سیر تحول رسانه¬ها در طراحی کمپین¬های تبلیغاتی از سنتی به دیجیتال بر اساس نسل دوم تا پنجم بازاریابی
محورهای موضوعی : مديريت تکنولوژي
زهرا کاظمی سراسکانرود
1
,
میثم شیرخدایی
2
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,
محمود يحيي زاده فر
3
,
محمد صفری
4
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سمیه نامدار طجری
5
1 - گروه مدیریت بازرگانی دانشکده اقتصاد و علوم اداری، دانشگاه مازندران، بابلسر، ایران
2 - گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران
3 - گروه مدیریت بازرگانی، دانشگاه مازندران
4 - گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران
5 - گروه بیومکانیک ورزشی و رفتارحرکتی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
کلید واژه: کمپین¬های تبلیغاتی, نسل¬های بازاریابی, رسانه¬ها, فناوری‌های دیجیتال نوین, تحلیل کتاب‌سنجی,
چکیده مقاله :
فناوری اطلاعات به‌سرعت در حال تغییردادن زمینه¬های مختلف بازاریابی است. به دلیل فرصت¬هایی که فناوری‌های دیجیتال نوین در اختیار شرکت¬ها و کاربران قرار می¬دهند، روند قابل توجهی برای انتقال کمپین¬های تبلیغاتی از رسانه¬های سنتی به دیجیتال و شبکه¬های رسانه های اجتماعی وجود دارد. هدف پژوهش حاضر، تحلیل کتاب‌سنجی و مصورسازی مطالعات جهانی حوزه کمپین¬های تبلیغاتی در جهت شناسایی سیر تحول استفاده از رسانه¬ها در طراحی کمپین¬های تبلیغاتی از سنتی به دیجیتال بر اساس نسل¬های بازاریابی است. این پژوهش با استفاده از نرم‌افزار VOSviewer و تکنیک¬های تجزیه‌وتحلیل عملکرد، نقشه¬برداری علمی و تحلیل شبکه انجام شده است. باتوجه‌به نتایج به‌دست‌آمده، در طی سال‌های مختلف، روند انتشار مقاله در حوزه کمپین¬های تبلیغاتی مخصوصاً بعد از همه¬گیری کوئید-19 در سال 2019 صعودی بوده است. نقشه راه پژوهش¬های این حوزه نشان داد که از سال 2010 تا 2013، کمپین¬های تبلیغاتی با محوریت مفاهیم تبلیغات آنلاین، وب‌سایت، تجارت الکترونیکی، حرکت به سمت بازاریابی دیجیتالی یا بازاریابی نسل چهارم آغاز کرده¬اند و از سال 2013 تا 2021 کلیدواژه¬هایی مانند سئو، تبلیغات موتور جستجو، ضبط ویدئویی و اینفلوئنسر نشانگر ادامه کاربرد فناوری¬های دیجیتال در طراحی کمپین¬های تبلیغاتی است و از طرف دیگر مفاهیمی همچون بهینه‌سازی، داده¬کاوی، کلان‌داده، یادگیری ماشین نشانگر اهمیت یافتن کاربرد هوش مصنوعی در طراحی کمپین¬ها است. از سال 2021 به بعد، مفاهیمی همچون تبلیغات رسانه¬های اجتماعی، شبکه اجتماعی، اعتماد، بازاریابی تجربی نشانگر آغاز طراحی کمپین¬های تبلیغاتی بر اساس بازاریابی نسل پنجم یا همان بازاریابی انسان به انسان است.
Information technology is rapidly changing various fields of marketing. Due to the opportunities that new digital technologies provide to companies and users, there is a significant trend to transfer advertising campaigns from traditional media to digital and social media networks. The aim of the current research is to bibliometric analyze and illustrate global studies in the field of advertising campaigns in order to identify the evolution of the use of media in advertising campaigns designing from traditional to digital based on marketing generations. This research was done using VOSviewer software and performance analysis techniques, scientific mapping and network analysis. According to the obtained results, during different years, the trend of publishing articles in the field of advertising campaigns, especially after the COVID-19 pandemic in 2019, has been upward. The research roadmap in this field showed that from 2010 to 2013, advertising campaigns centered on the concepts of online advertising, website, e-commerce, moving towards digital marketing or fourth generation marketing, and from 2013 to 2021 Keywords such as SEO, search engine advertising, video recording, and influencer indicate the continued use of digital technologies in the design of advertising campaigns, and on the other hand, concepts such as optimization, data mining, big data, and machine learning indicate the importance of using artificial intelligence in the design of campaigns. From 2021 onwards, concepts such as social media advertising, social network, trust, experiential marketing indicate the beginning of the design of advertising campaigns based on fifth generation marketing or human-to-human marketing.
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