FIVE INCREDIBLY IMPORTANT, EARTHSHAKING SHIFTS IN CONSUMER

BEHAVIOR

Michael R. Solomon, Ph.D.

Professor of Marketing and Director, Center for Consumer Research Haub School of Business

Saint Josephs University, Philadelphia

IN 30 MINUTES!

CONSUMER ENGAGEMENT: THE HOLY GRAIL

Who dont want to be managed?

How do you manage customers

I am not a market segment.

1991

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ZA6dW7qlb1ktqM&tbnid=gQVQlr-ZyHOneM:&ved=0CAcQjRw&url=http://en.wikipedia.org/wiki/Generation_X:_Tales_for_an_Accelerated_Culture&ei=f7kpVIGvLoSZyQSz-oDoAw&bvm=bv.76247554,d.aWw&psig=AFQjCNGPu2NM0PJ5WCEmN9TiyfiU6hFjlw&ust=1412106997137770http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ZA6dW7qlb1ktqM&tbnid=gQVQlr-ZyHOneM:&ved=0CAcQjRw&url=http://en.wikipedia.org/wiki/Generation_X:_Tales_for_an_Accelerated_Culture&ei=q7kpVLucMc-zyASFjIHQCQ&bvm=bv.76247554,d.aWw&psig=AFQjCNGPu2NM0PJ5WCEmN9TiyfiU6hFjlw&ust=1412106997137770

.

Weeds

There are two kinds of people: People who think there are two kinds of people. And people who dont.

The Positivist Tradition

Rich / Poor North/ South Male / Female Young / Old

Offline Online

Work Play

Self Possessions

Me We

Consumer Producer

OFFLINE ONLINE

The Digital Dichotomy

The Digital Dichotomy

Connected Visual Computing

3D Digital Entertainment

Virtual Worlds

Creating new digital worlds

Multiplayer Games

InternetData

PeopleEverywhere

The ActualWorld

CON

NEC

TED

CON

NEC

TED

CONNECTED

RichVisual

Interfaces

LIMITED RICH

Static Web Web 2.0 CVC

Real-world data visualization

Enhancing the actual world

Earth Mapping

Augmented Reality

CVC Research: Enabling Immersive Connected Experience Overview and Evangelism Plan, Intel Developer Forum.

Facebook: $2 Billion

Microsoft: $2.5 Billion

Amazon: $1 Billion

Through the Looking Glass?

Reality engineering

Virtual Worlds

REALLY? VIRTUAL WORLDS?

Thats so. 2006

As of January 2011, over ONE BILLION people worldwide participated in at least one virtual world.

Today that number is over 1.5 BILLION

U.S. virtual goods revenues exceed $1.5 billion per year

Yes, BILLION. For products that dont exist.

Plastic surgery in cyberspace

Education

SJU SL Campus

http://www.youtube.com/watch?v=5S4DBnxwdAI

Enterprise Training

Shopping

CELEBRITY LICENSING

Youth research

Trade Shows

Sales Training

38

Sales Meetings

Online to Offline

Integration!

AUGMENTED REALITY!

Google Glass

Pay Per Gaze

ARs Market Growth 60 million users at the end of

2013 (Jupiter Research)

Global advertising revenues at the end of 2013 =

$496 million (Research and Markets)

Layar (Netherlands): 1.3 million downloads 14% of total Dutch smartphone user base

AR can extend the customer experience in-store or out-of-home

Can AR Save Print Media?

WORK PLAY

Students

Employees

Customers

What is Gamification?

Playing Candy Crush at your desk.

What is Gamification?

The application of gaming elements to non-game contexts.

Gartner: By 2015, 40 percent of Global 1000 organizations will use gamification as the primary mechanism to transform business operations.

Watched on YouTube over 17 million times. 66% more people took the stairs!

The Piano Staircase

Badges

Enterprise Gamification

Consumer Gamification

Chef

Expert: Chef: I can help with menu ideas or ingredient pairings for the low

price of $2.50.

SELF POSSESSIONS

Digitization trumps physical reality

Pre-Digital Identity Management

Digital Identity Management

Erase your social footprint

ME WE

The Era of ME WE

The Zero Moment of Truth via Google

Social Shopping The online shopper simulates the bricks-and-mortar experience by trying on a garment via an outfit board or avatar. She accesses feedback from her network BEFORE she buys.

Social Shopping in Stores

CONSUMER PRODUCER

Collaborative Consumption: From Owning to Leasing

AirBnB Quicar (VW), DriveNow (BMW) Citi Bike (Citibank) Spotify BookMooch Rent the Runway SnapGoods

User-Generated Content: Engagement Vs. Control

You dont own your brand anymore.

GET OVER IT

Engagement Metrics

Source: Forrester Research Source: Forrester Research

Offline Online

Work Play

Self Possessions

Me We

Consumer Producer

Thank you

msolom01@sju.edu

FIVE INCREDIBLY IMPORTANT, EARTHSHAKING SHIFTS IN CONSUMER BEHAVIORSlide Number 2Slide Number 3Slide Number 4Slide Number 5The Positivist TraditionSlide Number 7Slide Number 8Slide Number 10Slide Number 11The Digital DichotomyThe Digital DichotomySlide Number 14Connected Visual ComputingSlide Number 16Slide Number 17Slide Number 18Reality engineeringSlide Number 20Slide Number 21Slide Number 23Slide Number 24Slide Number 25Plastic surgery in cyberspaceSlide Number 28Slide Number 29Slide Number 30Slide Number 32Slide Number 33 Slide Number 35Slide Number 36Sales TrainingSlide Number 38Online to OfflineSlide Number 40Integration!Slide Number 42Slide Number 43Slide Number 45Slide Number 47Slide Number 48ARs Market GrowthSlide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 59Slide Number 60What is Gamification?What is Gamification?Slide Number 63Slide Number 64Slide Number 66BadgesSlide Number 69Slide Number 70Slide Number 71Slide Number 72Slide Number 73Slide Number 74Slide Number 75Slide Number 76Slide Number 77Pre-Digital Identity Management Erase your social footprintSlide Number 82Slide Number 83Slide Number 84Slide Number 86Slide Number 87The Zero Moment of Truth via GoogleSlide Number 90Slide Number 91Slide Number 92Slide Number 93Slide Number 95Collaborative Consumption: From Owning to Leasing Slide Number 98Slide Number 99Slide Number 100Engagement MetricsSlide Number 103Slide Number 104Slide Number 105