1. Student Engagement
and Technology
Yoram (Jerry) Wind
The Lauder Professor and Professor of Marketing
Director, SEI Center for Advanced Studies in Management
Academic Director, Future of Advertising Program
Academic Director, Wharton Fellows Program
windj@wharton.upenn.edu
Engaging Students Through Technology Symposium
University of Pennsylvania Libraries
November 1, 2013
1

2. Objective
1. Present the recent findings of the
Wharton Future of Advertising
Program re: consumer
engagement
2. Discuss the implications of the
findings as guidelines for
enhancing student engagements
3. Jointly explore the role of
technology in engaging students
and identify the implications to
our pedagogical approaches
2

3. I. What Do We Know About
Consumer Engagement?
The Findings of Advertising 2020
What could/should
“advertising” look like
in 2020?
“Advertising” 2020
Project
What should we do
NOW to get ready for
that future?
3

4. Rock Star Status
Nobel Peace
Prizes
Who are these
winners?
4

5. “Advertising” 2020 Voices
5

6. Representing all global regions…
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7. Advertising Agencies
47%
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8. Industry Associations
6%
Technology/Finance
9%
Advertisers
6%
Media Companies
13%
8

9. Data Analytics
9%
Academia/Authors
13%
The Herdmeister
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10. The 2020 Scenarios
The Changing Market (Demand)
Passive Consumers
Evolving Delivery (Supply)
(At and With People)
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Empowered and
Skeptical
Consumers
(With and For People)
Dynamic
Ecosystems &
Orchestrators
Traditional
Advertiser –
Agency – Media
Model
III. Engaged
Product, Brand and
Campaign-Centric
IV. Design the needed
transformation of the
organizational
architecture
Relevant & Respectful
Actionable
Valued
Exciting Experiential
Surprising Story
I. Advertiser-Centric
Interruption and
Persuasion
II. Empowered
Interactive Messages,
Multiple Media
...Other scenarios

11. The Changing Consumer
Dynamics
Dynamic
Segments
Converging on Customerization and
Personalization: Make it mine
Converging on Choice:
Give me tools to make
better decisions
Converging on Competitive Value:
Give me more for my money
Converging on
Communities: Let me be
a part of it
Converging on Channels:
I want to call, click and visit
Source: Wind and Mahajan, Convergence Marketing, Financial Times/Prentice Hall, 2001
New Consumer Demands New
Relationship
WARC September 18, 2013
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12. The Advances in Science and
Technology
Retail
Technology
New
Media
Dedicate a portion of the budget to trying new technologies and
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applying breaking science insights.

13. To be Effective…
All Firms’ Advertising and Offerings
need to be:
RELEVANT & RESPECTFUL
ACTIONABLE
VALUED
EXCITING EXPERIENTIAL
SURPRISING STORY
13

14. elevant &
espectful
• To the person
…at that time, place, mood
• To the media platform
• To surrounding content
• To the device
• To the brand
• To the world
...
14

15. elevant &
espectful
Gatorade + Pandora
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16. ctionable
Opt-In, Opt- Out,
Download, Tag, Rate,
Try, Buy, Borrow, Watch,
Respond, Recommend,
Explore, Share, Join,
Remind, Schedule
Request, Save
Co-Create . . .
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17. ctionable
Mattel: Scrabble WiFi
17

18. alued
Cognitive
– Appreciated, Informative
– Important to Me
– Solves my Problems . . .
Emotional
– Makes my Life Better
– Identity and Self-Worth
– Positive Psychological Impact . . .
18

19. alued
Project Silverline
19

20. xciting xperiential
Forrester Customer Experience Study
Source: “Customer Experience Affects Your Bottom
Line.” Forrester. Forrester Research Inc. 2013
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21. xciting xperiential
Tiger Energy Playground
21

22. urprising tory
• The centrality of a story
• Distinctiveness
• Intriguing content that
fosters imagination
• Surprise
22

23. urprising tory
Lifebuoy
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24. Are you delivering RAVES through
all touch points?
Interactive
TV/SMS-TV
Video Games/Virtual
World
HDTV
DVR
Social Networking
Adblock Plus
All Touch
Points
Blogs & Discussion Forums
Street Events
Newspapers &
Magazines
Electronic
Billboards
Computers
iPad
PDA
Podcast
Word of
Mouth
Product Demonstration
iPod
MP3
Satellite Radio
iPhone
Movies
Cell phone
ATM
Web 2.0
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25. II. What are the implications of the
consumer engagement findings to
students?
RELEVANT &
RESPECTFUL
ACTIONABLE
VALUED
EXCITING
EXPERIENTIAL
Delivered
SURPRISING STORY
Through All
Touch Points!
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26. II. What is the role of
technology in engaging
students?
The Lesson of the
London Olympics
TV
What are the implications to our
pedagogical approaches?
4.9hrs
TV & Laptop
5.18hrs
TV, Laptop &
Smartphone
6.50hrs
TV, Laptop,
Smartphone
& Tablet
8.26hrs
26

27. Action Plans
What should we do
differently as a result
of our session?
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28. 28