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    RRAVES presentation RRAVES presentation Presentation Transcript

    • Student Engagement and Technology Yoram (Jerry) Wind The Lauder Professor and Professor of Marketing Director, SEI Center for Advanced Studies in Management Academic Director, Future of Advertising Program Academic Director, Wharton Fellows Program windj@wharton.upenn.edu Engaging Students Through Technology Symposium University of Pennsylvania Libraries November 1, 2013 1
    • Objective 1. Present the recent findings of the Wharton Future of Advertising Program re: consumer engagement 2. Discuss the implications of the findings as guidelines for enhancing student engagements 3. Jointly explore the role of technology in engaging students and identify the implications to our pedagogical approaches 2
    • I. What Do We Know About Consumer Engagement? The Findings of Advertising 2020 What could/should “advertising” look like in 2020? “Advertising” 2020 Project What should we do NOW to get ready for that future? 3
    • Rock Star Status Nobel Peace Prizes Who are these winners? 4
    • “Advertising” 2020 Voices 5
    • Representing all global regions… 6
    • Advertising Agencies 47% 7
    • Industry Associations 6% Technology/Finance 9% Advertisers 6% Media Companies 13% 8
    • Data Analytics 9% Academia/Authors 13% The Herdmeister 9
    • The 2020 Scenarios The Changing Market (Demand) Passive Consumers Evolving Delivery (Supply) (At and With People) 10 Empowered and Skeptical Consumers (With and For People) Dynamic Ecosystems & Orchestrators Traditional Advertiser – Agency – Media Model III. Engaged Product, Brand and Campaign-Centric IV. Design the needed transformation of the organizational architecture Relevant & Respectful Actionable Valued Exciting Experiential Surprising Story I. Advertiser-Centric Interruption and Persuasion II. Empowered Interactive Messages, Multiple Media ...Other scenarios
    • The Changing Consumer Dynamics Dynamic Segments Converging on Customerization and Personalization: Make it mine Converging on Choice: Give me tools to make better decisions Converging on Competitive Value: Give me more for my money Converging on Communities: Let me be a part of it Converging on Channels: I want to call, click and visit Source: Wind and Mahajan, Convergence Marketing, Financial Times/Prentice Hall, 2001 New Consumer Demands New Relationship WARC September 18, 2013 11
    • The Advances in Science and Technology Retail Technology New Media Dedicate a portion of the budget to trying new technologies and 12 applying breaking science insights.
    • To be Effective… All Firms’ Advertising and Offerings need to be: RELEVANT & RESPECTFUL ACTIONABLE VALUED EXCITING EXPERIENTIAL SURPRISING STORY 13
    • elevant & espectful • To the person …at that time, place, mood • To the media platform • To surrounding content • To the device • To the brand • To the world ... 14
    • elevant & espectful Gatorade + Pandora 15
    • ctionable Opt-In, Opt- Out, Download, Tag, Rate, Try, Buy, Borrow, Watch, Respond, Recommend, Explore, Share, Join, Remind, Schedule Request, Save Co-Create . . . 16
    • ctionable Mattel: Scrabble WiFi 17
    • alued Cognitive – Appreciated, Informative – Important to Me – Solves my Problems . . . Emotional – Makes my Life Better – Identity and Self-Worth – Positive Psychological Impact . . . 18
    • alued Project Silverline 19
    • xciting xperiential Forrester Customer Experience Study Source: “Customer Experience Affects Your Bottom Line.” Forrester. Forrester Research Inc. 2013 20
    • xciting xperiential Tiger Energy Playground 21
    • urprising tory • The centrality of a story • Distinctiveness • Intriguing content that fosters imagination • Surprise 22
    • urprising tory Lifebuoy 23
    • Are you delivering RAVES through all touch points? Interactive TV/SMS-TV Video Games/Virtual World HDTV DVR Social Networking Adblock Plus All Touch Points Blogs & Discussion Forums Street Events Newspapers & Magazines Electronic Billboards Computers iPad PDA Podcast Word of Mouth Product Demonstration iPod MP3 Satellite Radio iPhone Movies Cell phone ATM Web 2.0 24
    • II. What are the implications of the consumer engagement findings to students? RELEVANT & RESPECTFUL ACTIONABLE VALUED EXCITING EXPERIENTIAL Delivered SURPRISING STORY Through All Touch Points! 25
    • II. What is the role of technology in engaging students? The Lesson of the London Olympics TV What are the implications to our pedagogical approaches? 4.9hrs TV & Laptop 5.18hrs TV, Laptop & Smartphone 6.50hrs TV, Laptop, Smartphone & Tablet 8.26hrs 26
    • Action Plans What should we do differently as a result of our session? 27
    • 28