DİJİTAL PAZARLAMA İLETİŞİMİNDE YENİ YÖNELİM: HİPER KİŞİSELLEŞTİRME

Yıl 2021, Cilt: 4 Sayı: 1, 8 - 37, 22.04.2021

Ferhat Zengin

Öz

Artan müşteri beklentilerini karşılamak için şirketler, dijital pazarlama iletişiminde çeşitli kişiselleştirme yöntemlerine başvurmaktadır. Teknolojik gelişmelere bağlı olarak ortaya çıkan bu yeni yöntemler de dijital pazarlama iletişiminde yeni kavramların ve yönelimlerin doğmasına neden olmaktadır. Bu çalışmada dijital pazarlama alanındaki yeni yönelimlerden biri olan “hiper kişiselleştirme” kavramı ele alınmış ve tanımlanmaya çalışılmıştır. Çalışma, tüketici alışkanlıklarını ve eğilimlerini “bire bir” temas noktalarıyla etkilemeye yönelik ilişki olarak tanımlanan hiper kişiselleştirme kavramına değerli bir referans sağlamayı amaçlamaktadır. Çalışmada kavramsal ve kuramsal olarak hiper kişiselleştirmenin ne olduğu, geleneksel kişiselleştirmeden farkı ve hiper kişiselleştirilmiş bir deneyimin nasıl yaratıldığı sektörel bazlı raporlarla birlikte açıklanmıştır. Örneklem olarak çalışmada Amazon şirketinin hiper parametrelerle oluşturduğu kişiselleştirme deneyimi ele alınmış, betimsel bir analizle incelenmiştir. Çalışmanın önemi, hiper kişiselleştirme konusunda ortaya konulan araştırmaların sınırlı olması nedeniyle akademik literatürü katkı sağlayacak, yeni çalışmalara ve tartışmalara yol açacak olmasıdır. Bu çalışma hiper kişiselleştirmenin şirketler ve markalar için, tüketici davranışlarını anlama, kişiye özel öngörüler ve içerikler sunma konusundaki kayda değer faydalarını ortaya koymuş; hiper kişiselleştirilmiş içeriklerin geleceğin dijital pazarlama iletişimine yön vereceğini ama bununla birlikte hiper kişiselleştirmenin, kişilerin veri güvenliğinde çeşitli riskleri beraberinde getireceğini öngörmüştür.

Anahtar Kelimeler

Hiper Kişiselleştirme, Hiper Hedefli Kişiselleştirme, Dijital Pazarlama, Kişiselleştirme, Amazon, Amazon Personalize, Yapay Zeka, Veri Bilimi, Derin Öğrenme

NEW TREND IN DIGITAL MARKETING COMMUNICATION: HYPER-PERSONALISATION

Öz

To meet the increasing customer demand, the companies adopt various personalization methods in digital marketing communication. These new methods that emerge connected with the technologic developments lead to new concepts and trends in digital marketing communication. In this study, “hyper-personalization” concept which is one of the new trends in digital marketing communication is considered and a definition is attempted to be provided. The study aims to provide a valuable reference to the hyper-personalization concept defined as the relationship aims to impact consumer habits and tendencies with “one-to-one” contact points. In this study, the definition of hyper-personalization is investigated conceptually and theoretically, the difference of the concept from the traditional personalization and how a hyper-personalized experience created is explained in detail with sectoral reports. the hyper-personalization concept is investigated with descriptive analysis with sector reports. As a sample, the personalization experience of Amazon company created with hyper parameters was taken into consideration and analyzed with a descriptive analysis. The importance of this study is to contribute to the academic literature and open the way to new studies and discussions due to the research limitations especially in the Turkish literature about hyper-personalization. This study revealed the significant benefits of hyper-personalization for companies and brands to understand consumer behavior, provide personal predictions and content and predicted that hyper-personalization content will lead the digital marketing communication of the future but however, it is predicted that hyper customization will bring various risks in data security.

Anahtar Kelimeler

Hiper Kişiselleştirme, Hyper Targeted Personalization, Personalization, Digital Marketing, Artificial Intelligence, Data Science, Deep Learning, Amazon, Amazon Personalize

Kaynakça

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