R\u0259q\u0259msal \u00e7evrilm\u0259 \u015firk\u0259tl\u0259rin strategiyalar\u0131na d\u0259rind\u0259n t\u0259sir edir. X\u00fcsusil\u0259, markalarla m\u00fc\u015ft\u0259ril\u0259r aras\u0131ndak\u0131 \u0259laq\u0259ni d\u0259yi\u015fir. M\u00fcasir d\u00fcnyada istehlak\u00e7\u0131lar\u0131n se\u00e7iml\u0259ri v\u0259 bilikl\u0259ri artd\u0131qca q\u0259rar q\u0259bul etm\u0259l\u0259ri \u00e7\u0259tinl\u0259\u015fir. Bu s\u0259b\u0259bd\u0259n, indi; \u0130stehlak\u00e7\u0131lar\u0131n ehtiyaclar\u0131n\u0131, ist\u0259kl\u0259rini v\u0259 g\u00f6zl\u0259ntil\u0259rini anlamaq sad\u0259 bir i\u015f deyil. Bu ehtiyaclar\u0131n, ist\u0259kl\u0259rin v\u0259 g\u00f6zl\u0259ntil\u0259rin \u00e7oxu \u015f\u00fcursuz \u015f\u0259kild\u0259 yaran\u0131r v\u0259 h\u0259tta istehlak\u00e7\u0131 bunlar\u0131 dil\u0259 g\u0259tirmir. Neyromarketinq, istehlak\u00e7\u0131lar\u0131n davran\u0131\u015flar\u0131n\u0131n alt\u0131nda yatan \u015f\u00fcursuz reaksiyalar\u0131 ara\u015fd\u0131ran v\u0259 m\u0259qs\u0259dl\u0259rin\u0259 y\u00f6n\u0259ltm\u0259kd\u0259 markalara texniki d\u0259st\u0259k ver\u0259n bir sah\u0259dir.<\/p>\n
Neyromarketinq, beynin reklam v\u0259 markala\u015fmaya verdiyi reaksiyalar\u0131n formal ara\u015fd\u0131r\u0131lmas\u0131 v\u0259 daha yax\u015f\u0131 cavablar \u0259ld\u0259 etm\u0259k \u00fc\u00e7\u00fcn bu mesajlar\u0131n geribildirim \u0259sasl\u0131 t\u0259nziml\u0259nm\u0259sidir.<\/p>\n
T\u0259dqiqat\u00e7\u0131lar, reklam mesajlar\u0131na cavab olaraq beyin f\u0259aliyy\u0259tinin m\u00fc\u0259yy\u0259n n\u00f6vl\u0259rini \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn funksional maqnit rezonans g\u00f6r\u00fcnt\u00fcl\u0259m\u0259 (fMR\u0130) v\u0259 elektroensefaloqrafiya (EEG) kimi texnologiyalardan istifad\u0259 edirl\u0259r. Bu m\u0259lumatlar il\u0259 \u015firk\u0259tl\u0259r istehlak\u00e7\u0131lar\u0131n bu q\u0259rarlar\u0131 niy\u0259 verdikl\u0259rini v\u0259 beynin hans\u0131 hiss\u0259l\u0259rinin onlar\u0131 buna h\u0259v\u0259sl\u0259ndirdiyini \u00f6yr\u0259nirl\u0259r.<\/p>\n
Neyromarketinq t\u0259tbiql\u0259rinin m\u0259qs\u0259di marketinq prosesl\u0259rini optimalla\u015fd\u0131rmaq v\u0259 m\u0259cazi m\u0259nada istehlak\u00e7\u0131n\u0131n beyni haqq\u0131nda fikir \u0259ld\u0259 etm\u0259kdir. \u018fsas m\u0259qs\u0259di reklam\u0131 n\u0259yin daha t\u0259sirli ed\u0259c\u0259yi haqq\u0131nda fikir \u0259ld\u0259 etm\u0259kdir.<\/p>\n
Time Warner v\u0259 NBC kimi \u015firk\u0259tl\u0259r ill\u0259rdir m\u00fc\u015ft\u0259ril\u0259rinin \u0259laq\u0259l\u0259rini \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn neyromarketinqd\u0259n istifad\u0259 edir; Microsoft, Google<\/a> v\u0259 Facebook<\/a> kimi dig\u0259r texnologiya n\u0259h\u0259ngl\u0259ri bu yax\u0131nlarda \u00f6z nevrologiya m\u0259rk\u0259zl\u0259rini qurmu\u015flar.<\/p>\n \u015eirk\u0259tl\u0259r, markalar\u0131 il\u0259 \u0259laq\u0259li duy\u011fular\u0131n v\u0259 xatir\u0259l\u0259rin bir insan\u0131n \u015f\u00fcursuz bir \u015f\u0259kild\u0259 sat\u0131n alma q\u0259rarlar\u0131na nec\u0259 q\u0259rar verdiyini g\u00f6rm\u0259k ist\u0259yirl\u0259r.<\/p>\n T\u0259dqiqat\u00e7\u0131lar\u0131n bu konsepsiya say\u0259sind\u0259 ist\u0259diyimizi v\u0259 ist\u0259m\u0259diyimizi anlaya bilm\u0259si istehlak\u00e7\u0131 d\u00fcnyas\u0131 \u00fc\u00e7\u00fcn maraql\u0131 bir m\u0259s\u0259l\u0259dir. Onlar\u0131 k\u0259\u015ff etm\u0259k \u00fc\u00e7\u00fcn bir \u00e7ox \u00fcsuldan istifad\u0259 olunur. Misal \u00fc\u00e7\u00fcn; pupilometr- m\u0259hsullar aras\u0131ndan se\u00e7im ed\u0259rk\u0259n g\u00f6z b\u0259b\u0259yinin b\u00f6y\u00fcm\u0259si v\u0259 ki\u00e7ilm\u0259si h\u0259r\u0259k\u0259tl\u0259rin\u0259 g\u00f6r\u0259 istehlak\u00e7\u0131lar\u0131n fiziki d\u0259yi\u015fiklikl\u0259ri haqq\u0131nda \u00e7oxlu m\u0259lumat verir. Eyni \u015f\u0259kild\u0259, g\u00f6z h\u0259r\u0259k\u0259tl\u0259rinin qiym\u0259tl\u0259ndirilm\u0259si n\u0259tic\u0259sind\u0259 g\u00f6z\u00fc izl\u0259m\u0259 texnikas\u0131, reklam v\u0259 ya bazar r\u0259fl\u0259rind\u0259 bax\u0131lan yerl\u0259r\u0259 g\u00f6r\u0259 g\u00f6z h\u0259r\u0259k\u0259tl\u0259rinin n\u0259tic\u0259sini \u00e7\u0131xar\u0131r.<\/p>\n \u0130nsan beynin\u0259 n\u00fcfuz etm\u0259yin \u0259n t\u0259sirli \u00fcsullar\u0131 fMRI v\u0259 EEG olaraq bilinir. Bu iki \u00fcsul say\u0259sind\u0259 istehlak\u00e7\u0131lar\u0131n reklamlar\u0131 izl\u0259y\u0259rk\u0259n beyninin hans\u0131 b\u00f6lg\u0259sind\u0259 aktiv olduqlar\u0131 m\u00fc\u0259yy\u0259n edilir.<\/p>\n – Diqq\u0259ti c\u0259lb ed\u0259n \u015feyi g\u00f6rm\u0259k \u00fc\u00e7\u00fcn g\u00f6z h\u0259r\u0259k\u0259tini izl\u0259yir.<\/p>\n – Duygusal reaksiyalar\u0131 \u00f6l\u00e7m\u0259k \u00fc\u00e7\u00fcn EEG beyin g\u00f6r\u00fcnt\u00fcs\u00fcn\u00fc istifad\u0259 edir. (Y\u0259ni reklamlara v\u0259 ya m\u0259hsul x\u00fcsusiyy\u0259tl\u0259rin\u0259 xo\u015fb\u0259xt cavablar.)<\/p>\n – Marka \u00fc\u00e7\u00fcn m\u00fc\u0259yy\u0259n hissl\u0259rl\u0259 \u0259laq\u0259li beynin m\u00fc\u0259yy\u0259n sah\u0259l\u0259rind\u0259 hans\u0131 reklamlar\u0131n, \u015f\u0259kill\u0259rin v\u0259 x\u00fcsusiyy\u0259tl\u0259rin \u0259n \u00e7ox aktivlik yaratd\u0131\u011f\u0131n\u0131 g\u00f6rm\u0259k \u00fc\u00e7\u00fcn fMRI taramalar\u0131na bax\u0131r.<\/p>\n B\u00fct\u00fcn bunlar\u0131 etm\u0259k m\u00fc\u015ft\u0259rinin subliminal cavablar\u0131ndan istifad\u0259 etm\u0259y\u0259 k\u00f6m\u0259k edir v\u0259 \u015firk\u0259tl\u0259rin marketinq \u00fcsullar\u0131n\u0131 m\u00fc\u015ft\u0259ril\u0259rin d\u00fc\u015f\u00fcnc\u0259l\u0259rin\u0259 v\u0259 hissl\u0259rin\u0259 uy\u011funla\u015fd\u0131rmas\u0131n\u0131 asanla\u015fd\u0131r\u0131r.<\/p>\n Neyromarketinq, marketoloqlar\u0131n m\u0259hsullar\u0131 il\u0259 ba\u011fl\u0131 dem\u0259k olar ki, h\u0259r hans\u0131 bir sual\u0131na cavab verm\u0259k \u00fc\u00e7\u00fcn istifad\u0259 edil\u0259 bil\u0259r – h\u0259tta \u0259n\u0259n\u0259vi marketinq ara\u015fd\u0131rmalar\u0131n\u0131n h\u0259ll ed\u0259 bilm\u0259diyi suallara bel\u0259 cavab \u00fc\u00e7\u00fcn istifad\u0259 oluna bilir.<\/p>\n M\u0259hsul dizayn testl\u0259ri<\/p>\n UX \/ veb sayt testi<\/p>\n \u00c7ox ekranl\u0131 haz\u0131r \/ platformalar aras\u0131 test<\/p>\n TV reklamlar\u0131n\u0131n saniy\u0259l\u0259r boyu optimalla\u015fd\u0131r\u0131lmas\u0131<\/p>\n S\u0259s i\u015far\u0259l\u0259m\u0259 testi<\/p>\n Rebrendinq<\/p>\n Konkret saxlay\u0131n: Bir n\u00fcmun\u0259, insanlar\u0131n niyy\u0259tl\u0259rini de\u015fifr etm\u0259y\u0259 k\u00f6m\u0259k ed\u0259n \u00fcz ifad\u0259l\u0259ri olan reklamlard\u0131r.<\/p>\n Coca-Cola v\u0259 Pepsi bu sah\u0259d\u0259 \u00a0klassik, lakin \u0259n yax\u015f\u0131 n\u00fcmun\u0259dir. Bu n\u00fcmun\u0259, neyromarketin \u0259h\u0259miyy\u0259tini vur\u011fulamaq \u00fc\u00e7\u00fcn \u0259n yax\u015f\u0131s\u0131d\u0131r. Bu \u00fcsulla b\u00fct\u00fcn i\u015ftirak\u00e7\u0131lara t\u0259cr\u00fcb\u0259d\u0259n \u0259vv\u0259l hans\u0131 marka i\u00e7kiy\u0259 \u00fcst\u00fcnl\u00fck verdikl\u0259ri soru\u015fulur. Daha sonra Coca-Cola v\u0259 Pepsi i\u00e7kil\u0259ri insanlara bildirilm\u0259d\u0259n verilir v\u0259 ba\u015fqa bir add\u0131mda bu iki i\u00e7kinin markalar\u0131n\u0131 b\u00fct\u00fcn i\u015ftirak\u00e7\u0131lara g\u00f6st\u0259rdikd\u0259n sonra n\u00f6vb\u0259 il\u0259 i\u00e7m\u0259l\u0259ri g\u00f6zl\u0259nilir.<\/p>\n B\u00fct\u00fcn bu prosesd\u0259, fMRI metodu istifad\u0259 olunur v\u0259 i\u015ftirak\u00e7\u0131lar\u0131n beynind\u0259ki b\u00fct\u00fcn h\u0259r\u0259k\u0259tl\u0259r qeyd\u0259 al\u0131n\u0131r. N\u0259tic\u0259l\u0259r h\u0259r d\u0259f\u0259 ill\u0259rl\u0259 apar\u0131lan ara\u015fd\u0131rmalar\u0131n n\u0259tic\u0259l\u0259rini s\u00fcbut etm\u0259k \u00fc\u00e7\u00fcn kifay\u0259tdir. FMRI n\u0259tic\u0259l\u0259rin\u0259 g\u00f6r\u0259, marka bildirilm\u0259d\u0259n kola i\u00e7dikd\u0259 i\u015ftirak\u00e7\u0131lar Pepsi dad\u0131n\u0131 daha \u00e7ox b\u0259y\u0259nirl\u0259r, amma \u00fcst\u00fcnl\u00fckl\u0259ri soru\u015fulduqda is\u0259 Coca Cola i\u00e7m\u0259yi \u00fcst\u00fcn tuturlar.<\/p>\n Bir m\u0259hsul se\u00e7\u0259rk\u0259n yaln\u0131z dad\u0131, r\u0259ngi v\u0259 qoxusu t\u0259sirli deyil. M\u0259hsula aid olan xatir\u0259l\u0259r, yerl\u0259\u015fdirm\u0259 v\u0259 m\u0259lumatlar 5 hissimizd\u0259n \u00fcst\u00fcn\u0259 \u00e7\u0131x\u0131r v\u0259 “al” \u0259mrini birba\u015fa beyin\u0259 g\u00f6nd\u0259r\u0259 bilir. \u018fks\u0259r hallarda sat\u0131nalma funksiyas\u0131 bu \u015f\u0259kild\u0259 davam edir. H\u0259r hans\u0131 bir m\u0259hsul x\u00fcsusiyy\u0259tini b\u0259y\u0259nm\u0259yin n\u0259tic\u0259si olaraq beyin bunu bir sifari\u015f olaraq i\u015fl\u0259d\u0259 bil\u0259r.<\/p>\n Neyromarketinq, reklam d\u00fcnyas\u0131 v\u0259 istehlak\u00e7\u0131lar \u00fc\u00e7\u00fcn bir m\u0259hsulun yerl\u0259\u015fdirilm\u0259si, istehlak\u00e7\u0131 il\u0259 m\u0259hsul aras\u0131ndak\u0131 \u0259laq\u0259nin t\u0259yin edilm\u0259si v\u0259 bu \u0259laq\u0259d\u0259 m\u00f6vcud olan psixo-sosial s\u0259b\u0259bl\u0259rin ortaya \u00e7\u0131xar\u0131lmas\u0131 bax\u0131m\u0131ndan \u00e7ox \u0259h\u0259miyy\u0259tlidir.<\/p>\nBeyin F\u0259aliyy\u0259ti \u0130stehlak\u00e7\u0131 Davran\u0131\u015f\u0131na Nec\u0259 T\u0259sir Edir?<\/h3>\n
Beynimizin n\u0259 d\u00fc\u015f\u00fcnd\u00fcy\u00fcn\u00fc v\u0259 hiss etdiyini g\u00f6rm\u0259k \u00fc\u00e7\u00fcn neyromarketinq:<\/h3>\n
Neyromarketinq harada istifad\u0259 olunur?<\/h3>\n
Neyromarketinqd\u0259 t\u0259sirli n\u0259tic\u0259l\u0259r \u0259ld\u0259 etm\u0259k \u00fc\u00e7\u00fcn:<\/h3>\n
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