The Center for the Connected Consumer
Welcome to the Center for the Connected Consumer (CCC) at the George Washington University School of Business. Co-directed by Professors Donna Hoffman and Tom Novak, the CCC is dedicated to understanding how consumers interact with smart devices in post-social media environments.
In the decade of Web 1.0, content was king. In the second decade of Web 2.0, social media became king.
Now we have entered the third decade of Web 3.0. We are in a “post-social” phase – the Internet of Things. Connected consumers are increasing interacting with small, smart and friendly networked devices that also talk to other devices.
Web 1.0 gave consumers unprecedented access to information. At the same time, marketers developed tools and strategies for online advertising and marketing. Web 2.0 gave consumers unprecedented control of information. At first, this shift in balance of power caught marketers by surprise, but marketers have increasingly learned the delicate dance of social media.
With Web 3.0 we have yet another fundamental shift where post-social consumers interact directly with smart products that are embedded in smart environments. Founded in 2013, the mission of the Center for the Connected Consumer is to understand the user experience of the post-social consumer, as well as the ways marketers can best operate in the era of the Internet of Things.
Conferences and Seminars
The Center for the Connected Consumer sponsors conferences, workshops and seminar. These events provide academic researchers and corporate partners opportunities to learn about marketing in the era of the Internet of Things, to share best practices, and to influence the CCC’s research priorities.
Corporate Partners of the Center for the Connected Consumer may sponsor customized class projects. Teams of MBA or undergraduate students at the George Washington University work on semester-long projects under the direction of Professor Donna Hoffman or Professor Tom Novak. Project topics deal with Internet Marketing strategy, Social Media, and Integrated Marketing Communications.
The Center for the Connected Consumer works with Corporate Partners who sponsor our research activities. CCC Partners allow us to connect our innovative and cutting-edge academic research to the most pressing emerging challenges facing marketers in the era of the Internet of Things. Prior to founding the CCC in 2013, Professors Donna Hoffman and Tom Novak co-founded and co-directed two previous centers dedicated to understanding the online consumer: The Sloan Center for Internet Retailing (from 2003-2006 at Vanderbilt University and 2006-2013 at the University of California), and Project 2000 (from 1993-2003 at Vanderbilt University). Through these research centers, Professors Hoffman and Novak have worked with over 40 corporate partners, foundations, and government funding agencies.