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Mobil Uygulamalar Artık Her Zamankinden Daha Büyük Ehemmiyet Taşıyor - HAKANSEYHAN
Pandemi, tüm dünyada tüketici davranışları üstünde mühim bir tesir bıraktı. Bu dönem, dijital dönüşümü hızlandırdı ve çevrimiçi alışverişte büyük bir artışa yol açtı. 2020 senesinde pandemi periyodu ve Ramazan şeklinde alışverişin genel olarak arttığı zamanlarda Türkiye’de toplam mobil uygulama yükleme sayısı %91 artış gösterdi.
AppsFlyer’ın 2021 yılı E-Tecim Durum Raporu’na nazaran Türkiye, iOS platformu uygulama yüklemelerinde ilk on beş ülke içinde yer ediniyor. 2020 yılının son ayına kıyasla Mayıs 2021’de iOS platformunda meydana getirilen indirmelerdeki %360’lık artış, bu platformdaki büyümeyi vurgulayan bir etken olarak öne çıkıyor. 2021’de toplumsal mesafe kısıtlamaları kaldırılmış ve insanoğlu pandemi ile yaşamaya uyum elde etmiş olsa da alışveriş teriminin tekrar asla eskisi şeklinde olmayacağı oldukça açık. Alışveriş artık dijitalleşme sürecini tamamladı ve tüketiciler mobil alışverişi geleneksel alışverişe tercih etme eğilimi gösteriyor.
Covid-19 ve varyantlarının mobil ticarete tesiri Tüketiciler, Covid-19’un başlangıcından bu yana mühim bir gelişme gösteren mobil ticarete hızla adapte oldu. Türkiye’de Ramazan, pandeminin ilk dalgasına denk geldi ve fizyolojik mağazalara gidemeyen tüketiciler hızla mobil alışverişe yöneldi. Bu davranış değişikliği yıl süresince devam etti ve 2021’deki Ramazan ayında da benzer bir eğilim gözlendi. Ramazan, uygulama indirmelerinde arka arkaya ikinci yılda %169’luk bir artışa neden oldu.
Ramazan ayı haricinde Black Friday şeklinde alışveriş dönemlerinin de mobil tecim faaliyetleri üstünde büyük tesiri var. Mesela, Black Friday’e kadar olan dönemde organik olmayan indirmeler %128 arttı. Türkiye’deki mobil pazarlamacıların, alışverişin yoğun olduğu dönemlerde pazarlama faaliyetlerini arttırması genel olarak organik olmayan yüklemelerde ani artışlara neden oldu ve mobil uygulamaların yüksek getiri kazandırmasını sağlamış oldu.
Rakamların da gösterdiği şeklinde, pazarlama planlarının bir parçası olarak mobili göz ardı eden perakendeciler büyük pazar fırsatlarını kaçırıyor. Perakendeciler, tüketiciler hangi alışveriş tarzına haiz olurlarsa olsunlar onları harcamaya teşvik etmek için kullanıcı deneyimini optimize etme olanağı sunan kanallara yatırım yapmalıdır. Güvence BBVA ve Mastercard tarafınca ortaklaşa meydana getirilen bir araştırmaya nazaran, Türkiye’de kredi kartı harcamaları 2021’de geçen yıla nazaran %49 arttı. Bu artış, mobil alışveriş uygulamalarının başarısının direkt bir sonucu olarak öne çıkıyor. Mobil tecim, artık en oldukça kullanılan alışveriş yöntemi haline geliyor ve perakende markalarının dijital dönüşümlerini bir an ilkin tamamlamaları ve mobil ticaretin bir parçası olmaları gerekiyor.
Türkiye’de tekrardan pazarlama pandemi öncesine kadar 5 kat arttı iOS 14 güncellemesi, mobil tecim için 2021 yılındaki en büyük değişim olarak öne çıktı. Bu güncelleme, Uygulama Takip edeni Şeffaflığını (ATT) mecburi kıldı. ATT, tüketicilerin artık bilgilerini toplayan ve etkinliklerini izleyen uygulamalara bu yönde izin vermesi gerektiği anlamına geliyor ve pazarlamacılar için mühim bir güçlük teşkil ediyor.
IDFA’nın (Apple’ın Reklamverenler için Tanımlayıcısı) kıymet kaybetmesi sebebiyle iOS 14’ün tekrardan pazarlamaya getirmiş olduğu tüm zorluklara karşın, pazarlamacılar çabalarını hızlandırdı. Netice olarak, 2021’in ikinci çeyreğinde tekrardan pazarlama, Türkiye’de pandemi öncesine nazaran 5 kat arttı. Ramazan yaklaştığında ise tekrardan pazarlama %88 arttı.
E-ticaret uygulaması pazarlamacıları, Apple’ın App Tracking Transparency (Uygulama Takip edeni Şeffaflığı, ATT) çerçevesinin ve SKAdNetwork’ün bilhassa tekrardan pazarlama dönüşümlerinde doğurduğu güçlükleri hissediyor. Pazarlamacıların, ATT katılım oranlarını azami seviyeye yükseltmek ve iOS tekrardan pazarlama kitlesi boyutlarını çoğaltmak için ATT isteminin ne vakit ve nasıl gösterileceğini değerlemeli ve tekrardan pazarlama Kasım ve Aralık aylarında en yüksek etkinliğine ulaşmaya yaklaşırken genel kullanıcı deneyimini optimize etmeleri gerekiyor.
Türkiye, e-ticaret uygulamaları içinde geçen yıla nazaran %204 artışla en süratli büyüyen iOS pazarı olarak dikkat çekiyor. Türkiye şu anda e-ticaret için en büyük pazarlardan biri. Perakendeciler için 2022 senesinde e-ticarette başarı göstermiş olmanın anahtarı, mobil uygulamalarında yenilikçi adımlar atarak ve yeni veri elde şekillerinden faydalanarak kullanıcı deneyimlerini iyileştirmeden geçiyor.
Önceki Haber Apple AirTag’lerde Sorun Bulunduğunu Kabul Etti!
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