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1. Introduction
2. Talk outline
3. Review of usage data
4. Usage by age
5. Usage by income
6. Usage by education
7. What the internet is used for
8. How do people browse the internet?
9. Key internet consumer dynamics
10. Economies of scale
11. Economies of scope
12. Internet empowers consumers
13. Traditional communications model
14. Many to many model
15. Mass customization - Nike website
16. Mass customization - mymuesli website
17. Changing consumer-brand relationship
18. Anti-sites - GoVeg.com
19. Anti-sites - Wal-Mart
20. Consumer's dissatisfaction - blogs
21. Consumer's dissatisfaction - YouTube
22. Importance of UGC
23. Customer reviews on lastminute.com
24. Brands can engage with consumers in new ways
25. Branding on facebook
26. Advertisement on youtube
27. Branding on wikipedia
28. Brand community site - Campbell's site
29. Branding on twitter - Topshop
30. Branding on twitter - iPhone
31. GM's FastLane blog
32. Social psychology perspective
33. Captology
34. Captology - weightwatchers site
35. Cialdini's six principles of social influence
36. Exploiting reciprocity - Weboptimiser
37. Exploiting reciprocity - Credit Expert
38. The principle of commitment and consistency
39. Exploiting commitment and consistency
40. The principle of social proof
41. Google as a social proof machine
42. The principles of liking, authority and scarcity
43. Exploiting the principle of scarcity
44. Conclusions

Topics Covered

• Internet consumer behavior
• Review of usage data
• Use by age, income and education
• Internet consumer dynamics
• Economies of scale and scope
• Internet empowers consumers
• Changing the consumer/brand relationship
• Importance of user generated content
• Virtual product placement
• Social psychology perspective
• Captology: computers as persuasive technologies
• Cialdini's six principles of social influence

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 26, 2010
• Archived on April 12, 2022