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Creating Customer Conversations  in OnLine Media Imaginary Organisations 1998-05-11 [email_address] School of Business, St...
Documentation <ul><li>Anders Lundkvist </li></ul><ul><ul><ul><li>email: anders.lundkvist@fek.su.se </li></ul></ul></ul><ul...
My own research <ul><li>Understanding and grasping </li></ul><ul><ul><li>Managing and organizing customer conversation bey...
Agenda for today <ul><ul><li>Perspective on IT and organizations. </li></ul></ul><ul><ul><li>Experience electronic media. ...
Where are we today?
 
Driving forces <ul><li>Techniques - Moore´s law. </li></ul><ul><li>Applications. </li></ul><ul><li>Thoughts and minds. </l...
<ul><li>That´s an amazing invention, but who would ever want to use one of them? </li></ul><ul><ul><li>Rutherford B. Hayes...
 
 
 
So... How are we doing ? <ul><li>Anders´  communication </li></ul><ul><ul><li>1995 100 brev 400 email </li></ul></ul><ul><...
Mass Customization Service Marketing/ Q Relationsmarknads- föring one-to-one marketing IT 4P
 
From value chain to value star Company  - coordinating the value-processing system Consumer Supplier Supplier Middle man C...
Introduction History: Marketing Theories from the old physical world Present: virtual worlds have emerged Future: We ask, ...
Problem Two “extreme” cases 1) Interactive Media: Diabetes Forum  on CompuServe 2) Artificial Consumer: Jango , the shoppi...
Problem description <ul><li>Producers </li></ul><ul><li>Consumers </li></ul><ul><li>Agents (Artificial Consumers) </li></u...
Producers communicates with consumers <ul><li>Presuppositions (the old view) </li></ul><ul><ul><li>Producers produce and c...
Interactive Media
When Consumers converse with Producers <ul><li>Interactivity </li></ul><ul><ul><li>Banners  ( www.mapquest.com ) (Dynamic,...
Consumers converse with Consumers <ul><li>Saturn CarClubs </li></ul><ul><li>Megahertz on CompuServe </li></ul><ul><li>Diab...
 
Agents
Artificial actors - Agents <ul><li>Personal </li></ul><ul><li>Intelligent </li></ul><ul><li>Autonomous </li></ul><ul><li>P...
Artificial Consumers <ul><li>Bargain Finder   ( form ,  result ) Finds music CDs Looks at 8 sites, sequentially </li></ul>...
 
 
 
 
 
 
Agents converse with Agents <ul><li>KQML ,  an agent language </li></ul><ul><li>BigNote </li></ul><ul><li>FilmFinder </li>...
New middlemen in customer communication <ul><li>Exemple </li></ul><ul><ul><li>Microsoft  Carpoint </li></ul></ul><ul><ul><...
New middlemen in customer communication <ul><li>Exemple </li></ul><ul><ul><li>Amazon . Worlds largest bookshop? </li></ul>...
Customers´customer (Resellers/Pandora) Consumers Authors Amazon  Book Delivery Inc. Publisher Value-star  in Amazon Book
New patterns of consumption <ul><li>The digit behavior in online media </li></ul><ul><ul><li>Liquid Audio </li></ul></ul><...
So... where are we today? <ul><li>Ex. banking </li></ul><ul><ul><ul><li>From  </li></ul></ul></ul><ul><ul><li>” standing i...
 
 
 
 
Who is organizing customer communication? Eller
Discussion <ul><li>Production  separated from  Consumption ?  </li></ul><ul><li>No –  users  generate content and producti...
Concluding remarks <ul><li>Beyond IT </li></ul><ul><ul><ul><li>Few examples of learning and relationships </li></ul></ul><...
Source <ul><li>Creating Customer Conversations is a presentation based on the work and publications by Anders Lundkvist an...
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Creating Customer Conversations 980511

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Creating Customer Conversations is a presentation based on the work and publications by Anders Lundkvist and Richard Gatarski: The article "Interactive Media face Artificial Consumers
and marketing theory must re-think" can be found in:
Marketing Communications Classics 1999: Fitzgerald, M. and Arnott, D. (eds.)
The Journal of Marketing Communications 1998: Vol. 4, Issue 1, pp. 45-49.

Published in: Education, Business, Technology
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Creating Customer Conversations 980511

  1. 1. Creating Customer Conversations in OnLine Media Imaginary Organisations 1998-05-11 [email_address] School of Business, Stockholm University
  2. 2. Documentation <ul><li>Anders Lundkvist </li></ul><ul><ul><ul><li>email: anders.lundkvist@fek.su.se </li></ul></ul></ul><ul><li>Presentation </li></ul><ul><ul><ul><li>http:// www. fek . su .se/home/ alu </li></ul></ul></ul><ul><li>A rticle </li></ul><ul><ul><ul><li>http://www.chapmanhall.com/mc/mc0401ind.html </li></ul></ul></ul>
  3. 3. My own research <ul><li>Understanding and grasping </li></ul><ul><ul><li>Managing and organizing customer conversation beyond the company </li></ul></ul><ul><ul><ul><li>Demands a need to to understand the borders and/or the transcendence of borders, what is beyond the functional organization. </li></ul></ul></ul><ul><ul><li>New organizational roles and functions </li></ul></ul><ul><ul><ul><li>Wizards, Infomediaries, Cybermediaries </li></ul></ul></ul>
  4. 4. Agenda for today <ul><ul><li>Perspective on IT and organizations. </li></ul></ul><ul><ul><li>Experience electronic media. </li></ul></ul><ul><li>Steps... </li></ul><ul><ul><li>Short history of IT and marketing. </li></ul></ul><ul><ul><li>Cases of marketing and organization. </li></ul></ul><ul><ul><li>Concluding remarks on imaginary organization. </li></ul></ul>
  5. 5. Where are we today?
  6. 7. Driving forces <ul><li>Techniques - Moore´s law. </li></ul><ul><li>Applications. </li></ul><ul><li>Thoughts and minds. </li></ul>
  7. 8. <ul><li>That´s an amazing invention, but who would ever want to use one of them? </li></ul><ul><ul><li>Rutherford B. Hayes (President of the United States), 1876 </li></ul></ul>
  8. 12. So... How are we doing ? <ul><li>Anders´ communication </li></ul><ul><ul><li>1995 100 brev 400 email </li></ul></ul><ul><ul><li>1996 30 brev 800 email </li></ul></ul><ul><ul><li>1997 0 1000 email </li></ul></ul><ul><ul><li>1998 ? ? </li></ul></ul>
  9. 13. Mass Customization Service Marketing/ Q Relationsmarknads- föring one-to-one marketing IT 4P
  10. 15. From value chain to value star Company - coordinating the value-processing system Consumer Supplier Supplier Middle man Consumer
  11. 16. Introduction History: Marketing Theories from the old physical world Present: virtual worlds have emerged Future: We ask, are new Marketing Theories required?
  12. 17. Problem Two “extreme” cases 1) Interactive Media: Diabetes Forum on CompuServe 2) Artificial Consumer: Jango , the shopping agent Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  13. 18. Problem description <ul><li>Producers </li></ul><ul><li>Consumers </li></ul><ul><li>Agents (Artificial Consumers) </li></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  14. 19. Producers communicates with consumers <ul><li>Presuppositions (the old view) </li></ul><ul><ul><li>Producers produce and communicate, consumers receive and consume </li></ul></ul><ul><ul><li>Consumers are human </li></ul></ul><ul><ul><li>Production is separated from Consumption </li></ul></ul><ul><ul><li>Consumer minds are important </li></ul></ul><ul><ul><li>Market places are geographical </li></ul></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  15. 20. Interactive Media
  16. 21. When Consumers converse with Producers <ul><li>Interactivity </li></ul><ul><ul><li>Banners ( www.mapquest.com ) (Dynamic, Animated and Interactive) </li></ul></ul><ul><li>Conversation </li></ul><ul><ul><li>My Ski ( www.myski.com ) </li></ul></ul><ul><li>Extended Information Search </li></ul><ul><ul><li>Eight types, ref. the paper </li></ul></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  17. 22. Consumers converse with Consumers <ul><li>Saturn CarClubs </li></ul><ul><li>Megahertz on CompuServe </li></ul><ul><li>Diabetes Forum on CompuServe </li></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  18. 24. Agents
  19. 25. Artificial actors - Agents <ul><li>Personal </li></ul><ul><li>Intelligent </li></ul><ul><li>Autonomous </li></ul><ul><li>Proactive </li></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  20. 26. Artificial Consumers <ul><li>Bargain Finder ( form , result ) Finds music CDs Looks at 8 sites, sequentially </li></ul><ul><li>Jango Learns about new products Works simultaneously Looks for information A true shopper </li></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  21. 33. Agents converse with Agents <ul><li>KQML , an agent language </li></ul><ul><li>BigNote </li></ul><ul><li>FilmFinder </li></ul><ul><li>My Yahoo </li></ul>Source: http://bakwebb.weconverse.com/sufek/imfaceac/
  22. 34. New middlemen in customer communication <ul><li>Exemple </li></ul><ul><ul><li>Microsoft Carpoint </li></ul></ul><ul><ul><li>12 000 visitors a day </li></ul></ul><ul><ul><li>500 purchases/ weekdays, 2000 purchases weekends </li></ul></ul><ul><ul><li>local dealers </li></ul></ul>
  23. 35. New middlemen in customer communication <ul><li>Exemple </li></ul><ul><ul><li>Amazon . Worlds largest bookshop? </li></ul></ul><ul><ul><li>Don´t forget Pandora </li></ul></ul>
  24. 36. Customers´customer (Resellers/Pandora) Consumers Authors Amazon Book Delivery Inc. Publisher Value-star in Amazon Book
  25. 37. New patterns of consumption <ul><li>The digit behavior in online media </li></ul><ul><ul><li>Liquid Audio </li></ul></ul><ul><ul><li>BetaLounge </li></ul></ul>
  26. 38. So... where are we today? <ul><li>Ex. banking </li></ul><ul><ul><ul><li>From </li></ul></ul></ul><ul><ul><li>” standing in line” </li></ul></ul><ul><ul><ul><li>To </li></ul></ul></ul><ul><ul><li>” waiting on line” </li></ul></ul>
  27. 43. Who is organizing customer communication? Eller
  28. 44. Discussion <ul><li>Production separated from Consumption ? </li></ul><ul><li>No – users generate content and production (prosumers) </li></ul><ul><li>Conversation is different than Communication </li></ul><ul><li>Agent Behavior is different than human ditto </li></ul><ul><li>Multiple identities emerge from human behaviour </li></ul><ul><li>Contemporary Marketing Theory lags behind </li></ul>
  29. 45. Concluding remarks <ul><li>Beyond IT </li></ul><ul><ul><ul><li>Few examples of learning and relationships </li></ul></ul></ul><ul><li>The human touch </li></ul><ul><ul><ul><li>What happens when you outsource your fingertips? </li></ul></ul></ul>
  30. 46. Source <ul><li>Creating Customer Conversations is a presentation based on the work and publications by Anders Lundkvist and Richard Gatarski: The article &quot;Interactive Media face Artificial Consumers and marketing theory must re-think&quot; can be found in: </li></ul><ul><li>Marketing Communications Classics 1999: Fitzgerald, M. and Arnott, D. (eds.) </li></ul><ul><li>The Journal of Marketing Communications 1998: Vol. 4, Issue 1, pp. 45-49. </li></ul><ul><li>Anders Lundkvist [email_address] </li></ul><ul><li>Richard Gatarski [email_address] </li></ul>

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