IT And Marketing


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  • Second life is not a clear commercial success but it illustrate and popularize the idea of technological mediation Through mediation of synthetic universe ( metaverse) Through role, mask, apperance, profiles, identities With a large amount of dematerialized devices Standing in human metaphors : embodiments theory
  • Marketing new ways are first customer oriented. Strategic definition is based on customers even competitive and environemental analysis keep their importance. Strategic content is developped based on relationship analysis at least two level : transactionnal flow and affective atmospheric cues. But the core is consumer experience. And this idea that what is really vauable is a customized service, with a personnal touch.
  • The role of information technogies could be studied at three distinctive level : invidual, network and society. Individual level is evident, thats the level of interface embedded in everyday life. Methodologically speaking naturalistic approches present the advantage of realism and precision. Observing interaction in the natural environement of users, and trying to undestand their rationality inside their point of vue give a clearly anthropological requirements. Actors has to be considered a competent and teleologicaly oriented, they haves goals and strategies. Their decision are made comparing their own resources, environmental resources, and the potential of technologies. This comparison is at the heart of technology selection processes. People enact technologies by actualizing a few set of their potential function. The network level is considered inasmuch several individual and technologies are connected. We could adopt some assumptions of Latour, that describe these relation in term of power and enrollment capabilities. But it-s not enough, we need to realize that information diffuse, could accumulate and define an economics of information. Throug networks emergeant structures could appear. But they are also the object of action of formal structure.
  • IT And Marketing

    1. 1. ICT and Marketing : some reflexions and research perspectives Christophe Benavent Professor Université Paris X
    2. 4. The marketing new ways <ul><li>Customer Oriented </li></ul><ul><ul><li>With competitive and trends control </li></ul></ul><ul><ul><li>Importance of analytics, and automation </li></ul></ul><ul><li>Centered on Relationship </li></ul><ul><ul><li>Trust, commitment, loyalty development </li></ul></ul><ul><ul><li>Information transaction systems </li></ul></ul><ul><li>Personnalization and experience </li></ul><ul><ul><li>More than informational transaction : meanings </li></ul></ul><ul><ul><li>The relevant dimensions of personalization : individualization, identitity, </li></ul></ul><ul><li>Computer mediated marketing </li></ul><ul><ul><li>More than interface : a new scape for customers (PC, mobile, game box, TV, ATM and other terminals) </li></ul></ul><ul><ul><li>An eco-cultural perspective of technologies : </li></ul></ul>
    3. 5. Customer Management Concepts <ul><li>Customer relationship </li></ul><ul><ul><li>The core objet of management, multidimensional : power, affect, information, normative, and economical. </li></ul></ul><ul><li>Customer value </li></ul><ul><ul><li>The financial flow perspective : Volume and duration. </li></ul></ul><ul><ul><li>Life cycle approach of management </li></ul></ul><ul><li>Customer portfolio </li></ul><ul><ul><li>A mix of strategies : screening, developement, acquisition, maintenance. </li></ul></ul><ul><ul><li>Segmentation as the strategic key </li></ul></ul><ul><li>Acquisition strategy </li></ul><ul><ul><li>Importance of channels : multichannel and 360 degree marketing </li></ul></ul><ul><ul><li>The social evolution of channel (2.0) </li></ul></ul><ul><li>Customer development </li></ul><ul><ul><li>Retention and Loyalty : managing switch costs. </li></ul></ul><ul><ul><li>Cross selling : increasing customer value </li></ul></ul><ul><li>Customer Logistics </li></ul><ul><ul><li>CRM system </li></ul></ul><ul><ul><li>360°C marketing channels </li></ul></ul>
    4. 7. Some challenges <ul><li>Acquisition policy </li></ul><ul><ul><li>Social network and prospection : </li></ul></ul><ul><ul><ul><li>Buzz and others dynamics. </li></ul></ul></ul><ul><ul><ul><li>Seeds against leaders. </li></ul></ul></ul><ul><ul><li>Channel mix and integration : </li></ul></ul><ul><ul><li>screening, filtering, selecting, focusing. </li></ul></ul><ul><li>Retention </li></ul><ul><ul><li>The self </li></ul></ul><ul><ul><ul><li>Identification, e-dentity, Open Id </li></ul></ul></ul><ul><ul><ul><li>Dynamic gratification management </li></ul></ul></ul><ul><ul><li>The scape </li></ul></ul><ul><ul><ul><li>Social experience and web 2.0 </li></ul></ul></ul><ul><ul><ul><li>Ubiquity </li></ul></ul></ul><ul><ul><ul><li>mobility </li></ul></ul></ul>
    5. 8. Conceptualizing i-technologies <ul><li>A power relationship perspective </li></ul><ul><ul><li>Domination, resistance, appropriation… </li></ul></ul><ul><li>A constructivist approach for a social phenomena </li></ul><ul><ul><li>Technologies are enacted </li></ul></ul><ul><ul><li>People have strategies </li></ul></ul><ul><li>A cultural approach </li></ul><ul><ul><li>Contexts are important : they are mainly cultural </li></ul></ul><ul><ul><li>Imaginary, Symbolic and fonctional dimensions </li></ul></ul><ul><li>An ecologic foundation </li></ul><ul><ul><li>Technological innovation/ variation </li></ul></ul><ul><ul><li>Technological selection </li></ul></ul><ul><ul><li>Structure of technologies populations. </li></ul></ul>
    6. 9. A framework <ul><li>Uses </li></ul><ul><li>/domestication </li></ul><ul><li>-Appropriation </li></ul><ul><li>-Objectivation </li></ul><ul><li>-Incorporation </li></ul><ul><li>Conversion </li></ul><ul><li>(Silverstone 2002) </li></ul><ul><li>Consumer </li></ul><ul><li>Strategies </li></ul><ul><li>Economy </li></ul><ul><li>Fun </li></ul><ul><li>Learning </li></ul><ul><li>Socializing </li></ul>Technologies -mobile -PC -GameBox -TV -ATM - Selection Variation Orientation Constraint
    7. 10. Life cycle uses Events Life cycle Discovering Playing Appropriating routinizing forgeting
    8. 11. Level of analysis <ul><li>Individual consumer </li></ul><ul><ul><li>Naturalistic approach </li></ul></ul><ul><ul><li>Ethnographic method </li></ul></ul><ul><ul><li>The challenge/competence framework </li></ul></ul><ul><li>The network level </li></ul><ul><ul><li>A sociology of human and object – Latour? </li></ul></ul><ul><ul><li>An information economic determination </li></ul></ul><ul><ul><li>Emergent and formal structures </li></ul></ul><ul><li>The society level </li></ul><ul><ul><li>Internet society </li></ul></ul><ul><ul><li>Work/home/mobility </li></ul></ul>
    9. 12. Conclusion <ul><li>A social approach of objects, human, and institutions interactions… </li></ul><ul><ul><li>A cultural dimension </li></ul></ul><ul><ul><li>An ecological analysis </li></ul></ul><ul><li>From one-2-one to communities : </li></ul><ul><ul><li>customer socialization </li></ul></ul><ul><ul><li>Technology appropriation </li></ul></ul><ul><li>New spaces </li></ul><ul><ul><li>Links, banner, popup, natural reference, mailing, </li></ul></ul><ul><ul><li>Social network, blogging, flickring,… </li></ul></ul><ul><li>The architecture of relationship </li></ul><ul><ul><li>Constraint, function, reachability </li></ul></ul><ul><ul><li>A multilayer theory </li></ul></ul>
    10. 13. references <ul><li>Journal of computer mediated communication </li></ul><ul><li>Wellman, Watts, </li></ul><ul><li>Foucault, Latour, Girard, Godelier </li></ul><ul><li>Silverstone </li></ul>