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Student Engagement and Technology

Yoram (Jerry) WindThe Lauder Professor and Professor of Marketing

Director, SEI Center for Advanced Studies in ManagementAcademic Director, Future of Advertising Program

Academic Director, Wharton Fellows Programwindj@wharton.upenn.edu

Engaging Students Through Technology SymposiumUniversity of Pennsylvania Libraries

November 1, 2013

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Objective1. 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

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What could/should “advertising” look like in 2020?

What should we do NOW to get ready for that future?

The Findings of Advertising 2020

“Advertising” 2020 Project

I. What Do We Know About Consumer Engagement?

Rock Star Status

Nobel Peace Prizes

Who are these winners?

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“Advertising” 2020 Voices

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Representing all global regions…

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Advertising Agencies 47%

Industry Associations 6%

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Technology/Finance 9%

Media Companies 13%

Advertisers 6%

Academia/Authors 13%

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Data Analytics 9%

The Herdmeister

III. EngagedProduct, Brand and Campaign-Centric

The 2020 ScenariosThe Changing Market (Demand)

Passive Consumers(At and With People)

Empowered and Skeptical

Consumers(With and For People)

Evol

ving

Del

iver

y (S

uppl

y)

Dynamic Ecosystems & Orchestrators

Traditional Advertiser – Agency – Media Model

I. Advertiser-CentricInterruption and Persuasion

IV. Design the needed transformation of the

organizational architecture

II. Empowered Interactive Messages, Multiple Media

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Relevant & RespectfulActionableValued Exciting Experiential Surprising Story

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The Changing Consumer Dynamics

Converging on Communities: Let me be a part of it

Converging on Channels:I want to call, click and visit

Converging on Competitive Value: Give me more for my money

Converging on Choice:Give me tools to makebetter decisions

Converging on Customerization and Personalization: Make it mine

Source: Wind and Mahajan, Convergence Marketing, Financial Times/Prentice Hall, 2001

Dynamic Segments

New Consumer Demands New Relationship

WARC September 18, 2013

The Advances in Science and Technology

New Media

Retail Technology

Dedicate a portion of the budget to trying new technologies and applying breaking science insights.12

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RELEVANT & RESPECTFULACTIONABLEVALUEDEXCITING EXPERIENTIALSURPRISING STORY

To be Effective…

All Firms’ Advertising and Offerings need to be:

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Relevant & Respectful

• To the person…at that time, place, mood

• To the media platform• To surrounding content• To the device• To the brand• To the world

. . .

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Gatorade + Pandora

Relevant & Respectful

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Actionable

Opt-In, Opt- Out,

Try, Buy, Borrow,

Watch, Explore, Share,

Join,

Request, Save

Download, Tag, Rate,

Respond, Recommend,

Remind, Schedule

Co-Create . . .

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Mattel: Scrabble WiFi

Actionable

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Valued

Cognitive– Appreciated, Informative– Important to Me– Solves my Problems . . .

Emotional– Makes my Life Better– Identity and Self-Worth – Positive Psychological Impact . .

.

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Project Silverline

Valued

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Exciting Experiential

Forrester Customer Experience Study

Source: “Customer Experience Affects Your Bottom Line.” Forrester. Forrester Research Inc. 2013

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Tiger Energy Playground

Exciting Experiential

Surprising Story

• The centrality of a story

• Distinctiveness

• Intriguing content that

fosters imagination

• Surprise

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Surprising Story

Lifebuoy

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Are you delivering RAVES through all touch points?

Newspapers & Magazines

Blogs & Discussion Forums

Web 2.0

Street Events ElectronicBillboards

Word of Mouth

Satellite Radio

Product Demonstration

ATM

Interactive TV/SMS-TV

Podcast

MP3

iPodPDA

iPhone Cell phone

iPad

Movies

Adblock Plus

Video Games/Virtual World

Social Networking

Computers

HDTV DVR

All Touch Points

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RELEVANT & RESPECTFULACTIONABLEVALUEDEXCITING EXPERIENTIALSURPRISING STORYDelivered

Through All Touch Points!

II. What are the implications of the consumer engagement findings to students?

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II. What is the role of technology in engaging students?

The Lesson of the London Olympics

TV 4.9hrs

TV & Laptop 5.18hrs

TV, Laptop & Smartphone

6.50hrs

TV, Laptop, Smartphone & Tablet

8.26hrs

What are the implications to our pedagogical approaches?

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Action Plans

What should we do differently as a result of our session?

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