'How does technology change consumer expectations and behaviors - and how do you keep up?'

Alfredo Gangotena (Mastercard);

Cheryl Contee (Jack & Jill Politics),

Pat Mitchell (The Paley Centre for Media),

Melanie Varley (MEC); and

Dennis Crowley (foursquare);

were interviewed at IAB MIXX 2012 and asked the following question: 'How does technology change consumer expectations and behaviors - and how do you keep up?'

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--“Technology is moving so fast that the consumer has a very hard time to keep up with it. They have multiple choices so eventually you see them racing behind it.

In the business if you wish to provide priceless experiences; that takes time. We tend to use technology actually to facilitate, not to make you a slave.”

“Technology is changing consumer behaviour because now we're in an era where the individual has more power than possibly any time in human history, which is exciting.

So it's no longer just pushing messages out to people, instead successful companies and successful organisations are seeking to understand and to partner with their most prolific supporters, to co-create a brand.”

“Essentially as consumers now we are the beneficiaries of a power shift. The power shift is from media companies who used to control what we saw, when we saw it and how we saw it, or what we consumed and when we consumed and what we knew about what we consumed.

Now the power shift is with us; with consumers. We make the decisions, we decide when we're going to watch television and where we’re going to watch television; meaning on what screen.

We decide what we want to buy based on a whole lot more information that we used to have. So essentially we’re getting what we need and what we want anytime, anywhere, everywhere. And technology and innovation has created that shift and the power paradigm.”

“I think it definitely raises their expectations and if they experience a new behaviour, whether it's on the iPad or on the desktop, it sets the bar for all other engagements with communications through other channels.

So, if they can do it once, they expect to be able to do everywhere, so that really is a challenge for most communication vendors and brands today. “

“I think a lot of us feel like we're trying to invent the future a little bit and we're trying to get people to use their phones in ways that they just hadn’t used them before.

Like it’s obvious that you open up your phone and ask the maps or search for some sort of site, like a question when you’re lost right?

When we think about it - how can software (almost) help you get lost in certain ways. Like if you're in a familiar neighbourhood - how can software push you to do something that you wouldn't have done before?

How can it encourage you go to places that you haven't gone? How can it make you travel a little bit further to go try something you haven't done before? And we think of this idea of like software as a motivator and that’s ok, that’s a new thing and people aren't used to software suggesting what they should do before they ask for it."