New customer technology environments are magical worlds. With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever; while being inundated with increasing amounts of marketing material. How can you market effectively using these new CTEs? Providing an accessible description of these new, emerging technologies, along with novel frameworks with which to apply them, marketing expert Devanathan Sudharshan offers a straightforward guide to leveraging CTEs. Laden with examples to make the discussion vivid for readers and excite their imaginations, Sudharshan covers decision making in CTEs, mixed reality technologies and enabling technologies. CTEs are still emerging, and their business impact is yet to be measured. This exciting investigative text offers students, practitioners and researchers the chance to learn about these technologies, see the possibilities of their impacts, and their growing applications for the world.
Author(s): Devanathan Sudharshan
Publisher: Emerald Publishing
Year: 2020
Language: English
Pages: 272
City: Bingley
Cover
Marketing in Customer Technology Environments
Marketing in Customer Technology Environments: Prospective Customers and Magical Worlds
Copyright
Table of Contents
List of Figures
Preface/Acknowledgments/Dedication
1. Introduction
VR CTE
AR CTE
MR CTE
IoE CTE
Setting the Stage 1: Abstraction of CTEs
Setting the Stage 2: Abstraction of Marketing Management
Objectives
Tasks
Learning Needs
Key Heuristics
CTE/CIMS–Customer Interaction Process
Knowledge Manager
Negotiator
Problem Solver
Focal Relationship Manager
Social Relationship Manager
Customer Process
Overview of the Rest of the Book
Part 1
Customer Information Processing and Decision-Making
Wonder, Charms, and Magic
Part 2
Chapters on CTEs
Conclusion
Note
References
2. Customer Information Processing and Decision-making in CTEs
Introduction
Prospection Model
Affect–Appraisal Model
Sensory Systems
Exosenses
Appraisal (Affect and Comparison) Systems
Memory
Novelty
Creativity
Charms
Customer Environments
Customer Model: The Overall View
Appraisal System and Affordance
Appraisal System
Mental Simulations
Motivation
Capabilities and Capacities
Learning
Time
Design and Responsibility
Charms and Affordance
Affordance
Conclusion
Notes
References
3. Wonderment and Magic
Introduction
What Is Magic?
Four Elements of Magic
Element 1: Methods
Element 2: Perceptual Mechanisms
Misdirections
Illusions
Sensory Illusions
Example
Natural Illusions
Forcing – Influencing Choice without Awareness
Element 3: Magic's Effects
Element 4: AFFECT
Integrative Magic Framework – Algorithms and Magic
Computational Process Flow
Magic, Charms, and Marketing
Charms and Affordances
Conclusions
Notes
References
4. Virtual Reality (VR)
Introduction
Impact Forecast
History
Definitions
Dimensions
VR and Marketing Management
Brief Technical Introduction
Components
Types of Experiences
Conclusions
Notes
References
5. Augmented Reality
Introduction
Impact Forecast
History
AR and Marketing
History of AR Applications in Marketing
AR Applications and Mobile Technology
Snapchat Brings AR to Both Users and Advertisers
IKEA Makes Home Design Easier through AR
Vespa's AR Scooter Ad
Pervasive Computing for Marketing Managers
Types of AR
Marker-based AR
Markerless AR
Projection-based AR
Superposition-based AR
How AR is Created and Delivered
Collaborative AR
AR and Marketing Management
AR's Role in the 4Ps
AR's Role in Marketing Processes
AR's Role in Customer Decision Process or Journey
Examples
Hosting
Promotion
Sales Force Support
Product Demonstrations
In Situ Product Imagination
In Situ Product Viewing and Sales Force Support
On-pack Promotions
General Mills On-pack Interactive AR Promotion for Cheerios and Nature Valley
Coupon Promotions
Special Event Promotions Such as at Trade Shows
Knowledge Management and Problem Solver
After Purchase/Maintenance
Product Trial and Embedded Positioning
Seamless Connection between Physical and Digital Toy Usage Experiences
Product Trial and Customization
Branding
Marketing AR Products
Examples by Industry
AR in Manufacturing
AR in Healthcare
AR in Energy
AR in Gaming
Conclusion: AR and Marketing – Pervasive and Persuasive Technologies
Closing Principles
Notes
References
6. Mixed Reality
Introduction
Comparison of MR with VR and AR
Market Impact Forecast
Key Players
Typology of MR Applications
TF Classes
Enhanced Environment Apps
Blended Environment Apps
Immersive Environment Apps
VF Classes
SF Classes
Marketing and MR
Checklist of MR Functionality for Marketing
Conclusion
References
7. Internet of Everything (IoE)
Introduction
The Importance of IoE
Examples
An Early Retailing Example of an IoT Is
Smart Home: Google/NEST Example
Baby-monitoring Market Example
Definition/Description of IoE
IoE Technology Stacks
Sensors, Hub Devices, or IoE Devices
Gateways or Hub Devices
IoT Platforms and Cloud
Example of Platforms
The IoE Market: Marketing Perspective
Dimensions of IoE: Seamlessness, Timelessness, Learning, and Automaticity
Seamlessness
Seamlessness Examples
Timelessness
Timelessness Examples
Example in Autos
Learning and Automaticity
Learning Examples
A Framework for the IoE CTE and Its Evolution
Customer Value
Machine
Object
Time
Place
IoE as Network
A Framework of IoEs for Marketing
Impact of STAL Dimensions on Customers
Marketing's Role in Networks
b-n Marketing: In an IOE World b-n Marketing Will Be Important
Structuration Theory
Affordances
Marketing Processes with IoE CTEs
IoE: Guiding Axioms and Norms
Research Agenda
Consumer Choice and Consumption Behavior
Product and Platform Policy
Pricing
Purchase Process Steps
Diffusion
Conclusion
Notes
References
8. Enabling Technologies
Introduction
Examples
CTEs and Enabling Technologies
5G Technologies
5G in America
5G in Asia
Service-oriented Computing
Edge Computing
Artificial Intelligence/Machine Learning
Impact of AI
History of AI
Once Again, What Is AI?
Working Definition of AI
The Algorithms
Supervised ML
Unsupervised ML
Semi-supervised
Artificial Neural Networks
Ethics and Policy Implications
State of the Art
Implementing/Scaling up AI
Build an In-house AI Team
Teach “Citizen AI” Staff and AI Specialists to Work Together
Establish a Center of Excellence
Increment Your AI Strategy through Experimentation
Build Responsible AI
Practice Participatory or Human-centered Design
Craft a Communications Strategy
The Bottom Line
Conclusion
Notes
References
9. Conclusion for the Magical Worlds in Which Customers Will Lead Artinatural Lives
Index
