PAZARLAMADA YENİ BİR YAKLAŞIM: DENEYİMSEL PAZARLAMA

Year 2020, Volume: 4 Issue: 7, 204 - 231, 31.12.2020

Yasemin Gedik

Abstract

Teknoloji dünyasındaki olağanüstü hızdaki gelişimler, küreselleşme ve rekabet, pazarlama alanında çeşitli zorluklar yaratırken, müşteri davranışlarında da yeni değişimler oluşturmaktadır. Geleneksel pazarlama araçları bu değişime yanıt verememekte ve işletmeleri yeni çözümler bulmaya yöneltmektedir. Günümüzde işletmeler, müşterilerine ulaşmak ve daha etkin iletişim kurmak için yenilikçi ve alternatif iletişim yollarını aramaktadır. Bununla birlikte, müşterilerle duygusal bağların varlığını ve tek yönlü iletişimin artık çalışmadığını fark etmeye başlamışlardır. Deneyimsel pazarlama, işletmelerin olumlu deneyimler yaratarak ve müşteri duygularına dokunarak sadık müşteriler oluşturmayı amaçlayan bir pazarlama konseptidir. Bu konsepti uygulayan işletmeler işletmeler, müşterilerine unutulmaz bir deneyim sunmaya yoğunlaşmaktadır. Deneyimsel pazarlama, işletmelere müşteri sadakati, müşteri memnuniyeti, satışların ve yatırım getirisinin arttırılması gibi önemli avantajlar sunmaktadır. Bu makale, deneyimsel pazarlama kavramı hakkında geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca makale, işletmeler tarafından yapılan çeşitli deneyimsel pazarlama örneklerine de yer vererek, yöneticilere söz konusu pazarlama kararlarını alırken yardımcı olmayı amaçlamaktadır

Keywords

Deneyimsel Pazarlama, deneyim, deneyimsel pazarlama örnekleri, deneyimsel pazarlamanın avantajları

References

• Abadi, R., Nursyamsi, I. ve Syamsuddin, A. (2020). Effect Of Customer Value And Experiential Marketing To Customer Loyalty With Customer Satisfaction As Intervening Variable (Case Study On Gojek Makassar Consumers), The Asian Journal of Technology Management Vol: 13 (1), 82-97.
• Andreani, F. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran), Jurnal Manajemen Pemasaran, 2(1), 1-8.
• Becker, B. (2019). 15 Examples Of Experiential Marketing Campaigns That'll Give You Serious Event Envy, https://blog.hubspot.com/marketing/best-experiential-marketing-campaigns , Erişim Tarihi: 21.07.2020
• Botha, G. ve Van Rensburg, A. (2010). Proposed Business Process Improvement Model With Integrated Customer Experience Management, South African Journal of Industrial Engineering, Vol: 21(1), 45-57.
• Bowler, J. (2016). 17 Experiential Marketing Campaigns That Offered An Awesome Experience, https://blog.printsome.com/experiential-marketing-examples/ , Erişim Tarihi: 21.07.2020
• Brakus,, J., Schmitt, B. ve Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?, Journal Of Marketing, 73(3), 52-68.
• Chen, Y.-C. (2013). A Study On The Relationship Among Experiential Marketing, Brand Equity, Purchase Intention Of Mobile Value-Added Services－An Example of Chunghwa Telecom, Journal Of Far East University
• Cruz, P., Salo, J., Munoz-Gallego , P. ve Laukkanen , T. (2010). Heavy Users Of E-Banking And Customer Experience Management: Evidences On Intrinsic Motivation . International Journal Of Electronic Business, Vol: 8 (2), 187-209.
• Datta, V. (2015). A Conceptual Study On Experiential Marketing: Importance, Strategic Issues And Its Impact, International Journal of Research-GRANTHAALAYAH, 5(7), 26-30.
• De Farias, S., Aguiar, E. ve Melo, F. (2014). Store Atmospherics And Experiential Marketing: A Conceptual Framework And Research Propositions For An Extraordinary Customer Experience, International Business Research, Vol: 7(2), 87-99.
• Doherty, A., Kearns, J. ve O' Rourke, V. (2012). Measuring The Success Of Experiential Marketing, Academy of Marketing Conference, University of Southampton.
• Dube, L. ve Le Bel, J. (2003). The Content And Structure of Laypeople's Concept of Pleasure, Cognition and Emotion, 17(2), 263-295.
• Erbaş, A. (2010). The Effects Of Experiential Marketing On Customer Satisfaction And Loyalty: A Study On Starbucks, Marmara Üniversitesi, Yüksek Lisans Tezi.
• EventMB Studio Team. (2019). Experiential Marketing: 100 Inspiring Examples (2020 Edition). https://www.eventmanagerblog.com/experiential-marketing , Erişim Tarihi: 21.07.2020
• Gentile, C., Spiller, N. ve Noci, G. (2007). How To Sustain The Customer Experience: An Overview Of Experience Components That Co-Create Value With The Customer, European Management Journal, Vol: 25 (5), 395–410.
• Grundey, D. (2008). Experiental Marketing vs.Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers, The Romanian Economic Journal , 29(3), 133-151.
• Haumer, F., Kolo, C. ve Reiners, S. (2020). The Impact Of Augmented Reality Experiential Marketing On Brand Equity And Buying Intention, Journal of Brand Strategy, 8(4), 368-387.
• Herdem, O. (2019). The Effect Of Positive Customer Experiences Created By Experiential Marketing Tools And Messages On Customer Loyalty. Middle East Tecnical University, Master Thesis.
• Hoch, S. (2002). Product Experience Is Seductive, Journal Of Consumer Resarch, Vol: 29, 448-454.
• https://econsultancy.com/10-examples-experiential-marketing/ (2018). 10 Very Cool Examples Of Experiential Marketing, Erişim Tarihi: 21.07.2020
• https://insights.bookmarkcontent.com/experiential-marketing-report/ (2020). Experiential Marketing Industry Report, Erişim Tarihi: 21.07.2020
• https://www.statista.com/statistics/1044230/experiential-marketing-spending-us/ (2019). Experiential Marketing Spending In The United States in 2017 and 2018, A. Guttmann, Erişim Tarihi: 21.07.2020
• https://www.statista.com/statistics/1013340/impact-of-retail-events-and-experiential-marketing-on-consumer-attitudes-us-can/ (2019b). Influence Of Retail Events and Experiences on U.S./Canada Consumers Views 2018, A. Guttmann, Erişim Tarihi: 21.07.2020
• Hyunjin, J. (2013). The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores. Journal Of Fashion Business, Vol:17(3), 109-121.
• Ihtiyar, A., Barut, M. ve Ihtiyar, H. (2019). Experiential Marketing, Social Judgements, And Customer Shopping Experience In Emerging Markets. Asia Pacific Journal of Marketing and Logistics.
• Ishara, W. ve Gayathree, P. (2020). The Role of Experiential Marketing in Retaining the Customers of the Hospitality Industry in Sri Lanka, International Journal of Business and Management Invention (IJBMI), Vol: 9(6) , 10-19.
• Ismaıl, A. (2011). Experience Marketing: An Empirical Investigation. Journal of Relationship Marketing, 10, 167–201.
• Kailani , C. ve Ciobotar, N. (2015). Experiential Marketing: An Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviour, International Conference on Marketing and Business Development Journal, Vol: I (1), 281-287.
• Kanopaitė, V. (2015). The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants. Faculty of ISM University of Management and Economics, Master Thesis.
• Khan, I. ve Rahman, Z. (2014). Influence of Experiential Marketing on Customer Purchase Intention: A Study of Passenger Car Market. Management and Labour Studies, 39(3) , 319–328.
• Kim, W. ve Huh, E. (2007). A Study of The Core Characteristics And Contribution of Consumer Experiential Marketing., Korean Journal of Human Ecology, 16(1), 89-101.
• Kustini , N. (2011). Experiential Marketing, Emotional Branding, And Brand Trust And Their Effect On Loyalty on Honda Motorcycle Product, Journal of Economics, Business, & Accountancy Ventura, 14(1).
• Lee, J. ve Hwang, J. (2010). The Effect Of Experiential Marketing On The Brand Equity Of Low-Priced Cosmetics Brands. Journal of the Korean Society of Costume, 60(8), 100-117.
• Lee, T., & Chang, Y. (2012). The Influence Of Experiential Marketing And Activity Involvement On The Loyalty Intentions Of Wine Tourists in Taiwan, Leisure Studies, 31(1), 103-121.
• Liang, J.-L., Chen, Y.-Y., Duan, Y.-S. ve Ni, J.-J. (2013). Gender Differences in the Relationship between Experiential Marketing and Purchase Intention, The Journal of International Management Studies, Vol: 8 (1), 10-19.
• Lin, K.-M., Chang, C.-M., Lin, Z.-P., Tseng, M.-L. ve Lan, L. (2009). Application of Experiential Marketing Strategy to Identify Factors Affecting Guests’ Leisure Behaviour in Taiwan Hot-Spring Hotel, WSEAS Transactions On Business And Economics, 6(5), 229-240.
• Lin, M.-Y. (2019). Effects of Experiential Marketing on Experience Value and Customer Satisfaction in Ecotourism, Ekoloji 28(107), 3151-3156.
• Machado, R., Cant, M. ve Seaborne, H. (2014). Experiential Marketing On Brand Advocacy: A Mixed-Method Approach On Global Apple Product Users, International Business & Economics Research Journal, Vol: 13 (5), 955-962.
• Maghnati, F., Ling, K. ve Nasermoadeli, A. (2012). Exploring the Relationship Between Experiential Marketing and Experiential Value in the Smartphone Industry, International Business Research, Vol: 5 (11), 169-177.
• Menegus, D. (2020). New Experiental Marketing Trends Report Shows Increased Desire for Authenticity and Human-to-Human Experiences, https://www.corporateeventnews.com/news/new-experiential-marketing-trends-report-shows-increased-desire-authenticity-and-human-human , Erişim Tarihi: 21.07.2020
• Mohasoa, K. (2014). Experiential vs Traditional Marketing, University of the Witwatersrand, DOI:10.13140/RG.2.2.23411.12327
• Moraru, M. (2014). Strategies of Drinking Beer from Traditional to Experiential Marketing - Bergenbier Case Study . Journal of Knowledge Management, Economics and Information Technology, 4(1), 1-18.
• Mulcahy, E. (2019). Experiential Marketing: 9 Examples Of Brilliant Brand Experiences, https://www.thedrum.com/news/2019/05/22/experiential-marketing-9-examples-brilliant-brand-experiences , Erişim Tarihi: 21.07.2020
• Nigam, A. (2012). Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intension in Organized Quick Service Chain Restaurants Using Structural Equation Modeling Approach . IJCSMS International Journal of Computer Science & Management Studies, Special Issue of Vol: 12, 114-123.
• Nofiawaty, N., Lisnawati, L. ve Nazaruddin, A. (2019). Consumer Loyalty of Shopee’s User in South Sumatera Through Experiential Marketing. Sriwijaya International Journal Of Dynamic Economics and Business, 3(4), 301-314.
• Noor, Z. (2020). The Model of Experiental Marketing, Service Quality, and Customer Loyalty, Talent Development & Excellence, Vol:12 (1), 192-199.
• Oliveira, D., Gonçalves, M. ve Sousa, B. (2020). The Relationship Between Experiential Marketing and Determinants of Quality Service in the Banking Market, http://hdl.handle.net/11110/1901.
• Pratminingsih, S., Astuty, E. ve Widyatami, K. (2018). Increasing Customer Loyalty of Ethnic Restaurant Through Experiential Marketing and Service Quality, Journal of Entrepreneurship Education, 21(3), 1-11.
• Raghunathan, R. (2007). Some Issues Concerning The Concept of Experiential Marketing, Handbook on Brand and Experience Management: The Role of Agriculture in Poverty Reduction, .
• Rajput, N. ve Dhillon, R. (2013). Frontiers of The Marketing Paradigm For The Third Millennium: Experiential Marketing. Global Journal of Management and Business Studies, Vol: 3(7), 711-724.
• Ratcliff, C. (2015). What Is Customer Experience Management (CEM) And Why Should You Be Focusing On It? , https://econsultancy.com/what-is-customer-experience-management-cem-and-why-should-you-be-focusing-on-it/ , Erişim Tarihi: 21.07.2020
• Ryan, M. (2019). Pros and Cons of Experiential vs Digital Marketing, https://www.visualfizz.com/blog/experiential-versus-digital-marketing/ , Erişim Tarihi: 21.07.2020
• Same, S. (2012). Understanding Experience Marketing: Conceptual Insights and Differences from Experiential Marketing. International Marketing Trends Conference, Venice, 1-24.
• Schmitt, B. (1999a). Experiential Marketing, Journal of Marketing Management, 15:1-3, 53-67.
• Schmitt, B. (1999b). Experiential Marketing: A New Framework for Design and Communications, Design Management Journal (Former Series), 10(2), 10-16.
• Shankar, V. (2017). #5 Roadblocks of Experiential Marketing, https://www.entrepreneur.com/article/297305 , Erişim Tarihi: 21.07.2020
• Smilansky, S. (2017). Experiential Marketing: A Practical Guide to Interactive Brand. Kogan Page Publishers.
• Snakers, E. ve Zajdman, E. (2010). Does Experiential Marketing Affect The Behavior Of Luxury Goods Consumers?, Umea School of Business, Master Thesis.
• Srinivasan, S. ve Srivastava, R. (2010). Creating The Futuristic Retail Experience Through Experiential Marketing: Is It Possible ? An Exploratory Study, Journal of Retail & Leisure Property, Vol:9(3), 193–199.
• Stephen, K. (2017). 20 Outstanding Examples Of Experiantal Marketing. https://blog.bizzabo.com/experiential-marketing-examples#google , Erişim Tarihi: 21.07.2020
• Strazdina , A. (2009). Experiential marketing – Entertaining Events or A Crucial Part of The Marketing Mix?, Metropolia Business School & Hogeschool InHOLLAND , European Business Administration / IBMS .
• Teixeira, J., Patricio, L., Nunes, N., Nobrega, L., Fisk, R. ve Constantine, L. (2012). Customer Experience Modeling: From Customer Experience to Service Design, Journal of Service Management, Vol: 23 (3), 362-376.
• Tsaur, S.-H., Chiu, Y.-T. ve Wang, C.-H. (2006). The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo, Journal of Travel & Tourism Marketing, Vol: 21(1) , 47-64.
• Ueacharoenkit, S. (2013). Experiential Marketing –A Consumption of Fantasies, Feelings and Fun: An Investigation of The Relationship Between Brand Experience and Loyalty Within the Context of the Luxury Cosmetics Sector in Thailand, Brunel Business School, Brunel University, PhD Thesis.
• Wahyono, W. ve Nurjanah, U. (2020). Building Customer Loyalty through Strategy Experiential Marketing, Service Quality, and Customer Satisfaction. Management Analysis Journal, 9(2)
• Wahyuningtyas, F., Achmad, F. ve Zainul, A. (2017). The Effect of Experiential Marketing on Satisfaction and Its Impact on Customer Loyalty, Russian Journal of Agricultural and Socio-Economic Sciences, 61(1).
• Wang , C. ve Lin, C. (2010). A Study of The Effect of TV Drama on Relationships among Tourists Experiential Marketing, Experiential Value and Satisfaction, International Journal of Organizational Innovation, 2(3), 107-123.
• Verma, Y. ve Jain , V. (2015). How Experiential Marketing Is Used In Indian Luxury Hotels?, Romanian Journal of Marketing: Bucharest Iss. 1, 2-11.
• Yang, C.-Y. (2009). The Study Of Repurchase Intentions In Experiential Marketing: An Empirical Study Of The Franchise Restaurant, International Journal of Organizational Innovation, 2(2).
• Yeh, T.-M., Chen, S.-H. ve Chen, T.-F. (2019). The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan. Sustainability, 11, 1041, 1-12.