Dijital PazarlamaTrendleri<br />2010<br />Mehmet Nuri Çankaya<br />Microsoft Türkiye<br />--------------------------------...
Dijital Pazarlama Trendleri2010<br />
Trend #1 Türeticiler İş Başında<br />
Teknolojik Dönüşümün Kondratiev Dalgaları<br />
Tüketici + Üretici = Türetici<br />Fikri oluştur, prototipi geliştir, ürünü sat...<br />
Tüketici Yapımı<br />Online ve offline olarak yaşayan konsept arabalar hayat buluyor<br />
Kişiselleştirme 2.0<br />Kişiselleştirilmiş Şarkılar<br />
Kişiselleştirme 2.0<br />Size benzeyen oyuncaklar<br />
Kişiselleştirme ve Türetici Buluşması<br />
Trend #2<br />PCTV’mi IPTV’mi?<br />
Dijital Dünyamız<br />Veriler ve Uygulamalar<br />Haberler ve Aktiviteler<br />Bağlantılar<br />Cihazlar<br />
Dijital Dünyamız<br />Hep Güncel Kalın<br />Kolay Paylaşım<br />Heryerden Erişim<br />Cihazlar Birlikte Çalışıyor<br />Den...
IPTV Nedir<br />IPTV ( İnternet Protokol Televizyonu)<br />İnternet protokollerini kullanarak geniş bant bağlantı<br />üze...
Pazar<br />Pazar<br />2006&apos;dan 2010&apos;a IPTV gelirleri dünya çapında 872 milyon dolardan 13.2 milyar dolara yüksel...
2007 yılının son çeyreğinden 2008 yılının ilk çeyreğine dünya çapında IP set-üstü kutu geliri %10 arttı</li></li></ul><li>...
IPTV (STB) Set Üstü Kutu Kategorileri<br /><ul><li>Bilgisayar Tabanlı IPTV
STB (Kutu IPTV)
Oyun Konsolu IPTV</li></li></ul><li>Demo<br />Windows Media Center ile Canlı IPTV Demo<br />
Pazarlama Fırsatları<br /><ul><li>Gary Schultz: İnanıyoruz ki global IPTV pazarı 2010 yılında 50.5 milyon aboneye ulaşacak...
IPTV, kablonun sunamadığı yüksek hedefli ve interaktif reklamlar sunar. Telcos, kablonun üzerinde teknolojiye sahip olacak...
Wireless şirketleri reklam fırsatlarına da sahip olacaklar, ya geleneksel hücresel kullanımı ile entegre ya da mobil veri,...
Anında mesajlaşma arkadaş listesi
Gerçek zamanlı sohbet
Yerel biletler, zil tonları
Canlı anket
Amazon stili e-ticaret
Video oluşturma ve paylaşma
Doktor ve hemşire çağırma</li></li></ul><li>IPTV Yenilikleri<br />Yer Tabanlı Servisler<br />Sosyal<br />Medya<br />Oyunla...
Playstation 3
Nintendo Wii
Facebook
Myspace
LinkedIn
Fotoğraflar
Kişisel Filmler
Müzik
Pizza Siparişi
Doktor Randevusu Planlama</li></li></ul><li>Trend #3Çoklu Dokunmatik Pazarlama Taktikleri<br />
Çoklu Dokunmatik Cihazlar Hayal Değil<br />Dell Latitude XT<br />HP TouchSmart<br />
Çoklu Dokunmatik Pazarlama Senaryoları<br />Klavye ve Fare kullanılmadan yapılabilecek çok yenilikçi fikirler.<br />Örnek ...
Video<br />Çoklu Dokunmatik Yüzeyler ve Yapılabilecekler<br />
Çapraz Pazarlama Senaryoları<br />
Trend #4 <br />SosyalMedyanınEtkinKullanımı<br />
Yeni Araçlar<br />Blog<br />Online Oyunlar<br />Web Servisleri<br />Podcast<br />Sanal Dünyalar<br />Zengin Internet Uygul...
Potansiyel<br />
Başarılı Bir Mikro Ödeme ile Bağış Toplama Kampanyası<br />
Pazarlamanın Yeni 4P’si<br />Standart 4P:<br />Product, Pricing, Promotion and Placement<br />Web 2.0 ile yeni 4P:<br />Pe...
Sosyal Medya’nın Takibi<br />
Trend #5 3G ile Dijital Pazarlama<br />
Yeni Nesil<br />İstemciler<br />İstemci - Sunucu<br />PC GUI<br />Web<br />Yetenekler<br />PC CUI<br />Terminal<br />Zaman...
Kolay Kullanıcı Arayüzü
Entegre Haberleşme</li></li></ul><li>Mobil Sipariş<br />Mobil İmza<br />Mobil İnternet<br />ERP<br />Mobil Ödeme & Bankacı...
Trend #6 Digital Gerilla Başlıyor<br />
Liderleri Bulun...<br />
www.7daysleft.com<br />
 TRANSUMERS & POP-UP<br />Guerrilla Drive-In<br />
Trend #7 <br />Oyun 2.0 ile Pazarlama<br />
200 milyonoyunsever<br />
10.4 milyonkonsol<br />37 ülke<br />160 high-definition oyun<br />
FarmVille Başarısı<br />
Second Life Başarısızlığı<br />
Türkiye’den Başarılı Örnekler: Istanbul Kıyamet Vakti<br />
C4 Robot<br />
Trend #8Arayüz 2.0 ve Kullanıcıları Anlamak<br />
Müthiş deneyimler nelerdir?<br />Müthiş deneyimler…<br />
Çekici<br />Müthiş deneyimler…<br />
Çekici<br />Zarif<br />
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Dijital Pazarlama Trendleri 2010

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  • We all know that great experiences drive consumer choice. And for many of the people in this room, creating and delivering those experiences is the reason you get up in the morning – and the foundation of the business you’re in. Creativity and strategy are the foundations for great experiences, but software plays a crucial – and growing – role in how those experiences lead to solid business results.Let’s take a look at what it takes to create a great experience and how it can make an impact on your bottom line…
  • Now more than ever, experiences are about much more than “look and feel”…Great experiences are those that look great and work flawlessly.They entertain and engage, with rich, contextual and relevant content.They are easy to use.And they ensure reliability, performance and security, under real-world pressures of scale and complexity.The best experiences are deeply connected to the companies and brands they represent – they’re not just billboards, they’re windows and doors through which customers should be able to see and interact with your business and your brand in a substantial way.
  • Now more than ever, experiences are about much more than “look and feel”…Great experiences are those that look great and work flawlessly.They entertain and engage, with rich, contextual and relevant content.They are easy to use.And they ensure reliability, performance and security, under real-world pressures of scale and complexity.The best experiences are deeply connected to the companies and brands they represent – they’re not just billboards, they’re windows and doors through which customers should be able to see and interact with your business and your brand in a substantial way.
  • Now more than ever, experiences are about much more than “look and feel”…Great experiences are those that look great and work flawlessly.They entertain and engage, with rich, contextual and relevant content.They are easy to use.And they ensure reliability, performance and security, under real-world pressures of scale and complexity.The best experiences are deeply connected to the companies and brands they represent – they’re not just billboards, they’re windows and doors through which customers should be able to see and interact with your business and your brand in a substantial way.
  • Now more than ever, experiences are about much more than “look and feel”…Great experiences are those that look great and work flawlessly.They entertain and engage, with rich, contextual and relevant content.They are easy to use.And they ensure reliability, performance and security, under real-world pressures of scale and complexity.The best experiences are deeply connected to the companies and brands they represent – they’re not just billboards, they’re windows and doors through which customers should be able to see and interact with your business and your brand in a substantial way.
  • Now more than ever, experiences are about much more than “look and feel”…Great experiences are those that look great and work flawlessly.They entertain and engage, with rich, contextual and relevant content.They are easy to use.And they ensure reliability, performance and security, under real-world pressures of scale and complexity.The best experiences are deeply connected to the companies and brands they represent – they’re not just billboards, they’re windows and doors through which customers should be able to see and interact with your business and your brand in a substantial way.
  • Customers want exciting, rich, responsive and complete experiences. You want to build and maintain those experiences quickly and inexpensively – and get the results you need.But it’s more complicated than it should be. Let’s look at a few reasons why…
  • On the Web, we’re building great experiences every day, but we’re doing it with tools that have their roots in an earlier era of the Internet. Most of the tools we use date from a time when the Web was about “content,” but today’s experiences need the power of software: not only to deliver the richness and interactivity users want, but also to connect those experiences to the business systems that matter, to deliver those experiences reliably at a massive scale, and to do it all with an eye towards the bottom line: cost and time to market.It’s time to put the full power of software to work on delivering great experiences.
  • One way today’s experiences are more like software these days is that they never stand alone – they are the doors and windows to many different systems and processes that support the business and the brand.For example, consider a typical product configurator, which lets users really get to know the product, play around with it and customize it to their needs. The second the customer hits the “buy” button, that great experience needs to start talking to the inventory and billing systems that will process their payment and ship their product, and the CRM system that connects this product with anything else they’ve bought.The fact is, once your great experience starts to deliver results – whether that’s user engagement that needs to be tracked, analyzed and monetized, or purchases that need to be processed – you are now in the software business.
  • The good news is that Microsoft is pretty good at solving these kinds of tough software problems. We’ve been doing it for more than 30 years. That’s why we’re extending the power of software to tackle the challenges you face in creating great experiences.
  • We’re helping you quickly, efficiently, and profitably create great experiences wherever your customers are – on the Web, on their desktop, on their mobile phone – and also bring those experiences to new places, whether it’s game consoles, new interactive devices like Surface, or new form factors that haven’t yet been invented.
  • We’re innovating on the tools and platforms for you to deliver great experiences in every aspect – not only the rich, exciting and engaging experiences customers see, but also the processes and workflows and supporting technologies that help you build great experiences quickly and easily, deliver them reliably to wherever your customers want them, and translate those experiences into real business results.Let’s look at a few examples of how Microsoft is helping companies get the most out of the experiences they create…
  • The goalis to up-level the conversation above the product and solution level.We want to move discussions beyond comparing individual product features for Web technologies to a platform discussion that brings in more of our assets. We want to help the traditional contacts we have in IT be more relevant within their own businesses while also begin conversations with marketing professionals – a group we traditionally have not interacted with.We want to create a dialogue that includes a greater number of our products and solutions and brings the breadth of our platform to bear.We want to meet and satisfy a real customer need and business opportunity.As you can see from the title, this need is around digital marketing. Actually, it encompasses all of marketing but through conversations about the Web we have the opportunity begin the with discussion and connect it to the rest of the business.
  • Key points:Full Quote: “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” from Innovation and Entrepreneurship Often marketing gets a bad rap from technical audiences but if you consider any and all touchpoints you have with a customer to be marketing then you can begin to think about it in a new way. We as a company do a good job about talking about innovation. As the ways in which businesses connect with customers increasingly go digital, it is imperative for Information Technology to help drive marketing efforts.
  • As you can tell from the previous examples, there are numerous ways in which businesses can leverage software and digital marketing to better attract, engage and excite their customers.What’s next?To see what the next big opportunity is it’s important to take a look back at previous stages.For once you think you’ve figured out the most interactive, personalized Web experience for your customer . . . You will soon realize they are spending more time on their phones. How do you create that experience on the phone?How do you connect the Web experience with the offline store? How can you use the buying habits offline to better present the customer with choices online? Then as a company you may start to wonder if the advertising you’re buying is driving sales? How do you track and correlate your advertising spend and effectiveness inside your company?How do you connect back out to existing communities around your product or brand? How do you create community? How do you get your customers to help you design your next product?Piece by piece businesses build and buy pieces of a marketing platform and don’t even know it. The issue of course is: will that fancy new website you just hired an agency to create connect to the offline store? Will it work as a mobile version? Are you collecting the right information?We can help you build a better marketing platform. We can help connect your CRM systems to that interactive Web site. Nail connecting CRM into interactive Web and Buy / Sell Ad systems.Key Points:More and more large businesses are building their own Ad and marketing platforms . . . Piece by piece.Encourage your customers to take a step back and look at a marketing platformDoing so starts to enable more personalized experiences, better integration. Talk about services playing a partyou start getting into territory where it gets real complicated mfg exception - your laptop from dell is going to get built with a different HD then you wanted -- is that OK? you ordered 5 different things - SAP says we can combine the shipment you live in 94122; we have 20 other early adopter customers there -- we should identify that and create a local event?
  • Varolan durumda bardağın dolu veya boş tarafına odaklanmak farklı sonuçlar doğurabilir. Krizleri fırsata dönüştürmek inovasyon ile mümkün olabilir.Küresel krizin yarattığı belirsizliğin ne kadar süreceğini ve etkilerini kestirmek pek mümkün olmasa da teknoloji önümüzdeki yıllarda da gelişimini sürdürecek. Verimlilik artan bir trend olmaya devam edecek, girişimciler yeni şirketleri yaratıcı yeni fikirler etrafında kuracaklar. Yeni iş fırsatları oluşmaya devam edecek. Bilişim teknolojileri daha önceki krizlerde de olduğu gibi krizden karlı çıkmanın en iyi araçlarından biri olacak.
  • Dijital Pazarlama Trendleri 2010

    1. 1. Dijital PazarlamaTrendleri<br />2010<br />Mehmet Nuri Çankaya<br />Microsoft Türkiye<br />-------------------------------------------------------------<br />Blog: www.nuricankaya.com<br />Twitter: www.twitter.com/nuricankaya<br />FriendFeed: www.friendfeed.com/nuricankaya<br />
    2. 2. Dijital Pazarlama Trendleri2010<br />
    3. 3. Trend #1 Türeticiler İş Başında<br />
    4. 4. Teknolojik Dönüşümün Kondratiev Dalgaları<br />
    5. 5. Tüketici + Üretici = Türetici<br />Fikri oluştur, prototipi geliştir, ürünü sat...<br />
    6. 6. Tüketici Yapımı<br />Online ve offline olarak yaşayan konsept arabalar hayat buluyor<br />
    7. 7. Kişiselleştirme 2.0<br />Kişiselleştirilmiş Şarkılar<br />
    8. 8. Kişiselleştirme 2.0<br />Size benzeyen oyuncaklar<br />
    9. 9. Kişiselleştirme ve Türetici Buluşması<br />
    10. 10. Trend #2<br />PCTV’mi IPTV’mi?<br />
    11. 11. Dijital Dünyamız<br />Veriler ve Uygulamalar<br />Haberler ve Aktiviteler<br />Bağlantılar<br />Cihazlar<br />
    12. 12. Dijital Dünyamız<br />Hep Güncel Kalın<br />Kolay Paylaşım<br />Heryerden Erişim<br />Cihazlar Birlikte Çalışıyor<br />Deneyim 2.0<br />
    13. 13. IPTV Nedir<br />IPTV ( İnternet Protokol Televizyonu)<br />İnternet protokollerini kullanarak geniş bant bağlantı<br />üzerinden televizyon programlarını evlere ulaştırır. Abonelik ve IPTV set üstü kutu gerektirir. Mevcut TV kablosu ve uydu teknolojileri ile yeni avantajlar sunar. IPTV; istek video, IP üzerinden telefon görüşmesi(VOIP), dijital telefon ve Web erişimi gibi diğer servislerle ilişkilidir<br />
    14. 14. Pazar<br />Pazar<br />2006&apos;dan 2010&apos;a IPTV gelirleri dünya çapında 872 milyon dolardan 13.2 milyar dolara yükseldi. 2010 itibariyle dünyadaki IPTV abonelerinin oranı neredeyse 40 milyona yükseldi.<br />-Kaynak, Gartner Group<br />2007&apos;nin ilk çeyreğinde dünya çapında IPTV ekipman geliri 423.9 milyon dolara yükseldi.<br />Telcos ve Kablo Servis Sağlayıcılarından Anahtarlanmış Dijital Video ve IPTV Gelirleri<br />-Kaynak, Infonetics Araştırma<br /><ul><li>2011 yılında dünya çağındaki IPTV abonelerinin sayısının 93 milyona yükseleceği tahmin ediliyor
    15. 15. 2007 yılının son çeyreğinden 2008 yılının ilk çeyreğine dünya çapında IP set-üstü kutu geliri %10 arttı</li></li></ul><li>Model Değiştirme<br />Yayın Öldü<br />(Tüketicileri İkna Etmek)<br />IPTV 2.0<br />(Tüketici Merkezli)<br />(Çekici Ortam)<br />
    16. 16. IPTV (STB) Set Üstü Kutu Kategorileri<br /><ul><li>Bilgisayar Tabanlı IPTV
    17. 17. STB (Kutu IPTV)
    18. 18. Oyun Konsolu IPTV</li></li></ul><li>Demo<br />Windows Media Center ile Canlı IPTV Demo<br />
    19. 19. Pazarlama Fırsatları<br /><ul><li>Gary Schultz: İnanıyoruz ki global IPTV pazarı 2010 yılında 50.5 milyon aboneye ulaşacak. Multimedya Araştırma Grubu Ana Analisti
    20. 20. IPTV, kablonun sunamadığı yüksek hedefli ve interaktif reklamlar sunar. Telcos, kablonun üzerinde teknolojiye sahip olacak.- eğer yeterince deneyimli olabilirse
    21. 21. Wireless şirketleri reklam fırsatlarına da sahip olacaklar, ya geleneksel hücresel kullanımı ile entegre ya da mobil veri, video gibi yeni media.</li></li></ul><li>IPTV 2.0 Gelecekte Neler Var?<br /><ul><li>Yer merkezli trafik ve hava raporu
    22. 22. Anında mesajlaşma arkadaş listesi
    23. 23. Gerçek zamanlı sohbet
    24. 24. Yerel biletler, zil tonları
    25. 25. Canlı anket
    26. 26. Amazon stili e-ticaret
    27. 27. Video oluşturma ve paylaşma
    28. 28. Doktor ve hemşire çağırma</li></li></ul><li>IPTV Yenilikleri<br />Yer Tabanlı Servisler<br />Sosyal<br />Medya<br />Oyunlar<br />Medya Paylaşımı<br />Oyun Platformu Entegrasyonu<br />IPTV + Sosyal Medya<br />Kişisel Medya<br />Yer Tabanlı Servisler<br /><ul><li>Xbox 360
    29. 29. Playstation 3
    30. 30. Nintendo Wii
    31. 31. Facebook
    32. 32. Myspace
    33. 33. LinkedIn
    34. 34. Fotoğraflar
    35. 35. Kişisel Filmler
    36. 36. Müzik
    37. 37. Pizza Siparişi
    38. 38. Doktor Randevusu Planlama</li></li></ul><li>Trend #3Çoklu Dokunmatik Pazarlama Taktikleri<br />
    39. 39. Çoklu Dokunmatik Cihazlar Hayal Değil<br />Dell Latitude XT<br />HP TouchSmart<br />
    40. 40. Çoklu Dokunmatik Pazarlama Senaryoları<br />Klavye ve Fare kullanılmadan yapılabilecek çok yenilikçi fikirler.<br />Örnek Senaryolar:<br />Çoklu etkileşimli oyun<br />Ürün Lansmanı<br />Outdoor Gerilla <br />Finans<br />Sağlık Hizmetleri<br />Vb...<br />
    41. 41. Video<br />Çoklu Dokunmatik Yüzeyler ve Yapılabilecekler<br />
    42. 42. Çapraz Pazarlama Senaryoları<br />
    43. 43. Trend #4 <br />SosyalMedyanınEtkinKullanımı<br />
    44. 44. Yeni Araçlar<br />Blog<br />Online Oyunlar<br />Web Servisleri<br />Podcast<br />Sanal Dünyalar<br />Zengin Internet Uygulamaları<br />Sosyal Topluluklar<br />Gadget<br />
    45. 45. Potansiyel<br />
    46. 46.
    47. 47.
    48. 48. Başarılı Bir Mikro Ödeme ile Bağış Toplama Kampanyası<br />
    49. 49. Pazarlamanın Yeni 4P’si<br />Standart 4P:<br />Product, Pricing, Promotion and Placement<br />Web 2.0 ile yeni 4P:<br />Personalization: Customization of products and services through the use of the Internet.<br />Participation: Allows the customer to participate in what the brand should stand for<br />Peer-to-Peer: This refers to customer networks and communities where advocacy happens.<br />Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems <br />
    50. 50. Sosyal Medya’nın Takibi<br />
    51. 51. Trend #5 3G ile Dijital Pazarlama<br />
    52. 52. Yeni Nesil<br />İstemciler<br />İstemci - Sunucu<br />PC GUI<br />Web<br />Yetenekler<br />PC CUI<br />Terminal<br />Zaman<br />Cihazların Evrimi<br /><ul><li>Her Zaman Bağlı
    53. 53. Kolay Kullanıcı Arayüzü
    54. 54. Entegre Haberleşme</li></li></ul><li>Mobil Sipariş<br />Mobil İmza<br />Mobil İnternet<br />ERP<br />Mobil Ödeme & Bankacılık<br />Mobil E-Posta<br />Yeni Bir Dönem: Mobil &Yakınsama<br />Mobil teknolojilerle hayat tarzımız değişiyor…<br />
    55. 55. Trend #6 Digital Gerilla Başlıyor<br />
    56. 56. Liderleri Bulun...<br />
    57. 57. www.7daysleft.com<br />
    58. 58. TRANSUMERS & POP-UP<br />Guerrilla Drive-In<br />
    59. 59. Trend #7 <br />Oyun 2.0 ile Pazarlama<br />
    60. 60. 200 milyonoyunsever<br />
    61. 61. 10.4 milyonkonsol<br />37 ülke<br />160 high-definition oyun<br />
    62. 62. FarmVille Başarısı<br />
    63. 63. Second Life Başarısızlığı<br />
    64. 64. Türkiye’den Başarılı Örnekler: Istanbul Kıyamet Vakti<br />
    65. 65. C4 Robot<br />
    66. 66. Trend #8Arayüz 2.0 ve Kullanıcıları Anlamak<br />
    67. 67. Müthiş deneyimler nelerdir?<br />Müthiş deneyimler…<br />
    68. 68. Çekici<br />Müthiş deneyimler…<br />
    69. 69. Çekici<br />Zarif<br />
    70. 70. İşlevsel<br />Zarif<br />
    71. 71. Bağlı<br />İşlevsel<br />
    72. 72. Aslında hepsidir<br />Müthiş Deneyimler<br />Sonuç getirir<br />
    73. 73. Bu karmaşıktır<br />
    74. 74. Sadece içerik değil<br />Aynı zamanda Yazılım<br />
    75. 75. Önyüzden çok daha fazlası<br />
    76. 76. Bunu yapabilmeyi basitleştirmek<br />
    77. 77. Müthiş deneyimler sunun, heryerden erişilsin<br />
    78. 78. Tüm bu müthiş deneyimleri<br />Sonuçlara dönüştürün<br />
    79. 79. Trend #9Adım Adım Web 3.0<br />Web 3.0 = Semantik (Anlamsal) Web<br />Semantik web’in amacı verinin uygulamalar arası, kurumlar arası, topluluklar arası paylaşılabilmesi için bir altyapı sağlamaktadır.<br />
    80. 80. SemantİkWeb’eBakIş<br />Bugünkü Web Anlamsal Web<br />
    81. 81. Trend #10DijitalPazarlamaPlatformuOluşturmak<br />
    82. 82. “Because the purpose of business is to create a customer, the business enterprise has two – and only two –basic functions: marketing and innovation.”<br /> – Peter Drucker<br />
    83. 83. Spotrunner<br />
    84. 84. Community<br />ERP / CRM<br />Ad Systems<br />Web<br />Mobile<br />POS<br />Web<br />Mobile<br />ERP / CRM<br />POS<br />Community<br />Ads<br />Digital Pazarlama Platformu Oluşturmak<br />
    85. 85.
    86. 86. Soru & Cevap<br />
    87. 87. Teşekkürler<br />Daha Fazla Sunum için: www.nuricankaya.com<br />

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