"The leading edge of consumption is now moving from products and services to tools and relationships enabled by interactive technologies.... (products and marketing) can no longer “create” value, but must rather “realise” the value that is latent in individual space. " Zuboff, 2010 This session’s concept: thedigitalexperiment.wordpress.com :: breana bunce
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"The leading edge of consumption is now moving from products and services to tools and relationships enabled by interactive technologies....(products and marketing) can no longer “create” value, but must rather “realise” the value that is latent in individual space. "
The old industrial logic pointed inwards from 1900-2000, everything functioned well if we worked from the perspective of the organization and its own requirements for efficiency, cost reductions, revenues, growth, earnings per share (EPS), and returns on investment (ROI). It seemed that whatever the product was,
Butwe’re now in an era where consumption is increasingly done at a one:one level. Which means that the value of a product becomes both more subjective and more abstract.
We have entered the era of consumer self-realisationBrands are less able to control their image by facing inwards, they must instead engage with how consumers are choosing to represent them.
A fake BP twitter account set up by a consumer during the oil spill crisis
Consequently, brands cannot create and imbue value.Rather, they must open up the product box and allow consumers to generate their own unique, one:one value
success depends on developing tools and relationships that empower the consumer to create their own experiencesand shape the product to their own values