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Connected Consumption
- 2. .2.
60%
retailersā©haveā©
Althoughā©it'sā©beenā©aroundā©forā©years,ā©
theā©socialā©shoppingā©trendā©peakedā©
duringā©theā©Decemberā©2009ā©holidayā©
virtualā©storefronts season.ā©Moreā©retailersā©andā©consumersā©
onā©Facebook 2
areā©onlineā©thanā©everā©before.ā©
accordingā©toā©theā©Internetā©
Retailerā©Topā©500ā©Guideā©1
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Aā©reportā©byā©Shop.orgā©indicatedā©thatā©almostā©
halfā©ofā©brickā©andā©mortarā©retailersā©wereā©
planningā©toā©increaseā©theirā©investmentsā©inā©
traditionalā©retailers
onlineā©socialā©mediaā©campaignsā©forā©theā©2009ā©
holidayā©buyingā©binge.ā©3 increasedā©SMMā©
forā©holidayā©2009
Thatā©growthā©is,ā©accordingā©toā©Reuters,ā©dueā©toā©
theā©factā©thatā©advertisersā©perceiveā©socialā©mediaā©
marketingā©channelsā©haveā©maturedā©
considerablyā©sinceā©2008,ā©becomingā©anā©
importantā©pieceā©ofā©aā©crossāplatformā©puzzle.
Accordingā©toā©theā©Harvardā©Businessā©Review
connectedā©consumerism4
isā©oneā©ofā©theā©keyā©economicā©trendsā©forā©2010.ā©
Likewise,ā©theā©annualā©FEEDā©Reportā©fromā©
Razorļ¬shā©announcedā©theā©mainstreamingā©ofā©
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occurredā©inā©midā2009.ā©
image:ā©Thomasā©Hawk
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embracingā©theā©opportunityā©toā©
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publicizeā©ourā©consumerā©preferencesā©toā©
friends,ā©fansā©andā©followers.ā©
bondingā©overā©brandsā©
andā©bargainsā©
Asā©aā©result,ā©socialā©shoppingā©isā©takingā© inā©aā©networkedā©culture.
brandā©aļ¬liationā©andā©ambassadorshipā©
toā©aā©wholeā©newā©level.
imageā©byā©hfabulous
- 5. imageā©byā©Alwaysā©Beā©Cool
Accordingā©toā©authorā©Mitchā©
Joel,ā©theā©powerā©ofā©socialā©
shoppingā©isā©"theā©abilityā©toā©
connectā©directlyā©withā©theā©
brandā©andā©buildā©friendshipsā©
withā©individualsā©whoā©haveā©likeā
6
mindedā©interests."
Thus,ā©theā©socialā©glueā©ofā©
consumerā©communitiesā©isā©
loyaltyā©toā©aā©setā©ofā©sharedā©
valuesā©and/orā©similarā©lifestyleā©
choiceā©representedā©byā©ourā©
preferredā©brands.
Itā©isā©noā©surpriseā©then,ā©thatā©optā
inā©socialā©shoppingā©ritualsā©areā©
emergingā©asā©theā©nextā©
mechanismā©forā©elevatingā©
companiesā©andā©brandsā©toā©
(whatā©Saatchiā©&ā©Saatchiā©call)ā©
Lovemarkā©status.7
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- 8. Asā©researchersā©atā©theā©MITā©Mediaā©
Labā©haveā©pointedā©out,ā©theā©
emergenceā©ofā©theseā©digital,ā©
interestādrivenā©shoppingā©
networksā©isā©contributingā©toā©
consumersā©becomingā©moreā©
informationā
aware.12
imageā©byā©ratterrell
Thisā©inā©turnā©drives:
ā¢ comparisonā©shoppingā©trends
ā¢ increasedā©participationā©inā©
loyaltyā©programs,ā©andā©
ā¢ creationā©ofā©valuableā©(andā©
inļ¬uential)ā©userā©generatedā©
content.
Allā©ofā©whichā©isā©sureā©toā©pleaseā©
eCommerceā©retailersā©andā©socialā©
mediaā©marketers.
imageā©byā©ratterrell
.8.
- 9. .9.
Aā©collectionā©ofā©newā©socialā©
shoppingā©appsā©forā©smartphoneā©
usersā©promisesā©toā©simplifyā©theā©
processā©ofā©sharingā©purchaseā©
historyā©withā©familyā©andā©friendsā©asā©
socialā©shoppingā©
goesā©mobile.
Theā©iPhoneā©andā©3rdā©partyā©appā©
developmentā©isā©anotherā©
foundationalā©elementā©supportingā©
structuresā©ofā©connectedā©
consumption.
iPhoneā©isā©theā©platformā©forā©mobileā©
socialā©shoppingā©campaigns,ā©sinceā©
researchā©showsā©usersā©ofā©thisā©
smartphoneā©brandā©haveā©theā©
highestā©clickāthruā©rateā©forā©animatedā©
13
mobileā©ads.
imageā©byā©Samiā©Keinanen
- 11. Resources Cited
1. ā©http://www.directnews.co.uk/news/onlineā
marketing/socialānetworking/overā50āofātopāeā
retailersāhaveāfacebookāpresenceā
$1337549.htm
2. ā©http://cm.media.mit.edu/publications/
connectedāconsumptionāhiddenānetworksā
consumption
3.ā©http://www.utalkmarketing.com/pages/
Article.aspx?
ArticleID=15864&Title=Retailers_rely_on_socia
l_media_advertising_for_Christmas
4.ā©Theā©Harvardā©Businessā©Reviewā©socialā©trendā©
reportā©isā©citedā©inā©http://
socialcommercetoday.com/harvardābusinessā
onā6āsocialāmediaātrendsāforā2010/
5.ā©Razorļ¬shā©annualā©FEEDā©report:ā©http://
feed.razorļ¬sh.com/feed09/digitalāprimacy/ā©
6.ā©Mitchā©Joelā©onā©socialā©shopping:ā©http://
www.twistimage.com/blog/archives/socialā
shoppingātakesāholdāasātheānextāhotāonlineā
socialānetwork/
7.Saatchiā©&ā©Saatchiā©onā©brandā©love:ā©http://
www.lovemarks.com/
imageā©byā©AlinaKulesh
- 12. 7.Saatchiā©&ā©Saatchiā©onā©brandā©love:ā©http://
www.lovemarks.com/
8.ā©Brandsā©onā©Facebook:ā©http://
www.insidefacebook.com/2009/02/16/
facebookātoālaunchāredesignedāpagesāforā
businessesātourāļ¬rstāimpressions/
9.ā©Nielsenā©onā©consumerā©trustā©inā©adverts:ā©http://
blog.nielsen.com/nielsenwire/consumer/
globalāadvertisingāconsumersātrustārealā
friendsāandāvirtualāstrangersātheāmost/ā©
10.ā©Interviewā©withā©Nancyā©Zmudaā©fromā©
Advertisingā©Age:ā©http://
www.crainsdetroit.com/article/20090413/
EMAIL01/904139962#
11.ā©Researchersā©fromā©Ontarioāsā©McMasterā©
University:ā©http://is.gd/91b7r
12.ā©http://pubs.media.mit.edu/pubs/papers/
main.pdf
13.ā©http://mashable.com/2009/05/06/iphoneā
shoppingāsavings/
14.ā©iPhoneā©usersā©clickā©onā©mobileā©adverts:ā©http://
www.bizreport.com/2009/10/
study_cpg_auto_scoring_well_in_mobile.ht
ml
15.ā©Geolocoā©adverts:ā©http://
www.mediastyle.ca/2010/01/mobileātechā
opportunityāināfoursquare/
imageā©byā©Armanoā©Maynezā©
- 13. imageā©byā©CWMc
about the author
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