{"id":796384,"date":"2022-05-15T11:00:14","date_gmt":"2022-05-15T11:00:14","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/marka-olcumu-nedir-metrikler-ve-ipuclari\/"},"modified":"2022-05-15T11:00:14","modified_gmt":"2022-05-15T11:00:14","slug":"marka-olcumu-nedir-metrikler-ve-ipuclari","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/marka-olcumu-nedir-metrikler-ve-ipuclari\/","title":{"rendered":"Marka \u00d6l\u00e7\u00fcm\u00fc: Nedir, Metrikler ve \u0130pu\u00e7lar\u0131"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">T\u00fcketicilerin markan\u0131z\u0131 nas\u0131l \u00f6l\u00e7t\u00fc\u011f\u00fcne dair net bir vizyon mu istiyorsunuz? Bunu bilmenin daha kolay olaca\u011f\u0131 say\u0131s\u0131z farkl\u0131 \u00f6l\u00e7\u00fct ve piyasa tepkisi vard\u0131r. Fark\u0131ndal\u0131k, Penetrasyon, Be\u011fenilirlik, Ak\u0131lda Kalma, Elde Tutma veya Sadakat, Pazar De\u011feri ve marka \u00f6l\u00e7\u00fcm\u00fcne y\u00f6nelik daha pek \u00e7ok metrik gibi. Ayr\u0131nt\u0131larla ba\u015flayal\u0131m.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Marka \u00f6l\u00e7\u00fcm\u00fc nedir?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Bir markan\u0131n her i\u015fletme i\u00e7in \u00f6nemi g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda, markan\u0131n de\u011ferini belirlemek i\u00e7in marka \u00f6l\u00e7\u00fcm\u00fc gerekli hale gelir. Marka \u00f6l\u00e7\u00fcm\u00fc; \u015eirket, \u00dcr\u00fcn T\u00fcr\u00fc\/Kategorisi, \u00dcr\u00fcn Ad\u0131, \u015eirket ve \u00dcr\u00fcn logosu, Marka ve \u00fcr\u00fcn <a href=\"https:\/\/www.questionpro.com\/blog\/customer-awareness\/\">M\u00fc\u015fteri<\/a> Bilinirli\u011fi, Marka ve \u00fcr\u00fcn M\u00fc\u015fteri Tan\u0131n\u0131rl\u0131\u011f\u0131, Marka veya \u00dcr\u00fcn De\u011fi\u015fikli\u011fi Kabul\u00fc ve daha fazlas\u0131n\u0131n yo\u011funla\u015ft\u0131r\u0131lm\u0131\u015f bir toplam\u0131d\u0131r.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c7e\u015fitli \u00f6l\u00e7\u00fctler, tam de\u011feri belirlemek i\u00e7in markam\u0131z\u0131 tan\u0131mlamam\u0131za yard\u0131mc\u0131 olur.  <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Marka \u00f6l\u00e7\u00fcm metrikleri<\/span><\/h2>\n<p>\u015eimdi bir markan\u0131n hangi \u00f6l\u00e7\u00fctlerle \u00f6l\u00e7\u00fclebilece\u011fini tart\u0131\u015fal\u0131m.<\/p>\n<ul>\n<li>\n<h3><strong>Marka Fark\u0131ndal\u0131\u011f\u0131<\/strong><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Her marka veya \u015firket i\u00e7in ilk ad\u0131m marka bilinirli\u011fini art\u0131rmakt\u0131r. Marka bilinirli\u011fi, t\u00fcketicinin belirli bir \u00fcr\u00fcn veya hizmete a\u015final\u0131\u011f\u0131n\u0131 ifade eder.  <\/span><span style=\"font-weight: 400;\">Marka bilinirli\u011fi, de\u011ferlendirilmesi en zor pazarlama KPI&#8217;lar\u0131ndan biridir, ancak m\u00fc\u015fterilerin markan\u0131zdan ne kadar haberdar oldu\u011funu ve markan\u0131za ne kadar a\u015fina oldu\u011funu \u00f6l\u00e7mek, ba\u015far\u0131l\u0131 bir i\u015fletmeye do\u011fru at\u0131lan ilk ad\u0131mlardan biridir.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marka bilinirli\u011fini hesaplaman\u0131n iki yolu vard\u0131r:<\/span><\/p>\n<p style=\"padding-left: 40px;\"><strong>1. Niceliksel:<\/strong> <span style=\"font-weight: 400;\">Bir markadan haberdar olan ki\u015fi say\u0131s\u0131n\u0131 belirlemek i\u00e7in kullan\u0131labilecek belirli matrisler vard\u0131r.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li><span style=\"font-weight: 400;\">Ba\u015flang\u0131\u00e7 olarak, do\u011frudan trafik, bireyler bilin\u00e7li olarak URL&#8217;nizi yazd\u0131\u011f\u0131nda ve i\u00e7eri\u011finizle etkile\u015fime girdi\u011finde olu\u015fturulur. Do\u011frudan trafik rakam\u0131n\u0131z, pazarlama \u00e7abalar\u0131n\u0131z\u0131n bir sonucu olarak web sitenizi ka\u00e7 ki\u015finin ziyaret etti\u011fini size s\u00f6yleyecektir. G\u00fcn\u00fcm\u00fczde pek \u00e7ok m\u00fc\u015fteri i\u015fletmeleri sosyal medya, pazarlama veya \u00fcr\u00fcn ya da markan\u0131zla ilgili anahtar kelimeleri girerek \u00f6\u011frendi\u011finden, bu \u00e7ok \u00f6nemli bir g\u00f6stergedir. M\u00fc\u015fteriler web sitesine geri d\u00f6nd\u00fc\u011f\u00fcnde, bu onlar\u0131n markan\u0131za zaten a\u015fina olduklar\u0131n\u0131 g\u00f6sterir.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Site trafi\u011fi rakam\u0131 basit\u00e7e toplam site trafi\u011fini temsil eder; bu da daha geni\u015f internet n\u00fcfusunun ne kadar\u0131n\u0131n i\u00e7eri\u011finizi g\u00f6r\u00fcnt\u00fcledi\u011fini ve markan\u0131zla etkile\u015fime ge\u00e7ti\u011fini g\u00f6sterir. \u0130nsanlar\u0131n tam olarak nereden geldi\u011fini g\u00f6stermedi, ancak bu \u00f6nemli de\u011fil \u00e7\u00fcnk\u00fc markan\u0131za onu arayacak kadar a\u015finalar.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Takip\u00e7iler, be\u011feniler, retweetler, yorumlar, g\u00f6r\u00fc\u015fler ve payla\u015f\u0131mlar\u0131n t\u00fcm\u00fc etkile\u015fim \u00f6rnekleridir. \u0130nsanlar\u0131n markan\u0131zdan ne s\u0131kl\u0131kta haberdar oldu\u011funu ve markan\u0131zla etkile\u015fime ge\u00e7ti\u011fini ve materyalinizin ne kadar etkili oldu\u011funu yans\u0131t\u0131r. \u00d6rne\u011fin, \u00e7ok say\u0131da web sitesi size bir sosyal etki puan\u0131 sa\u011flayabilir.<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\"><b>2. Niteliksel:  <\/b><span style=\"font-weight: 400;\">\u0130\u015fte bu noktada marka bilinirli\u011fi &#8220;puan\u0131n\u0131z&#8221; biraz bulan\u0131kla\u015f\u0131r. Ancak bu y\u00f6ntemler yine de ka\u00e7 ki\u015finin \u00fcr\u00fcnden haberdar oldu\u011funu belirlemenize yard\u0131mc\u0131 olabilir. Kaliteyi de\u011ferlendirmek i\u00e7in bu y\u00f6ntemleri deneyin:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">Google&#8217;da arama yaparak ve Google Alerts kurarak \u015firketinizin internette nas\u0131l tart\u0131\u015f\u0131ld\u0131\u011f\u0131n\u0131 takip edebilirsiniz. \u00dc\u00e7\u00fcnc\u00fc taraflarca bas\u0131nda yer alan haber veya referanslar\u0131 size bildirecektir. Markan\u0131z\u0131n dijital gayrimenkul\u00fc b\u00fcy\u00fcd\u00fck\u00e7e web sitenizin d\u0131\u015f\u0131nda nas\u0131l geni\u015fledi\u011fini takip edin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">Sosyal medya izleme ara\u00e7lar\u0131n\u0131n organik olarak bahsedenleri ve etkile\u015fimi izlemesi sosyal dinleme olarak bilinir. Kimler payla\u015f\u0131mlar\u0131nda markan\u0131z\u0131 etiketliyor, sohbetlerinde markan\u0131za de\u011finiyor veya hashtag&#8217;inizi kullan\u0131yor? Bu ara\u00e7lar bunu anlaman\u0131za yard\u0131mc\u0131 olabilir. Ve \u00e7evrimi\u00e7i ortamda markan\u0131z hakk\u0131nda ne kadar \u00e7ok ki\u015fi konu\u015fursa, markan\u0131z hakk\u0131nda o kadar \u00e7ok \u015fey bilirler.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">Marka bilinirli\u011fi anketleri yapmak, t\u00fcketicilerinizden ve hedef kitlenizden do\u011frudan geri bildirim alman\u0131za olanak tan\u0131r; bu da yaln\u0131zca markadan kimlerin haberdar oldu\u011funu de\u011fil, ayn\u0131 zamanda marka hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fcklerini belirlemede olduk\u00e7a yararl\u0131 olabilir.<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<ul>\n<li>\n<h3><b>Marka Penetrasyonu<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Bir \u00fcr\u00fcn veya kategorinin marka veya pop\u00fclerli\u011finin \u00f6l\u00e7\u00fcm\u00fc marka penetrasyonu olarak bilinir. Marka penetrasyonu, bir markan\u0131n veya belirli bir \u00fcr\u00fcn\u00fcn m\u00fc\u015fterilere veya t\u00fcketicilere ne kadar ula\u015ft\u0131\u011f\u0131n\u0131 veya ula\u015fabilece\u011fini \u00f6l\u00e7er. Marka penetrasyonu, bir markan\u0131n sat\u0131\u015flar\u0131n\u0131n o marka i\u00e7in t\u00fcm varsay\u0131msal pazara k\u0131yasla y\u00fczdesini ifade eder.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Marka penetrasyonu, bir \u015firketin belirli bir pazar sekt\u00f6r\u00fcnde markas\u0131n\u0131n pazar hakimiyetini geni\u015fletmek i\u00e7in bir\u00e7ok ad\u0131m att\u0131\u011f\u0131 bir b\u00fcy\u00fcme s\u00fcrecidir. Bu, zaten oturmu\u015f bir pazara daha da girme \u00e7abas\u0131d\u0131r. Sonu\u00e7 olarak, marka penetrasyonu marka imaj\u0131n\u0131n hayati bir bile\u015fenidir ve bir \u015firketin rekabete kar\u015f\u0131 ne kadar etkili oldu\u011fu veya olaca\u011f\u0131na dair bir de\u011ferlendirme ve tahmindir. Marka penetrasyonu, bir t\u00fcketici taban\u0131na derinlemesine s\u0131zmak i\u00e7in iddial\u0131 bir sat\u0131\u015f personeli veya tamamlay\u0131c\u0131 pazarlama kullan\u0131lmas\u0131n\u0131 gerektirir. \u00c7o\u011fu zaman, bir pazarlama tekni\u011fi olarak &#8220;Marka Penetrasyonu&#8221; kullanman\u0131n amac\u0131 pazar pay\u0131n\u0131 art\u0131rmakt\u0131r. Genellikle i\u015f geni\u015flemesine y\u00f6nelik ilk ad\u0131md\u0131r ve yeni ba\u015flayanlar taraf\u0131ndan ger\u00e7ekle\u015ftirilir. Marka Penetrasyonunun \u00d6nemi<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>Penetrasyon Oran\u0131<\/b><span style=\"font-weight: 400;\"> ve <\/span><b>Penetrasyon Pay\u0131<\/b><span style=\"font-weight: 400;\">  dikkate al\u0131nmas\u0131 gereken iki \u00f6nemli g\u00f6stergedir. Penetrasyon Oran\u0131 ve Marka Penetrasyonu ayn\u0131 olsa da Penetrasyon Pay\u0131 ayn\u0131 de\u011fildir. Ba\u011fl\u0131 pazardaki o markan\u0131n t\u00fcr\u00fcne ait t\u00fcketici say\u0131s\u0131, o markan\u0131n kategorisine ait m\u00fc\u015fteri say\u0131s\u0131yla kar\u015f\u0131la\u015ft\u0131r\u0131l\u0131r.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Marka Be\u011fenilirli\u011fi<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">T\u00fcketiciyi bilin\u00e7lendirdikten ve beyinlerinde bir izlenim b\u0131rakt\u0131ktan sonra markay\u0131 veya \u00fcr\u00fcn\u00fc ne kadar veya ka\u00e7 m\u00fc\u015fterinin be\u011fendi\u011fini tespit etmeliyiz. Bu, markam\u0131z\u0131 ne kadar iyi aktard\u0131\u011f\u0131m\u0131z\u0131 g\u00f6sterecektir.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Akl\u0131n Ba\u015f\u0131nda<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u00fc\u015fteriler kategoriniz hakk\u0131nda d\u00fc\u015f\u00fcnd\u00fcklerinde, markan\u0131z\u0131n hemen ak\u0131llar\u0131na gelme olas\u0131l\u0131\u011f\u0131 nedir? Markalar kendilerini, \u00fcr\u00fcn kategorileri s\u00f6z konusu oldu\u011funda t\u00fcketicilerin zihninde en \u00fcst s\u0131rada tutacak \u015fekilde pazarlamaya \u00e7al\u0131\u015fmal\u0131d\u0131r. Ancak zihin \u00fcst\u00fc fark\u0131ndal\u0131\u011f\u0131n \u00f6nemi burada bitmiyor. Bu b\u00fcy\u00fck avantaj\u0131n birka\u00e7 ikincil avantaj\u0131 vard\u0131r:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><b>Reklamc\u0131l\u0131k daha faydal\u0131 hale gelir:  <\/b><span style=\"font-weight: 400;\">Hedef kitle zaten \u00fcr\u00fcnden haberdar oldu\u011fu i\u00e7in \u00e7abalar\u0131n\u0131z daha fazla hat\u0131rlanacak ve etkili olacakt\u0131r. Ayr\u0131ca, rakipler \u00fcr\u00fcnlerini pazarlad\u0131\u011f\u0131nda, m\u00fc\u015fteriler sizinkini hat\u0131rlayabilir.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><b>Halkla ili\u015fkiler basittir:<\/b><span style=\"font-weight: 400;\"> Markan\u0131z iyi bilinirken medyan\u0131n ilgisini \u00e7ekmek daha kolayd\u0131r.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><b>Arama s\u0131ralamalar\u0131 y\u00fckselecektir:<\/b><span style=\"font-weight: 400;\"> \u00c7ok say\u0131da ki\u015fi markan\u0131z\u0131 ar\u0131yorsa, web taray\u0131c\u0131s\u0131 sitenize de\u011fer verecek ve ba\u011flant\u0131l\u0131 terimler i\u00e7in konumunu iyile\u015ftirecektir.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"1\"><b>Elde tutma:<\/b><span style=\"font-weight: 400;\">  Marka \u00d6l\u00e7\u00fcm\u00fcnde, m\u00fc\u015fteriyi elde tutma, mevcut t\u00fcketicileri \u015firketinizin \u00fcr\u00fcn veya hizmetlerinden daha fazla sat\u0131n almaya ikna etme s\u00fcrecini ifade eder. Tekrar eden m\u00fc\u015fteri say\u0131s\u0131 artt\u0131k\u00e7a talep de artar.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Elde tutma oran\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in kullanabilece\u011finiz \u00e7e\u015fitli g\u00f6stergelere ili\u015fkin spesifik hesaplamalara ge\u00e7meden \u00f6nce elde tutma oran\u0131n\u0131n nas\u0131l art\u0131r\u0131labilece\u011finden bahsedelim. Markan\u0131z\u0131n elde tutma oranlar\u0131n\u0131 art\u0131rmak istiyorsan\u0131z bu \u00fc\u00e7 hususla ba\u015flay\u0131n:<\/span>\n<ul>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Ka\u00e7 m\u00fc\u015fterinin geri d\u00f6nd\u00fc\u011f\u00fcn\u00fc ve ka\u00e7 m\u00fc\u015fterinin ayr\u0131ld\u0131\u011f\u0131n\u0131 g\u00f6rmek i\u00e7in m\u00fc\u015fteri tutma ve ge\u00e7i\u015f oranlar\u0131n\u0131z\u0131 hesaplay\u0131n &#8211; ancak nedenini biliyor musunuz? Ayr\u0131lan m\u00fc\u015fterilere geri bildirim formlar\u0131 g\u00f6nderin ve yan\u0131t istatistiklerinizden anla\u015f\u0131lm\u0131yorsa yan\u0131t oran\u0131n\u0131z\u0131 art\u0131rmak i\u00e7in sorular\u0131n\u0131z\u0131 A\/B testine tabi tutun.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">M\u00fc\u015fteriyi elde tutmak, iyi bir m\u00fc\u015fteri deneyimi ile b\u00fcy\u00fck \u00f6l\u00e7\u00fcde desteklenir. Ayr\u0131nt\u0131l\u0131 t\u00fcketici geri bildirimleri, nelerin iyile\u015ftirilmesi gerekti\u011fini anlaman\u0131za yard\u0131mc\u0131 olacakt\u0131r. Hen\u00fcz bir markan\u0131z yoksa, i\u015fe marka sadakatini te\u015fvik ederek ba\u015flay\u0131n.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Bunu daha \u00f6nce de s\u00f6yledik ve tekrar s\u00f6yleyece\u011fiz: g\u00fcn\u00fcm\u00fcz\u00fcn m\u00fc\u015fterileri markalarla \u00f6zelle\u015ftirilmi\u015f deneyimler ve duygusal ba\u011flar kurmak istiyor. Bir sadakat program\u0131, bu de\u011feri vermenin en iyi y\u00f6ntemlerinden biridir. Sadakat programlar\u0131, t\u00fcketicilerinizi tekrarlayan al\u0131\u015fveri\u015fler yapmalar\u0131 kar\u015f\u0131l\u0131\u011f\u0131nda \u00f6d\u00fcllendirerek onlarla uzun vadeli bir ili\u015fki s\u00fcrd\u00fcrmenizi sa\u011flar. Bu, m\u00fc\u015fteriyi elde tutma oran\u0131n\u0131z\u0131 koruman\u0131za ve hatta art\u0131rman\u0131za yard\u0131mc\u0131 olur.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Marka bilinirli\u011fi<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">T\u00fcm pazarlama, anket ve di\u011fer i\u015fleri tamamlad\u0131\u011f\u0131m\u0131zda, marka tan\u0131n\u0131rl\u0131\u011f\u0131n\u0131 g\u00f6rebilece\u011fiz ve bu da marka \u00f6l\u00e7\u00fcm\u00fcn\u00fc daha basit hale getirecek. Bir markan\u0131n de\u011ferini de\u011ferlendirirken, markan\u0131n pek \u00e7ok ki\u015fi taraf\u0131ndan \u015firketin fikri m\u00fclkiyetinin bir par\u00e7as\u0131 olarak alg\u0131lanan maddi olmayan bir varl\u0131k oldu\u011funu unutmamak gerekir.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Piyasa De\u011feri<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Markan\u0131z\u0131n de\u011ferinin fark\u0131nda olmak ister misiniz? Marka \u00f6l\u00e7\u00fcm\u00fcnde en zorlu ve en \u00f6nemli g\u00f6stergelerden biri piyasa de\u011feri olmal\u0131d\u0131r.  <\/span><span style=\"font-weight: 400;\">Marka de\u011ferini etkileyen be\u015f fakt\u00f6r vard\u0131r:<\/span><\/p>\n<ol>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Marka bilinirli\u011fi. M\u00fc\u015fterilerin bir markaya ili\u015fkin <a href=\"https:\/\/www.questionpro.com\/blog\/perceptual-map\/\">Alg\u0131sal Haritas\u0131<\/a>.<\/span><\/li>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Marka mesaj\u0131 ve konumland\u0131rma T\u00fcketicilerinizin sizinle ba\u011flant\u0131 kurduklar\u0131nda ya\u015fad\u0131klar\u0131 duygular ve iyi deneyimler.<\/span><\/li>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">M\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131. \u00dcr\u00fcn\u00fc tekrar sat\u0131n alacak veya kullanacak olan \u00e7ok mutlu t\u00fcketicilerin oran\u0131.<\/span><\/li>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">Marka de\u011feri. M\u00fc\u015fterinin alg\u0131lar\u0131na ve deneyimlerine g\u00f6re, \u015firket bu \u015fekilde de\u011ferlendirilir.<\/span><\/li>\n<li aria-level=\"2\"><span style=\"font-weight: 400;\">\u00dcst\u00fcn liderlik. Bir markan\u0131n de\u011feri, y\u00f6neticilerinin kurumu nas\u0131l \u015fekillendirdi\u011fine g\u00f6re belirlenir.<\/span><\/li>\n<\/ol>\n<div class=\"row\">\n<h2 class=\"emp-h2\">Marka bilinirli\u011finin \u00f6l\u00e7\u00fclmesi: QuestionPro s\u00fcreci<\/h2>\n<p class=\"mb5\">Mevcut bir m\u00fc\u015fteriyi elde tutman\u0131n de\u011feri, yeni bir m\u00fc\u015fteri edinmekten \u00e7ok daha y\u00fcksektir. A\u015fa\u011f\u0131da m\u00fc\u015fterinin sesini toplamaya y\u00f6nelik y\u00f6ntemlerden baz\u0131lar\u0131 yer almaktad\u0131r.<\/p>\n<ol class=\"list-style-inside\">\n<li class=\"mb10\"><b>Geli\u015ftirme:<\/b>\n<ul class=\"list-style-inside\">\n<li class=\"mb10\">Anket yapmaya ba\u015flamak i\u00e7in QuestionPro ile kendi \u00fccretsiz hesab\u0131n\u0131z\u0131 olu\u015fturman\u0131z yeterlidir. Giri\u015f yapt\u0131\u011f\u0131n\u0131zda, ba\u015flamak i\u00e7in \u00fc\u00e7 farkl\u0131 yoldan birini se\u00e7in. QuestionPro&#8217;nun \u015fablon k\u00fct\u00fcphanesine girebilir ve 100&#8217;den fazla farkl\u0131 haz\u0131r anket aras\u0131ndan se\u00e7im yapabilirsiniz. Ya da olu\u015fturdu\u011funuz mevcut bir <a href=\"https:\/\/www.questionpro.com\/blog\/guide-to-survey-questions\/\">anket sorular\u0131<\/a> listesini i\u00e7e aktarmak i\u00e7in Microsoft Word&#8217;\u00fc kullanabilirsiniz. Son olarak, anketinize bo\u015f bir anket \u015fablonuyla ba\u015flayabilir, 30&#8217;dan fazla soru t\u00fcr\u00fcnden olu\u015fan bir soru bankas\u0131ndan se\u00e7im yapabilirsiniz.<\/li>\n<\/ul>\n<\/li>\n<li class=\"mb10\"><b>Da\u011f\u0131t\u0131m<\/b>\n<ul class=\"list-style-inside\">\n<li class=\"mb10\">Anketinizi olu\u015fturmay\u0131 tamamlad\u0131ktan sonra, \u00e7ok say\u0131da farkl\u0131 da\u011f\u0131t\u0131m y\u00f6ntemine sahip olursunuz. Anketiniz i\u00e7in ya\u015f aral\u0131\u011f\u0131 ve konum gibi belirli demografik \u00f6zellikleri talep eden hedeflenmi\u015f yan\u0131tlardan olu\u015fan bir \u00f6rneklem sat\u0131n alabilirsiniz. Ayr\u0131ca anketinizi web sitenize kolayca yerle\u015ftirebilir veya aray\u00fcz i\u00e7inden Facebook veya Twitter gibi sosyal medya kanallar\u0131na g\u00f6nderebilirsiniz. E-posta adreslerinin bir listesini i\u00e7e aktar\u0131n ve \u00f6zelle\u015ftirilmi\u015f kat\u0131l\u0131mc\u0131 listeleri olu\u015fturun.<\/li>\n<\/ul>\n<\/li>\n<li class=\"mb10\"><b>Analiz<\/b>\n<ul class=\"list-style-inside\">\n<li class=\"mb10\">Anketiniz g\u00f6nderildi\u011finde, hemen anket <a href=\"https:\/\/www.questionpro.com\/blog\/survey-response-viewer\/\">yan\u0131tlar\u0131n\u0131<\/a> toplamaya ve verileri analiz etmeye ba\u015flayabilirsiniz. Verileri kolayca filtreleyin, pivot tablolar olu\u015fturun ve trend veya TURF analizi ger\u00e7ekle\u015ftirin. Kurum i\u00e7i veri g\u00f6rselle\u015ftirme ara\u00e7lar\u0131yla, sadece birka\u00e7 t\u0131klamayla profesyonel <a href=\"https:\/\/www.questionpro.com\/features\/tag-cloud.html\">kelime bulutlar\u0131<\/a> ve infografikler olu\u015fturabilirsiniz. Excel veya SPSS gibi programlarda geli\u015fmi\u015f analizler yapmak i\u00e7in verilerinizi d\u0131\u015fa aktar\u0131n. Bulut depolama i\u00e7in hesab\u0131n\u0131z\u0131 Dropbox veya Google Docs&#8217;a ba\u011flay\u0131n.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<div class=\"large-12 columns ta-center\" style=\"text-align: center;\"><a class=\"btn btn-gstart\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do\">\u00dcCRETSIZ HESAP OLU\u015eTURUN<\/a><\/div>\n<\/div>\n<div class=\"footer-wrapper\">\n<div class=\"content-wrapper\">\n<div class=\"ft-tp-lg-section\"><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>T\u00fcketicilerin markan\u0131z\u0131 nas\u0131l \u00f6l\u00e7t\u00fc\u011f\u00fcne dair net bir vizyon mu istiyorsunuz? Bunu bilmenin daha kolay olaca\u011f\u0131 say\u0131s\u0131z farkl\u0131 \u00f6l\u00e7\u00fct ve piyasa [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":710437,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1192],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marka \u00d6l\u00e7\u00fcm\u00fc: Nedir, Metrikler ve \u0130pu\u00e7lar\u0131 | QuestionPro<\/title>\n<meta name=\"description\" content=\"Marka \u00f6l\u00e7\u00fcm\u00fc zordur, ancak i\u015fletmeler i\u00e7in m\u00fcmk\u00fcn ve gereklidir. \u0130\u015fletmeniz i\u00e7in sunabilece\u011fimiz se\u00e7enekleri 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