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Pazarlama 5.0: Nesnelerin İnterneti Pazarlaması/ Marketing 5.0: Internet of Things Marketing
Abstract
After the stages of Marketing 1.0 (product-centric), Marketing 2.0 (consumer-centric), Marketing 3.0 (human-centric) and Marketing 4.0 (digital marketing) in its history of development, the marketing is now on the verge of a new age: Marketing 5.0. In other words, "Marketing of Internet of Things". The Internet of Things (IoT) refers to a network platform where things can connect with each other and digital media through Internet-based technologies. It is projected to make all things smart and connect them with each other and people by means of systems such as RFID, NFC, sensor and biochip, where the Internet of Things, the technology of near future, is used. Thus, tens of things such as smart homes, roads, fields, cities and smart production and marketing processes will surround the lives of future. Components that are a manifestation of IoT, such as 3D printer and smart robot, facilitate democratization of production processes. The purpose of this study is to establish what kind of changes the Internet of Things will cause in terms of marketing activities. In this context, comprehensive analyses of IoT-based studies that were conducted before with regard to marketing activities were made and such changes were identified accordingly. In this sense, Marketing 5.0 will ensure the inclusion of customer in the marketing process with the democratization of production. Also, extraordinary speed of Internet, effective use of big data by companies and tens of interconnected things and platforms will make it possible to personalize marketing and make it in real-time for the consumers. Moreover, the cost of access to information and energy has considerably decreased with the information and communication technologies. Furthermore, Marketing 5.0 facilitates conducting more effective marketing studies with immediate/detailed data coming from smart things.
... Bu aşama ve sonrasında ise müşterilerin ürün, hizmet, marka ve firmanın savunuculuğunu yapmaları beklenmektedir. Nesnelerin internetinin sağladığı bağlantılı uygulamalar ve büyük verinin kolayca temin edilmesiyle, müşteri segmentinin belirlenmesi, gelişmiş analitik uygulamalardan elde edilecek verilerle, konumlandırmanın yapılması, perakende ve çevrimiçi mağazalarda müşteriye uygun, kişiselleştirilmiş mal ve hizmet sunumu yoluyla müşteri deneyimi sağlanabilmektedir (Öz ve Arslan, 2019). Teknolojiye derinlemesine odaklanmamıza rağmen müşteri yolculuğu boyunca değer oluşturmak, iletmek, sunmak ve artırmaya yardımcı olmak için uygulanan pazarlama süreçlerinden farklı olarak Pazarlama 5.0'da amaç, firma-insan-yapay zekâ arasındaki ortak yaşam dengesini kurarak pürüzsüz yeni bir müşteri deneyimi oluşturmaktır. ...
... Bu sayede kullanıcı istediği aracı, aracın özelliklerini ve donanım seçeneklerini inceleyebilmektedir. İlerleyen süreçte kullanıcılar aklındaki tüm soruları sorup, satış temsilcisini istediği bölüme yönlendirebilmekte, aynı anda fiyat ve kampanyalarla ilgili bilgi de alabilmektedir (Öz ve Arslan, 2019). Gelişen teknolojilerden olan sanal ve artırılmış gerçeklik, yazılım ve donanım geliştirme, grafik tasarımı, araştırma ve daha fazlasıyla endüstrileri dönüştürerek esasında işletmeler ve istihdam için sonsuz fırsatlar yaratmaktadır. ...
Dünyanın döngüsünü değiştiren teknoloji, endüstriyi yeniden
şekillendirmiştir. Endüstriyi oluşturan ve endüstriye hizmet eden
işletmelerin, bütünleştirici ve tamamlayıcı konumundaki pazarlama
unsurlarının dönüşümüyle, pazarlama da bu evrimin parçası olmuştur.
Tarım, tekerlek, elektrik, matbaa, buharlı makineler, kimyasallar, petrol
derken gelişen pazarda tüketiciler, davranış ve eylemlerinin ne ölçüye kadar
kaydedildiğinin, satıldığının ve pazarlama amaçlı kullanıldığının pek de
farkında değilken günümüzde artık mikro işlemcilerin teknoloji ve gündelik
hayatın devamlılığındaki evrim anlarına şahit olmaktadır. Özellikle 2020
yılında dünyayı etkisi altına alan Koronavirüs salgınıyla dijitalleşmeye geçiş
hız kazanmış, eğitimden iş yaşamına, sağlıktan iletişime, alışverişten
rekreasyona kadar hayat, dijital dünyaya taşınmıştır. Siber- fiziksel
sistemlere ve dinamik veri işlemeye dayalı olarak bütün nesnelerin bağlantı
kurarak, birbirleriyle etkileşim ve iletişim içinde bulunabildiği böylesi bir
dijitalleşme daha önce görülmüş bir şey değildir. Dijital ortamdaki
işlemlerin, IoT, Blockchain, Robot Teknolojileri, Artırılmış Gerçeklik, Sanal
Gerçeklik gibi sınırsız etkileşimli teknolojilerle bütünleşmesiyle iş
süreçlerinin başlangıcında ve devamında, pazarlama stratejilerinin hayata
geçirilmesinde ve geri bildirim mekanizmasının gerekçelendirilmesi gibi
pazarlamayı yakından ilgilendiren konularda daha da işe yarar hale geleceği
düşünülmektedir. Bu nedenle önümüzdeki yıllarda Pazarlama 5.0
uygulamalarının dünyayı muazzam değişimlere doğru sürükleyeceği
öngörülmektedir.
... Industry 4.0 has influenced marketing strategies as well as production technologies. Marketing strategies have been developing since the industrial revolution, such as Marketing 1.0 (productcentered), Marketing 2.0 (consumer-centered), Marketing 3.0 (human/value-centered), and Marketing 4.0 (digital/virtual marketing) on the brink of a new era, Marketing 5.0 (internet of things marketing) [23]. Marketing 4.0, a new trend in developing brand-consumer relations and design marketing strategies, is a new generation that changes economic activities with digital transformation [24]. ...
The global competitive environment of the real estate market requires the adoption of new marketing approaches with the help of information and communication technology integration. The concept of Marketing 4.0, which emerged with the adaptation of Industry 4.0, is evaluated under the title of Real Estate 4.0, particularly for the real estate sector. While real estate companies are motivated for producing branded housing projects because of demand, they need to develop brand positioning strategies as an integral part of marketing, to create a certain image of the target customer, orient perception and manipulate decision-making and guide consumer preferences. There are numerous studies according to marketing strategies in various fields as well as the construction and real estate industry. There is also much research about brand positioning strategies in various fields. There is a gap in the literature about brand positioning strategies in the real estate industry. This exploratory study is focused on developing brand positioning strategies for real estate companies and aims to integrate the subject within Real Estate 4.0 concept. The research problem of the study is to find the real estate 4.0 equivalents of brand positioning strategies within the scope of marketing 4.0 and to reveal the corresponding services. For this purpose, findings from theoretical work are matched with a particular real estate company's brand positioning effort. Within a three-stage research study, projects and services produced by the selected company AAA were analyzed and potential customers' perceptions were revealed. It is understood that the brand is a dominantly catchy feature for AAA, while many innovative services and social projects do not attract enough attention. It is also seen that social media is the most effective tool to reach potential customers. In the continuation of this study, a complementary study on purpose-based brand positioning strategies for real estate companies will contribute to the literature. Keywords Real estate 4.0 Marketing 4.0 Brand Brand positioning Real estate Housing projects
... Bu durum, Pazarlama 5.0 olarak isimlendirilmektedir. Pazarlama 5.0 ile birlikte, sanal pazaryerlerinin artacağı varsayılmakta, yapay zeka ve robotik sistemlerin pazarlama faaliyetleri ile etkileşiminin daha derin bir biçimde gerçekleşeceği tahmin edilmektedir. İşletmeler ile tüketiciler arasındaki ilişkilerin (B2C, B2B gibi) yanı sıra, işletme ve müşterilerin yapay zeka ile ilişkili hareket edeceği görülmektedir (Draganov vd., 2018;Öz ve Arslan, 2019). ...
Kitabın bu bölümünde ürün yönetiminde pazarlama araştırmasının kullanım amacına,
alanına ve sunduğu çıkarımların önemine ilişkin çeşitli başlıklar altında değerlendirmelerde bulunulmuştur. Özellikle işletmelerin yeni ürün geliştirme,
ürün konumlandırma ve farklılaştırma stratejilerinin, pazarlama araştırmaları
tarafından sunulan çıktıların öneminde ele alınmıştır.
... In this model, traditional goods can be replaced by services, which means that the efforts required to operate with traditional products (and the problems associated with their maintenance) are considerably reduced. It is important to note that all these advantages can be obtained in practice with quite low costs, as well as with great ease and simplicity, which is possible thanks to the evolution of ICT (Öz and Arslan, 2019). In particular, the adoption of Marketing 5.0 in general is likely to provide great benefits to companies in their relationship with end-customer management. ...
... Sensors, embedded devices and the Internet used in internet of things will disrupt the transformation in production area. Moreover, robotics and artificial intelligence techniques used in shop floor area provide addedvalue to the companies in terms of quality and speed, on the other hand, RFID technologies used in logistics and raw materials will be a beneficial method for products to reach the end users and customers in the supply chain (Öz & Arslan, 2019). Furthermore, Internet of things is the methodology that enables the application processes to be controlled at the high level by connecting smart device to the Internet. ...
In this study, the industrial communication protocols used in internet of things platforms are explained and compared with respect to pre-defined metrics which are gathered from devices in the industrial area, communication protocol principles, customer feedback and device hardware capabilities. They are explained in detail for end users and systems. Communication protocols in industrial area are given and illustrated with comparative table. The presented information and comparisons provide guidance for industrial internet of things projects. The selection of communication protocol is a critical process for surviving and sustaining of IoT platforms. IoT platforms provide solutions for industrial area for both on premise and cloud based applications compatible with industrial communication protocols. This study is shaped by the IoT platform which is developed by Klemsan, improved by industrial communication protocols which are widely used in industrial area, are explained briefly. There are 13 evaluation metrics which are presented in detail that is necessary to be chosen between industrial communication protocols for IoT platforms.
... ürünlere ek olarak buzdolabı, çamaşır makinesi, kıyafet, ayakkabı, saat vb. ürünlerde internet teknolojilerinin kullanılması ile markaların müşterilerle iletişim kurmasını öngörmektedir (Öz & Arslan, 2019). ...
İÇİNDEKİLER PAZARLAMADA PLANLAMANIN ROLÜ VE STRATEJİK PAZARLAMA PLANLAMASI Bilgen Hilal ÖTER RESTORAN DERECELENDİRME KURULUŞLARININ TÜRKİYE GASTRONOMİ TURİZMİNE ETKİSİ Bülent NEMUTLU DIŞ TİCARETTE BÖLGESEL VE SEKTÖREL YOĞUNLAŞMA: ANKARA İLİ ÖRNEĞİ Celal Utku SEKBAN MARKA CİNSİYETİ VE BİR UYGULAMA Mehmet BAŞ - Elif Betül ÜÇÜNCÜ BOYKOT Hacer AKIN SÜRDÜRÜLEBİLİRLİK VE YEŞİL PAZARLAMA Sabira PASHAEVA
... Marketing 5.0 should be addressed based on the experiences related to all stages including Marketing 4.0. According to Öz and Arslan, marketing 5.0 is the more advanced version of Marketing 4.0, which covers the first three marketing phases [13]. According to the authors, marketing 5.0, " objects, sensors, etc. enables buyers to integrate and communicate with digital devices and technologies by making these objects smart and feel, and the bridge that connects physical and digital turns into a platform "(p.246). ...
Big data has formed the basis for the transformation of marketing activities with the extraordinary speed of many interconnected objects and technologies. All information generated as a result of mobile internet, information system automation and the internet of things has been processed, and it has laid the groundwork for producing flexible, personalized, customer-oriented products by revealing useful data. Artificial intelligence technologies have also been integrated into the marketing field, enabling businesses to develop customer-oriented strategies and increasing the use of the data obtained. These data, together with artificial intelligence technologies, can also be beneficial in interacting with new customers, ensuring continuity in decision-making processes, customer relations, producing personalized products, pricing, promotion and brand communication. In this context, the new Marketing 5.0 era offers both businesses and consumers a market where technology is at the forefront. From this point of view, in this study, it is aimed to examine the benefits of artificial intelligence to businesses and customers, as well as its effects on marketing, by analyzing its applications in this field. For this purpose, active roles in customer relationship management, unmanned devices, smart robots, internet of things (IoT) and marketing were taken as a basis, and the areas of artificial intelligence in marketing were focused on.Artificial intelligence applications in research secondary data research was performed in order to reach the examples. In this context, domestic and foreign websites in order to reach artificial intelligence applications in the field of marketing It has been examined.
The rapid change and development in technology in the 21st century has brought changes in the traditional concept of trade. With the Fourth Industrial Revolution, the infrastructure of trade over the internet with the
establishment, cyber security measures have gained importance. With the COVID-19 outbreak, e-commerce, customer satisfaction, and the quality problem of digital services, whose importance has increased, has brought to the agenda. In today's world where the global economy has come to a breaking
point after covid 19, digital service trade has changed the fluctuating course in the economy and started the recovery process. Electronic payment methods such as the card alternative paypal have required to focus on new governance issues. Experienced in international payment methods. Digital trade barriers have brought E-commerce entrepreneurs face to face with many problems. The backlog in logistics after Covid 19 caused disruptions in the supply of goods and services, as well as international security of payment systems seems
to be a problem. The aim of this research is to investigate national and international regulations for the security of e-commerce. According to the results of the research, the most important obstacle to e-commerce is the security problem. In order to overcome this obstacle, legislative changes and banks must take the necessary measures
Leadership, which is the subject of many researches, increases its importance day by day because it plays important roles in all existing social structures from group level to social level (Ballı and Çakıcı, 2019). Because the leader plays a key role in man, who is a social being, in order to live in the society, to comply with the rules of the society he is in and to fulfill the duties and responsibilities that the society imposes on him. The society wants to choose the leader who will apply the best for itself during the management phase. It is understood from this choice that a leader, in its simplest definition, means being superior to his followers. Koçel (2015) defines leadership as the process of influencing and directing the activities of others in order to achieve certain personal and group goals under certain conditions. For this influence and direction, superior characteristics are required by their subordinates. When the previous literature on leadership are evaluated, it is observed that most of them are in the form of identifying and defining these positive and superior characteristics. However, within the information and technology age we live in, easy access to information and the ability of followers to succeed their leaders, closely begin to reveal the hidden and dark sides of the leaders. The mistakes made by leaders in areas that concern the large part of a society such as business life, politics and religion, now reveal the necessity of evaluating the dark aspects of leadership (Liu et al. 2012; Padilla et al. 2007). The fact that the followers express themselves more easily in front of the leader is also effective in the emergence of the sub-dimensions of the dark leadership behavior. The study conducted by Uygur and Gümüştekin (2019) identified eleven different types of dark leader behaviors in between 1994 and 2018. These are; bully leader, narcissistic leader, paranoid leader, emotionally dependent leader, petty tyranny, abusive management, passive-aggressive leader, toxic leader, destructive leadership, unethical leadership and bad leadership. In addition to the dark leader behaviors expressed, the hubris syndrome, which Koçel (2015) described in his study, reveals hubris leadership behavior, as the leader uses his power over his followers for a long time and does not recognize any obstacles to limit himself due to his success during this period. In another study on dark leadership, harassing behaviors, narcissistic behaviors, insincere behaviors and bullying behaviors are defined (Başar et al., 2016).McIntosh and Rima (1997)defined narcissistic leadership, emotionally dependent leadership, paranoid leadership, compulsive leadership and passive-aggressive leadership as sub-dimensions of dark leadership. Higgs (2009) stated that the concept of dark leader began to emerge as a result of personal flaws and lack of success in the 1980s, and the first study was done by Conger (1990). Petty tyranny of dark leadership (Ashforth, 1994), tyrannical leadership (Kets de Vries, 1994; Gillaspie, 2009), narcissistic leadership (McIntosh & Rima, 1997; Glad, 2002; Khoo & Burch, 2008), which includes negative behaviors and attitudes that are considered close to each other, (Khoo & Burch, 2008; Uygur & Teacheroğlu, 2018; Okan, 2018), abusive management (Tepper, 2000), bad leadership (Kellerman, 2004), paranoid leadership (Williams, 2005; Gillaspie, 2009), destructive leadership (Einarsen et al., 2007; Padilla et al. 2007; Krasikova et al., 2013; Tran et al., 2014), toxic leadership (Whicker, 1996; Reed, 2004; Goldman, 2006; Yavaş 2016); emotionally dependent leadership (Cook & Goff, 2002; Gillaspie, 2009), passive-aggressive leadership (Johnson & Klee, 2007), unethical leadership (Eisenbeiß & Brodbeck, 2014; Lasakova & Remisova, 2015), hubristic leadership (Hollow, 2014; Uysal & Çelik, 2018) studies have been carried out, mostly in the international literature. In this study, dark leadership behaviors and styles are discussed and defined under separate headings and their differences are evaluated.
Günümüzde piyasadaki ürün ve hizmetlerde büyük farklıkların kalmaması ve
tüketicilerin beklentilerinde yaşanan değişim; markaların rakiplerinden farklılaşmak
ve bireylerin zihinlerinde istediği biçimde konumlanabilmek için daha fazla
çaba harcamasına neden olmaktadır. Bu çaba da yalnızca ürün ve hizmetlerdeki
kalitenin arttırılması yeterli kalmamakta; toplumun gündemine duyarlı olmak ve
doğru marka iletişim stratejilerini oluşturmak gerekmektedir. Bir başka deyişle,
markalar artık yalnızca kar odaklı anlayış ile varlıklarını sürdürmesi mümkün
değildir; toplumun çevresel, toplumsal ve ekonomik durumlarına karşı da duyarlı
olmak mecburiyetindedir. Çünkü tüketicilerin markalara karşı bakış açısının
değişmiş ve markaların birey ya da toplumun sorunları karşısındaki tepkisini de
takip eder olmuştur. Bu nedenle markalar ülkelerin ya da dünyanın yaşadığı çevresel,
toplumsal ve ekonomik sorunları göz ardı etmesi mümkün değildir. Bu durumun
en güzeli örneği yakın zamanda Covid-19 salgını ile birlikte görülmüştür.
Internet of Things (IoT) is predicted to be one of the main raising megatrends in technology. Combined with current and expected ubiquity and pervasiveness of connected smart devices it gives ground to application in many areas, including marketing. Potential of sensors and actuators for context relevant, personalized, real-time, interactive communication with consumers and shoppers is seen as a driver of traffic and transaction, facilitator of movement along the path to purchase, able to enhance their experience. At the same time, they can serve to improve logistics and infrastructure for more effective retail business and store management. This paper reviews and organizes potential applications of IoT technologies and solutions for effective marketing at retail from the angle of manufacturers and retailers as well as from the angle of consumer/shopper facing or infrastructure and process related initiatives. We propose a model that indicates the potential that IoT has vs standard industry practices of marketing and retail to drive business results and competitive advantage. Proposed model is applied on multiple industry examples. With theoretical framework and practical examples, the paper provides relevant theory and managerial implications of IoT in marketing and retail.
As the world has changed over the last decades because of the information technologies evolution, so did Marketing. Now, the major solution from the information technology evolution, i.e. Internet is being integrated with Marketing in order to reach a new generation of it, Marketing 4.0. This new generation is required, since customers are not only looking for products to satisfy their basic needs, wants, desires, and anxieties. They also need to satisfy their creativity and values such as defined in Marketing 3.0, but the most important, they also require to be part of the product, i.e. to be able to participate, interact with the products, and as a consequence of the impact from the Information technology era, be able to share their experience and check that the product really satisfies what it promises. Therefore, marketing is not moving more around the product, at the same way that Internet is not moving more around the data. Now, both Marketing and Internet are moving around the customers, powering theirs interaction with the products, considering the values from the users, and offering to them more data. This work presents the key elements from the new Marketing 4.0, its relation and extension from the Marketing 3.0, and finally several technologies from the Internet of Things to enable the interaction of the user with the products and Internet.
Nesnelerin İnterneti Teknolojisinin Biyomedikal Alanındaki Uygulamaları, Düzce Üniversitesi Bilim ve Teknoloji Dergisi 4, s
- F Aktaş
- C Çeken
- Y E Erdemli
Aktaş, F., Çeken, C., Erdemli Y. E., (2016) Nesnelerin İnterneti Teknolojisinin
Biyomedikal Alanındaki Uygulamaları,
Düzce Üniversitesi Bilim ve
Teknoloji Dergisi 4, s. 37-54
Nesnelerin İnterneti İçin Mimari Tasarımı, (Yayımlanmamış Yüksek Lisans Tezi) Düzce Üniversitesi
- Z Bozdoğan
Bozdoğan, Z. (2015) Nesnelerin İnterneti İçin Mimari Tasarımı, (Yayımlanmamış
Yüksek Lisans Tezi) Düzce Üniversitesi, Fen Bilimleri Enstitüsü.
Çevresel Veriler İle Gerçek Zamanlı Nesnelerin İnterneti Uygulaması
- M Bozuklu
Bozuklu, M. (2016) Çevresel Veriler İle Gerçek Zamanlı Nesnelerin İnterneti
Uygulaması, (Yayımlanmamış Yüksek Lisans Tezi) Gaziosmanpaşa
Üniversitesi, Fen Bilimleri Enstitüsü.
Dijital Pazarlama Nedir? Teknikleri Nelerdir
- G Çözen
Çözen, G. (2011) "Dijital Pazarlama Nedir? Teknikleri Nelerdir?"
http://www.dijitalmarketing.net/2011/03/31/dijital-pazarlama-nedirteknikleri-nelerdir/ Erişim Tarihi: 16.09.2017.