Research Information System
in: Navigating the Shifting Landscape of Consumer Behavior, Fatih Sahin,Cevat Soylemez, Editor, IGI Global yayınevi, Pennsylvania, pp.113-138, 2024
Today, it is clear that brands that want to provide consumers with useful and helpful experiences must use information and technology to positively influence the future process. In the digital age, masses of data about consumers, products and services are coming from many channels. This big data is now being used for customers who expect to be special, through personalization-based marketing approaches such as phygital, data-based and content marketing. Also, data-driven, predictive, contextual, augmented and agile marketing approaches as components of Marketing 5.0 are new marketing trends that increase the performance of brands and their competitiveness in the market. These new technology-enabled marketing trends include augmented reality (AR) and virtual reality (VR), chatbots and digital assistants, influencer marketing, video marketing, location-based marketing, machine learning and artificial intelligence, and content marketing.