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Who do consumers trust most when information on products?

A new spin on this important question in the latest research from Nielsen– just updating for new edition of Internet Marketing text.

The best way to interpret is through the orange circles – few trust any one source completely it seems.

Online consumer opinions rate well, showing the importance of including testimonials and social reviews and ratings.

In order of popularity – “Trust somewhat”

  • 58% Recommendations from people I know

  • 45% Consumer opinions posted online

  • 36% Emails I signed up for

  • 34% Editorial content such as a newspaper article

  • 34% Brand websites

  • 26% Ads on TV

  • 19% Ads served in search engine results

  • 14% Online banners ads (13% for social network ads)

For speed freaks only?

I’m researching impact of page load speed on sales – even today when most have broadband. In the UX chapters of my books I used to use the Akamai data on conversion impact of speed, but I don’t think they publish now – maybe doesn’t make the case as well.

This is an interesting blog on how you can use Google Analytics to get an idea of the impact of speed on revenue

Following up further, this analysis of sites shows that the larger sites often have poor performance despite use of Content Distribution Networks (CDNs) like Akamai and Cloudflare.

Apparently, the average user perception of acceptable download speed is 3 seconds while the average Fortune 500 site is 7 seconds. But for the top US retailers the average was 11.21 seconds with only a small number delivering acceptable sub-3 second performance.

CDN Example

Fascinating stuff and all impacts CSAT and $.

More good social media advice from Altimeter

This report focuses on Crisis management – not so many major crises acc to the report. I was more interested in the SM capability model. Where are you/your clients at?

1) Foundation: First, develop a business plan and put governance in place.

2) Safety: Then, get organized by anointing a team and process to deal with crises.

3) Formation: Next, connect business units to increase coordination and reduce duplication.

4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals

5) Enlightenment: Finally, weave real-time market response into business processes and planning.

Good to see IBM making Analytics more accessible!

As you might expect it’s basic and brief, but worth a scan. Areas that stood out for me were the coverage, scorecards and predictive analytics. Although it covers social media (checkbox!) that’s not so helpful. It would nice to see more on encouraging more use of analytics too.

You can download from here or a Google Search on the title will find it.

The 5th edition of my Ebusiness textbook has just been published to coincide with the start of the new term. Here are the main changes. Now working on my Internet Marketing Book. It’s like “Painting the Forth Rail Bridge”, but more enjoyable I guess…

Each chapter has been rationalized to focus on the key concepts and processes recom- mended to evaluate capability and develop e-business strategies. The main updates for the fifth edition on a chapter-by-chapter basis are:

  • Chapter 1 starts with a look at the amazing innovation in business model that the web has facilitated. The introduction to different e-commerce concepts now covers mobile, Web 2.0 and social commerce concepts in more detail including a new case study on the Facebook business model. The six main options for reaching and interacting with online audiences are introduced.

  • Chapter 2, renamed ‘Marketplace analysis for e-commerce’, is updated with the latest tools for online marketplace analysis for e-business which can be used by students working on case studies or practitioners in business and is described with new diagrams and links to information sources. A new case study about i-to-i, an organization offering adventure travel in different markets is included.

  • Chapter 3. The chapter has been updated to review the business applications of augmented reality, APIs, mobile apps and microformats. Coverage of software as a service and the issues in managing these services have been added to. Chapter 3 includes a case study on Google technology and innovation and mini case studies on Amazon Web Services and Twitter.

  • Chapter 4. The chapter has been simplified and privacy implications of behavioural targeting and remarketing are presented.

  • Chapter 5. Chapter simplified, still using established strategy process frameworks.

  • Chapter 6. New research on Operations Planning (S&OP) Systems and a mini case study
    on how Argos uses e-supply chain management to improve customer convenience.

  • Chapter 7. New research on business benefits of e-procurement through case studies of
    three companies is presented.

  • Chapter 8. Some new concepts incorporated include content strategy and crowd sourcing.

  • Chapter 9. Increased depth on social media and introduction to social CRM.

  • Chapter 10. A new mini case study on conversion optimization by Def Shop and a case
    study of a failed e-project.

  • Chapter 11. A new section on using the star schema in data warehouses and business intelligence systems. Coverage of web user feedback tools.

  • Chapter 12. Content management and content strategy discussion updated.