Our new Digital World is dramatically changing the way in products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an Analog (or physical) World. For example, even today, over 90% of all sales are still conducted in Analog stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital Worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the Analog World has been largely ignored. This course examines this issue by asking, "How has the Digital Revolution impacted Marketing in an Analog World? This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this educational adventure.
Basic Concept: Synergy
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Из курса от партнера University of Illinois at Urbana-Champaign
Marketing in an Analog World
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Aric RindfleischJohn M. Jones Professor of Marketing
Department of Business Administration
Hi, welcome to week three, analog and digital synergy.
In this week's lessons, we'll explore where,
why and how the analog world and
the digital world are resulting in mutually beneficial synergy.
Also examine the implications of this synergy for
you as both a marketer and as a consumer.
When you think of analog and digital synergy,
what images come to mind?
If you took part of my marketing in a digital world course,
also on Coursera, you may recall the terms of webrooming and showrooming.
If you remember, showrooming occurs when consumers examine
a product in an analog store but purchased it from a digital retailer.
Webrooming is just the opposite.
Both of these activities are good examples of analog and digital synergy,
and are really just two sides of the same coin.
Webrooming and showrooming are frequently employed for
expensive and infrequently purchased products such as automobiles and appliances.
Let's try another quick experiment.
If you were in the market for a new large screen television,
would your shopping process be analog or digital or both?
Please select one of the options for the question that will soon appear on your screen.
Well as you can see from these results a lot of learners
picked the third option. Why do you think that is?
As you may recall.
The analog world has a very different set of benefits from the digital world.
Once again here's a quick review.
We have four analog benefits sociability,
tangibility, excitability and anonymity.
And we have four digital benefits, affordability,
visibility, conversability and trackability.
As you can see from this list and as you've learned thus far in this course.
These two types of benefits are very different.
But this doesn't mean they can't be combined in ways that exceed
the benefits of either the analog or the digital by themselves.
For example, when engaging in a process of searching for
and buying expensive but infrequently
purchased durable good such as a large screen television,
analog shopping provides the benefits of tangibility.
An analog retailer allows us to touch a TV and see its picture quality in a resolution,
an up close and personal manner.
On the other hand, you could probably buy this TV for a lower price if we engage
in some digital shopping which provides the benefit of affordability.
Thus by engaging in activities such as webrooming and showrooming we can enjoy
the synergistic benefits of both the analog and the digital, combined.
As shown by this example,
by leveraging the synergies between the analog and the digital worlds
both consumers and marketers enjoy a number of benefits.
In this week's lessons we're focused on two key types of synergies.
The first one is called glocal,
that's a combination of global and local.
The second is what I call touchtech.
Glocal refers to the synergies between the analog benefit
of sociability and the digital benefit of visibility.
While touchtech refers to the synergies between
the analog benefit of tangibility and the digital benefit of trackability.
We'll explore these two concepts in more detail in our video lectures.
We'll also reinforce and apply
these concepts through a variety of other learning modalities.
For example, we'll engage in a vicariously activity in which our panel of
Illinois students faculty and staff try out
some tattoos for the magic of augmented reality.
We also have a case study in which we explore analog and digital synergy
via a joint venture between our local campus bookstore and the global retailer, Amazon.
We'll also have a chance to engage in some hands on
exercises in which you'll experience augment reality for yourself.
We'll then conclude this week's lessons by hearing
some research insights from Professor David Bell,
of the University of Pennsylvania,
who is a leading expert on the synergy between analog and digital marketing.
Well I hope this review gave you a sense of what we're trying to do here, in week three.
If you're ready, let's get started by taking a peek at
our panel and checking out their virtual tattoos.
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