An Overview of Marketing in the Industry 6.0 Era: Marketing 6.0

Yıl 2025, Cilt: 11 Sayı: 1, 220 - 237, 30.01.2025

Salih Yıldız , Mehmet Asif Alan

Öz

In the rapidly evolving digital age, businesses are faced with increasingly complex challenges in gaining and maintaining market share. In response to these dynamics, “Marketing 6.0” has emerged as the latest evolution in marketing approaches, replacing previous paradigms from Marketing 1.0 to Marketing 5.0. This concept emphasizes the integration of cutting-edge technologies such as artificial intelligence to create immersive customer experiences in a digitally connected world and to develop stronger, emotionally driven brand-consumer relationships. In this context, the first section of the study conceptually addresses Industry 6.0 and Marketing 6.0. The other section evaluates existing examples in practice related to the Industry 6.0 concept. The final section of the study provides conclusions and evaluations. In light of these evaluations, Marketing 6.0 is characterized by a shift from transactional approaches to an in-depth understanding of consumer needs and desires, and the use of data to provide personalized and relevant solutions. This evolution parallels industrial developments from Industry 4.0 to Industry 5.0, which emphasize human-machine collaboration, customization, and co-creation. As industries integrate advanced technologies such as AI, Big Data, and IoT, marketing strategies must transform to deliver customized experiences and build stronger connections with consumers. The study emphasizes that this interconnected transformation requires businesses to embrace Industry 6.0 and the accompanying Marketing 6.0 principles to succeed in an increasingly dynamic and competitive global environment..

Anahtar Kelimeler

Industry 6.0, Marketing 6.0, Customer Focus, Innovation

Endüstri 6.0 Döneminde Pazarlamaya Genel Bir Bakış: Pazarlama 6.0

Öz

Hızla gelişen dijital çağda, işletmeler pazar payı kazanma ve sürdürme konusunda giderek daha karmaşık zorluklarla karşı karşıya kalmaktadır. Bu dinamiklere yanıt olarak, “Pazarlama 6.0”, Pazarlama 1.0'dan Pazarlama 5.0'a kadar önceki paradigmaların yerini alarak pazarlama yaklaşımlarındaki en son evrim olarak ortaya çıkmıştır. Bu kavram, dijital olarak bağlantılı bir dünyada sürükleyici müşteri deneyimleri oluşturmak ve daha güçlü, duygusal olarak yönlendirilen marka-tüketici ilişkileri geliştirmek için yapay zeka gibi son teknolojilerin entegrasyonunu vurgulamaktadır. Bu bağlamda çalışmanın ilk bölümünde Endüstri 6.0 ve Pazarlama 6.0 kavramsal olarak ele alınmaktadır. Diğer bölümde Endüstri 6.0 kavramı ile ilgili uygulamda var olan örnekler değerlendirilmektedir. Çalışmanın son bölümünde sonuç ve değerlendirmeler yapılmaktadır. Bu değerlendirmeler ışığında Pazarlama 6.0, işlemsel yaklaşımlardan tüketici ihtiyaçları ve isteklerinin derinlemesine anlaşılmasına, kişiselleştirilmiş ve ilgili çözümler sunmak için verilerden yararlanmaya doğru bir geçişle karakterize edilir. Bu evrim, insan-makine işbirliğini, özelleştirmeyi ve ortak yaratmayı vurgulayan Endüstri 4.0'dan Endüstri 5.0'a endüstriyel gelişmelerle paralellik göstermektedir. Endüstriler AI, Büyük Veri ve IoT gibi gelişmiş teknolojileri entegre ettikçe, pazarlama stratejileri özelleştirilmiş deneyimler sunmak ve tüketicilerle daha güçlü bağlantılar kurmak için dönüşmesi gerektiği vurgulanmaktadır. Çalışmada birbirine bağlı bu dönüşüm, işletmelerin giderek daha dinamik ve rekabetçi hale gelen küresel ortamda başarılı olabilmek için Endüstri 6.0'ı ve beraberinde gelen Pazarlama 6.0 ilkelerini benimsemeleri gerektiği vurgulanmaktadır.

Anahtar Kelimeler

Endüstri 6.0, Pazarlama 6.0, Müşteri Odaklılık, İnovasyon

Kaynakça

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