METAVERSE BANKACILIĞI YOLUNDA DEĞİŞEN MÜŞTERİ BEKLENTİLERİNE HİTABEN GELİŞEN PAZARLAMA ANLAYIŞLARI ÜZERİNE BİR İNCELEME

Year 2022, , 97 - 132, 30.06.2022

Nurten Dönmez

https://doi.org/10.52736/ubeyad.1119156

Cited By: 1

Abstract

Web3, DLT ve NFT gibi merkezi olmayan teknolojilerin yanı sıra AR/VR gibi deneyimsel teknolojiler hizmetler sektörüne bambaşka bir boyut getirmektedir. Teknolojinin getirdiği yeni yaklaşımlarla bankacılık önce geleneksel bankacılıktan dijital bankacılığa, sonrasında açık ve açık ötesi bankacılığa evrilmiştir. Blokzincir teknolojisiyle merkeziyetsiz finansla tanışan bankacılık sektörünün şimdilerde ise metaverse bankacılığına evrildiğine tanık olmaktayız. Hızlı teknolojik değişim yeni bir temel oluşturduğundan, diğer tüm sektörler gibi finansal hizmetler sektörü de bu duruma uyum sağlamalı ve fırsatları değerlendirmelidir. Müşteri beklentileri sürekli farklılaştığından bankaların müşterilerinin değişen ihtiyaçlarını keşfetmenin yollarını bularak nasıl karşılayacaklarına dair yöntemleri de geliştirmeleri gerekmektedir. Önümüzdeki 10 yıllık dönemde 8 trilyon USD’lık küresel bir pazar oluşturacağı öngörülen metaverse konusu bankacılık sektörünü yakından ilgilendirmektedir. Bankalar, teknolojinin yardımıyla gelişen pazarlama anlayışlarıyla, farklılaşan müşteri beklentilerine hitap etmeye çalışmaktadır. Bu çalışmanın amacı Metaverse yolunda bankacılıktaki pazarlamanın bağlamsal pazarlama ve artırılmış pazarlama açısından incelenerek ve metaverse bankacılığı alanına ilişkin kavramsal bilgi sunulmasıdır. Aynı zamanda bu çalışmada, dünyada son dönemde bankacılık alanında deneyimsel pazarlama ve artırılmış gerçeklik veya metaverse ile ilgili adımlar atan bankalardan örnekler derlenerek bankaların farklılaşan müşteri beklentileri ve bu beklentilere yönelik ürettikleri çözümler yorumlanmıştır.

Keywords

Bankacılık, Deneyimsel Pazarlama, Bağlamsal Pazarlama, Artırılmış Pazarlama, Metaverse Bankacılığı

Supporting Institution

yoktur

Project Number

yoktur

AN INVESTIGATION OF DEVELOPING MARKETING APPROACHES TO ADDRESSING CHANGING CUSTOMER EXPECTATIONS ON THE PATH TO METAVERSE BANKING

Abstract

Decentralized technologies such as Web3, DLT, and NFT alongside experiential technologies such as AR/VR bring a completely different dimension to the services sector. Banking has firstly evolved from traditional banking to digital banking, and then also evolved to open and beyond open banking with the new approaches brought by technology. We are witnessing that the banking sector which has met with decentralized finance with blockchain technology, has recently transformed into metaverse banking. Since the rapid technological change creates a new fundamental, financial services sector should adapt to this situation and take chances as well as all other sectors. Since customer expectations are constantly changing, banks need to find ways to discover their customers' changing needs and develop methods of how to meet them. The metaverse issue, which is expected to create a global market of 8 trillion USD in the next decade, is a particular concern that closely related to the banking sector. Banks are trying to address different customer expectations with their improved marketing understandings skills through technology. This study aims to examine marketing in banking in a metaverse path in terms of contextual and augmented marketing and to present conceptual information about the field of metaverse banking. It also covers the examples from banks that have taken steps in the issues of experiantal marketing and augmented reality or metaverse in the banking sector are compiled recently, and; the differentiating customer expectations of the banks and the solutions they produce for these expectations are interpreted.

Keywords

Banking, Experiential Marketing, Augmented Marketing, Contextual Marketing, Metaverse Banking

Project Number

yoktur

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