A New Era in Marketing: Phygital Marketing

Yıl 2021, Cilt: 3 Sayı: 2, 99 - 131, 31.08.2021

Yasemin Gedik

Öz

Today the widespread use of the internet and smart phones and technological developments such as augmented reality (AR), virtual reality (VR) and radio frequency identification systems (RFID) cause a great change in both the marketing methods used by businesses and the behavior of consumers. Although research shows that the share of e-commerce in retail sales continues to increase, physical store shopping remains attractive for Generation Y and Z. Although e-commerce has many advantages over physical retail, physical stores also allow businesses to create experiences that e-commerce cannot offer. First introduced in 2013, phygital marketing is about seamlessly integrating marketing efforts between the physical and digital worlds. The reason for combining online and offline experiences is to take advantage of the best of both worlds, to provide unique and highly personalized experiences that leave a lasting impression to customers.. This study focuses on creating a broad conceptual framework for phygital marketing. In addition, the study aims to assist business managers in making relevant marketing decisions by sharing up-to-date statistics and phygital marketing strategies.

Anahtar Kelimeler

Phygital, Phygital marketing, Phygital marketing tools, Phygital marketing strategies

PAZARLAMADA YENİ BİR DÖNEM: FİJİTAL PAZARLAMA

Öz

Günümüzde internetin ve akıllı telefonların kullanımının yaygınlaşması ve arttırılmış gerçeklik (AR), sanal gerçeklik (VR) ve radyo frekansı tanımlama sistemleri (RFID) gibi teknolojik gelişmeler hem işletmelerin kullandığı pazarlama yöntemlerinde hem de tüketicilerin davranışlarında büyük bir değişim yaşanmasına neden olmaktadır. Araştırmalar, e-ticaretin, perakende satışlar içindeki payının artmaya devam ettiğini gösterse de, Y ve Z kuşağı için fiziksel mağazalardan alışveriş hala cazibesini korumaktadır. E-ticaretin fiziksel perakendeye göre birçok avantajı bulunmasına rağmen, fiziksel mağazalar da işletmelerin e-ticaretin sunamayacağı deneyimler oluşturmasına olanak tanır. İlk kez 2013 yılında tanıtılan fijital pazarlama, pazarlama çabalarını fiziksel ve dijital dünyalar arasında sorunsuz bir şekilde entegre etmekle igilidir. Çevrimiçi ve çevrimdışı deneyimleri birleştirmenin nedeni, her iki dünyanın en iyi yönlerinden yararlanmak, müşterilere kalıcı bir izlenim bırakan benzersiz ve son derece kişiselleştirilmiş deneyimler sunmaktır. Bu çalışma, fijital pazarlama hakkında geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, güncel istatistikleri ve fijital pazarlama stratejilerini de paylaşarak ilgili pazarlama kararlarını alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

fijital, fijital pazarlama, fijital pazarlama araçları, fijital pazarlama stratejileri

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