ABSTRACT
The two-dimensional model presented in this article is a contribution to the discussion of the ways in which IT-based marketing experiences in a physical setting may be designed and understood. In the presentation of the model, the focus has been on central issues regarding the design of the IT-based experience's physical design, interaction, and content, with regard to ensuring the achievement of the desired behavioural, cognitive, and affective effects, and, in the final analysis, the desired overarching marketing effect. The paper draws on three installations from a research project, which include two commercial partners: a major department store, and a large international chewing gum research and manufacturing company, whose primary marketing channels are international sweets conventions. Additional inspiration for the model's strategies have been drawn from the field of digital art installation.
- Dalsgård, P. & Halskov, K. (2006). Real life experiences with Experience Design. In Proceedings of NordiCHI 2006. Google ScholarDigital Library
- Djajadiningrat, T., Wensveen, S., Frens, J., & Overbeeke, K. (2004). Tangible Products: redressing the balance between appearance and action. In Personal and Ubiquitous Computing, 8, 294--309. Google ScholarDigital Library
- Fernández, M. (2007). Illuminating Embodiment: Rafael Lozano-Hemmer's Relational Architectures. In L. Bullivant (Ed.), 4dsocial: Interactive Design Environments. Architectural Design. London: Wiley-Academy.Google Scholar
- Fogg, B. J. (2003). Persuasive Technology - Using Computers to Change What We Think and Do. San Francisco: Morgan Kaufmann. Google ScholarDigital Library
- Forlizzi, J. & Battarbee, K. (2004). Understanding Experience in Interactive Systems. In Proceedings of ACM DIS2004. Google ScholarDigital Library
- Gaver, W. W. (1991). Technology Affordances. In Proceedings of the SIGCHI conference on Human factors, ACM 1991. Google ScholarDigital Library
- Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007, May). The dynamics of viral marketing. ACM Trans. Web 1, 1, no 5. Google ScholarDigital Library
- McCarthy, J. & Wright, P. (2004). Technology as Experience. In Interactions, 11(5), 42--50, New York: ACM Press. Google ScholarDigital Library
- Norman, D. A. (2004). Emotional Design. New York: Basic Books.Google Scholar
- Rambøll Management (2005). It's rolle i oplevelsesøkonomien (The Role of IT in the Experience Economy). Retrieved November 22, 2007 from http://www.ramboll-management.dk/Google Scholar
- Sepstrup, P. (2006). Tilrettelœggelse af information: Kommunikations- og kampagneplanlœgning (Planning information: Planning Communication and Campaigns) (3rd ed.). Århus: Academica.Google Scholar
- Sperber, D. & Wilson, D. (1986). Relevance Communication & Cognition. Oxford: Basil Blackwell. Google ScholarDigital Library
- Spool, J. M. (2002, November 8). The Search for Seducible Moments. Retrieved November 22, 2007 from http://www.uie.com/articles/seducible_moments/Google Scholar
- Wei, Y. Z., Moreau, L., & Jennings, N. R. (2003). Recommender systems: a market-based design. In Proceedings of the Second international Joint Conference on Autonomous Agents and Multiagent Systems. New York: ACM Press. Google ScholarDigital Library
- Windahl, S. & Signitzer, B., with Olson, J. T. (2000). Using Communication Theory. London: Sage Publications.Google Scholar
- Xing, B. & Lin, Z. (2006). The impact of search engine optimization on online advertising market. In Proceedings of the 8th international Conference on Electronic Commerce: the New E-Commerce: Innovations For Conquering Current Barriers, Obstacles and Limitations To Conducting Successful Business on the internet. New York: ACM Press. Google ScholarDigital Library
Index Terms
- Designing marketing experiences
Recommendations
Research on Operational Strategies of B-to-C Websites Based on Experiential Marketing
MINES '10: Proceedings of the 2010 International Conference on Multimedia Information Networking and Securityexperiential marketing has been illustrated and discussed by many scholars in the past several decades. But the application of experiential marketing in electronic business field can only be sourced to several years before. With the rapid development of ...
Crafting user experiences by incorporating dramaturgical techniques of storytelling
DESIRE '11: Procedings of the Second Conference on Creativity and Innovation in DesignDesign is changing into an experience-oriented discipline and therefore designers need appropriate tools and methods to incorporate experiential aspects into their designs. We argue that the creative skills required of designers are starting to overlap ...
Personality of Interaction: Expressing Brand Personalities Through Interaction Aesthetics
CHI '16: Proceedings of the 2016 CHI Conference on Human Factors in Computing SystemsPracticing designers must usually relate to branding in some manner. A designed artifact must support the brand in a constructive way and help establish positive brand experiences, which in turn have strategic value for the brand's institution. While ...
Comments