Big Social Mobile Case Study

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April 17, 2015

David Giannetto in Mobile Marketing Watch

By dgiannetto | Articles, Big Social Mobile Case Study | No Comments

David Giannetto: Can mobile meet the hype? Author David Giannetto talks about the future of mobile in this guest column for Mobile Marketing Watch. Check out the the article in…

July 15, 2014

PRNewswire to be featured case study

By dgiannetto | Big Social Mobile Case Study, News, Partners | No Comments

PRNewswire will be a featured case study in Big Social Mobile. It has been amazing to work with the team at PRNewswire to feature their influential role in the complex...

April 15, 2014

NHL Flyers Fans Demonstrate Consumer Power

By dgiannetto | Big Social Mobile Case Study, Blog Posts | No Comments

A great example of how much power consumers have gained in the Corporate-Consumer Relationship. Companies are no longer completely in-charge of their brand image. See this example of how things…

April 3, 2014

iSIGN to be a featured case study

By dgiannetto | Big Social Mobile Case Study, News, Partners | No Comments

I’m excited to be featuring the technology of iSIGN in Big Social Mobile. Proximity Marketing + Mobile Technology + Digital Signage + Smart Antennas. This is a company at the…

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Definitioner

Corporate-Consumer Relationship: is a term first used by David Giannetto in Big Social Mobile to describe the ongoing battle for power between consumers and for-profit companies. Giannetto breaks down the relationship into three main stages: 1) pre-capitalism where consumers dominated due to the inability of most companies to operate in areas that exceeded the 'word of mouth' that their reputation created, 2) capitalism, beginning with the creation of a wage-labor economy, where corporations gained dominance and could (eventually) utilize marketing methods that drown out their local reputation, forcing consumers to make a buying decision based upon perceived value and not true value, and 3) social economy, where the market dynamics of capitalism still exist but are counterbalanced by consumers having an independent voice (via social media) that allows them to share information outside of corporate controlled platforms, forcing companies to consider the true value they deliver and shying away from marketing based solely upon the use of perception to increase their (nonexistent or lacking) value proposition. See graphic 3.1 in Big Social Mobile.

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