Beyond Advertising: Creating Value Through All Customer Touchpoints by Yoram (Jerry) Wind & Catharine Findiesen Hays

Author:Yoram (Jerry) Wind & Catharine Findiesen Hays
Language: eng
Format: mobi
ISBN: 9781119074090
Publisher: Wiley
Published: 2016-02-04T14:00:00+00:00

— Steven Bellman, Researcher at MediaScience; Duane Varan, CEO MediaScience (2012)

The future isn't social. Consumers are shifting from interacting with other people, through applications, to interacting directly with applications. This trend will accelerate as consumers become embedded in an “Internet of Things.” In turn, these smart applications will not only interact with people, but also with other applications. Thus, social networks of tomorrow may be not be networks of people, but rather networks of applications that, guided by ambient intelligence, collectively respond to consumers in a social way. As products get smarter and as consumers shift from interacting with people to interacting with smarter applications, particularly in mobile and local contexts, consumers' interactions with each other—i.e., what it means to be “social”—may recede in importance compared to our interactions with smarter apps that “know” more and more about us. These shifts in the digital landscape will require advertisers of the future to think far beyond a model of advertising that, even now, still hews closer to broadcasting than to innovative, personalized, digital approaches for communicating with modern online consumers.

— Thomas P. Novak and Donna L. Hoffman, Professors of Marketing, George Washington School of Business (2012)

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.