Dijital Pazarlamanın Yeni Altın Standardı: Yapay Zeka Destekli Zero-Party Data

Öz

Bu çalışmada, dijital pazarlamada üçüncü taraf çerezlerin döneminin kapanmaya başladığı “post-cookie” döneminde, tüketici gizliliğinin pasif takipten gönüllü veri paylaşımına evrilen 20 yıllık entelektüel eğilim yapısının haritalandırılması amaçlanmaktadır. Çalışmanın temel varsayımı, kişisel verilerin korunmasına dair giderek katılaşan yasal düzenlemeler ve tüketicilerdeki kişisel verilerinin korunduğuna dair artan güvensizlik nedeniyle dijital pazarlama kapsamında markaların artık tüketici verilerini gizlice toplayamayacakları varsayımı üzerine inşa edilmiştir. CiteSpace bibliyometrik veri analizleri, bu yeni dönemin merkezinde “güven” kavramının bulunduğunu ve “yapay zeka” ekseninde kişiselleştirme-gizlilik paradoksunun dengelenebileceğini ortaya koymaktadır. Bulgulara göre, yapay zeka destekli zero-party data, tüketiciyi sadece izlenen bir hedef olmaktan çıkarıp verisini kendi rızasıyla sunan güçlü bir ortağa dönüştürerek kişiselleştirme-gizlilik paradoksunu çözmektedir. Özellikle şeffaf ve etik bir yaklaşımla desteklenen bu yöntem, tüketicilerin harcama eğilimlerinin artmasını sağlayarak markalar ve tüketiciler arasında sürdürülebilir bir sadakat köprüsü kurmaktadır. Bibliyometrik analizler neticesinde, işletmelerin hayatta kalabilmeleri için “izinsiz takipçi” yerine “şeffaf bir değer ortağı” olmaları gerektiği bilimsel olarak kanıtlanmaktadır.

Anahtar Kelimeler

• Dijital Pazarlama
• Zero-Party Data
• Gizlilik Paradoksu
• CiteSpace

The New Gold Standard of Digital Marketing: AI-Powered Zero-Party Data

Öz

This study aims to map the 20-year intellectual trend in consumer privacy, evolving from passive tracking to voluntary data sharing, in the "post-cookie" era where the era of third-party cookies in digital marketing is beginning to end. The study is built on the premise that, due to increasingly stringent legal regulations regarding the protection of personal data and growing distrust among consumers regarding the protection of their personal data, brands can no longer secretly collect consumer data within the scope of digital marketing. CiteSpace's bibliometric data analysis reveals that the concept of "trust" is central to this new era, and that the personalization-privacy paradox can be balanced through "artificial intelligence." According to the findings, AI-powered zero-party data resolves the personalization-privacy paradox by transforming the consumer from a mere target to a powerful participant who willingly provides their data. This method, particularly supported by a transparent and ethical approach, increases consumer spending habits, thus building a sustainable loyalty bridge between brands and consumers. Bibliometric analyses scientifically prove that for businesses to survive, they need to be "transparent value partners" rather than "unauthorized stalkers."

Anahtar Kelimeler

• Digital Privacy
• Zero-Party Data
• Privacy Paradox
• Digital Marketing
• CiteSpace

Kaynakça

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