METAVERSE AND MARKETING: NEW DIMENSIONS OF DIGITAL TRANSFORMATION

Yıl 2023, , 79 - 104, 16.12.2023

Muhammed Fatih Cevher

https://doi.org/10.61524/fuuiibfdergi.1326469

Öz

The rapid development of digital marketing in recent years has brought the virtual world called Metaverse to the fore. In a virtual world similar to the real world, a virtual and augmented reality-supported metaverse platform that creates an immersive experience and interaction for consumers; has also attracted the attention of the marketing discipline. This platform, which offers a marketing environment beyond digital marketing, will also make a difference in consumer behavior in many ways. The fact that both consumers and businesses are in the metaverse environment has made it necessary to examine this platform in terms of marketing. At this point, the article aims to use the metaverse platform was examined to analyze the possible behaviors of consumers and to guide businesses at critical points while creating marketing strategies on this platform. In the article, the metaverse concept was examined and aimed to understand this universe, and information was presented with the title of a conceptual framework. The studies in the literature have been examined under the title of literature review and the title of marketing in the metaverse, in terms of metaverse marketing. The critical points encountered while creating marketing strategies have been examined and explained in terms of the metaverse. Finally, there are critical points and recommendations that businesses should consider when creating marketing strategies in the metaverse. Although it does not have clear boundaries yet, it is thought that the metaverse will grow rapidly. While businesses create marketing strategies in the meta universe; It can reach a wide target audience and gain advantages through brand awareness from this target audience. By improving the customer experience with the brand, brands can boost their earnings in both physical and online businesses. It is thought that influencers who are effective in digital marketing will continue with virtual influencers in the virtual world. Since it is thought that the avatars, which the participants will use as a way of expressing themselves, will come to the fore within the scope of Influencer Marketing, businesses should also attach importance to Influencer Marketing strategies. The Metaverse platform, which can provide the opportunity to obtain data and process this data quickly in terms of market research, has an important place in marketing activities. Although it is thought that the metaverse environment will benefit both businesses and consumers in many ways, there are some difficulties that this environment can bring. There are also measures to be taken at many points such as property rights, difficulties in payment, cyber-attacks, attacks on personal rights, and psychological effects. Future academic studies on revealing and preventing the difficulties and negative situations that may occur in the metaverse will benefit the literature. In addition, it is recommended that future studies on Metaverse be carried out in terms of consumer behavior and neuromarketing in terms of marketing discipline.

Anahtar Kelimeler

Metaverse, Metaverse Marketing, Marketing Strategies, Digital Transformation

METAVERSE VE PAZARLAMA: DİJİTAL DÖNÜŞÜMÜN YENİ BOYUTLARI

Öz

Son yıllarda dijital pazarlamanın hızlı gelişmesi Metaverse isimli sanal dünyanın da ön plana çıkmasını sağlamıştır. Gerçek dünyaya benzer bir sanal dünyada, sanal ve artırılmış gerçeklik destekli, tüketicilere sürükleyici bir deneyim ve etkileşim oluşturan metaverse platformu pazarlama disiplininin de dikkatini çekmiştir. Dijital pazarlamanın ötesinde bir pazarlama ortamı sunun bu platformun tüketici davranışlarında da birçok açıdan farklılık ortaya koyacağı düşünülmektedir. Hem tüketicilerin hem de işletmelerin metaverse ortamında yer alması bu platformun pazarlama açısından incelenmesini gerekli kılmıştır. Bu noktada makalenin amacı metaverse platformunun incelenerek hem tüketicilerin muhtemel davranışlarını analiz etmek hem de işletmelerin bu platformda pazarlama stratejileri oluştururken dikkat etmesi gereken kritik noktalarda yol göstermek olarak belirlenmiştir.Makalede metaverse kavramı incelenerek bu evrenin anlaşılması amaçlanmış, kavramsal çerçeve başlığıyla metaverse hakkında bilgi sunulmuştur. Literatürdeki çalışmalar literatür taraması başlığı altında incelenmiş ve Metaverse’ de Pazarlama başlığıyla da metaverse pazarlama açısından incelenmiştir. Pazarlama stratejileri oluşturulurken karşılaşılan kritik noktalar metaverse açısından incelenip açıklanmaya çalışılmıştır. Son olarak işletmelerin metaverse’ de pazarlama stratejileri oluştururken dikkat etmesi gereken kritik noktalar ve tavsiyeler yer almıştır. Henüz belirgin sınırları olmamakla beraber metaverse’ ün hızla büyüyeceği düşünülmektedir. Metaverse’ de işletmeler pazarlama stratejileri oluştururken; geniş hedef kitlesine ulaşabilir ve bu hedef kitlesinden marka bilinirliği yolunda avantajlar sağlayabilir. İşletmeler marka ile müşteri deneyimini artırarak hem fiziksel hem de sanal mağazalarında kazançlarını artırabilir. Dijital pazarlamada etkili olan influencer’ ların sanal dünyada sanal etkileyicilerle de devam edeceği düşünülmektedir. Katılımcıların kendilerini ifade şekli olarak kullanacağı avatarların Influencer Marketing kapsamında ön plana çıkacağı düşünüldüğünden işletmeler Influencer Marketing stratejilerine de önem vermelidir. Pazar araştırmaları açısından da veri elde etme ve bu verileri hızlı bir şekilde işleme fırsatı sunabilecek metaverse ortamı pazarlama faaliyetlerinde önemli bir yer alacak gibi görünmektedir. Metaverse ortamının hem işletmelere hem de tüketicilere birçok açıdan fayda sağlayacağı düşünülse de bu ortamın getirebileceği bazı zorluklar da mevcuttur. Mülkiyet hakları, ödeme konusunda oluşabilecek zorluklar, siber saldırılar, kişilik haklarına saldırı, psikolojik etkiler gibi birçok noktada alınması gereken önlemler de bulunmaktadır. İleride yapılacak akademik çalışmaların metaverse’ de oluşabilecek zorluklar ve olumsuz durumların ortaya çıkarılması ve önlenmesi konusunda çalışmaları literatüre fayda sağlayacaktır. Ayrıca pazarlama disiplini açısından metaverse ile ilgili gelecekte yapılacak çalışmaların tüketici davranışları ve nöromarketing açısından yapılması da tavsiye edilmektedir.

Anahtar Kelimeler

Metaverse, Metaverse Pazarlaması, Pazarlama Stratejileri, Dijital Dönüşüm

Kaynakça

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