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MS-Digital Innovation in Marketing

Fox School of Business

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Jen Berman

Profile picture of Jen Berman

@jennifer-berman

active 4 days, 7 hours ago
@erin-mihalik hello hello hello! You are my public message human for the digital identity management assignment, which is fitting because I feel like you and I really bonded last week when we were setting up the shared drive, talking brand guidelines, and the Cirque case study…among many other things! I think you’re cool and look forward to […] View
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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 5 days, 9 hours ago

    Julia – so interesting! I’m super curious what inspired you to look into this initially? I’m also attempting to formulate a ‘NPD + Big Data Playbook’ in my mind, and am curious what the first few steps might be for businesses? And one more thought: I wonder how many new products are inspired by data vs how many new products are refined or tweaked…[Read more]

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    Jen Berman posted a new activity comment 5 days, 12 hours ago

    Philip!!! I noticed this was posted on last semester’s MIS page – just wanted to flag for you so you get your credit!!

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, “Trend Alert: #FilterDrop”, on the site Jen Berman 1 week, 2 days ago

    A few days ago, I received an email titled “Trend Alert: #FilterDrop”. And while I typically try to stay away from subject lines that have the words “trend” and/or “alert” in them, I was intrigued because it […]

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Data privacy wildfire: Could we have been more prepared?, on the site Jen Berman 3 months, 1 week ago

    What standards do today’s companies — internet, data, and really any company that holds consumer data — need to hold themselves to? 

    It’s a good question, and one that is particularly relevant to New York S […]

    • Profile picture of Kathryn Lund
      Kathryn Lund replied 3 months ago

      Great read. I think your “wildfire” comparison is very apt. I would assume that there are many great minds working on this issue, and it seems they’ve yet to come up with a solution. My fear of the consequences of this wildfire have kept me from using some of the amazing advances that are available. I have a particular fear of health information being used against me (or others) to either deny insurance or charge exorbitant rates for it. Perhaps the new administration will start to tackle this issue to some degree (maybe unlikely considering the balance of congress). Let’s hope this happens.

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, NANOBYTE™ | Final Group Presentation, on the site Jen Berman 3 months, 1 week ago

    Check out our group’s final presentation on NANOBYTE™, a smart pill that utilizes cutting-edge nanotechnology and advanced research tools to provide instantaneous and exact feedback on a user’s nutritional leve […]

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 3 months, 2 weeks ago

    Interesting stuff, Dan!

    I am totally with you that accuracy may prevail over sexy/sleek design or Ux, because I think one of the major pain points – pun intended – with healthcare is the need for multiple opinions, or even feelings skeptical about a medical professionals assessment; if you’ve been burned by an assessment, which led you to a…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 3 months, 2 weeks ago

    Claire! I am so glad you chose to post about this company, because I’ve seen ads everywhere in my neighborhood in Brooklyn and hadn’t fully cracked who they were until now! Thank you so much.

    Here’s my opinion: I love ubiquity and democratization of goods and services, and this (to me at least) is another way to do that. If air, water,…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, I used to despise cars. Now I have a hybrid. But am I the only one?, on the site Digital Marketing MKTG 5604 Fall 2020 3 months, 4 weeks ago

    I cannot believe I’m writing about cars. I used to despise cars. Thought they were making us lazier, thought that humans definitely shouldn’t be able to operate machinery that moved more than 100mph…in pub […]

    • Profile picture of Jordan Robinson
      Jordan Robinson replied 3 months, 4 weeks ago

      In my case, I feel a job will make you get a car. When shopping around for a car and just starting on credit, I was looking for something cheap, and it was an added benefit if it was stylish. Now that I’m 70% finished with my car note, I can’t say that I’m looking to upgrade to a hybrid. I don’t want another car note for starters, and my gas only costs between $10-15 when I feel it up, which is around every other week. Hybrids aren’t the cheapest, so If they worked on their market towards younger consumers, then maybe. Also, hybrids tend to come in car sizes with more space than I’d need for a single person who mainly uses their car for work and school-related purposes. If the same hybrid power fueled my phone and car in a way, I think that would convince me down the line to upgrade. My phone stays charged and would take out the need to stop for gas and the bill that comes with it.

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 3 months, 4 weeks ago

      Great post Jen! Just like you, I also despise cars, but realized that we need them now that public transportation is an exposing area for COVID. It is really interesting how the idea of electric cars is starting to be caught on by the larger companies, like GM. At some point, all cars will be electric, but right now, hybrid is the best option, since it combines gas and electric. I actually do agree that other regions like Europe and China will adapt the hybrid/electric idea faster compared to the U.S. since the big oil companies are not willing to give up their power. Although Tesla is the leader right now in electric, other companies might have a niche in this industry, like said Nikola, and even NIO, a company based in China, who is trying to compete directly with Tesla. I personally can’t wait for the time to come when everything is either electric or hybrid; I just need the money to afford these cars someday.

    • Profile picture of Steve Witmer
      Steve Witmer replied 3 months, 4 weeks ago

      I can relate to your opening sentiments, Jen. When you really think about it, all the driving we do is really absurd in many way, with the sharing of roads and highways with so many drivers everyday. I spent a long time using public transportation and walking and biking to work and places I wanted to go. Now that I have a job that requires me to drive over an hour each way, I am forced to deal with it. I still cannot fully enjoy driving a car. I just don’t like to drive, and I even bought a car last year that I really like! Do you feel it drives as good as non hybrid vehicles and have you noticed savings? It is the way of the future. I read recently that California will no longer sell gasoline powered cars by 2035. In the same article it points to the comparissons you are making to the European market and how they are selling many more electric cars than the U.S. I believe car manufacturers need to compete by offering truck and SUV selections (especially to the U.S. market), enhanced performance, and safety, and I believe the environmental impact will be a driving force.

      • Profile picture of Joel Koch
        Joel Koch replied 3 months, 3 weeks ago

        Jen, I agree there need to be more truck/SUV options coming to the market soon. I have a TrailManor Camper and I would absolutely love to pull it with an electric SUV/Truck. Getting off the grid is so refreshing and to be able to do it with a truck emitting 0-Emissions would be primo! However, one of my concerns is that these future electric trucks look to be so minimalist and futuristic that I’m not sure they are taking their audience of truck owners seriously and what features we need/like in a truck. I will definitely keep my ears open on the launch of these vehicles next year as I like the Rivian models as well as the Nikola you mentioned. I just wish they would get here sooner than later.

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Incentivizing Early Adoption: Clarity, Safety, and Familiarity, on the site Jen Berman 4 months ago

    What separates an early adopter and a ‘laggard’? Laggard is a weird word, I know. 

    “They’re [early adopters] innovators and early adopters; a.k.a. people willing to try new stuff, even if it’s buggy or f […]

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 4 months ago

    This is great thinking, Lesley, and you’ve clearly laid out the need and pain points! Fatigue and burnout – as you’ve said – are definitely “too common” right now… I’m even feeling fatigue about the overuse of the word fatigue. And mental health, while becoming less and less stigmatized, still exists in a world of overwork and high consumption.…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Incentivizing Early Adoption: Clarity, Safety, and Familiarity, on the site Information Technology Management MIS 5001 Fall 2020 4 months, 1 week ago

    What separates an early adopter and a ‘laggard’? Laggard is a weird word, I know. 
    “They’re [early adopters] innovators and early adopters; a.k.a. people willing to try new stuff, even if it’s buggy or feat […]

    • Profile picture of Sean T.
      Sean T. replied 4 months ago

      This is a great discussion on the life cycle of a brand. As a marketer, we have to know where our product is in the curve. Each segment responds to marketing different and needs to be targeted in different ways. To your point of reaching laggards. I would ask is it worth the effort. If you put $5 million into trying to get laggards to buy your product, is that market big enough to justify the expense. Or are you better off not focusing on them, and just accepting the fact that certain people will never buy your product.

      • Profile picture of Julia Hodges
        Julia Hodges replied 3 months, 2 weeks ago

        Building off of Sean’s comment, I think marketers should also consider laggards’ lifetime customer value (once they finally cave and buy x product) compared to the CLV of the other groups. Sure, laggards represent 16% of customers, but does that overstate their importance in the market? They seem the least likely to become repeat customers/upgraders/brand ambassadors.

        That’s not to say laggards should be written off completely (even though the word should be), but I think the acceptable cost of acquisition should be substantially lower than for other customer groups.

    • Profile picture of Kathryn Lund
      Kathryn Lund replied 3 months, 1 week ago

      I am a *laggard* in responding to this post, haha. Seriously, though….. I think you raise a great point about this word, and we should look at its usage here more closely. It’s quite a derogatory term. Here are some synonyms: sluggard, layabout, slacker…here’s a good one for you… “fainéant.” None of them are positive descriptions.

      Perhaps when Geoffrey Moore came up with this adoption map back in 1991 – at a time when the world was perhaps less conscientious about the dangers of negative labeling — he would have not known how widely used his theory would become, never known that Digital Marketing students in 2020 would still be studying his work.

      The question becomes, is it fair to characterize this group of people so negatively? As long as we think of this group in that way, how can we treat them with respect? I really like how you’ve explored the issue, to get in the mindset of someone who is, rather than a “lazybones” or “slowpoke,” simply cautious, perhaps skeptical, or maybe a bit frightened. As you point out, addressing this group’s needs with clarity, safety, and familiarity, you have a better shot at them understanding your product or service.
      As marketers, we need to think of all customers (and potential customers) as valuable, with valid concerns. Why not simply “Late Adopter?”

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 3 months, 1 week ago

      I think how you pivot your company will be important when addressing laggards- for early adopters, it may be all about branding and making a big impact on how people view your company as you come on the seen- but it seems like laggards are not impressed by big brand names or names that have become popular in the market. Instead they seem to make a conscious focus on what added value a company will bring to them, and need particular sets of tools or knowledge points to be shown how the product or service will directly relate to their life. Products will also have to make clear that the tech proposed can address all aspects of the product they are using now- my company is considered a laggard in our tech adoption model and that’s because my company feels there is no better suited program than our in-house legacy system for CRM, when programs like SalesForce are much more advanced. The issue is the fear that SalesForce will not replace all value our legacy system represents to us now.

    • Profile picture of Misha Patel
      Misha Patel replied 2 months, 3 weeks ago

      A lot of times, I am definitely an early adopter of Apple. I just bought the new iPad last week and I am looking to buy the new MacBook Pro with the M1Chip next week. I definitely feel safe with Apple because I have been using their products, but one thing this time is the unknown of the M1Chip. They share clarity on their products for sure and the familiarity is definitely there.

      I believe you need to communicate so clearly and show your vision to the laggards. Laggards want to see the benefits and want to see that the product works. Product demos and usages would be helpful to them. They need to BELIEVE the products will work.

      I also found this interesting article about the how laggards help decision making: https://physics.aps.org/articles/v13/175

  • Profile picture of Jen Berman

    Jen Berman commented on the post, My Interests, on the site Daniel White's Fox School of Business ePortfolio 4 months, 1 week ago

    vinyl! vinyl! vinyl!

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    Jen Berman posted a new activity comment 4 months, 2 weeks ago

    Interesting, Erin! Thanks so much for this perspective.

    While I’m not a huge proponent and advocate of video games [I say this while my fiancé is downstairs playing Madden (sp?)], I find the ‘training’ aspect of this application/utility of AI to be interesting. My brain actually almost immediately went to analogue sports (ie, volleyball, golf,…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Data privacy wildfire: Could we have been more prepared?, on the site Digital Marketing MKTG 5604 Fall 2020 5 months, 1 week ago

    What standards do today’s companies — internet, data, and really any company that holds consumer data — need to hold themselves to? 

    It’s a good question, and one that is particularly relevant to New York S […]

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 5 months, 1 week ago

      Hi Jen! Great points here! I think you ask a lot of great questions, and I think your point to how companies are unaware how making a new platform, device, or application can change what happens to the information collected is key. Nowadays, it is easy to collect information throughout the purchasing process- phone, email, name, address, etc. but it’s only now that people and companies are questioning how/why/where to collect data as data security breaches happen across the nation. Though after the initial purchase, it may seem to be an asset for a company to keep a customer’s information to use for internal (or external) marketing purposes, but as we’ve seen today, this may actually be more of a risk than an asset (like the Twitter hack or the Marriott breach). Companies may want to start pitching themselves as a company that doesn’t collect information, and instead as a gatekeeper to their privacy by making sure their information wasn’t saved by them or any 3rd party site.

    • Profile picture of Joel Koch
      Joel Koch replied 5 months ago

      Great article Jen. It makes you wonder how Lowes could use our data stored in the profile and create target marketing for products that they put on sale or need to promote. If they have our mail address and/or email, they could easily capitalize on this. When 4th of July comes around and they know I already bought a grill a couple months prior, they could send me an email highlighting grill accessories to get prepared for the upcoming holiday. I wonder if anyone does this to the extent I am mentioning? Hmmmm.

      Another thought that came to mind, I wonder how the credit card companies are using our spending data to market to us or even sell the data to 3rd parties. I doubt the 3rd party selling is happening from the credit card companies but I guess it’s possible. Then 3rd parties would then be able to target specific marketing content based on your buying habits. This in one reason I like to pay cash for as much as I can. I just feel like the government is watching us through every swipe we make.

    • Profile picture of Sean T.
      Sean T. replied 4 months, 2 weeks ago

      I really like your idea of streamlining all privacy standards across all industries. I think that would help solve the lack time within Government to establish regulations. However, with the unbalanced power of lobby groups (a topic for another day), it would be hard to get something that sweeping approved. The more industries you touch, the more stakeholders get involved, and the more likely one of them will fight to stop it. Or multiple ones will team up to become even more powerful. I wish we had a Government system that would allow for cross industry standards on something like this, sadly I do not think we do.

  • Profile picture of Jen Berman

    Jen Berman and Profile picture of Amy LavinAmy Lavin are now friends 5 months, 2 weeks ago

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Can AI predict and prevent global health outbreaks?, on the site Information Technology Management MIS 5001 Fall 2020 5 months, 2 weeks ago

    Have you picked up on my trends and interests yet? If not, this post should do it. 

    I’m all about how tech and business can positively influence the world “for good”. I like to keep a balanced appr […]

    • Profile picture of Lesley Westerfer
      Lesley Westerfer replied 5 months, 2 weeks ago

      Jen – this is super interesting, thank you for sharing! As someone that works for a healthcare system and a medical school, COVID was a really scary yet BUSY time for us. Of course there is data gathered by the physicians about the COVID patients – and then there is the science that our researchers are tirelessly working on to develop life-saving vaccines, but if there was a possibility that we could use AI to predict an infectious disease like this in the future, I am all for it. Like you said, the more we can use AI to be useful and life-saving the better.

    • Profile picture of Jordan Robinson
      Jordan Robinson replied 5 months, 2 weeks ago

      Just recently, I updated my iPhone’s software, and it included COVID-19 tracking capabilities. COVID-19 tracing app uses smartphone data to prevent the spread of the virus. Being digitalized, I believe health care providers should inform consumers of this service rather than just installing this on phones. The newer models of iPhones already have COVID-19 tracing marked yes in settings. Even with tracking people, that’s somewhat of an invasion of privacy if consumers aren’t informed properly. You mention limitations, and I was thinking to help coincide with a privacy limitation would be to track using Bluetooth because it tracks proximity rather than an actual location.

    • Profile picture of Sean T.
      Sean T. replied 4 months, 2 weeks ago

      It seems to me that the American consumer is becoming more in tune with your points. Within the finance sector it is all about profit still. However, I am seeing more companies advertising on positive impact to life aspect. Price seems to show up less in commercials now than they did 10 years ago. Now it is more about quality of life. I cannot find it now, because all search results about a country’s economy now come back with COVID results, but I know some of the Nordic countries have been working with measuring their economies in more social terms, not strictly a GDP concept. It would be interesting to see the US utilize quality of life in conjunction with GDP to stimulate capitalism growth within the US.

  • Profile picture of Jen Berman

    Jen Berman commented on the post, THINGS I LIKE, on the site Jen Berman 5 months, 2 weeks ago

    April, hi! I’m writing back to you right after you dropped some major intellect in our group discussion tonight re Hulu – and, I just want to say, that every time you have shared with the group it’s been really insightful and imaginative and I really appreciate your perspective!
    Also: Such an absolute pleasure re enthusiasm + structure – it’s…[Read more]

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    Jen Berman posted a new activity comment 5 months, 2 weeks ago

    Hey Philip! Thanks for hitting me up and for the kind words. I too dig your energy and actually chose you as one of my screenshots for the ePortfolio assignment :-). Would love to chat/connect more! Hope you’re keeping well and healthy during this strange time.

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    Jen Berman commented on the post, My Interests, on the site Steve Witmer 5 months, 2 weeks ago

    @katherine, my grandmother was an art historian!

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    Jen Berman commented on the post, My Interests, on the site Steve Witmer 5 months, 2 weeks ago

    Deeply in love with the guitar one. Have you heard of or visited the Picasso museum in Barcelona? It honestly took my breath away and I ended up staying almost a full day.

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