Nearly 25 years since it was first published, Crossing the Chasm has definitely secured a place in the marketing literature cannon. Many people are familiar with the technology adoption lifecycle, but less are familiar with the differences between each group and how organisations can ‘navigate’ between these gaps and ensure marketing momentum is maintained.
How has the relationship between consumer & corporation and customer/business changed?
These relationships have changed dramatically over the years. With the induction of computer mediated communication and Web 3.0 relationships have shifted to online. Yes, consumers are still going to stores to buy things but my generation (me included) and the generations younger than us are buying many products online. It is much easier for me to sit at home and order a product that will (most likely) ship for free, and arrive on my doorstep in 3 days. It’s much more convenient, easy, and stress-free.
Gamification & Social Media – In what ways is social media shaping user behaviours for consumption?
Social media is shaping user behaviours for consumption by the way companies market themselves online. Websites like Facebook know the webpages we often search and advertisements that appear cater to our direct wants and needs. A personal example occurred when I was in Hong Kong last semester. As someone attending flight school next September, I had been doing thorough research of different schools I could attend. One night, I logged into Facebook and found an advertisement by a random flight academy I had never heard of from South Florida hosting a free seminar in Hong Kong the following day. It was a great opportunity for me to learn more about the industry, so I signed up.
User Reviews – What is the new role of consumer in the consumption process?
In my opinion, user reviews are critical. People are now looking for opinions or reviews from others who have already experienced the product you’re looking at. In a way, that information is more valuable and much more relevant to your experience over looking at product features on its packaging.
The past examples reinforce the theory of culture industries. We will all eventually be forced to conform to something – whether it be online, or face-to-face.