Bir medya plan\u0131, hedefi veya kampanyan\u0131n neyi ba\u015farmas\u0131 gerekti\u011fini tan\u0131mlar. Hedef kitlenizin kampanyadan ne elde etmesini bekledi\u011finizi veya hangi eylemi ger\u00e7ekle\u015ftirmelerini istedi\u011finizi ortaya koyar. Bir kampanya marka bilinirli\u011fini art\u0131rmay\u0131 ama\u00e7layabilir veya sat\u0131\u015flar\u0131 art\u0131rmak i\u00e7in bir tatil f\u0131rsat\u0131n\u0131 tan\u0131tabilir.<\/li>\n\n\n\n
Bir medya plan\u0131n\u0131n hedefleri \u015firketin i\u015f plan\u0131ndan t\u00fcretilir. Medya plan\u0131, belirli kampanya hedeflerini belirtir ve hedeflere nas\u0131l ula\u015fmay\u0131 planlad\u0131\u011f\u0131n\u0131z\u0131 a\u00e7\u0131klar. Y\u00f6neticiler rakamlar\u0131 g\u00f6rmek ister, bu nedenle planda tahminlerin hesaplamalar\u0131 ve \u00f6l\u00e7\u00fclebilir KPI’lar g\u00f6sterilmelidir.<\/li>\n\n\n\n
Plan, kampanyayla ilgili hedef kitleye ili\u015fkin her t\u00fcrl\u00fc parametreyi i\u00e7ermelidir. Ayr\u0131ca, uygulama boyunca kararlar\u0131 etkileyebilecekse do\u011frudan ba\u011flant\u0131l\u0131 olmayan bilgiler de sunulabilir. Hedef kitlenizi, tercihlerini ve onlara hangi mecralar \u00fczerinden ula\u015f\u0131labilece\u011fini bilmek \u00f6nemlidir.<\/li>\n\n\n\n
Bu, hedef kitle, kampanya ve zaman i\u00e7in en etkili olacak belirli medya karmas\u0131 \u00fczerinde \u00e7al\u0131\u015fmas\u0131 gereken medya planlamac\u0131s\u0131 i\u00e7in kritik bir par\u00e7ad\u0131r.<\/li>\n\n\n\n
Reklamlar\u0131n\u0131z\u0131 yay\u0131nlamak i\u00e7in ne zaman ve ne kadar s\u00fcreyle yay\u0131nlanaca\u011f\u0131n\u0131 belirlemeniz gerekir. Medya plan\u0131, farkl\u0131 varl\u0131klar\u0131n hangi medyada ne zaman yay\u0131nlanaca\u011f\u0131na ve kampanyan\u0131n ne kadar s\u00fcrece\u011fine ili\u015fkin net bir zaman \u00e7izelgesi belirler. Reklamlar yaln\u0131zca bir platformda ba\u015flayabilir ve di\u011fer mecralar bunu takip edebilir. Kampanya varl\u0131klar\u0131 bir platformda di\u011ferinden daha uzun s\u00fcre yay\u0131nlanabilir.<\/li>\n\n\n\n
Bu, zaman \u00e7izelgesiyle ilgilidir; ancak tek tek varl\u0131klara at\u0131fta bulunur. Buradaki fikir, t\u00fcm reklamlar\u0131n her zaman g\u00f6sterilmesi gerekmedi\u011fi ve bir reklam\u0131n hangi s\u0131kl\u0131kta etkin oldu\u011funu belirlemeniz gerekti\u011fidir.<\/li>\n<\/ol>\n\n\n\n
Farkl\u0131 medya planlama t\u00fcrleri nelerdir?<\/h3>\n\n\n\n
Reklam kampanyalar\u0131 her t\u00fcrl\u00fc ve say\u0131da medya t\u00fcr\u00fcn\u00fc ve kanal\u0131n\u0131 i\u00e7erebilir. Farkl\u0131 t\u00fcrleri kategorilere ay\u0131ral\u0131m.<\/p>\n\n\n\n
Reklamc\u0131l\u0131\u011fa iki ana alanda bak\u0131yoruz: \u00e7evrimi\u00e7i medya kanallar\u0131 ve \u00e7evrimd\u0131\u015f\u0131 medya kanallar\u0131. Kampanyalar her ikisini de i\u00e7erebilir ve medya plan\u0131 hangi kanallar\u0131n nas\u0131l kullan\u0131laca\u011f\u0131n\u0131 belirler.<\/p>\n\n\n\n
- \n
- \u00c7evrimi\u00e7i medya kanallar\u0131na \u00f6rnekler:<\/li>\n<\/ol>\n\n\n\n
- \n
- G\u00f6r\u00fcnt\u00fcl\u00fc reklamlar<\/li>\n\n\n\n
- Video pazarlama<\/li>\n\n\n\n
- Sosyal medya<\/li>\n<\/ul>\n\n\n\n
\u0130lgin\u00e7 bir \u015fekilde, \u00fccretli kampanyalar y\u00fcr\u00fcten B2B pazarlamac\u0131lar\u0131n\u0131n %80’i sosyal medyay\u0131 kullan\u0131yor. Bu, daha ‘geleneksel’ \u00e7evrimi\u00e7i reklamc\u0131l\u0131k bi\u00e7imlerinden b\u00fcy\u00fck bir de\u011fi\u015fimi temsil ediyor.<\/p>\n\n\n\n
\u00c7evrimd\u0131\u015f\u0131 medya kanallar\u0131na \u00f6rnekler<\/p>\n\n\n\n
- \n
- TV<\/li>\n\n\n\n
- Radyo \/ podcast<\/li>\n\n\n\n
- Bask\u0131<\/li>\n\n\n\n
- Ev d\u0131\u015f\u0131 veya OOH (reklam panolar\u0131 vb.)<\/li>\n<\/ul>\n\n\n\n
Planlamaya dahil edilecek dijital medya t\u00fcrleri:<\/h3>\n\n\n\n
Dijital medya planlamas\u0131nda \u00fc\u00e7 t\u00fcr medya vard\u0131r:<\/p>\n\n\n\n
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- \u00dccretli medya<\/strong> \u2013 yay\u0131nlamak i\u00e7in para \u00f6d\u00fcyorsunuz<\/li>\n\n\n\n
- Sahip olunan medya<\/strong> \u2013kendi alan adlar\u0131n\u0131zda yay\u0131nl\u0131yorsunuz<\/li>\n\n\n\n
- Kazan\u0131lm\u0131\u015f medya<\/strong>\u2013ba\u015fkalar\u0131 i\u00e7eri\u011finizi \u00fccretsiz olarak yay\u0131nlar (incelemeler, medyada yer alma)<\/li>\n<\/ol>\n\n\n\n
Bir ajansta medya planlama yaln\u0131zca \u00fccretli medya ile ilgilenir. Sahip olunan medyan\u0131n sorumlulu\u011fu m\u00fc\u015fteriye aittir ve kazan\u0131lan medya PR (halkla ili\u015fkiler) kapsam\u0131na girer. Bir \u015firket i\u00e7inde sorumluluk biraz daha farkl\u0131 da\u011f\u0131t\u0131labilir.<\/p>\n\n\n\n
Dijital medyadaki reklamlar\u0131n s\u0131kl\u0131\u011f\u0131n\u0131 planlama:<\/h3>\n\n\n\n
Bir kampanya bir hafta veya b\u00fct\u00fcn bir y\u0131l boyunca devam edebilir. Bu, ger\u00e7ek reklam\u0131n bu s\u00fcre boyunca her zaman g\u00f6sterilece\u011fi anlam\u0131na gelmez. Reklamc\u0131l\u0131kta, yay\u0131nlama s\u0131kl\u0131\u011f\u0131na ili\u015fkin \u00fc\u00e7 yakla\u015f\u0131m vard\u0131r:<\/p>\n\n\n\n
- \n
- S\u00fcrekli –<\/strong> reklam belirli bir s\u00fcre boyunca s\u00fcrekli olarak yay\u0131nlan\u0131r. Bir reklam\u0131n belirli bir s\u00fcre boyunca sabit bir programda yay\u0131nlanmas\u0131, mesaj\u0131n s\u00fcrekli olarak g\u00f6sterilmesini sa\u011flar.<\/li>\n\n\n\n
- U\u00e7u\u015f – <\/strong>reklam aral\u0131kl\u0131 olarak yay\u0131nlan\u0131r, ba\u015fka bir deyi\u015fle, bir reklam d\u00f6n\u00fc\u015f\u00fcml\u00fc olarak g\u00f6sterilir. \u00d6rne\u011fin, bir \u015firket reklam\u0131 bir hafta boyunca yay\u0131nlamay\u0131, ard\u0131ndan bir hafta ara vermeyi ve sonra tekrar yay\u0131nlamay\u0131 se\u00e7ebilir. Veya mevsimselli\u011fe ba\u011fl\u0131 olarak reklam\u0131 yaln\u0131zca g\u00fcn\u00fcn belirli saatlerinde veya haftan\u0131n belirli g\u00fcnlerinde etkinle\u015ftirmeye karar verebilir.<\/li>\n\n\n\n
- Pulsing – <\/strong>yukar\u0131daki iki y\u00f6ntemin bir kombinasyonu. Pulsing, s\u00fcrekli reklam\u0131n yan\u0131 s\u0131ra planlanm\u0131\u015f ani art\u0131\u015flar\u0131 veya duraklamalar\u0131 da i\u00e7erir. S\u00fcrekli bir reklam ak\u0131\u015f\u0131 vard\u0131r, ancak reklamlar\u0131n s\u0131kl\u0131\u011f\u0131 ve hacmi etkinliklerine ba\u011fl\u0131 olarak azal\u0131r ve artar.<\/li>\n<\/ol>\n\n\n\n
Medya planlama ile medya sat\u0131n alma aras\u0131ndaki fark nedir?<\/h3>\n\n\n\n
Medya sat\u0131n alma, medya planlama bulmacas\u0131n\u0131n bir par\u00e7as\u0131d\u0131r. Reklam alan\u0131n\u0131 sat\u0131n alma eylemini ifade eder.<\/p>\n\n\n\n
Bir ajans ortam\u0131nda, medya sat\u0131n almac\u0131 genellikle ak\u0131ll\u0131 bir m\u00fczakerecidir \u00e7\u00fcnk\u00fc i\u015fin \u00f6z\u00fc budur.<\/p>\n\n\n\n
G\u00f6revler \u015fu \u015fekilde b\u00f6l\u00fcn\u00fcr:<\/p>\n\n\n\n
Medya planlamac\u0131s\u0131 m\u00fc\u015fteriden kampanya t\u00fcr\u00fc, hedef kitle, kampanya hedefleri, kampanya s\u00fcresi gibi bilgileri i\u00e7eren brief’i al\u0131r. Planlamac\u0131 medya plan\u0131n\u0131 haz\u0131rlar ve m\u00fc\u015fteri taraf\u0131ndan onayland\u0131ktan sonra potansiyel medya ortaklar\u0131na g\u00f6nderilmek \u00fczere bir RFP (Teklif Talebi) haz\u0131rlar.<\/p>\n\n\n\n
Sat\u0131c\u0131lar bir teklifle geri d\u00f6ner. Planlamac\u0131 ilgili teklifleri filtreler ve ard\u0131ndan bunlar\u0131 medya sat\u0131n al\u0131c\u0131s\u0131na iletir.<\/p>\n\n\n\n
Medya sat\u0131n almac\u0131, ilgili ortaklarla en iyi anla\u015fmay\u0131 m\u00fczakere eder. Bu, s\u00fcrecin k\u00fc\u00e7\u00fck bir par\u00e7as\u0131 gibi g\u00f6r\u00fcnebilir ama asl\u0131nda \u00e7ok b\u00fcy\u00fckt\u00fcr. Bir medya al\u0131c\u0131s\u0131n\u0131n farkl\u0131 medya platformlar\u0131na, fiyatland\u0131rma planlar\u0131na ve reklam y\u00f6ntemlerine a\u015fina olmas\u0131 gerekir. Medya sat\u0131n alman\u0131n ne oldu\u011fu hakk\u0131nda daha fazla bilgiyi buradan edinebilirsiniz.<\/p>\n\n\n\n
Bir ajansla \u00e7al\u0131\u015fmay\u0131p reklam kampanyalar\u0131n\u0131 kendileri y\u00fcr\u00fcten \u015firketlerde \u00e7izgiler daha bulan\u0131kt\u0131r. Medya planlamac\u0131lar\u0131 ve medya sat\u0131n almac\u0131lar\u0131n\u0131n i\u015flevleri genellikle \u00f6rt\u00fc\u015f\u00fcr.<\/p>\n\n\n\n
Pazarlama ekibi veya y\u00f6neticisi as\u0131l planlamay\u0131 yaparken, sat\u0131n almac\u0131 da RFP’yi haz\u0131rl\u0131yor ve sat\u0131c\u0131lar\u0131 buluyor olabilir. Ba\u015fka ortamlarda, medya sat\u0131n alma medya planlamac\u0131n\u0131n i\u015fine entegre edilmi\u015f olabilir; bu durumda her ikisini de tek bir ki\u015fi yapar.<\/p>\n\n\n\n
Tipik bir medya planlama s\u00fcrecinin ad\u0131mlar\u0131 nelerdir?<\/h3>\n\n\n\n
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- Ajans m\u00fc\u015fterinin brief’ini ald\u0131ktan sonra medya planlamac\u0131s\u0131 kampanya i\u00e7in hangi i\u015f ortaklar\u0131n\u0131n uygun oldu\u011funu belirler.<\/li>\n\n\n\n
- Medya ekibi, t\u00fcm kampanya gereksinimlerini belirten bir RFP haz\u0131rlar ve ilgili yay\u0131nc\u0131lardan fiyat ve pozisyonlar da dahil olmak \u00fczere en iyi teklifleri ister.<\/li>\n\n\n\n
- Planlamac\u0131, yay\u0131nc\u0131lar\u0131n yan\u0131tlar\u0131n\u0131 al\u0131r ve en uygun teklifleri se\u00e7er.<\/li>\n\n\n\n
- Medya sat\u0131n almac\u0131, se\u00e7ilen yay\u0131nc\u0131larla m\u00fcmk\u00fcn olan en iyi anla\u015fmay\u0131 m\u00fczakere eder.<\/li>\n\n\n\n
- Medya planlamac\u0131s\u0131 m\u00fc\u015fterinin onay\u0131n\u0131 al\u0131r.<\/li>\n\n\n\n
- Medya planlay\u0131c\u0131s\u0131, ilgili medya \u015firketlerine bir IO (ekleme emri) verir.<\/li>\n\n\n\n
- Kampanya lansman\u0131.<\/li>\n<\/ol>\n\n\n\n
<\/p>\n\n\n\n
Medya planlamas\u0131 ve sat\u0131n almas\u0131 \u015firket i\u00e7inde yap\u0131l\u0131yorsa, pazarlama ekibi hedefleri belirler, plan\u0131 olu\u015fturur ve uygular. Kampanya hedefleri i\u015f ve pazarlama hedeflerinden kaynaklan\u0131r. Planlama ve uygulama genellikle sorumluluklar\u0131 payla\u015fan veya b\u00f6len birka\u00e7 ki\u015fiyi i\u00e7erir:<\/p>\n\n\n\n
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- Rekabeti ve hedef kitleyi analiz ederek hedefleri ve KPI’lar\u0131 belirler.<\/li>\n\n\n\n
- Kampanya plan\u0131n\u0131n bir par\u00e7as\u0131 olarak medya plan\u0131n\u0131 d\u00fczenler.<\/li>\n\n\n\n
- Planlamac\u0131n\u0131n ROI veya ROAS (harcanan reklam\u0131n getirisi) ve b\u00fct\u00e7eyi de\u011ferlendirmesi gerekir.<\/li>\n\n\n\n
- Bu noktadan sonra s\u00fcre\u00e7 ajansla ayn\u0131d\u0131r. E\u011fer bir medya al\u0131c\u0131s\u0131 varsa, fiyat pazarl\u0131\u011f\u0131 yapacakt\u0131r. \u0130ki i\u015flev aras\u0131nda bir ayr\u0131m yoksa, plan\u0131 olu\u015fturan ki\u015fi anla\u015fmalar\u0131 da m\u00fczakere eder. Ayn\u0131 zamanda, yarat\u0131c\u0131 ekip as\u0131l varl\u0131klar\u0131 haz\u0131rlar.<\/li>\n\n\n\n
- Anla\u015fmalar tamamland\u0131\u011f\u0131nda ve varl\u0131klar haz\u0131rlan\u0131p pazarlama y\u00f6netimi taraf\u0131ndan onayland\u0131\u011f\u0131nda kampanya lansmana haz\u0131r hale gelir.<\/li>\n<\/ol>\n\n\n\n
Art\u0131k kampanya y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fcne g\u00f6re planlamac\u0131n\u0131n i\u015fi bitmemi\u015ftir. Lansmandan sonra en kritik g\u00f6rev, medyan\u0131n planland\u0131\u011f\u0131 gibi sunuldu\u011fundan emin olmakt\u0131r.<\/p>\n\n\n\n
Kampanya devam ederken medya planlamac\u0131s\u0131n\u0131n m\u00fc\u015fteri tepkilerini, etkile\u015fim metriklerini, g\u00f6sterimleri ve t\u0131klamalar\u0131 izlemesi gerekir \u00e7\u00fcnk\u00fc gerekti\u011finde optimizasyondan sorumludurlar. Planlamac\u0131lar gerekli verileri elde etmek i\u00e7in web medya analizlerini kullan\u0131r.<\/p>\n\n\n\n
Similarweb, reklam performans\u0131n\u0131 rekabete kar\u015f\u0131 k\u0131yaslamay\u0131 ve m\u00fc\u015fterilerle payda\u015flar\u0131 do\u011fru ve zaman\u0131nda pazarlama raporlar\u0131yla g\u00fcncel tutmay\u0131 m\u00fcmk\u00fcn k\u0131lar.<\/p>\n\n\n\n
Bir medya planlama stratejisi i\u00e7in g\u00f6z \u00f6n\u00fcnde bulundurman\u0131z gerekenler<\/h3>\n\n\n\n
\u015eimdi biraz daha pratik olal\u0131m ve bir medya plan\u0131n\u0131n nas\u0131l olu\u015fturulaca\u011f\u0131n\u0131 ve bu s\u00fcre\u00e7te nelere dikkat edilmesi gerekti\u011fini g\u00f6relim. Kendinizi bir medya planlamac\u0131s\u0131n\u0131n yerine koyun. Medya stratejiniz i\u00e7in gerekli kararlara ula\u015fman\u0131z\u0131 sa\u011flayacak verileri elde etmek i\u00e7in neyi ve nas\u0131l ara\u015ft\u0131rman\u0131z gerekti\u011fini g\u00f6sterece\u011fiz.<\/p>\n\n\n\n
A\u015fa\u011f\u0131daki noktalar hem bir ajans hem de kendi medya planlamas\u0131n\u0131 yapan bir \u015firket i\u00e7in ge\u00e7erlidir.<\/p>\n\n\n\n
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- Sizin (veya m\u00fc\u015fterinin) ne t\u00fcr bir i\u015fte, B2B, B2C veya ba\u015fka bir i\u015fte oldu\u011funuzu belirleyin ve pazardaki performans\u0131 de\u011ferlendirin. Pazar\u0131n son derece rekabet\u00e7i veya ni\u015f bir pazar olup olmad\u0131\u011f\u0131n\u0131 ve rakiplerin kimler oldu\u011funu bilmek istersiniz. Eri\u015fime, mevcut pazarlama faaliyetlerine, performansa vb. bakacaks\u0131n\u0131z.<\/li>\n\n\n\n
- Reklam vermek isteyen her \u015firket, kampanya plan\u0131n\u0131 ger\u00e7ek verilere dayanarak olu\u015fturmak i\u00e7in rekabet ara\u015ft\u0131rmas\u0131yla i\u015fe ba\u015flamal\u0131d\u0131r. Ancak bir ajansta \u00e7al\u0131\u015f\u0131yorsan\u0131z m\u00fc\u015fterinin bulgular\u0131na k\u00f6r\u00fc k\u00f6r\u00fcne g\u00fcvenmeyin, kendi ara\u015ft\u0131rman\u0131z\u0131 yap\u0131n. \u0130ncelenmesi gereken alanlardan biri rekabet ortam\u0131d\u0131r. Rakiplerin hangi medya platformlar\u0131n\u0131 kulland\u0131klar\u0131n\u0131, ne kadar ba\u015far\u0131l\u0131 olduklar\u0131n\u0131 ve ne kadar harcama yapt\u0131klar\u0131n\u0131 \u00f6\u011frenmek istersiniz.<\/li>\n\n\n\n
- Hedef kitleyi tan\u0131y\u0131n. Hedef kitlenin kim oldu\u011funu anlay\u0131n ve onlar\u0131n gezinme ve sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131n\u0131 inceleyin. Bir\u00e7ok \u015firket, hedef kitleyi temsil eden kurgusal karakterler olan al\u0131c\u0131 personalar\u0131na sahiptir.<\/li>\n\n\n\n
- \u00d6l\u00e7\u00fclebilen ve izlenebilen web metriklerine dayal\u0131 net KPI’lar belirleyin. Kesin olmak ve beklentileri t\u00fcm alanlarda, finansal a\u00e7\u0131dan ve kitle b\u00fcy\u00fcmesi, eri\u015fim, etkile\u015fim vb. a\u00e7\u0131s\u0131ndan uyumlu hale getirmek \u00e7ok \u00f6nemlidir.<\/li>\n\n\n\n
- Bu kampanyan\u0131n di\u011fer pazarlama faaliyetleriyle nas\u0131l uyum sa\u011flayaca\u011f\u0131n\u0131 ke\u015ffedin. \u00d6ncelikle, her \u015feyin marka mesaj\u0131 ve karakteriyle uyumlu olmas\u0131 gerekir. \u0130kinci olarak, ayn\u0131 anda \u00e7ok fazla kampanya y\u00fcr\u00fct\u00fcp kitlenin kafas\u0131n\u0131 kar\u0131\u015ft\u0131rmamak \u00f6nemlidir.<\/li>\n<\/ol>\n\n\n\n
Reklamc\u0131l\u0131kta medya planlamas\u0131 i\u00e7in ara\u015ft\u0131rma nas\u0131l yap\u0131l\u0131r?<\/h3>\n\n\n\n
Dijital pazarlamada, web analiz ara\u00e7lar\u0131 strateji olu\u015fturman\u0131n temel ta\u015f\u0131d\u0131r. Her t\u00fcrl\u00fc dijital medya plan\u0131 verilere dayanmal\u0131d\u0131r ve bu verilerin do\u011fru ve g\u00fcvenilir olmas\u0131 gerekir. Dolay\u0131s\u0131yla, e\u011fer bir medya planlamac\u0131s\u0131ysan\u0131z (ya da \u00f6yleyseniz), i\u015fte size neyi nas\u0131l ara\u015ft\u0131rman\u0131z gerekti\u011fine dair birka\u00e7 uygulamal\u0131 k\u0131lavuz.<\/p>\n\n\n\n
Pazar ara\u015ft\u0131rmas\u0131 yap\u0131n<\/h4>\n\n\n\n
Medya plan\u0131n\u0131z\u0131 geli\u015ftirmek i\u00e7in, hedef kitleniz ve m\u00fc\u015fterileriniz i\u00e7in ideal i\u00e7erik t\u00fcrlerini ve medya stratejilerini anlamak \u00fczere pazar ara\u015ft\u0131rmas\u0131 yaparak i\u015fe ba\u015flay\u0131n. Nas\u0131l anlayabilirsiniz? Rakiplerinizde nelerin i\u015fe yarad\u0131\u011f\u0131n\u0131 (ve yaramad\u0131\u011f\u0131n\u0131) kontrol edin.<\/p>\n\n\n\n
Rakiplerinizin y\u00fcr\u00fctt\u00fc\u011f\u00fc veya y\u00fcr\u00fctmekte oldu\u011fu benzer kampanyalar\u0131 belirleyin. Kanallar\u0131 ve yay\u0131nc\u0131lar\u0131 belirlemek i\u00e7in medya planlama stratejinize y\u00f6nelik bir rekabet analizi yap\u0131n. Similarweb’in Pazarlama Kanallar\u0131 \u00f6zelli\u011fi, web sitenizin temel kullan\u0131c\u0131 edinme y\u00f6ntemlerini rakiplerinizle kar\u015f\u0131la\u015ft\u0131rman\u0131za olanak tan\u0131r.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2022\/06\/PAid-keywords.png\")
<\/figure>\n\n\n\nD\u00f6rt rakip web sitesinin \u00fccretli arama trafi\u011fini k\u0131yaslama.<\/em><\/p>\n\n\n\n
Hedef kitleyi ara\u015ft\u0131r\u0131n<\/h4>\n\n\n\n
Her hedef kitlenin medya plan\u0131n\u0131z\u0131 etkileyebilecek benzersiz tercihleri ve davran\u0131\u015flar\u0131 vard\u0131r. Hedef kitlenizin ya\u015f, cinsiyet ve konum gibi demografik \u00f6zelliklerini anlay\u0131n ve bu kitlenin ne t\u00fcr i\u00e7erikleri tercih etti\u011fini ve onlara nereden ula\u015fabilece\u011finizi inceleyin.<\/p>\n\n\n\n
Al\u0131c\u0131 personalar\u0131n\u0131z yoksa olu\u015fturmay\u0131 d\u00fc\u015f\u00fcn\u00fcn. Al\u0131c\u0131 personalar\u0131, soyut bir kitle tan\u0131m\u0131ndan ziyade ger\u00e7ek ki\u015fileri ve bu ki\u015filerin bir reklamla nas\u0131l etkile\u015fime girdi\u011fini \u00f6ng\u00f6rmenize yard\u0131mc\u0131 olur. Kendi al\u0131c\u0131 personan\u0131z\u0131 olu\u015fturmaya ba\u015flamak i\u00e7in a\u015fa\u011f\u0131daki al\u0131c\u0131 persona \u015fablonumuzu indirin. \u015eablon, reklam kampanyalar\u0131n\u0131zla hedeflemek istedi\u011finiz kitleyi temsil eden gerekli bilgileri toplaman\u0131za ve d\u00fczenlemenize yard\u0131mc\u0131 olacakt\u0131r. Dolay\u0131s\u0131yla, medya stratejinizi planlamaya ba\u015flamak i\u00e7in harika bir yoldur.<\/p>\n\n\n\n
Rakiplerin kampanyalar\u0131n\u0131 analiz edin<\/h4>\n\n\n\n
Hedef kitlenizi payla\u015fan rakiplerinizin pazarlama kanallar\u0131n\u0131 inceleyin ve hangi kampanyalar\u0131n trafik ve etkile\u015fim yaratt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcn. \u00c7e\u015fitli y\u00f6ntemlere yat\u0131r\u0131m yap\u0131p yapmaman\u0131z ve ne kadar yat\u0131r\u0131m yapman\u0131z gerekti\u011fini belirlemek i\u00e7in reklam harcamalar\u0131n\u0131 inceleyin.<\/p>\n\n\n\n
\u00d6ncelikle, rakiplerinizin \u00fccretli trafik pay\u0131n\u0131n di\u011fer trafik kaynaklar\u0131na k\u0131yasla ne kadar oldu\u011funu \u00f6l\u00e7eceksiniz. Ard\u0131ndan, trafi\u011fi nas\u0131l olu\u015fturduklar\u0131n\u0131 inceleyeceksiniz. Programatik veya g\u00f6r\u00fcnt\u00fcl\u00fc reklam kullan\u0131yorlar m\u0131? Nerede yay\u0131n yap\u0131yorlar?<\/p>\n\n\n\n
![\"Paid](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/06\/Search-overview.png\")
<\/figure>\n\n\n\nArama ziyaretlerini trafik t\u00fcrlerine g\u00f6re analiz etme: toplam ziyaretler, organik ve \u00fccretli ve markal\u0131 trafik y\u00fczdeleri<\/p>\n\n\n\n
Similarweb ile sadece bunu nas\u0131l yapt\u0131klar\u0131n\u0131 de\u011fil, ayn\u0131 zamanda kampanyalar\u0131n ne kadar ba\u015far\u0131l\u0131 oldu\u011funu da g\u00f6rebilirsiniz. Hatta size \u015firketlerin en de\u011ferli trafi\u011fi nereden ald\u0131\u011f\u0131n\u0131 bile g\u00f6sterecektir.<\/p>\n\n\n\n
Her bir \u00fccretli arama reklam\u0131n\u0131 veya g\u00f6r\u00fcnt\u00fcl\u00fc reklam\u0131 g\u00f6r\u00fcn ve ilgili a\u00e7\u0131l\u0131\u015f sayfalar\u0131na ba\u011flant\u0131lar al\u0131n. Bu sayede rakiplerinizin kampanyalar\u0131n\u0131 derinlemesine inceleyerek hangi mecralar\u0131 kulland\u0131klar\u0131n\u0131 ve b\u00fct\u00e7elerini nereye yat\u0131rd\u0131klar\u0131n\u0131 anlayabilirsiniz. Onlar i\u00e7in neyin i\u015fe yarad\u0131\u011f\u0131n\u0131 \u00f6\u011frenin ve ayn\u0131 hatalar\u0131 yapmaktan ka\u00e7\u0131n\u0131n.<\/p>\n\n\n\n
![\"media](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/06\/Screenshot-2023-02-23-at-15.48.37-1024x528.png\")
<\/figure>\n\n\n\nRakip ba\u015f\u0131na trafik i\u00e7in \u00fccretli arama trendlerinin g\u00f6rselle\u015ftirilmesi. Similarweb’de ayr\u0131ca harcama ve ziyaret s\u00fcresi, hemen \u00e7\u0131kma oran\u0131 ve ziyaret ba\u015f\u0131na sayfa say\u0131s\u0131 gibi etkile\u015fim metriklerini de g\u00f6rebilirsiniz.<\/em><\/p>\n\n\n\n
Trendleri ve yeni olas\u0131l\u0131klar\u0131 belirleyin<\/h4>\n\n\n\n
Bu makaleye reklam maliyetlerinden ve reklam olanaklar\u0131n\u0131n nas\u0131l de\u011fi\u015fti\u011finden bahsederek ba\u015flad\u0131k. Medya planlamac\u0131s\u0131n\u0131n rekabet\u00e7i ve de\u011fi\u015fen bir pazarda nabz\u0131 tutmas\u0131 gerekiyor. Aksi takdirde, etkisiz kampanyalar giderek b\u00fcy\u00fcyen bir maliyet s\u0131z\u0131nt\u0131s\u0131na d\u00f6n\u00fc\u015febilir.<\/p>\n\n\n\n
Trendleri ortaya \u00e7\u0131kt\u0131klar\u0131 anda tespit etmek, ajanslar\u0131n m\u00fc\u015fterilerinin daha ba\u015far\u0131l\u0131 olmalar\u0131na yard\u0131mc\u0131 olmalar\u0131n\u0131 sa\u011flar. Pazarlama ekipleri b\u00fct\u00e7e i\u00e7inde kal\u0131r ve yat\u0131r\u0131m getirisini art\u0131r\u0131r. G\u00fcncel ve do\u011fru veriler, ajanslar\u0131n en verimli kanallar\u0131, g\u00fcvenilir i\u015f ortaklar\u0131n\u0131 bulmas\u0131n\u0131 ve reklam \u00e7al\u0131\u015fmalar\u0131n\u0131 optimize etmesini sa\u011flar.<\/p>\n\n\n\n
E\u011fer siz de bu durumdaysan\u0131z, Similarweb Dijital Pazarlama \u0130stihbarat platformu ve Ajans Analizleri size rekabet ortam\u0131n\u0131z\u0131n ve bu ortam\u0131 etkileyen g\u00fc\u00e7lerin net bir resmini sunan ara\u00e7lar ve veriler sa\u011flayabilir. Liderleri belirleyebilir ve tam olarak nas\u0131l ba\u015far\u0131l\u0131 olduklar\u0131n\u0131 \u00f6\u011frenebilirsiniz. Faaliyetleri izlemek, yeni oyuncular\u0131 ve ba\u015far\u0131l\u0131 yeni reklam trendlerini ilk sizin belirlemenizi sa\u011flar.<\/p>\n\n\n\n
Nas\u0131l yap\u0131ld\u0131\u011f\u0131n\u0131 g\u00f6rmek ister misiniz?<\/p>\n\n\n\n
SSS<\/h3>\n\n\n\n
Medya planlama nedir?<\/strong><\/p>\n\n\n\n
Medya planlamas\u0131, etkile\u015fimi ve yat\u0131r\u0131m getirisini en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in bir reklam\u0131n nerede, ne zaman ve ne s\u0131kl\u0131kta yay\u0131nlanmas\u0131 gerekti\u011fine karar verme s\u00fcrecidir.<\/p>\n\n\n\n
Medya plan\u0131 nedir ve neleri i\u00e7erir?<\/strong><\/p>\n\n\n\n
Medya plan\u0131, kampanya plan\u0131n\u0131n bir par\u00e7as\u0131d\u0131r ve varl\u0131klar\u0131n medya kanallar\u0131 arac\u0131l\u0131\u011f\u0131yla da\u011f\u0131t\u0131lmas\u0131na ili\u015fkin ayr\u0131nt\u0131lar\u0131 kapsar. Bir medya plan\u0131; ama\u00e7lar\u0131, hedefleri, hedef kitleyi, kullan\u0131lan medya t\u00fcrlerini ve medya kanallar\u0131n\u0131, zaman \u00e7izelgesini ve bir reklam\u0131n hangi s\u0131kl\u0131kta aktif olaca\u011f\u0131n\u0131 i\u00e7erir.<\/p>\n\n\n\n
Farkl\u0131 medya planlama t\u00fcrleri nelerdir?<\/strong><\/p>\n\n\n\n
Medya planlama reklamc\u0131l\u0131\u011f\u0131n\u0131n iki ana alan\u0131 vard\u0131r. \u00c7evrimi\u00e7i medya kanallar\u0131 aras\u0131nda g\u00f6r\u00fcnt\u00fcl\u00fc reklamlar ve video pazarlama yer al\u0131r. \u00c7evrimd\u0131\u015f\u0131 medya kanallar\u0131 ise radyo\/podcast ve bas\u0131l\u0131 yay\u0131nlar\u0131 i\u00e7erir. Ayr\u0131ca \u00fccretli medya, sahip olunan medya ve kazan\u0131lan medya olmak \u00fczere \u00fc\u00e7 t\u00fcr dijital medya planlamas\u0131 vard\u0131r.<\/p>","protected":false},"excerpt":{"rendered":"
Advertising is expensive and media planning is not easy. Whether in an agency or in-house, a media planner is the person who ensures that advertising dollars are spent effectively. Media planning is crucial to reach the right audience and get the message in front of them at the right time. But it also comes with a huge financial responsibility. Every wrong decision quickly adds costs [...].<\/p>","protected":false},"author":1,"featured_media":5255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\n
Medya Planlamas\u0131 Nedir ve Uygulanabilir Bir Medya Plan\u0131 Nas\u0131l Olu\u015fturulur? - \u00c7\u00f6z\u00fcm Orta\u011f\u0131n\u0131z<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueapplemedia.com.tr\/en\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Medya Planlamas\u0131 Nedir ve Uygulanabilir Bir Medya Plan\u0131 Nas\u0131l Olu\u015fturulur? - \u00c7\u00f6z\u00fcm Orta\u011f\u0131n\u0131z\" \/>\n<meta property=\"og:description\" content=\"Reklamc\u0131l\u0131k pahal\u0131d\u0131r ve medya planlamas\u0131 kolay de\u011fildir. \u0130ster bir ajansta ister \u015firket i\u00e7inde olsun, medya planlamac\u0131s\u0131 reklam paralar\u0131n\u0131n etkili bir \u015fekilde harcanmas\u0131n\u0131 sa\u011flayan ki\u015fidir. Medya planlamas\u0131, do\u011fru kitleye ula\u015fmak ve mesaj\u0131 do\u011fru zamanda onlar\u0131n \u00f6n\u00fcne getirmek i\u00e7in \u00e7ok \u00f6nemlidir. Ancak ayn\u0131 zamanda b\u00fcy\u00fck bir mali sorumlulu\u011fu da beraberinde getirir. Verilen her yanl\u0131\u015f karar, maliyetleri h\u0131zla […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blueapplemedia.com.tr\/en\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\" \/>\n<meta property=\"og:site_name\" content=\"\u00c7\u00f6z\u00fcm Orta\u011f\u0131n\u0131z\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-05T14:28:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-21T15:28:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/Chapter0-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"794\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"B.A.M\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"B.A.M\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\"},\"author\":{\"name\":\"B.A.M\",\"@id\":\"https:\/\/blueapplemedia.com.tr\/#\/schema\/person\/22924a08ffa7ec4529c11fd6f8e30e13\"},\"headline\":\"Medya Planlamas\u0131 Nedir ve Uygulanabilir Bir Medya Plan\u0131 Nas\u0131l Olu\u015fturulur?\",\"datePublished\":\"2023-08-05T14:28:55+00:00\",\"dateModified\":\"2023-08-21T15:28:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\"},\"wordCount\":3037,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blueapplemedia.com.tr\/#organization\"},\"image\":{\"@id\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/Chapter0-1.png\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\",\"url\":\"https:\/\/blueapplemedia.com.tr\/medya-planlamasi-nedir-ve-uygulanabilir-bir-medya-plani-nasil-olusturulur\/\",\"name\":\"Medya Planlamas\u0131 Nedir ve Uygulanabilir Bir Medya Plan\u0131 Nas\u0131l Olu\u015fturulur? 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- U\u00e7u\u015f – <\/strong>reklam aral\u0131kl\u0131 olarak yay\u0131nlan\u0131r, ba\u015fka bir deyi\u015fle, bir reklam d\u00f6n\u00fc\u015f\u00fcml\u00fc olarak g\u00f6sterilir. \u00d6rne\u011fin, bir \u015firket reklam\u0131 bir hafta boyunca yay\u0131nlamay\u0131, ard\u0131ndan bir hafta ara vermeyi ve sonra tekrar yay\u0131nlamay\u0131 se\u00e7ebilir. Veya mevsimselli\u011fe ba\u011fl\u0131 olarak reklam\u0131 yaln\u0131zca g\u00fcn\u00fcn belirli saatlerinde veya haftan\u0131n belirli g\u00fcnlerinde etkinle\u015ftirmeye karar verebilir.<\/li>\n\n\n\n
- Sahip olunan medya<\/strong> \u2013kendi alan adlar\u0131n\u0131zda yay\u0131nl\u0131yorsunuz<\/li>\n\n\n\n
- \u00dccretli medya<\/strong> \u2013 yay\u0131nlamak i\u00e7in para \u00f6d\u00fcyorsunuz<\/li>\n\n\n\n