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DM - Module 3 - Five Core Behaviors of Customers in The Digital World

The document discusses five core customer behaviors in the digital world: access, engage, customize, connect, and collaborate. It provides examples of companies that exemplify each behavior. Access refers to interacting with data and content easily and flexibly. Engage means interacting with sensory, interactive, and relevant digital content. Customize allows choosing and modifying a long tail of information and products. Connect means creating and sharing content with others. Collaborate refers to working on collective projects and goals through open platforms. The document uses examples like Khan Academy, Pandora, and Wikipedia to illustrate these behaviors.

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Tien Truong
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249 views26 pages

DM - Module 3 - Five Core Behaviors of Customers in The Digital World

The document discusses five core customer behaviors in the digital world: access, engage, customize, connect, and collaborate. It provides examples of companies that exemplify each behavior. Access refers to interacting with data and content easily and flexibly. Engage means interacting with sensory, interactive, and relevant digital content. Customize allows choosing and modifying a long tail of information and products. Connect means creating and sharing content with others. Collaborate refers to working on collective projects and goals through open platforms. The document uses examples like Khan Academy, Pandora, and Wikipedia to illustrate these behaviors.

Uploaded by

Tien Truong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Five Core Behaviors

of Customers
in the Digital World

Digital Marketing Strategy


Columbia Business School Executive Education

David Rogers
Faculty Director
In a world of customer networks…

What kinds of products,


services,
& communications…

…will inspire loyalty, advocacy, and


word-of-mouth?
Access

Collaborate Customer Engage


Networks

Connect Customize

4
Maslow’s Hierarchy of Needs

Self-
actualization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

5
Customer Network Behaviors

Collaborate

Connect

Customize

Engage

Access

6
Behavior #1: Customer networks want to…

ACCESS
… digital data & interactions as
quickly, easily, and flexibly as possible

14
Sal Khan

16
•Free academic tutorials
•2000+ math videos on
YouTube
•Anywhere in the world
•500 million lessons
delivered worldwide
•New grants from Gates
& Google
ACCESS: Anywhere, Anytime Banking
Behavior #2: Customer networks want to…

ENGAGE

… with digital content that is sensory,


interactive, and relevant to their needs

33
35
ENGAGE: Branded Content That Tells Your Story

> 500 million views

36
ENGAGE: Brands as Publishers

37
Behavior #3: Customer networks want to…

CUSTOMIZE

… by choosing and modifying a “Long Tail”


of information, products, and services

39
The Growth of the “Long Tail”

20,000 books 1,500,000+ books

Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)


CUSTOMIZE: Your Personal Radio Station

Pandora
43
Behavior #4: Customer networks want to…

CONNECT

… with each other by creating and sharing


text, images, videos, votes, & links

45
Community Groups
Disrupting the College Bar
CONNECT: A “Movement” of Fans

67
Behavior #5: Customer networks want to…

COLLABORATE

… on collective projects and goals


through open platforms

70
COLLABORATE

71
COLLABORATE: Platform Business Models

74

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