Here’s another recent article on the changing consumer landscape regarding brand affinity and marketing. It parallels themes from my Crowds, Hives, Mobs, Swarms post. The contemporary savvy consumer is seen as someone who combines areas of competency (particularly technological sophistication, network competency and marketing/advertising literacy) with empowerment (especially self-confidence and self-efficacy). The paper points out [...]
Here is a great article discussing intriguing concepts in consumer innovation. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing[.] The authors argue that marketers should redefine “consumer” as an individual belonging to various creative/collaborative [...]
Ever wonder why anyone tries to “out-game” Google? I’ve always argued it’s futile to try and out-think hundreds of PhDs working in a university atmosphere where they have relatively free-reign to explore their research-oriented whims, and where they’re all pretty much singularly focused on studying one thing: us. Oh, and they likely get paid extremely [...]
