SEN DİJİTAL BİLİYO MUSUN CANIMS?

DIGITAL MARKETING

(BURAYA HAVALI Bİ AKSİYON FİLMİ MÜZİĞİ GELİYOR)

Dijital pazarlama iş dünyası içerisinde adından ötürü hep farklılaştırılıp, sanki herkesin anlamayacağı, çok gizemli, teknik bilgi isteyen sanal bir dünya gibi algılanıyor.

Bu algının sektörün kendine has jargonuyla birlikte iş bilmeyenin bile iş biliyomuş gibi algılanmasına sebep olduğunu düşünüyorum.

Bu fırsat boşluğunu tespit edip güzel ekmek yiyen onlarca insan var. Kimler olduğunu öğrenmek için çevrenize bakın, uzaklarda aramayın. İletişim sektörünün babalarından David Ogilvy bu hastalığı yıllar önce şahane bir şekilde tariflemiş.

KRAL

Pazarlama, doğası gereği insanı almayı gerektirir. Dijital sadece bir araçtır, amaç değil.

Dijital pazarlamada başarılı olmak isteyen biri havalı jargonlar ezberleyip, olup olmadık toplantılarda zırvalayacağına aşağıdaki konularda kendileri geliştirmeleri tüm sektörün faydasına olacaktır.

Bu konuya nerden geldim? Öyle gezinirken E-Consultancy’nin şu eğitimine denk geldim. İçeriğine bakınca aklıma Ogilvy’nin bahsettiği bu infection geldi. Paylaşmak istedim.

Eğitim içeriğini aşağıda paylaşıyorum. Dijital pazarlamada (daha doğrusu pazarlama alanında) başarılı olmak istiyorsanız aşağıdaki konulara kafa yorun biraz.

Needs & motivations
Exploring different models to explain why people do what they do, including models based on:

  • Instinct
  • Incentive
  • Drive
  • Arousal

Design principles
Ideas to help make your message as easy to understand and as compelling as possible, including:

  • Aesthetics
  • Expectations
  • Consistency
  • User control

Storytelling
Folklore, legend, epic, myth — people seem to have always been trying to explain the power of a good story and how to tell one! We look at some ideas that might help you along the way:

  • Character
  • Plot & structure
  • Conflict
  • Realism
  • Set-pieces
  • Exposition
  • Relevance
  • Archetypes

Gamification
Guidance to help you to develop a game that delights and engages your audience:

  • Identification & emotion
  • Sub-goals
  • Progress tracking
  • Cause & effect
  • The Random factor
  • Learningful mistakes
  • Save & re-start

Visualisation
60,000x — that’s how much faster visual information is processed than text. That would help explain why infographics are amongst the most popular types of online content. You’ll learn some great ideas for creating data visualisations, including:

  • 9 design principles (including accuracy, simplicity and levels of detail)
  • 8 types of message (including timing, ranking and ratios…)
  • Attributes
  • Patterns

Persuasion
Insights into how to develop and position a message to increase its persuasive powers, including:

  • The persuasion slide
  • Reciprocity
  • Social proof
  • Authority
  • Scarcity
  • Paradox of choice
  • Pricing
  • Ease of imagination
  • Fluency

Learning & memory
A discussion of how some of the theories and research on the topic of learning and memory could be employed within digital marketing:

  • The learning process
  • Importance of emotion
  • 3 learning types
  • Types of memory (including: short vs. long-term, recall vs. recognition, information type…)

Decision-making
Examining the main models for decision-making and considering how these insights could inform our marketing efforts:

  • 5 main styles
  • Cognitive bias

Sharability
Facebook, Twitter, Instagram, YouTube — on almost every platform, similar types of content tend to be shared most often. We’ll look at:

  • Motivations for sharing content
  • Types of content that are most likely to be shared

International issues
If you’re responsible for marketing campaigns that span multiple languages and/or cultures, you know just what a challenge that can be! We’ll discuss some of the main issues, including:

  • Balancing a core message with local flexibility
  • Tools to profile a culture’s psychology
  • Colour meanings
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