Woodbury Professor Wendy Bendoni Shares Marketing Strategies in the Digital Landscape with Diverse Industry Leaders and Graduate Students Across the Globe
Wendy K. Bendoni, Assistant Professor of Marketing and Fashion Marketing in the School of Business at Woodbury University, continues her journey as an advisor and mentor to students across the globe. She recently published work, lead workshops, and delivered lecturers sharing her research in digital marketing strategies for the luxury industry, including non-linear narratives produced in augmented reality (AR) and virtual reality (VR), the new space of non fungible token (NFT) marketing, and phygital (blending of digital and physical) retail spaces. Here are some of her recent accomplishments and engagements that deserve mention:
Italy: Professor Bendoni authored a chapter titled, “Developing Successful Global Strategies for Marketing Luxury Brands,” in an international textbook for the University of Turin, Italy, and the Universitat Autònoma de Barcelona, Spain. She also co-authored a chapter in the book called “Pivots in the Luxury Business: Discovering the new luxury consumer through social data.” This reference source focuses on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and social media development marketing strategies.
Switzerland: She also published a chapter in the Journées Internationales du Marketing Horloger, Direct to Consumer: à la conquête du client horloger (conquering the watchmaking client) called “TheAspiration Drive and Purchasing Behavior of the Modern Luxury Customer.” The research in her chapter was presented to the academics, as well as internationally known watch marketers including IWC, Omega, Longines, and Tag Heuer, to name a few. The contributions in the book aim is to take stock of some of the original aspects of watchmaking marketing, and to raise awareness of it at the level of know-how. Themes included culture, communication, user, ambassadors, experience, after-sales service, and design.
Switzerland: She virtually mentored master students at a workshop for Zürcher Hochschule für Angewandte Wissenschaften (ZHAW) School of Management and Law, Abteilung International Business, that focused on her recent work including, multisensory luxury experiences – The role of touch/haptics (technologies), sustainable luxury in the age of blockchain, and the human side of digital transformation through company culture.
Argentina: She embarked on a lecture series for creative industries and graduate students in Buenos Aires through a partnership with the Universidad de San Andrés, Buenos Aires. The lectures focused on the new non-linear narrative of immersive technology in marketing strategies. Critical areas of the series included monetizing virtual products, NFT and skins (virtual-fashion) in gaming (Twitch) to a blend of physical and digital, phygital, retail through mixed reality (MR) and augmented reality (AR).
Colombia: Next month Professor Bendoni will lecture and sit on the board at the Latin American Conference and 3rd Creative and Cultural Industries Meeting Invitation in Cartagena, Colombia. The lecture will focus on digital marketing strategies, and the panel will review the Future of NFT. She will be joined by David Shah, professor at ArtEZ in the Netherlands and design consultant for leading companies in Europe, ranging from fashion to automotive.
Keywords: Digital Marketing, Phygital, MR / AR, NFT Marketing, Luxury Brand Marketing, Global Marketing, Game Marketing