INTERNATIONAL 8th USBİLİM EDUCATION, ECONOMY, MANAGEMENT AND SOCIAL SCIENCES CONGRESS
Yayıncı:
Akademik Paylaşım Platformu Publishing House - APP Publications
The aim of this study is to provide information about the changing marketing approach and practices with the industry 5.0 revolution, to raise awareness in businesses about this new marketing approach and to contribute to the literature on this subject. The changes in the marketing approach from past to present and especially the marketing 5.0 approach are explained and information and examples are given about new marketing practices. The boundaries of digitalization are gradually expanding, disruptive technologies are accelerating commercial activities. Technological tools and environments, which are increasing in variety every day, continue to offer incredible experiences and innovations to both people and businesses. These disruptive technologies are also accelerating commercial activities (Hacıhasanoğlu and Akgün, 2022). Marketing 5.0 is a marketing strategy in which people and technologies collaborate to create customer experiences, meaning technology for consumer satisfaction (Wongmonta, 2021). Marketing 5.0 covers the use of augmented reality, internet of things (IoT), virtual reality, big data, robot technologies, blockchain technologies, sensor technologies and artificial intelligence systems in marketing activities. The use of these advanced technologies is crucial to creating, delivering, and improving customer value (Kotler et al., 2021; Wongmonta 2021). One of the most important aspects of Marketing 5.0 is the use of technology to provide more personalized and engaging customer experiences. This includes the use of artificial intelligence and machine learning to analyze customer data and make recommendations, as well as the use of chatbots and other automated tools to provide personalized support and assistance (Dutt, 2023). Also referred to as digital advertising marketing, Marketing 5.0 enables consumers to interact on multiple digital platforms with the use of cutting-edge technologies such as artificial intelligence and machine learning, optimizing the customer experience by providing timely, important, and personalized information. Marketers can use artificial intelligence, big data, and statistical algorithms to identify consumer behaviors and patterns, predict future outcomes, and adjust ads accordingly. AI-powered machine learning algorithms can analyze large amounts of historical consumer data to determine which ads are relevant to customers and at what stage of the purchasing process they are (Haleem et al, 2022).
