0131 kapsayan pazarlama \u00e7e\u015fididir. Geleneksel reklamda kullan\u0131c\u0131lar ald\u0131klar\u0131 \u00fcr\u00fcn\u00fc ya da hizmeti ba\u015fkalar\u0131na anlatmas\u0131 ya da tavsiye etmesi ile de ilerler. Reklam panolar\u0131, el ilanlar\u0131, dergiler, gazeteler, radyolar ve televizyonlar arac\u0131 olarak kullan\u0131l\u0131r. \u0130ki pazarlama \u00e7e\u015fidinin aras\u0131nda b\u00fct\u00e7e, zaman, ileti\u015fim ve uygulay\u0131c\u0131 ki\u015filer aras\u0131nda farklar vard\u0131r.<\/p>\n\n\n\n<p>B\u00fct\u00e7e a\u00e7\u0131s\u0131ndan dijital pazarlama daha avantajl\u0131d\u0131r. Geleneksel pazarlamada maliyetler daha fazla oldu\u011fu ve sabit bir b\u00fct\u00e7e anlay\u0131\u015f\u0131 kullan\u0131ld\u0131\u011f\u0131 i\u00e7in b\u00fct\u00e7esi di\u011fer pazarlama t\u00fcr\u00fcne g\u00f6re masrafl\u0131d\u0131r. Performans pazarlamada ise kampanyan\u0131n performans\u0131na g\u00f6re \u00e7al\u0131\u015fman\u0131n sonucuna g\u00f6re \u00f6deme ger\u00e7ekle\u015ftirilir.<\/p>\n\n\n\n<p>De\u011fi\u015fen t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131na ve pazarlama y\u00f6ntemlerine g\u00f6re ileti\u015fim anlay\u0131\u015f\u0131 da farkl\u0131la\u015f\u0131r. Geleneksel pazarlamada kaynaktan al\u0131c\u0131ya tan\u0131t\u0131m yap\u0131l\u0131r. Buradaki al\u0131c\u0131\/hedef kitle reklam\u0131 dinler ya da g\u00f6r\u00fcr (alg\u0131lar\/eri\u015fim sa\u011flan\u0131r) d\u00f6n\u00fc\u015f yapmas\u0131 beklenmez. Dijitalde ise t\u00fcketici ile etkile\u015fim aktiftir. Hedef kitle reklam verene sorular\u0131n\u0131 sorar ve fikirlerini payla\u015farak performansa katk\u0131 sa\u011flar. \u0130leti\u015fim ba\u015fl\u0131\u011f\u0131 alt\u0131nda konuyu de\u011ferlendirdi\u011fimizde olumlu bir d\u00f6n\u00fc\u015f\u00fcm g\u00f6zlemleriz.<\/p>\n\n\n\n<p>Geleneksel \u00e7al\u0131\u015fmalarda kullan\u0131lan dil daha resmi ve mesafelidir. Dijitalde ise soru-cevap \u015feklinde daha g\u00fcndelik daha samimi bir dil kullan\u0131l\u0131r. Hedef kitle reklam verenle ileti\u015fime rahatl\u0131kla ge\u00e7ebilecek kanallara sahiptir.&nbsp;<\/p>\n\n\n\n<p>H\u0131zl\u0131 ak\u0131p giden zaman\u0131 g\u00fcn\u00fcm\u00fczde do\u011fru de\u011ferlendirmek olduk\u00e7a \u00f6nemlidir. Gelenekselin hemen hemen her a\u015famas\u0131 daha uzun kurgulan\u0131r ve uygulan\u0131r. Hatadan d\u00f6nmek ise tespiti kadar yine zaman kaybettiren bir husustur. Dijitalde yap\u0131lan \u00e7al\u0131\u015fmalarda ise s\u00fcrece m\u00fcdahale etmek an kadar h\u0131zl\u0131d\u0131r.<\/p>\n\n\n\n<p>Geleneksel pazarda d\u00f6n\u00fc\u015flere say\u0131sal bir de\u011ferle e\u015flemek yani \u00f6l\u00e7\u00fcmlemek dijitale g\u00f6re daha zordur ve kesin sonu\u00e7lar vermeyebilir. Performans pazarlamada ise hedef kitleden gelen d\u00f6n\u00fc\u015flere g\u00f6re yeni bir strateji olu\u015fturulabilece\u011fi gibi genel eri\u015fim\/etkile\u015fimde sa\u011fl\u0131kl\u0131 ve anlaml\u0131 bir \u015fekilde \u00f6l\u00e7\u00fcl\u00fcp raporlanabilir.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>Performans Pazarlama Nas\u0131l Yap\u0131l\u0131r?<\/strong><\/p>\n\n\n\n<p>Markalar\u0131n \/ reklam verenlerin dijital mecralardaki performans analizleri, online reklam y\u00f6netimi, \u00fcr\u00fcn sat\u0131\u015flar\u0131ndaki oranlar\u0131n \u00f6l\u00e7\u00fcm\u00fc, analizler, Web site trafi\u011fini art\u0131rma, medya planlar\u0131n\u0131n tasar\u0131m\u0131, abonelik, dolayl\u0131 sat\u0131\u015f ve \u00fcyelik gibi bir\u00e7ok ba\u015fl\u0131k alt\u0131nda y\u00fcr\u00fct\u00fcl\u00fcr.&nbsp;<\/p>\n\n\n\n<p>\u0130\u015fe \u00e7e\u015fitli analizler yap\u0131larak ba\u015flan\u0131r. Web sitesinin trafi\u011fi, sat\u0131\u015flar, \u00fcyelikler, abonelikler ve markan\u0131n hedefleri \u00fczerinden bir strateji geli\u015ftirilir. Bu \u00e7al\u0131\u015fman\u0131n sonucunda \u00fcr\u00fcn\u00fcne\/kategorisine g\u00f6re dijital mecralardaki y\u00fcksek performans g\u00f6sterecek kampanyalar optimize edilir. Kampanya s\u00fcreci boyunca potansiyeli art\u0131racak destek \u00e7al\u0131\u015fmalar geli\u015ftirilir. Bu s\u00fcrecin en can al\u0131c\u0131 noktas\u0131 s\u00fcrekli \u00f6l\u00e7\u00fcmleme yap\u0131l\u0131r analiz edilmesidir.&nbsp;<\/p>\n\n\n\n<p>Markan\u0131n\/ ajans\u0131n hedefi sat\u0131\u015f, \u00fcyelik, abonelik, izlenme, t\u0131klanma ve indirme gibi davran\u0131\u015flar\u0131 do\u011fru y\u00f6netmektir. \u00c7e\u015fitli performans kanallar\u0131 vard\u0131r ve bunlardan biri de SEO \u00e7al\u0131\u015fmas\u0131d\u0131r. Web sitenizin Google aramalar\u0131nda \u00fcst s\u0131ralara \u00e7\u0131kmas\u0131n\u0131 ve trafi\u011finin artmas\u0131n\u0131 sa\u011flar. SEM \u00e7al\u0131\u015fmas\u0131 ise arama motorlar\u0131 \u00fczerinden \u00fccretli reklam vererek ger\u00e7ekle\u015ftirilir. GDN, Web sitesi sayfalar\u0131 aras\u0131nda dola\u015fan kullan\u0131c\u0131lar\u0131 hedefler. Facebook Ads gibi dijital ara\u00e7lar kullan\u0131larak sosyal medya arac\u0131l\u0131\u011f\u0131 ile hedef kitleye kampanyalar d\u00fczenlenir. Hedef kitlenin sat\u0131n alma deneyimini daha konforlu hale getirmek i\u00e7in \u00e7e\u015fitli \u00e7al\u0131\u015fmalar ger\u00e7ekle\u015ftirilir. Remarketing, Web sitesini daha \u00f6nceden ziyaret etmi\u015f hedef kitleye y\u00f6nelik yap\u0131lan \u00e7al\u0131\u015fmalard\u0131r. Sat\u0131\u015f ortakl\u0131\u011f\u0131, influencer, blogger ve vlogger gibi arac\u0131larla marka sat\u0131\u015f ortakl\u0131\u011f\u0131 anla\u015fmas\u0131 yaparak tan\u0131t\u0131m ve sat\u0131\u015f konular\u0131n\u0131 hedef al\u0131r. Do\u011fal reklamc\u0131l\u0131k, farkl\u0131 dijital alanlarda yer alan i\u00e7eriklere hedef kitleye hissettirmeden markan\u0131n mesaj\u0131n\u0131 iletme \u015feklinde \u00e7al\u0131\u015f\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Performans Pazarlama, geleneksel pazarlama temeli olan \u00f6l\u00e7\u00fclebilen ve raporlanabilen veriye dayal\u0131 bir pazarlama \u00e7e\u015fididir. Bu t\u00fcr yeni pazarlama anlay\u0131\u015f\u0131 olarak kar\u015f\u0131m\u0131za \u00e7\u0131kar ve reklam verenlere performanslar\u0131yla ilgili de\u011ferli bilgiler kazand\u0131r\u0131r. B\u00f6ylelikle kampanyalar\u0131 en iyi maliyetle optimize etmeye yard\u0131mc\u0131 olur. Pazarlama harcamalar\u0131n\u0131n \/ giderlerinin yat\u0131r\u0131m getirisini en \u00fcst d\u00fczeye \u00e7\u0131karmaya odaklan\u0131r. Planlanan t\u00fcm kampanyalar \u00f6l\u00e7\u00fcmlenir, izlenir &hellip;<\/p>\n","protected":false},"author":19,"featured_media":8152,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[177],"tags":[],"_links":{"self":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/8151"}],"collection":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/comments?post=8151"}],"version-history":[{"count":0,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/8151\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media\/8152"}],"wp:attachment":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media?parent=8151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/categories?post=8151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/tags?post=8151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}