Özet:

To meet the increasing customer demand, the companies adopt various personalization methods in digital marketing communication. These new methods that emerge connected with the technologic developments lead to new concepts and trends in digital marketing communication. In this study, “hyper-personalization” concept which is one of the new trends in digital marketing communication is considered and a definition is attempted to be provided. The study aims to provide a valuable reference to the hyper-personalization concept defined as the relationship aims to impact consumer habits and tendencies with “one-to-one” contact points. In this study, the definition of hyper-personalization is investigated conceptually and theoretically, the difference of the concept from the traditional personalization and how a hyper-personalized experience created is explained in detail with sectoral reports. the hyper-personalization concept is investigated with descriptive analysis with sector reports. As a sample, the personalization experience of Amazon company created with hyper parameters was taken into consideration and analyzed with a descriptive analysis. The importance of this study is to contribute to the academic literature and open the way to new studies and discussions due to the research limitations especially in the Turkish literature about hyper-personalization. This study revealed the significant benefits of hyper-personalization for companies and brands to understand consumer behavior, provide personal predictions and content and predicted that hyper-personalization content will lead the digital marketing communication of the future but however, it is predicted that hyper customization will bring various risks in data security.

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