The New Consumer in the web 2.0 world
71
Eve and the Serpent What went wrong with that transaction? Pinny Gniwisch Founder/EVP Marketing ICE.com and Diamond.com
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This presentation i gave a few days ago at etail on eve and the serpent what went wrong with that transaction
Transcript of The New Consumer in the web 2.0 world
Eve and the Serpent
What went wrong with that transaction?
Pinny Gniwisch Founder/EVP Marketing
ICE.com and Diamond.com
ICE.com was launched in August 1999 by four ordained rabbis
Company Overview
No 1 in traffic in the online jewelry category
Unique visitors 1.3 Million
No. of registered customers
1.6 Million
Acquired Diamond.com in 2006
Presentation Takeaways
• The Banana Theory • Tobeehive or get stung• Bottom up vs. top down
What we have learnt over time…
iConsumer
Individual ConsumptionGroup Production
Group Consumption
Caveman
Concept
• Learn how to cooperate and work together
• Had to trust each other
• Hunter-gatherers
• Didn’t see the bigger picture, lived in the now, immediate gratification
• Today’s consumer – overnight shipping, want it now, immediate gratification – order online get it before 9am
• As a result of the now near-universal human reliance upon agriculture, the few contemporary
hunter-gatherer cultures usually live in areas seen as undesirable for agricultural use.
NB – Dark Ages Pinny Cave man
Team Work
Barter
Conversation
The Age of Merchants
Commerce
Innovation Agriculture
Team Work Conversation
Barter
The Age of
Knowledge
What do think this is?
EducationTransparency
Mass
CommerceInnovation
Agriculture
Team Work Barter
Conversation
What happened on December 16th 1773?
Boston Tea Party
EqualityFreedom
Mob
$Gold Rush$
60’s
What are 40% of people doing while watching
TV?
A) Eating popcornB) Surfing channels
C) Watching Sex in the CityD) Sleeping
What other activities, if any, do you regularly do while watching TV?
Yahoo! Global Market Research Study, 2006.
Engaging the Consumer in a Multi-Channel World
69%
52%
43% 40%36% 36% 35%
77%
60%
51%59%
43% 40% 37%
Total 18-34
Eat Web Surfing
Phone Read House cleaning
Sleep Cook
?
• 1 computer per child
Internet
• Picture of web
Educated
Transparent
Innovative
Simplicity
Experience
Human
Truman show the dawn of the new customer We woke up and realized we have been marketed to all these years
Target
strategyDirect hit
Mission statement
Call to actionBait and switch
ChampionDecoy
Yield
Banana theory
the new medium
Trend Feelers
the new medium
Ultimate Mobility
the new medium
Information Basket
The old
the new medium
Critique Power
Stung
Transparency
• Lonely girl
• Wallmart
• Ipod battery (video) Place in the beehive slide
Over 1 Million pages
Experience
E for Experience (not eCommerce)
E for Experience (not eCommerce)
borders
Patagonia
transparency #2 1. reviews
2. easy return policy3. great experience
NB - pinny has video)
Things I would do for the Customer
Peop
le
nothing personal its businessthat wont fly
the new boss video of the conductor or pic of him
do our leaders have what it takes
(video of the file landing on the table FBI) CEO
President
change the rules
turn everything upside down
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GMOOT
Today’s eve
In Memory of Randolph Pausch
1960-2008
