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DİJİTAL PAZARLAMA İLETİŞİMİNDE YENİ YÖNELİM: HİPER KİŞİSELLEŞTİRME

Year 2021, Volume: 4 Issue: 1, 8 - 37, 22.04.2021

Abstract

Artan müşteri beklentilerini karşılamak için şirketler, dijital pazarlama iletişiminde çeşitli kişiselleştirme yöntemlerine başvurmaktadır. Teknolojik gelişmelere bağlı olarak ortaya çıkan bu yeni yöntemler de dijital pazarlama iletişiminde yeni kavramların ve yönelimlerin doğmasına neden olmaktadır. Bu çalışmada dijital pazarlama alanındaki yeni yönelimlerden biri olan “hiper kişiselleştirme” kavramı ele alınmış ve tanımlanmaya çalışılmıştır. Çalışma, tüketici alışkanlıklarını ve eğilimlerini “bire bir” temas noktalarıyla etkilemeye yönelik ilişki olarak tanımlanan hiper kişiselleştirme kavramına değerli bir referans sağlamayı amaçlamaktadır. Çalışmada kavramsal ve kuramsal olarak hiper kişiselleştirmenin ne olduğu, geleneksel kişiselleştirmeden farkı ve hiper kişiselleştirilmiş bir deneyimin nasıl yaratıldığı sektörel bazlı raporlarla birlikte açıklanmıştır. Örneklem olarak çalışmada Amazon şirketinin hiper parametrelerle oluşturduğu kişiselleştirme deneyimi ele alınmış, betimsel bir analizle incelenmiştir. Çalışmanın önemi, hiper kişiselleştirme konusunda ortaya konulan araştırmaların sınırlı olması nedeniyle akademik literatürü katkı sağlayacak, yeni çalışmalara ve tartışmalara yol açacak olmasıdır. Bu çalışma hiper kişiselleştirmenin şirketler ve markalar için, tüketici davranışlarını anlama, kişiye özel öngörüler ve içerikler sunma konusundaki kayda değer faydalarını ortaya koymuş; hiper kişiselleştirilmiş içeriklerin geleceğin dijital pazarlama iletişimine yön vereceğini ama bununla birlikte hiper kişiselleştirmenin, kişilerin veri güvenliğinde çeşitli riskleri beraberinde getireceğini öngörmüştür.

References

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  • Jain, G., Rakesh, S., Nabi, M., & Chaturvedi, K. (2018, Aralık 3). Hyper-Personalization – Fashion Sustainability Through Digital Clienteling. Research Journal of Textile and Apparel, s. 320-334.
  • Jassy, A. (2018, Kasım 29). AWS re:Invent 2018 – Introducing Amazon Personalize. Ocak 15, 2021 tarihinde YouTube: https://www.youtube.com/watch?v=9tArgQrJBzE&ab_channel=AmazonWebServices adresinden alındı
  • Jha, M. S. (2019, Ekim 26). Is Artificial Intelligence the next big thing in Hollywood? Nisan 26, 2020 tarihinde My Great Learning: https://www.mygreatlearning.com/blog/is-artificial-intelligence-the-next-big-thing-in-hollywood/ adresinden alındı
  • Jory, J. (2020, Aralık 10). Introduction to Amazon Personalize. Ocak 18, 2021 tarihinde YouTube: https://www.youtube.com/watch?v=3gJmhoLaLIo&ab_channel=AmazonWebServices adresinden alındı
  • K. Chellappa, R., & Sin, R. (2005, Nisan). Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma. Information Technology and Management, 6(2), s. 181-202.
  • Kaiser, A. (2020, Nisan 28). Medium. Eylül 4, 2020 tarihinde When and how should I personalize my customer experience?: https://medium.com/ninetailed/when-and-how-should-i-personalize-my-customer-experience-68610d03a219 adresinden alındı
  • Kamdar, N. (2019, 11 Kasım). Consumer Experience Re-imagined through Amazon Personalize. Ocak 4, 2021 tarihinde LinkedIn: https://www.linkedin.com/pulse/consumer-experience-re-imagined-through-amazon-nishit-kamdar/ adresinden alındı
  • Katalyst Technologies. (2020, Mart 23). Offer Hyper-Personalization with Amazon Personalize. Aralık 12, 2020 tarihinde Medium: https://medium.com/@katalyst_tech/offer-hyper-personalization-with-amazon-personalize-cca53e502de7 adresinden alındı
  • Leblebeci Koçer, L., & Özmerdivanlı, H. (2019). Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle. Akdeniz İİBF Dergisi, 19(2), 427-454.
  • Lebo, T. (2019). Hyper-Personalization: What It Is and Why You Need It in Your 2019 Marketing. Eylül 17, 2020 tarihinde Convince and Convert: https://www.convinceandconvert.com/research/hyper-personalization/#:~:text=What%20is%20hyper%2Dpersonalization%3F,personalized%20marketing%20a%20step%20further adresinden alındı
  • Maayan, G. (2020, Nisan 28). Hyper Personalization: Customizing Service With AI. Eylül 18, 2020 tarihinde IEEE Computer Socienty: https://www.computer.org/publications/tech-news/trends/hyper-personalization-customizing-service-with-ai adresinden alındı
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  • Mandeep, V. (2019, Nisan 2). How Hyper-Personalized Marketing Can Deliver Better Customer Experiences at Scale. Ocak 13, 2021 tarihinde Hacker Noon: https://medium.com/hackernoon/how-hyper-personalised-marketing-can-deliver-better-customer-experiences-at-scale-af94405a6fdf adresinden alındı
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  • Mialki, S. (2019, 26 Temmuz). Hyper-Personalized Marketing: How to Do It Right with 3 Examples to Prove It. Eylül 25, 2020 tarihinde Instapage: https://instapage.com/blog/hyper-personalization adresinden alındı
  • New America. (2020). Case Study: Amazon. Ocak 2, 2021 tarihinde New America: https://www.newamerica.org/oti/reports/why-am-i-seeing-this/case-study-amazon/ adresinden alındı
  • Priyam, J. (2019, Ekim 30). Why Hyper-Personalization Is The Future Of Marketing (And How To Do It). Ekim 16, 2020 tarihinde Web Engage: https://webengage.com/blog/hyper-personalization-marketing-future/ adresinden alındı
  • Sahin, B. (2020). 4 Lessons We Learned in 2019 (and How You can Apply Them in 2020). Ocak 15, 2021 tarihinde Bloom Reach: https://www.bloomreach.com/en/blog/2019/12/what-we-learned-in-2019.html adresinden alındı
  • Shukla, P. S., & Nigam, P. (2018). E- Shopping using Mobile Apps and the Emerging Consumer in the Digital Age of Retail Hyper personalization: An Insight. Pacific Business Review International, 10(10), 131-139.
  • Shukla, P., & Nigam, P. (2018, Nisan). E- Shopping using Mobile Apps and the Emerging Consumer in the. Pacific Business Review Internationa, 10(10), s. 131-139.
  • Simon, J. (2018, Kasım 28). Amazon Personalize – Real-Time Personalization and Recommendation for Everyone. Ocak 2, 2021 tarihinde AWS Amazon: https://aws.amazon.com/tr/blogs/aws/amazon-personalize-real-time-personalization-and-recommendation-for-everyone/ adresinden alındı
  • Smith, W. R. (1956, Temmuz). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8.
  • Statista. (2020, Temmuz 20). Leading companies worldwide in 2020, by brand value. Ocak 10, 2021 tarihinde Statista: https://www.statista.com/statistics/269444/brand-value-of-the-most-valuable-companies-worldwide/ adresinden alındı
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  • Subramanyan, V. (2014, Ekim 23). What’s The Hype Around ‘Hyper-Personalization’? Ocak 17, 2021 tarihinde Business 2 Community: https://www.business2community.com/marketing/whats-hype-around-hyper-personalization-01045882#1vy adresinden alındı
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NEW TREND IN DIGITAL MARKETING COMMUNICATION: HYPER-PERSONALISATION

Year 2021, Volume: 4 Issue: 1, 8 - 37, 22.04.2021

Abstract

To meet the increasing customer demand, the companies adopt various personalization methods in digital marketing communication. These new methods that emerge connected with the technologic developments lead to new concepts and trends in digital marketing communication. In this study, “hyper-personalization” concept which is one of the new trends in digital marketing communication is considered and a definition is attempted to be provided. The study aims to provide a valuable reference to the hyper-personalization concept defined as the relationship aims to impact consumer habits and tendencies with “one-to-one” contact points. In this study, the definition of hyper-personalization is investigated conceptually and theoretically, the difference of the concept from the traditional personalization and how a hyper-personalized experience created is explained in detail with sectoral reports. the hyper-personalization concept is investigated with descriptive analysis with sector reports. As a sample, the personalization experience of Amazon company created with hyper parameters was taken into consideration and analyzed with a descriptive analysis. The importance of this study is to contribute to the academic literature and open the way to new studies and discussions due to the research limitations especially in the Turkish literature about hyper-personalization. This study revealed the significant benefits of hyper-personalization for companies and brands to understand consumer behavior, provide personal predictions and content and predicted that hyper-personalization content will lead the digital marketing communication of the future but however, it is predicted that hyper customization will bring various risks in data security.

References

  • Çakır, Ö., & Bilgiç, E. (2019, Aralık). Sosyoekonomik Yaklaşımla Zincir Perakende Mağazalarının Segmentasyonu. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 41(2), s. 338-363.
  • Öztürk, G. (2020). Hiper Hedefli Kişiselleştirilmiş Dijital Reklamcılık. G. Öztürk içinde, Dijital Pazarlama İletişiminde Yeni Kavramlar: Akademi Ne Söyler, Sektör Nasıl Uygular? (s. 317-347). İstanbul: Nobel.
  • Abbott, J., & Minasian, P. (2020, Şubat 25). The Modern Retailer Imperative:. Eylül 21, 2020 tarihinde TCS Digital Sofrware & Solutions Group: https://dss.tcs.com/wp-content/uploads/2020/02/creating_hyper-personalized_connected_customer_experiences_whitepaper_wp-1117-05.pdf adresinden alındı.
  • Accenture. (2016, Ekim 13). Consumers Welcome Personalized Offerings but Businesses Are Struggling to Deliver, Finds Accenture Interactive Personalization Research. Eylül 15, 2020 tarihinde Accenture: https://newsroom.accenture.com/news/consumers-welcome-personalized-offerings-but-businesses-are-struggling-to-deliver-finds-accenture-interactive-personalization-research.htm adresinden alındı
  • Accenture. (2016). Orchestrate, Organize, and Operationalize: Delivering on the Promise of Personalization @ Scale. Ekim 19, 2020 tarihinde Accenture: https://www.accenture.com/_acnmedia/PDF-34/Accenture-Personalization-Scale-POV.pdf#zoom=50 adresinden alındı
  • Accenture. (2018). Personalization Pulse Check: Making It Personal. Eylül 189, 2020 tarihinde Accenture: https://www.accenture.com/t20161011T222718__w__/us-en/_acnmedia/PDF-34/Accenture-Pulse-Check-Dive-Key-Findings-Personalized-Experiences.pdf adresinden alındı
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  • Amazon. (2020). Amazon Personalize. Aralık 12, 2020 tarihinde Amazon: https://aws.amazon.com/tr/personalize/ adresinden alındı
  • Annas, C. (2020, Şubat 3). What Is Hyper-Personalization? Aralık 19 2020 tarihinde AB Tasty: https://www.abtasty.com/blog/what-is-hyper-personalization/ adresinden alındı
  • Ascend2. (2018, Aralık). Hyper-personalization Strategies Survey Summary Report. Ascend2: http://ascend2.com/wp-content/uploads/2018/12/Ascend2-Hyper-Personalization-Strategies-Report-181204.pdf adresinden alındı
  • Axiomq. (2020, Mart 25). 8 Largest eCommerce Companies in the World and No, Alibaba is Not the Largest Chinese eCommerce. Ocak 10, 2021 tarihinde Axiomq: https://axiomq.com/blog/8-largest-e-commerce-companies-in-the-world/ adresinden alındı
  • Boudet, J., Gregg, B., Rathje, K., Stein, E., & Vollhardt, K. (2019). The future of personalization—and how to get ready for it. McKinsey & Company. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-personalization-and-how-to-get-ready-for-it adresinden alındı
  • Brandirectory. (2021). Amazon. Ocak 12, 2021 tarihinde Brandirectory: https://brandirectory.com/brands/amazon/ adresinden alındı
  • Camilleri, M. (2018). Travel Marketing, Tourism Economics and the Airline Product. Springer.
  • Capgemini & Essec. (2017, Ocak 1). Hyper-personalization vs. Segmentation: Has Big Data made customer segmentation redundant? Eylül 19, 2020 tarihinde Capgemini: https://www.capgemini.com/consulting-fr/wp-content/uploads/sites/31/2017/08/hyperpersonnalisation_vs_segmentation_english_05-01-2017.pdf adresinden alındı
  • Entefy. (2018, Ağustos 14). AI-powered hyper-personalization is the future of entertainment. Ekim 16, 2020 tarihinde Entefy: https://www.entefy.com/blog/post/580/ai-powered-hyper-personalization-is-the-future-of-entertainment adresinden alındı
  • Grant Thornton. (2020). The power of personalisation: Hotels’ roadmap to 2020. Eylül 20, 2020 tarihinde Grant Thornton: https://www.grantthornton.ie/globalassets/1.-member-firms/ireland/insights/publications/grant-thornton---hotels-2020-2016.pdf adresinden alındı
  • IBM, & Econsultancy. (2015, Nisan 1). 4 Out Of 5 Consumers Declare Brands Don’t Know Them As An Individual, According to IBM and Econsultancy Study. Aralık 26, 2020 tarihinde IBM: https://www-03.ibm.com/press/us/en/pressrelease/46454.wss adresinden alındı
  • Jain, G., Rakesh, S., Nabi, M., & Chaturvedi, K. (2018, Aralık 3). Hyper-Personalization – Fashion Sustainability Through Digital Clienteling. Research Journal of Textile and Apparel, s. 320-334.
  • Jassy, A. (2018, Kasım 29). AWS re:Invent 2018 – Introducing Amazon Personalize. Ocak 15, 2021 tarihinde YouTube: https://www.youtube.com/watch?v=9tArgQrJBzE&ab_channel=AmazonWebServices adresinden alındı
  • Jha, M. S. (2019, Ekim 26). Is Artificial Intelligence the next big thing in Hollywood? Nisan 26, 2020 tarihinde My Great Learning: https://www.mygreatlearning.com/blog/is-artificial-intelligence-the-next-big-thing-in-hollywood/ adresinden alındı
  • Jory, J. (2020, Aralık 10). Introduction to Amazon Personalize. Ocak 18, 2021 tarihinde YouTube: https://www.youtube.com/watch?v=3gJmhoLaLIo&ab_channel=AmazonWebServices adresinden alındı
  • K. Chellappa, R., & Sin, R. (2005, Nisan). Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma. Information Technology and Management, 6(2), s. 181-202.
  • Kaiser, A. (2020, Nisan 28). Medium. Eylül 4, 2020 tarihinde When and how should I personalize my customer experience?: https://medium.com/ninetailed/when-and-how-should-i-personalize-my-customer-experience-68610d03a219 adresinden alındı
  • Kamdar, N. (2019, 11 Kasım). Consumer Experience Re-imagined through Amazon Personalize. Ocak 4, 2021 tarihinde LinkedIn: https://www.linkedin.com/pulse/consumer-experience-re-imagined-through-amazon-nishit-kamdar/ adresinden alındı
  • Katalyst Technologies. (2020, Mart 23). Offer Hyper-Personalization with Amazon Personalize. Aralık 12, 2020 tarihinde Medium: https://medium.com/@katalyst_tech/offer-hyper-personalization-with-amazon-personalize-cca53e502de7 adresinden alındı
  • Leblebeci Koçer, L., & Özmerdivanlı, H. (2019). Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle. Akdeniz İİBF Dergisi, 19(2), 427-454.
  • Lebo, T. (2019). Hyper-Personalization: What It Is and Why You Need It in Your 2019 Marketing. Eylül 17, 2020 tarihinde Convince and Convert: https://www.convinceandconvert.com/research/hyper-personalization/#:~:text=What%20is%20hyper%2Dpersonalization%3F,personalized%20marketing%20a%20step%20further adresinden alındı
  • Maayan, G. (2020, Nisan 28). Hyper Personalization: Customizing Service With AI. Eylül 18, 2020 tarihinde IEEE Computer Socienty: https://www.computer.org/publications/tech-news/trends/hyper-personalization-customizing-service-with-ai adresinden alındı
  • MacKenzie, L., Meyer, C., & Noble, S. (2013, Ekim 1). How Retailers Can Keep Up With Consumers. Ocak 9, 2021 tarihinde McKinsey & Company: https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers adresinden alındı
  • Mandeep, V. (2019, Nisan 2). How Hyper-Personalized Marketing Can Deliver Better Customer Experiences at Scale. Ocak 13, 2021 tarihinde Hacker Noon: https://medium.com/hackernoon/how-hyper-personalised-marketing-can-deliver-better-customer-experiences-at-scale-af94405a6fdf adresinden alındı
  • Medium. (2019, Mart 15). Hyper-Personalization: The Next Wave of Customer Engagement. Eylül 15, 2020 tarihinde Medium: https://medium.com/smartkarrot/hyper-personalization-the-next-wave-of-customer-engagement-9e68c7a7c9ad adresinden alındı
  • Mialki, S. (2019, 26 Temmuz). Hyper-Personalized Marketing: How to Do It Right with 3 Examples to Prove It. Eylül 25, 2020 tarihinde Instapage: https://instapage.com/blog/hyper-personalization adresinden alındı
  • New America. (2020). Case Study: Amazon. Ocak 2, 2021 tarihinde New America: https://www.newamerica.org/oti/reports/why-am-i-seeing-this/case-study-amazon/ adresinden alındı
  • Priyam, J. (2019, Ekim 30). Why Hyper-Personalization Is The Future Of Marketing (And How To Do It). Ekim 16, 2020 tarihinde Web Engage: https://webengage.com/blog/hyper-personalization-marketing-future/ adresinden alındı
  • Sahin, B. (2020). 4 Lessons We Learned in 2019 (and How You can Apply Them in 2020). Ocak 15, 2021 tarihinde Bloom Reach: https://www.bloomreach.com/en/blog/2019/12/what-we-learned-in-2019.html adresinden alındı
  • Shukla, P. S., & Nigam, P. (2018). E- Shopping using Mobile Apps and the Emerging Consumer in the Digital Age of Retail Hyper personalization: An Insight. Pacific Business Review International, 10(10), 131-139.
  • Shukla, P., & Nigam, P. (2018, Nisan). E- Shopping using Mobile Apps and the Emerging Consumer in the. Pacific Business Review Internationa, 10(10), s. 131-139.
  • Simon, J. (2018, Kasım 28). Amazon Personalize – Real-Time Personalization and Recommendation for Everyone. Ocak 2, 2021 tarihinde AWS Amazon: https://aws.amazon.com/tr/blogs/aws/amazon-personalize-real-time-personalization-and-recommendation-for-everyone/ adresinden alındı
  • Smith, W. R. (1956, Temmuz). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8.
  • Statista. (2020, Temmuz 20). Leading companies worldwide in 2020, by brand value. Ocak 10, 2021 tarihinde Statista: https://www.statista.com/statistics/269444/brand-value-of-the-most-valuable-companies-worldwide/ adresinden alındı
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There are 46 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Ferhat Zengin 0000-0002-6785-3257

Publication Date April 22, 2021
Submission Date February 2, 2021
Acceptance Date April 6, 2021
Published in Issue Year 2021 Volume: 4 Issue: 1

Cite

APA Zengin, F. (2021). DİJİTAL PAZARLAMA İLETİŞİMİNDE YENİ YÖNELİM: HİPER KİŞİSELLEŞTİRME. Uluslararası Halkla İlişkiler Ve Reklam Çalışmaları Dergisi, 4(1), 8-37.


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