Consumer adoption process: stages a consumer goes through when confronted with a new product or service. The consumer must first become aware of the product; then develop an interest in it; perform some repurchase evaluation; and then try the product, either as a consequence of a purchase or of a marketer-sponsored promotion or incentive. The consumer must decide to purchase/continue purchasing the product, which can behaviorally identified as adoption. A harder to discern stage is that of internalization, in which the product has become an integral part of the consumer’s lifestyle.
Awareness – Interest – Evaluation – Trial – Adoption – internalization
Concept of diffusion process: a communications model that consists of 4 elements:
- the innovation
- communications channel
- time
- social system: innovation is spreading
The concept shows a process that is normally distributed around a population mean.
Pervasive computing: this concept implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. According IBM, pervasive computing aims to enable people to accomplish an increasing number of personal and professional transactions using a new class of intelligent and portable devices.
Marketers must seize the opportunities presented by the changing technological environment and develop new products and services that successfully take advantage of it.
Strategic drivers:
- context: providing necessary information when and where the customer needs or wants it. Localization: through various geographic systems, the location of the user can be identified and information specific to that location can be provided. Personalization: the customer can select the type of information desired but also the frequency of information of information provision.
- time sensitive: information must be provided at the time appropriate to the customer.
- high value: the coupon will have to have a reasonable value in order to make it welcome in the wireless context.
- voice activation: solution for mobile devices and driving.
- one-click payment mechanisms: a system in which payment is easily and securely authorized and billed to a single account will be necessary to enable frequent use of m-commerce services.
- security: users must be assured that data transmissions are secure. and authentication services must be provided in a way that is suitable for the devices.
- privacy: protecting personal data; providers of content and services will have to be sensitive to download times, lack of storage, and the fact that users are paying for airtime.
- expanded permission marketing: marketers must find out what kind of information consumers are willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it.