{"id":234357,"date":"2022-03-15T14:40:38","date_gmt":"2022-03-15T14:40:38","guid":{"rendered":"https:\/\/letsbecool.com\/?p=234357"},"modified":"2024-02-24T12:41:32","modified_gmt":"2024-02-24T12:41:32","slug":"why-does-empathy-marketing-matter-in-marketing","status":"publish","type":"post","link":"https:\/\/letsbecool.com\/tr\/why-does-empathy-marketing-matter-in-marketing\/","title":{"rendered":"Empati Pazarlamas\u0131: Pazarlamada Empati Neden \u00d6nemlidir?"},"content":{"rendered":"[et_pb_section fb_built=”1″ _builder_version=”4.9.4″ _module_preset=”default” custom_padding=”0px|||||”][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” custom_margin=”|auto|-49px|auto||”][et_pb_column _builder_version=”4.9.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″ custom_margin=”-41px|||||”]

Bug\u00fcn ileti\u015fimde teknolojik olanaklar\u0131n artmas\u0131yla birlikte potansiyel m\u00fc\u015fterilere ula\u015fmak i\u00e7in i\u015fletmeler sosyal medya, pazar yerleri gibi bir\u00e7ok kanal\u0131 kullanmaktad\u0131rlar. Fakat bu kanallarda her i\u015fletmenin \u00e7ok fazla rakibinin de olmas\u0131 sebebiyle potansiyel m\u00fc\u015fterilerle ba\u011flant\u0131 kurmak daha zor hale geldi.<\/span><\/p>\n

\u0130\u015fte tam bu noktada i\u015fletmelerin potansiyel m\u00fc\u015fterilerini ne kadar anlayabildi\u011fi ve bu anlay\u0131\u015f\u0131 ba\u015far\u0131l\u0131 pazarlama faaliyetleriyle onlara ne \u00f6l\u00e7\u00fcde yans\u0131tabildi\u011fi \u00f6nemli hale geliyor. Bu durum da i\u015fletmelerin pazarlama faaliyetlerine empati olgusunu dahil etmelerini gerekli k\u0131l\u0131yor.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” column_structure=”3_5,2_5″][et_pb_column _builder_version=”4.9.4″ _module_preset=”default” type=”3_5″][et_pb_image src=”https:\/\/letsbecool.com\/wp-content\/uploads\/2022\/03\/nick-morrison-FHnnjk1Yj7Y-unsplash-scaled.jpg” _builder_version=”4.9.4″ _module_preset=”default” alt=”a-laptop-is-standing-on-the-table-there-is-also-a-notebook-with-a-pen-and-a-cup-of-coffee” title_text=”nick-morrison-FHnnjk1Yj7Y-unsplash” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column _builder_version=”4.9.4″ _module_preset=”default” type=”2_5″][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″ custom_margin=”8px|||||”]

Empati Pazarlama Nedir?<\/strong><\/h3>\n

Empati genel olarak psikolojik bir olgu olup, di\u011fer insanlar\u0131n ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc anlama yetene\u011fi olarak tan\u0131mlan\u0131r.\u00a0<\/span><\/p>\n

Empati pazarlama ise, pazarlama faaliyetlerinizde d\u00fcnyay\u0131 potansiyel m\u00fc\u015fterilerinizin bak\u0131\u015f a\u00e7\u0131s\u0131ndan g\u00f6rebilmek ve faaliyetlerinizi bu bak\u0131\u015f a\u00e7\u0131s\u0131na g\u00f6re \u00f6zelle\u015ftirmeyi ifade eder. Yani empati pazarlama m\u00fc\u015fterileri mekanik ve yaln\u0131zca sat\u0131n alma faaliyetinde bulunan canl\u0131lar olarak g\u00f6rmek de\u011fil de onlar\u0131n duygusal canl\u0131lar oldu\u011funu g\u00f6z ard\u0131 etmeden, bu anlay\u0131\u015fa g\u00f6re pazarlama faaliyetlerini ger\u00e7ekle\u015ftirmek anlam\u0131na gelir.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.4″ _module_preset=”default” custom_margin=”-36px|auto|-150px|auto||”][et_pb_column _builder_version=”4.9.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.9.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]

Pazarlamada Empati Neden \u00d6nemlidir?<\/strong><\/h3>\n

Empati ve pazarlama yak\u0131ndan ili\u015fkilidir. Pazarlama faaliyetlerinin ba\u015far\u0131l\u0131 olabilmesinin yolu m\u00fc\u015fterilerin ne istedi\u011fini ve ne istemedi\u011fini anlamaktan ge\u00e7er. M\u00fc\u015fterilerinizle ilgili elinizde \u00e7ok fazla veri olabilir fakat bu veriyi nas\u0131l kullanaca\u011f\u0131n\u0131z ve nas\u0131l de\u011ferlendirece\u011finiz sizin elinizdedir. M\u00fc\u015fterilerinizi sadece bir veri ya da gelir kayna\u011f\u0131 olarak g\u00f6rmek yerine, d\u00fcnyaya m\u00fc\u015fterilerinizin g\u00f6z\u00fcnden bakabilirseniz, asl\u0131nda empati pazarlama olgusunu ger\u00e7ekle\u015ftirmi\u015f olursunuz.<\/span><\/p>\n

Harika bir \u00fcr\u00fcn\u00fcn\u00fcz ve \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn harika bir m\u00fc\u015fteri potansiyeli var oldu\u011funu varsayal\u0131m fakat siz yaln\u0131zca \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn potansiyel m\u00fc\u015fteri say\u0131s\u0131na ve getirisine odakland\u0131n\u0131z. Yani m\u00fc\u015fterilerinizin bu \u00fcr\u00fcn\u00fcn onlar\u0131n ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamas\u0131n\u0131n yan\u0131nda bir markadan ve \u00fcr\u00fcnden duygusal olarak ne bekledi\u011fini g\u00f6z ard\u0131 ettiniz. Bu \u00fcr\u00fcn\u00fcn pazarlama faaliyetlerinin muhtemelen ba\u015far\u0131s\u0131z olaca\u011f\u0131n\u0131 s\u00f6ylemek yersiz olmayacakt\u0131r.<\/span>\u00a0<\/p>\n

\u00d6rne\u011fin, \u00f6zellikle Covid-19 salg\u0131n\u0131ndan sonra t\u00fcketicilerin \u00e7evre ile ilgili endi\u015feleri artt\u0131. \u00dcr\u00fcnlerin \u00e7evre dostu olmas\u0131 t\u00fcketicilerin sat\u0131n alma kararlar\u0131n\u0131 etkileyen \u00f6nemli bir g\u00f6sterge haline geldi. T\u00fcketicilerin bu endi\u015fesini fark eden bir\u00e7ok marka ise t\u00fcketicilerin bu iste\u011fini g\u00f6z \u00f6n\u00fcne alarak \u00e7evre dostu \u00fcr\u00fcnleri pazara s\u00fcrmeye ba\u015flad\u0131lar. T\u00fcketicilerin \u00e7evre konusundaki endi\u015felerini g\u00f6z ard\u0131 etmeyen markalar\u0131n pazarlama faaliyetleri ba\u015far\u0131l\u0131 olurken, di\u011fer markalar rakiplerine g\u00f6re pazarda \u00e7o\u011funlukla ba\u015far\u0131s\u0131z oldular.<\/span><\/p>\n

Bunu nas\u0131l m\u0131 biliyoruz? Salg\u0131n Sonras\u0131, Unilever taraf\u0131ndan yap\u0131lan uluslararas\u0131 bir ara\u015ft\u0131rmada her \u00fc\u00e7 ki\u015fiden birinin \u00e7evre a\u00e7\u0131s\u0131ndan yararl\u0131 oldu\u011funa inand\u0131klar\u0131 markalardan al\u0131\u015fveri\u015f yapmay\u0131 tercih etti\u011fi ortaya \u00e7\u0131kt\u0131.<\/span><\/p>\n

\u00a0Burada i\u015fletmeler taraf\u0131ndan dikkat edilmesi gereken ana nokta asl\u0131nda m\u00fc\u015fterilerinizi verilerden olu\u015fan bir topluluk olarak g\u00f6rmek yerine m\u00fc\u015fterilerinizin endi\u015felerini, hislerini ve hatta sosyo-k\u00fclt\u00fcrel durumlar\u0131n\u0131 anlamakt\u0131r. \n\nVeriler tabii ki hedef kitlenizle ileti\u015fim halinde olman\u0131z i\u00e7in gereklidir ancak pazarlama faaliyetlerinde m\u00fc\u015fterilerinizle empati kurmay\u0131 atlad\u0131\u011f\u0131m\u0131z zaman pazarlama faaliyetlerinizin ba\u015far\u0131 oran\u0131n\u0131n d\u00fc\u015fmesi \u00f6ng\u00f6r\u00fclebilir bir durumdur.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":"

Today, with the increase in technological possibilities in communication, businesses use many channels such as social media and marketplaces to reach their potential customers. But since each business has so many competitors in these channels, it requires more effort to connect with potential customers. At this point, it becomes crucial to what extent businesses can […]<\/p>","protected":false},"author":1,"featured_media":234361,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[21,1],"tags":[],"class_list":["post-234357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-uncategorized"],"jetpack_featured_media_url":"https:\/\/letsbecool.com\/wp-content\/uploads\/2022\/03\/aleks-dorohovich-nJdwUHmaY8A-unsplash-scaled.jpg","_links":{"self":[{"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/posts\/234357","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/comments?post=234357"}],"version-history":[{"count":4,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/posts\/234357\/revisions"}],"predecessor-version":[{"id":234364,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/posts\/234357\/revisions\/234364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/media\/234361"}],"wp:attachment":[{"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/media?parent=234357"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/categories?post=234357"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/letsbecool.com\/tr\/wp-json\/wp\/v2\/tags?post=234357"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}