The [not so] new digital consumer

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This presentation is designed to highlight key shifts in our use of technology and explain what this means for businesses today.

The presentation draws upon cyberpsychology in particular to explain people's attitudes towards and motives for using new digital tools, technologies and platforms especially facebook and other social media.

Published in: Technology, Business
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The [not so] new digital consumer

  1. 1. The new digital consumer What businesses need to know and whyEleanor Barlow, Managing Consultant3rd March 2011IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  2. 2. DIGITAL CHANNEL TRANSFORMATION
  3. 3. You’ve gotta be in it to win it… but in the right wayIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  4. 4. Technology Behaviour ImplicationsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  5. 5. Technology Behaviour ImplicationsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  6. 6. Technology facilitates human behaviour. We continuously evolve technologies to better suit our needs. New Internet enabled technologies allow us to relate, communicate, buy, sell, share and collaborate more quickly, easily and on larger scale than ever before.IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  7. 7. Social network platforms Content creation Wikis Social & collaboration media Sharing/ Online book marking sites forums/virtual communities Blogs & micro blogsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  8. 8. What does this evolution mean? == More (or better) ways of doing For users = what we’ve always done For businesses = New digital channelsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  9. 9. But most businesses aren’t structured in theright once seemed simple… this evolution increasingly complex. What way to support …has becomeIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  10. 10. Technology Behaviour ImplicationsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  11. 11. Interaction and consumption via closed networks is increasing Facebook is fast becoming an all encompassing personalised portal to the digital and non digital world. “Facebook is now ‘This place where 50 per cent or more of our customers live online, where a quarter of all US ad impressions are – if we don’t go there I’ll be fired’”. (Michael Lazerow, Wired, Feb 2011). Facebook traffic outpaced Google for the first time in March 2010 Facebook passed the 500 millon user mark on July 21, 2010 Source: Hitwise, June 2010IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  12. 12. Searching for information or advice via known & trusted contacts will always win outIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  13. 13. We are developing our digital identities Some Social Network Sites, provide us with an environment where we can construct a very carefully moderated version of ourselves - our True self Aspirational self (Zhao et al. 2008)? “I am linked therefore I am.” (Gergen, 1973) Actual self Aspirational selfIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation Eleanor Barlow IBM Corporation © 2011 Digital Customer & Channel Transformation
  14. 14. As we continue to digitise we find new ways to ‘show and tell’ who we are… Source http://www.bized.co.uk/IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  15. 15. …what we do, what we like, what we buy,where and howIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  16. 16. Channel me: ‘the world will come to me how, when and where I choose’ Driven by accurate and seamlessly integrated dataIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation Eleanor Barlow IBM Corporation © 2011 Digital Customer & Channel Transformation
  17. 17. We want a natural and intuitive experience facilitated by invisible technology “Any sufficiently advanced technology is indistinguishable from magic.” Arthur C. ClarkeIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation Eleanor Barlow IBM Corporation © 2011 Digital Customer & Channel Transformation
  18. 18. But…issues of trust, control and privacy are still important “Fundamentally, privacy is about having control over how information flows. Its about being able to understand the social setting in order to behave appropriately. (boyd, d. 2010. "Making Sense of Privacy and Publicity." SXSW.)IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation Eleanor Barlow IBM Corporation © 2011 Digital Customer & Channel Transformation
  19. 19. Technology Behaviour ImplicationsIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  20. 20. We must create solutions which support customer behaviours Identity development Discovery & opinion Control ‘Channel Me’IBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  21. 21. You must know your audience…properly Then Now Location Demographics Attitudes & Motives Demographics Attitudes & Motives Salience Context ONLINE vs. OFFLINE CHANNEL DEVICEIBM Global Business Services Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  22. 22. Use all customer data intelligently to provide aseamless and highly personalised experience Online and offline behavioural data (web analytics/business analytics/marketing data) Contextual data (e.g. browser, device, time, location etc) Social network profile data Automated & ‘intelligent’ Blogs/customer (implicit) reviews/recommendations Customer profile data e.g. demographics, preferences Attitudinal data User defined/ e.g. sign up/survey data ‘Social’ (explicit & implicit) Driven (explicit) Previous product purchase information (online &/or in store) Explicit data = provided explicitly by the user Implicit data = derived by tracking users behaviourIBM Global Business Services whilst using a site/portal Eleanor BarlowBusiness & Customer Transformation © 2011 IBM Corporation
  23. 23. Thanks!eleanorbarlow@uk.ibm.com

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