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
*
,
محمود يحيي زاده فر
3
,
محمد صفری
4
,
سمیه نامدار طجری
5
1 - دانشگاه مازندران، بابلسر، ایران
2 - دانشگاه مازندران، بابلسر، ایران
3 - دانشگاه مازندران، بابلسر، ایران
4 - دانشگاه مازندران، بابلسر، ایران
5 - 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 زمینههای مختلف بازاریابی است. به دلیل فرصتهایی که فناوریهای دیجیتال نوین در اختیار شرکتها و کاربران قرار میدهند، روند قابل توجهی برای انتقال کمپینهای تبلیغاتی از رسانههای سنتی به دیجیتال و شبکههای رسانههای اجتماعی وجود دارد. هدف پژوهش حاضر، تحلیل کتابسنجی و مصورسازی مطالعات جهانی حوزه کمپینهای تبلیغاتی در جهت شناسایی سیر تحول استفاده از رسانهها در طراحی کمپینهای تبلیغاتی از سنتی به دیجیتال براساس نسلهای بازاریابی است. این پژوهش با استفاده از نرمافزار VOSviewer و تکنیکهای تجزیهوتحلیل عملکرد، نقشهبرداری علمی و تحلیل شبکه انجام شده است. با توجه به نتایج بهدست آمده، در طی سالهای مختلف، روند انتشار مقاله در حوزه کمپینهای تبلیغاتی مخصوصاً بعد از همهگیری کوئید-19 در سال 2019 صعودی بوده است. نقشه راه پژوهشهای این حوزه نشان داد که از سال 2010 تا 2013، کمپینهای تبلیغاتی با محوریت مفاهیم تبلیغات آنلاین، وبسایت، تجارت الکترونیکی، حرکت به سمت بازاریابی دیجیتالی یا بازاریابی نسل چهارم آغاز کردهاند و از سال 2013 تا 2021 وجود کلیدواژههایی مانند سئو، تبلیغات موتور جستجو، ضبط ویدئویی و اینفلوئنسر نشانگر ادامه کاربرد فناوریهای دیجیتال در طراحی کمپینهای تبلیغاتی است و از طرف دیگر مفاهیمی همچون بهینهسازی، دادهکاوی، کلانداده، یادگیری ماشین نشاندهندۀ اهمیت یافتن کاربرد هوش مصنوعی در طراحی کمپینها است. از سال 2021 به بعد، مفاهیمی همچون تبلیغات رسانههای اجتماعی، شبکه اجتماعی، اعتماد، بازاریابی تجربی بازنمایندۀ آغاز طراحی کمپینهای تبلیغاتی براساس بازاریابی نسل پنجم یا همان بازاریابی انسان به انسان است.
Information technology is rapidly transforming various aspects of marketing. With the opportunities that new digital technologies provide for companies and users, there is a growing shift from traditional media to digital and social media networks for advertising campaigns. The aim of this research is to conduct a bibliometric analysis and visualize global studies in the field of advertising campaigns to trace the evolution of media usage in campaign design, transitioning from traditional to digital formats across marketing generations. This study utilized VOSviewer software alongside performance analysis techniques, scientific mapping, and network analysis. The results reveal that the publication trend in the field of advertising campaigns, particularly after the COVID-19 pandemic in 2019, has experienced significant growth. The research roadmap highlights that between 2010 and 2013, advertising campaigns were centered around online advertising, websites, and e-commerce, progressing toward digital marketing or fourth-generation marketing. From 2013 to 2021, keywords such as SEO, search engine advertising, video production, and influencer marketing reflect the continued adoption of digital technologies in campaign design. Simultaneously, concepts like optimization, data mining, big data, and machine learning underscore the growing importance of artificial intelligence in shaping advertising strategies. From 2021 onward, terms such as social media advertising, social networks, trust, and experiential marketing indicate the emergence of fifth-generation marketing or human-to-human marketing as a foundation for designing advertising campaigns.
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