How to Market the Consumer IoT: Focus on Experience
While consumer experience (CX) has to date focused on products, brands and marketing environments, the consumer Internet of Things (IoT) presents new opportunities for interaction that has the potential to revolutionize consumer experience. Because consumers can actively interact with smart objects, and smart objects possess their own point of view and their own experience in interaction with consumers and with each other, the traditional, human-centric conceptualization of consumer experience as consumer’s internal subjective responses to branded objects may not be sufficient to conceptualize consumer experience in the IoT. In this presentation, Donna Hoffman and Tom Novak will present a new framework that details how consumer experience and object experience in the IoT emerge and discuss actionable insights derived from their framework that can guide marketer action in the early stages of adoption and usage of consumer IoT devices that comprise the smart home and related applications.
George Washington University
Donna L. Hoffman is Louis Rosenfeld Distinguished Professor of Marketing and Co-Director of the Center for the Connected Consumer at The George Washington University School of Business in Washington, D.C. Donna is an internationally recognized academic expert and sought after industry speaker in the areas of online consumer experience and digital marketing trends. She has worked with major corporations on the topic of digital marketing strategy, including Procter & Gamble, Intel, Microsoft, FedEx.com, Land's End/Sears, Walmart.com, and many others. She has served as an Academic Trustee of the Marketing Science Institute and is a member of the Procter & Gamble Digital Advisory Board.
Donna's current research is focused on consumer experience in the Internet of Things. Her research has been funded by the Alfred P. Sloan Foundation, the National Science Foundation, and the Marketing Science Institute. Donna publishes widely on the topics of consumer behavior in online environments and internet marketing strategy in many of the top academic and managerial journals and her work enjoys wide impact; she has over 20,000 Google Scholar citations and an H-index of 40. She has been awarded many of the field's most prestigious research awards, including the Robert B. Clarke Educator of the Year Award from the DMEF, the Sheth Foundation/ Journal of Marketing Award for long-term contributions to the discipline of marketing, the Stellner Distinguished Scholar Award from the University of Illinois, the William O'Dell/ Journal of Marketing Research Award for long-term research impact and the Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. She is also an MSI "Challenges of Communications and Branding in a Digital Era" research proposal competition winner and was a finalist for the Paul D. Converse Award for her lasting contributions to the marketing field. Donna is currently on the editorial boards ofJournal of Marketing, Journal of Marketing Research,Journal of Consumer Psychology, and Journal of International Marketing, and has previously served on the boards of Journal of Consumer Research and Marketing Science.
Her Ph.D. is from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill, and she was a faculty member at Columbia University, the University of Texas, Vanderbilt University, and the University of California before joining George Washington University. She has also served as a visiting professor at UCLA, Stanford, and USC. She was named a Distinguished Graduate Alumnus of UNC in 2002.
Thomas P. Novak
George Washington University
Thomas P. Novak is Denit Trust Distinguished Scholar and Professor of Marketing at The George Washington University School of Business in Washington, DC, which he joined in 2013. Tom's research since 1993 has focused exclusively on consumer behavior in online environments and digital marketing. His current research interests deal with using assemblage theory, anthropomorphism, and topological data analysis (TDA) to understand consumer experience in the smart home and the Internet of Things.
Over the past two decades he co-founded and co-directed a series of research centers (Project 2000, eLab, and the Sloan Center for Internet Retailing) with support from the Alfred P. Sloan Foundation, the National Science Foundation, Paul Allen's Interval Research Corporation, and 40 other corporate sponsors including Walmart.com, Netscape, Procter & Gamble, and Hershey's.
An internationally recognized academic researcher in Web-based commerce, Tom has published extensively on the subject in top academic journals in a range of scholarly disciplines. His work has had global impact with over 18,000 citations in Google Scholar. He has been awarded numerous prestigious research awards, including the Sheth Foundation/ Journal of Marketing Award for long term contributions to the discipline of marketing, the Stellner Distinguished Scholar Award from the University of Illinois, and the Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. He has won research proposal competitions from the Marketing Science Institute, Google, and the University of Pennsylvania, and was named a finalist for the Paul D. Converse Award for his lasting contributions to the marketing field.
Prior to joining the faculty at George Washington University, Tom served on the faculties of the University of California, Vanderbilt University, and Southern Methodist University. From 1995 through 1999, he spent summers as a visiting scholar at Paul Allen's Interval Research Corporation in Palo Alto California, was a visiting scholar at Stanford University in the summers of 1997 and 2000, and was a visiting scholar at the USC Annenberg School for Communication and Journalism in Fall 2010. Prior to joining academia he spent five years at Young & Rubicam in New York.
Novak received his A.B. in Psychology from Oberlin College in 1977 and his M.A. (1980) and Ph.D. (1984, in quantitative psychology with a formal minor in Biostatistics) from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill. He was recognized as a University of North Carolina Distinguished Graduate Alumni in 2002.