A review of the transition from traditional marketing to phygital marketing in the sports industry


Abstract views: 96 / PDF downloads: 45

Authors

DOI:

https://doi.org/10.5281/zenodo.13909106

Keywords:

Traditional marketing, digital marketing, phygital, phygital marketing, sports product

Abstract

Phygital marketing, a relatively new concept in marketing literature, has been accepted by sports businesses and consumer groups within the sports industry. The sports industry, where goods and services are intensively produced, is an important sector with a huge consumer and producer base with millions of users, viewers, fans and businesses. The marketing process of sports products has always been important for the industry. The technological developments and transformation of social networks that started all over the world after the 2000s have been rapidly reflected in marketing strategies within the sports industry. The sector first started to evolve from traditional marketing to digital marketing, and then from digital marketing to phygital marketing. This transformation has led to the formation of phygital marketing platforms that both consumers enjoy and manufacturers benefit from many advantages and promote and advertise their products in different ways. In this study, which compiles the transformation and change in marketing strategies in the sports industry, articles on phygital marketing published in the Scopus database after 2015 were compiled. Then, examples of phygital marketing in the sports industry were analyzed. This study is important in terms of understanding and spreading phygital marketing in the sports sector. As a result of the study, it was concluded that phygital marketing channels provide great convenience in reaching consumers and phygital marketing applications provide businesses with an advantage in the competitive environment. Phygital marketing strategies have the potential to offer great opportunities to sports businesses and other businesses that benefit from the sector in economic terms.

References

Açıkgöz, O., & Biçer, D. F. (2022). Sağlik kuruluşlarinin dijital pazarlama açisindan incelenmesi: şehir hastaneleri örneği. Uluslararası Sağlık Yönetimi ve Stratejileri Araştırma Dergisi, 8(2), 224-238.

Başev, S. E. (2024). Augmented reality advertisements within the realm of phygital marketing: Case studies of advertising examples. International Journal of Management and Administration, 8(15), 20-28.

Batat, W. (2022a). How does phygital humanize customer experience and create a continuum linking physical and digital settings? In Strategies for the Digital Customer Experience (pp. 78-95). Edward Elgar Publishing.

Batat, W. (2022b). What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework. Journal of Strategic marketing, 1-24.

Belghiti, S., Ochs, A., Lemoine, J.-F., & Badot, O. (2018, 2018//). The phygital shopping experience: an attempt at conceptualization and empirical investigation. Marketing Transformation: Marketing Practice in an Ever Changing World, Cham.

Bilge, A. (2021). Dijital pazarlama. Editörler: Bilal Erdem ve Alper Ateş). Pazarlamada güncel yaklaşımlar. İstanbul: Eğitim Yayınevi, 49-68.

Çakın, Ö., & Yaman, D. (2020). Fijital (phygital) pazarlama uygulamaları üzerine bir inceleme: Amazon Go Örneği. Middle Black Sea Journal of Communication Studies, 5(1), 1-10.

Çelik, Z. (2021). Fijital (phygital) pazarlama. In In Dijitalleşen Dünyada Pazarlama (pp. 297-317). Nobel Yayınevi.

Cevher, M. F. (2023). Fijital pazarlama: Geleneksel ve dijital pazarlamanın kesişimi. PEARSON JOURNAL, 8(25), 520-535.

Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Davutoğlu, N., Arslan, Ö., & Muğaloğlu, T. (2021). Y kuşağI perspektifinden pazarlama 4.0 yönetimi. Akademik Sosyal Araştırmalar Dergisi, 9(118).

De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121.

Drell, L., & Davis, J. (2014). Getting started with social media success metrics. Marketing Research, 26(5), 22-27.

Feiz, D., Baghernezhad Hamzekolaie, M. E., & Mahavarpour, F. (2022). Challenges and solutions for applying new technologies in iranian marketing (Case study: Augmented Reality (AR) Technology). New Marketing Research Journal, 12(3), 153-176.

Fisk, J. (2022). From physical to virtual-Introducing 3D to functional sportswear design. (Master’s thesis).

Gedik, Y. (2021). Pazarlamada yeni bir dönem: fijital pazarlama. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 3(2), 99-131.

Holder, D. (2008). What do we mean by direct, data and digital marketing? In The marketing book (pp. 410-428). Routledge.

Huseynli, B. (2021). Fijital pazarlamanın müşteri deneyimindeki rolü. B. Huseynli içinde, İşletme Biliminden Seçkin Araştırmalar, 52-83.

Huszár, V. D., & Adhikarla, V. K. (2024). Securing phygital gameplay: Strategies for Video-Replay Spoofing Detection. IEEE Access.

İzgi, B. B., & Şahin, İ. (2013). Elektronik perakende sektörü ve internet alişverişi tüketici davranişi: Türkiye örneği. Ekonomi ve Yönetim Araştırmaları Dergisi, 2(1), 9-27.

Jamal, F., & Kapoor, V. (2022). Smart clothing and wearables: A Review of fashion technology. IUP Journal of Brand Management, 19(4).

Johnson, M., & Barlow, R. (2021). Defining the phygital marketing advantage. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2365-2385.

Jothi, G. (2019). A study on advantages and disadvantages of traditional marketing and digital marketing. International Journal of Research and Analytical, 1, 1-6.

Karaağaoğlu, N., & Ülger, G. (2020). Havayolu şirketlerinin dijital pazarlama iletişiminin yolcu satın alma kararına etkisi. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 7(2), 176-206.

Karamehmet, B. (2019). Dijital pazarlamada nesnelerin interneti: Giyilebilir teknolojiler. Turkish Studies.

Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195.

Lawrence, S., Deshmukh, S., & Navajivan, E. (2018). A comparative study of digital marketing vs. traditional marketing. IIBM’S Journal of Management Research, 112-121.

Mele, C., Spena, T. R., Marzullo, M., & Di Bernardo, I. (2023). The phygital transformation: a systematic review and a research agenda. Italian Journal of Marketing, 2023(3), 323-349.

Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, 77(12), 1321-1329.

Moravcikova, D., & Kliestikova, J. (2017). Brand building with using phygital marketing communication. Journal of Economics, Business and Management, 5(3), 148-153.

Odabaşı, Y. (2017). Pazarlama fijital dünyanın neresinde. İstanbul: Brandmap.

Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001.

Pashaie, S., Dickson, G., Abdavi, F., Badri Azarin, Y., Golmohammadi, H., Zheng, J., & Habibpour, R. (2023). Football and the video assistant referee: A grounded theory approach. Proceedings of the Institution of Mechanical Engineers, Part P: Journal of Sports Engineering and Technology, 17543371231213739.

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.

Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic marketing, 19(6), 489-499.

Taşkın, D., Kahraman, H., & Taşkın, E. (2023). Pazarlamada yeni paradigma: Fijitalleşme. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(2), 679-698.

Van Tichelen, B. (2019). The role and opportunities of Phygital in the digital omni-channel strategy. Louvain School of Management.

Yalçınkaya, N. G. (2017). Fijital (Phygital) Dünya. Brandmap Dergisi, 89-103.

Yüce, A., Aydoğdu, V., Gökce Yüce, S., & Katırcı, H. (2021). Phygitally yours: Examination of virtual reality experiences in digital sports and recreational games. Jurnal The Messenger, 13(1), 1-18.

Yurtsızoğlu, Z., & Golmohammadi, H. (2023). Investigation of consumer awareness towards advertising and brand in sports events in the media. Akdeniz Spor Bilimleri Dergisi, 6(Cumhuriyet’in 100. Yılı Özel Sayısı), 201-214.

Yurtsızoğlu, Z., & Gül, O. (2022). Spor takımı taraftarının etnosentrik tüketim eğilimi. Yönetim Bilimleri Dergisi, 20(45), 589-612.

Yurtsızoğlu, Z., & Fişne, M. (2020). Sporda tüketici etnosentrizmi: Ölçek uyarlama ve bir araştırma. Beden Eğitimi ve Spor Bilimleri Dergisi, 14(3), 465-480.

Downloads

Published

09/30/2024

How to Cite

Yurtsizoglu, Z., & Golmohammadi, H. (2024). A review of the transition from traditional marketing to phygital marketing in the sports industry. Journal of ROL Sport Sciences, 5(3), 538–550. https://doi.org/10.5281/zenodo.13909106