Dijital Pazarlamanın Değişen Yüzü: Fijital Pazarlama ve Uygulamaları Üzerine Bir

Today, developments in the field of science, technology and communication have led to changes in both the marketing methods used by businesses and consumer behavior. Traditionally, marketing applications applied in physical environments have started to move to digital environments with the development of technology. However, today's consumers are exhibiting consumption activities in digital environments while at the same time looking for physical environment elements. At this point, a new marketing concept, phygital marketing applications, has come into play. Phygital marketing is a marketing method that uses a combination of physical and digital environments to provide the best experience to consumers by synchronizing. Although consumption rates are increasing in the digital shopping environment, purchases made from physical stores continue to be attractive. In this respect, businesses apply phygital marketing activities that offer the opportunity to experience both physical and digital environments together. Important infrastructure investments, competitor and consumer analyzes are required for phygital marketing, which is an important application area for businesses. The aim of the phygital marketing application, which is carried out with the necessary infrastructure and analysis, is to combine digital and physical media experiences and take advantage of the best aspects of these environments, provide personalized experience, ensure brand recognition, increase sales, gain new customers and provide effective marketing communication. In this respect, it is of great importance to develop strategies for phygital marketing practices that make great contributions to businesses. In this study, it is aimed to create a broad conceptual framework about phygital marketing. In this respect, phygital transformation, phygital marketing and its applications are extensively mentioned in the study. In addition, it is aimed to help both the literature and business managers by referring to current statistics and phygital marketing practices.