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<\/p>\nN\u00f6ro Pazarlama tabiri, insan beyninin sat\u0131n alma s\u00fcrecindeki davran\u0131\u015f\u0131n\u0131 detayl\u0131 olarak inceleyip sonu\u00e7 \u00e7\u0131kararak pazarlama stratejisi olu\u015fturmaya verilen add\u0131r. Bak\u0131lan perspektifi daha da geni\u015fletmemiz gerekirse N\u00f6ro Pazarlama t\u00fcketicinin davran\u0131\u015flar\u0131n\u0131 analiz ederek anlayabilme, hareketlerin alt\u0131na yatan sosyal ve psikolojik nedenleri kavrayabilme, sat\u0131n alma ko\u015fullar\u0131n\u0131 hedef kitleye uygun olarak olu\u015fturma ve hedef kitlenin sat\u0131n alma s\u00fcrecindeki duygu ve d\u00fc\u015f\u00fcncelerinin analizidir.<\/p>\n
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D\u00fcnya genelinde \u00e7ok fazla yayg\u0131nla\u015fan ve kullan\u0131ld\u0131\u011f\u0131 alan geni\u015flemeye ba\u015flayan bu teknikle bir\u00e7ok b\u00fcy\u00fck marka insan davran\u0131\u015flar\u0131n\u0131 analiz ederek o davran\u0131\u015flara uygun s\u00fcre\u00e7ler yaratmaya \u00e7al\u0131\u015f\u0131yor. Kullan\u0131c\u0131ya mesaj vermek ve m\u00fc\u015fterinin daha \u00e7ok dikkatini \u00e7ekerek sat\u0131\u015flar\u0131n\u0131 artt\u0131rmak isteyen markalar taraf\u0131ndan s\u0131kl\u0131kla kullan\u0131lan bir y\u00f6ntemdir.<\/p>\n
N\u00f6ro Pazarlama kendi i\u00e7erisinde farkl\u0131 b\u00f6l\u00fcmlere ayr\u0131lmaktad\u0131r. Bu ayr\u0131m Elektroensefalografi (EEG) ve Fonksiyonel manyetik rezonans g\u00f6r\u00fcnt\u00fcleme (fMRI) \u015feklindedir. Fonksiyonel manyetik rezonans g\u00f6r\u00fcnt\u00fclemede dene\u011fin ses ve ipu\u00e7lar\u0131n\u0131 yan\u0131tlarken g\u00fc\u00e7l\u00fc m\u0131knat\u0131slar yard\u0131m\u0131yla beynindeki kan ak\u0131\u015f\u0131n\u0131n nas\u0131l geli\u015fti\u011fi takip edilir ve sonu\u00e7lar uzmanlar taraf\u0131ndan yorumlan\u0131r. Sonu\u00e7lar ise ki\u015finin keyif merkezi olarak adland\u0131r\u0131lan b\u00f6lgelerinin ortaya \u00e7\u0131kmas\u0131n\u0131 sa\u011fl\u0131yor. Bu \u015fekilde uygulanacak pazarlama stratejisinin sac ayaklar\u0131 ortaya \u00e7\u0131km\u0131\u015f olur. Fakat bu avantajlar\u0131n\u0131n yan\u0131nda baz\u0131 dezavantajlar\u0131 da bulunmaktad\u0131r. Y\u00fcksek maliyetli ekipman gereksinimi ve dene\u011fin k\u0131p\u0131rdamadan bu ekipman i\u00e7erisinde uzun s\u00fcreler kalacak olmas\u0131 bu dezavantajlardand\u0131r.<\/p>\n
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Elektroensefalografi y\u00f6nteminde ise maliyet \u00e7ok daha azd\u0131r ve denek bu s\u00fcre\u00e7 boyunca hareket etmede \u00f6zg\u00fcrd\u00fcr. Dene\u011fin kafas\u0131na elektrotlar yerle\u015ftirilir ve deney bu \u015fekilde y\u00fcr\u00fct\u00fcl\u00fcr. Beyinde olu\u015fan elektrik dalgalar\u0131 elektrotlar taraf\u0131ndan \u00f6l\u00e7\u00fclerek \u00f6fke, zevk, heyecan ve \u00fcz\u00fcnt\u00fc gibi duygular ortaya \u00e7\u0131kar\u0131l\u0131r. Bu y\u00f6ntemin dezavantaj\u0131 ise ki\u015finin keyif merkezi olarak adland\u0131r\u0131lan yere ula\u015f\u0131lamamas\u0131d\u0131r.<\/p>\n
Bu y\u00f6ntemle birlikte, baz\u0131 markalar \u00fcr\u00fcnlerinin tasar\u0131m\u0131nda de\u011fi\u015fikli\u011fe gitmi\u015ftir. Sat\u0131n alan ki\u015filerin paket tasar\u0131m\u0131na kar\u015f\u0131 verdi\u011fi tepkiler \u00f6l\u00e7\u00fclerek be\u011fenip be\u011fenmedi\u011fi analiz edilmeye \u00e7al\u0131\u015f\u0131lm\u0131\u015ft\u0131r. Bu \u015fekilde yaz\u0131, g\u00f6rsel ve renk gibi detaylara verilen n\u00f6ro tepkiler \u00f6l\u00e7\u00fclm\u00fc\u015f ve kullan\u0131c\u0131n\u0131n as\u0131l iradesi \u00f6\u011frenilmi\u015ftir. N\u00f6ro pazarlama y\u00f6nteminde kullan\u0131c\u0131 d\u0131\u015far\u0131ya farkl\u0131 bir beyanda bulunsa da as\u0131l iradesinin ne oldu\u011fu \u00f6\u011frenilebilir. \u00d6rne\u011fin d\u00fcnyaca \u00fcnl\u00fc bir cips markas\u0131n\u0131n reklam\u0131 deneklere izletilmi\u015f ve reklam hakk\u0131ndaki fikirlerinin belirtilmesi istenmi\u015f. \u00c7o\u011fu, reklam filmini be\u011fenmedi\u011fini s\u00f6ylese de n\u00f6ro tepkiler \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fcnde reklam filminin be\u011fenildi\u011fi g\u00f6r\u00fclm\u00fc\u015f. Yani n\u00f6ro pazarlama ile birlikte kullan\u0131c\u0131n\u0131n esas iradesinin ne oldu\u011fu kolayca ortaya \u00e7\u0131kmaktad\u0131r.<\/p>\n
Bu y\u00f6ntemi kullanan markalardan birisi de d\u00fcnyan\u0131n en b\u00fcy\u00fck otomotiv firmalar\u0131ndan birisi olan Hyundai\u2019dir. Hyundai 30 ki\u015fiden olu\u015fan bir denek grubuna EGG ba\u015fl\u0131klar\u0131yla bir deney yaparak araba prototiplerini incelemesini istemi\u015ftir. Ortaya \u00e7\u0131kan sonu\u00e7lar g\u00f6z \u00f6n\u00fcnde tutularak deneklerin araba prototiplerini be\u011fenip be\u011fenmedi\u011fi saptanm\u0131\u015f ve \u00e7\u0131kan sonu\u00e7lara g\u00f6re aksiyon al\u0131nm\u0131\u015ft\u0131r.<\/p>\n
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Ayn\u0131 \u015fekilde d\u00fcnyan\u0131n en b\u00fcy\u00fck \u00f6deme hizmet servislerinden birisi olan PayPal\u2019da reklamlar\u0131n h\u0131zl\u0131 ve kolay odaklan\u0131r olmas\u0131 durumunda kullan\u0131c\u0131ya daha \u00e7ok g\u00fcven verdi\u011fini n\u00f6ro pazarlama sayesinde fark etmi\u015ftir. \u00c7\u0131kan sonuca g\u00f6re tekrardan bir reklam filmi haz\u0131rlaya PayPal, yeni reklam filminden daha fazla verim al\u0131nd\u0131\u011f\u0131n\u0131 g\u00f6rm\u00fc\u015ft\u00fcr.<\/p>\n
Sonu\u00e7 olarak, n\u00f6ro pazarlama baz\u0131 ileri d\u00fczey teknolojiye sahip ekipmanlar arac\u0131l\u0131\u011f\u0131yla kullan\u0131c\u0131lar\u0131n n\u00f6ro tepkilerini \u00f6l\u00e7mek ve pazarlama stratejisini bunun \u00fczerine olu\u015fturmak anlam\u0131na gelmektedir. N\u00f6ro pazarlamada, di\u011ferlerinden farkl\u0131 olan \u015fey denek beyan\u0131nda yanl\u0131\u015f bilgilendirmede bulunsa dahi beyninin i\u00e7indeki n\u00f6ronlar ile ger\u00e7ek tepkisinin ne oldu\u011funun anla\u015f\u0131labiliyor olu\u015fudur. Bu y\u00fczden n\u00f6ro pazarlama y\u00f6ntemi d\u00fcnyan\u0131n en b\u00fcy\u00fck markalar\u0131 taraf\u0131ndan kullan\u0131lmaktad\u0131r ve \u00e7\u0131kan sonu\u00e7lara g\u00f6re pazarlama stratejileri geli\u015ftirilmektedir.<\/p>\n","protected":false},"excerpt":{"rendered":"
N\u00f6ro Pazarlama tabiri, insan beyninin sat\u0131n alma s\u00fcrecindeki davran\u0131\u015f\u0131n\u0131 detayl\u0131 olarak inceleyip sonu\u00e7 \u00e7\u0131kararak pazarlama stratejisi olu\u015fturmaya verilen add\u0131r. Bak\u0131lan perspektifi daha da geni\u015fletmemiz gerekirse N\u00f6ro Pazarlama t\u00fcketicinin davran\u0131\u015flar\u0131n\u0131 analiz ederek anlayabilme, hareketlerin alt\u0131na yatan sosyal ve psikolojik nedenleri kavrayabilme, sat\u0131n alma ko\u015fullar\u0131n\u0131 hedef kitleye uygun olarak olu\u015fturma ve hedef kitlenin sat\u0131n alma s\u00fcrecindeki duygu […]<\/p>\n","protected":false},"author":3,"featured_media":6161,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[448,450,449],"class_list":["post-6158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nedir","tag-noro-pazarlama","tag-noro-pazarlama-nasil-calisir","tag-noro-pazarlama-nedir"],"views":231,"_links":{"self":[{"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/posts\/6158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/comments?post=6158"}],"version-history":[{"count":1,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/posts\/6158\/revisions"}],"predecessor-version":[{"id":6162,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/posts\/6158\/revisions\/6162"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/media\/6161"}],"wp:attachment":[{"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/media?parent=6158"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/categories?post=6158"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.veridyen.com\/blog\/wp-json\/wp\/v2\/tags?post=6158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}