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Dr Julia Wolny
Southampton Management School, University of Southampton
Symposium: ‘Exploring the digital customer experience: Smart devices, automation and augmentation’
In partnership with the Direct Marketing Association (DMA)
23 May 2017, London.
About the symposium
Increasing availability and processing power of devices, such as smartphones and tablets, opens up new media-rich possibilities for brands to engage with consumers. Beyond content marketing and two-dimensional interaction on websites and apps, Virtual Reality (VR) and Augmented Reality (AR) offer an opportunity to immerse the user directly in the simulated product or service experience. On the other hand, the data generated through consumer touch points creates possibilities for greater automation and development of smart, algorithmically-driven interactions. With customer experiences becoming increasingly multi-sensory and data-driven, marketing concepts may be insufficient to integrate all aspect that digital customer experiences can entail.
The purpose of the upcoming Symposium is to share and consolidate knowledge base on digital customer experience research in this fast-changing landscape, set the agenda for future research and crucially to support the development of ethically responsible and effective digital customer experiences.
The afternoon workshop session will provide an opportunity to form research groups to develop future projects in the area of Customer Experience in 1. smart devices, 2.automation, 3. augmentation, with a view of making funding applications.
The symposium follows from previous Academy of Marketing e-Marketing SIG workshops at Google London in 2014 and at Academy of Marketing Conference in Bournemouth 2015, in association with the Institute of Direct and Digital Marketing (IDM).
The event is generously hosted by the Direct Marketing Association and linked to a future special issue of Journal of Research in Interactive Marketing.
Chair: Dr Julia Wolny – University of Southampton; Chair of e-Marketing SIG, Academy of Marketing
09:30 Registration and Morning Refreshments
10:00 Chair’s Welcome, introductions and Opening Remarks
10:20 Research Presentations – ‘Smart Customer Experience’
The potential and limitations of contextual marketing for engagement in fashion retail
Dr Ana Canhoto, Brunel University & Dr Steve Chen, University of Southampton
The construction of online shopping experience: A repertory grid approach
Dr Fatema Kawaf, Univeristy of Essex
Uncovering the psychology of fitness wearables through the Relative Autonomy Index
Dr Julia Wolny, University of Southampton
11:20 First Round of Discussions
11.40 Morning Coffee Break / Discussion
12:00 Research Presentations – ‘Automation and augmentation ’
Digital Personalisation for Heritage Consumers
Matthew Tyler-Jones, Cultural Heritage and the Digital Economy, University of Southampton
Cohorts and digital change – e-marketing and e-service implications from the EU-funded Neighbourhoods of the Future project
Prof Merlin Stone, Dr Lucy Timms & Dr Eleni Aravopoulou, St Mary’s University
Salesforce Social Media Engagement in B2B and Positive Coping: Towards Gig Economy?
Dr Inci Toral, University of Birmingham, Dr Alexandre Schwob, Abertay University and Dr Ronan de Kervenoael, Sabanci University and Aston University
13:00 Second Round of Discussions
13.20 Networking Lunch
14:20 Workshop – Collaborative Projects Set-up
15:50 Discussion – Special Issue: Journal of Research in Interactive Marketing
16:10 Afternoon Refreshments and networking
16.30 Symposium Close
Aims of the SIG
The e-Marketing Special Interest Group (SIG) brings together individuals and organisations with interest in digital and cross channel marketing. Keep up-to-date on our news and activities – follow us on Twitter @e_MarketingSIG
Activities of the SIG
Our activities include, but are not limited to:
- Providing opportunities for our academic members to make connection inside and outside the SIG to support joint publications and projects
- Supporting the community through topical workshops and seminars
- Coordinating the e-Marketing Track and associated academic reviews for the Academy of Marketing annual conference
- Liaising with professional organisations in digital marketing and equivalent institutions nationally and internationally
To become a member please email the Chair, firstname.lastname@example.org