From Second Life to World of Warcraft, Habbo Hotel to MTV’s Virtual Pimp My Ride, today millions of consumers live a parallel, digital life in virtual worlds that make up The Metaverse. A virtual world is an online representation of real world people, products and brands in a computer-mediated environment (CME). To many mainstream consumers and advertisers, this is largely an unknown or underground phenomenon – but it has real marketing consequences. It’s estimated that by 2012, 53 percent of kids and 80 percent of active internet users will be members of at least one virtual world. Indeed, the Harvard Business Review predicts that within the next five years virtual worlds are likely to emerge as the dominant internet interface. Clearly virtual environments will fuel new marketing trends over the next decade. These platforms have exciting branding and promotional implications for consumer-facing companies. They also hold great value to B2B firms who can harness them for virtual trade shows and sales training programs. In addition, virtual platforms hold great promise for new product development processes; they allow members of the supply chain and end consumers to participate as co-designers who inhabit a real-time environment alongside a firm’s designers to create new offerings. These engaging interfaces provide highly cost-efficient and environmentally friendly options because expensive travel is minimized and participants’ engagement is much higher compared to more traditional, “static” platforms like chatrooms or videoconferencing. However, due to the newness of the medium companies still struggle to figure out the best way to take advantage of these environments – or to decide if they should enter them at all. This presentation examines best practices to engage with virtual worlds and distills learnings from successful and not-so-successful applications to provide a map that will help companies navigate these brave new worlds.
Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. Prior to joining the St. Joe’s faculty in Fall 2006, he was the Human Sciences Professor of Consumer Behavior, at Auburn University and he served as Chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, NJ. Prof. Solomon began his academic career in the Graduate School of Business Administration at New York University, where he also served as Associate Director of NYU's Institute of Retail Management. He earned B.A. degrees in Psychology and Sociology magna cum laude at Brandeis University in 1977, and a Ph.D. in Social Psychology at The University of North Carolina at Chapel Hill in 1981. He was awarded the Fulbright/FLAD Chair in Market Globalization by The U.S. Fulbright Commission and the Government of Portugal. Prof. Solomon's primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, marketing applications of virtual worlds and the of visually-oriented online research methodologies. Prof. Solomon has been recognized as one of the fifteen most widely-cited scholars in the academic behavioral sciences/fashion literature, and as one of the ten most productive scholars in the field of advertising and marketing communications.
Gary Singer is Founding Partner and CEO of BUYOLOGY INC. Following a distinguished 30-year career in advertising, management consulting, brand consultancy, and leading his own independent management consultancy, Gary Singer co-founded BUYOLOGY INC, which is dedicated to helping structure, interpret and execute solutions that rigorously measure and leverage non-conscious decision making. Gary holds a BS from Carnegie Mellon (1976) and an MBA (1978) from the University of Chicago Graduate School of Business. He is a guest lecturer at the Columbia Business School, Carnegie Mellon's Tepper School of Business and New York University. Gary has most recently spoken at the Association of National Advertisers (ANA), Australian Marketing Institute (AMI), Council of American Survey Research Organizations (CASRO), Neuro Connections Conference (Warsaw), The University of Toronto Rotman School of Management, University of Chicago Graduate School of Business, and Ohio State University Fischer College of Business. Gary is a City of Chicago Fellow, a Leadership Greater Chicago Fellow, sits on the James M. Kilts Center for Marketing Steering Committee and is a member of the Gastro-Intestinal Research Foundation board of directors.
Successful marketing strategy requires deep consumer insights. Not just a surface understanding of consumers, but an understanding of their psychological orientations, thoughts and feelings…many of which are below the level of conscious awareness. It also requires imagination, creativity, and the courage to dig below 'surface differences' to uncover deep, unconscious and emotionally rich insights. This session will cover such things as why our human similarities are more powerful than our differences, how Deep Metaphors – our unconscious viewing lenses – shape what consumers think, hear, say, and do, and how your firm can start actively incorporating deep strategy into its marketing initiatives.
Lindsay Zaltman is Managing Director at Olson Zaltman Associates, a world-renowned marketing strategy firm. Lindsay is co-author (with Gerald Zaltman) of the recently released book “Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers” by the Harvard Business Press. Marketing Metaphoria has already been translated into seven languages. He is also co-author of a chapter in The Handbook of Marketing Research on manager-researcher relationships and a case study in the Harvard Business Review. He has been cited in numerous publications including The New York Times, Fast Company Magazine, The Los Angeles Times, Advertising Age, Variety and The Journal of Business Research. Prior to joining Olson Zaltman Associates, he was an Account Planner in the Consumer Insight Group at Arnold Worldwide in Boston, and spent several years at Dymun & Company in Account Management. Lindsay earned a Masters in Marketing Research from the University of Georgia and a BA in Anthropology from the University of Maine.
Peter Rajsingh is the Managing Partner at Castellar Partners LLC, a global financial services firm focused on emerging markets. Before Castellar, he headed the institutional group at an investment boutique. He began his career at Morgan Stanley in New York. Dr. Rajsingh has taught at NYU since 1991 at the Stern School of Business, Gallatin - School of Individualized Study and the College of Arts and Sciences and is also an Adjunct Professor at Reims Management School. He obtained a Ph.D. degree from the Graduate Center of the City University of New York and a B.A. from the University of Auckland, New Zealand. He is also the past President of the United Nations Association of New York, a founding partner of the Global Partnerships Forum, a Trustee of the Loomba Foundation and sits on the boards of a number of private companies and charities.
The rise of affluent consumers in emerging markets (EMs), associated “Veblen effects” and burgeoning appetite for luxury goods represent a significant, secular trend in the global marketplace. Understanding consumer agency and influence in EMs as they pertain to brand perception and valuation are important for overall brand management strategy. Certain aspects of luxury brands are stable across marketing ecosystems; other attributes are contoured by cross-cultural “translation.” The experience of marketing luxury to EM consumers provides insight for the broader discipline of international marketing.
Roger Dooley will show the diverse ways that brain science is being used in marketing, ranging from fMRI to facial coding. The presentation will include short video clips showing how various techniques are used. Dooley will cover the issues and challenges, including ethical, facing neuromarketing. He will present the prospects for better techniques and progress toward external validation of these technologies. Attendees will leave excited about the potential for using neuroscience technology and behavioral research to create better products and more effective advertising.
Roger Dooley is a marketing speaker and author of the blog Neuromarketing as well as the upcoming book Brainfluence (Wiley, November 2011). He is the founder of Dooley Direct, a neuromarketing and digital marketing consultancy, and co-founded College Confidential, the leading college-bound website. He spent years in direct marketing as the cofounder or a successful catalog firm and also served as director of corporate planning for a Fortune 1000 firm. Dooley has an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.
J.D. Power and Associates will share research and insights from over 20 studies and observations made at over 200 top performing contact centers through their Certified Call Center Program to reveal how technology and self-serve automation have affected how contact centers run and the resulting impact of customer satisfaction across channels. Though technology has created opportunities for both lower costs and higher levels of customer-driven choice regarding sales, service and support channels, J.D. Power research shows that not all customers value the experience facilitated by new technology and helps us make sense of why satisfaction in service industries has actually declined over the last 10-years.
Mark Miller leads global strategy and market development for the Contact Center Practice at J.D. Power and Associates including certification programs and performance improvement consulting. In this role he provides thought leadership around the customer experience and advises executives across the globe to help improve customer satisfaction, operational performance and financial results. He has 17 years of executive management and senior consulting experience in customer experience improvement in over a dozen industries. Mark graduated from The University of Texas at Austin, was selected as a member of the Alpha Sigma Nu Honor Society and received his MBA in Marketing with honors from Regis University.
The Suarez Lab Team will provide an overview of our work in the area of Advertising and New Product Testing using high resolution dense array EEG measurement and analysis systems in combination with biofeedback and advanced eye tracking.
Kathleen Kennedy is Executive Director of the Taylor Institute for Direct Marketing and the Suarez Applied Marketing Research Laboratories at the University of Akron. Prior to joining the University of Akron, Kathleen held senior marketing positions with Fortune 500 companies including Vice President Target Marketing at Broadway Stores/Federated Department Stores, Vice President Customer Insight and Development at Office Depot, and Senior Vice President Marketing/Chief Marketing Officer for Hancock Fabrics. In addition, she has held senior leadership positions at leading direct and interactive agencies including Managing Partner/Group Account Director and Director of the Customer Loyalty Centre of Excellence at OgilvyOne, the direct and interactive marketing division of Ogilvy & Mather.
Terry Daugherty, Ph.D., is an Assistant Professor in the Department of Marketing and Associate Director of the Suarez Applied Marketing Research Laboratories at The University of Akron. Dr. Daugherty received his Ph.D. in Mass Media from Michigan State University, M.A. in Advertising & Public Relations from The University of Alabama, and B.A. in Advertising from Western Kentucky University. He has authored or co-authored in excess of 40 research publications appearing in such outlets as the Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, Journal of Interactive Marketing, Journal of Computer-Mediated Communication, and the Journal of Marketing Communications, among numerous others. Dr. Daugherty’s research focuses on investigating consumer psychology and the impact of strategic, social and technological issues involving the mass media.
Christine M. Crish, Ph.D. is currently the Research Manager of the Suarez Applied Marketing Research Laboratories at The University of Akron. Dr. Crish earned her Ph.D. in neuroscience from Vanderbilt University in Nashville TN, a master’s degree in Psychology from the University of Illinois at Chicago, and did her undergraduate work in psychology/neuroscience at Baldwin-Wallace College in Berea Ohio. She has published 17 peer-reviewed scientific manuscripts in the area of sensory neurobiology and is an active member of the Society for Neuroscience.
Beverages, wine, beer and light hors d'oeuvres,