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- View the Talks
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64 min
1. Digital strategy- Dr. Annmarie Hanlon
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42 min
2. Online marketplace analysis- Dr. Dave Chaffey
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31 min
3. Managing marketing in a crisis- Dr. Annmarie Hanlon
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35 min
4. Getting started in affiliate marketing- Mrs. Red Barrington
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43 min
5. Conversion rate optimisation- Mr. John Newton
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24 min
6. Creating retail websites- Ms. Emma Davies
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24 min
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59 min
8. Digital impact on the marketing mix- Mr. PR Smith
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53 min
9. Social media marketing- Mr. Richard Sedley
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17 min
10. Online community management- Dr. David W. Peck
- Archived Lectures *These may not cover the latest advances in the field
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47 min
11. Improving results from digital channels- Mr. Matthew Tod
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56 min
12. Web 2.0/social media: 'the times they are a changing'- Dr. Jim Hamill
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41 min
13. Customer experience and web design- Ms. Catriona Campbell
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39 min
14. E-marketing strategy- Dr. Fiona Ellis-Chadwick
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33 min
15. Online branding- Dr. George Christodoulides
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28 min
16. Consumer behavior- Dr. Ruth Rettie
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63 min
17. Email marketing and E-CRM- Mr. David Hughes
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80 min
18. Integrated digital marketing communications- Dr. Beverly Barker
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40 min
19. How search engine optimization works- Mr. Danny Meadows-Klue
Printable Handouts
Navigable Slide Index
- Introduction
- Talk outline
- Review of usage data
- Usage by age
- Usage by income
- Usage by education
- What the internet is used for
- How do people browse the internet?
- Key internet consumer dynamics
- Economies of scale
- Economies of scope
- Internet empowers consumers
- Traditional communications model
- Many to many model
- Mass customization - Nike website
- Mass customization - mymuesli website
- Changing consumer-brand relationship
- Anti-sites - GoVeg.com
- Anti-sites - Wal-Mart
- Consumer's dissatisfaction - blogs
- Consumer's dissatisfaction - YouTube
- Importance of UGC
- Customer reviews on lastminute.com
- Brands can engage with consumers in new ways
- Branding on facebook
- Advertisement on youtube
- Branding on wikipedia
- Brand community site - Campbell's site
- Branding on twitter - Topshop
- Branding on twitter - iPhone
- GM's FastLane blog
- Social psychology perspective
- Captology
- Captology - weightwatchers site
- Cialdini's six principles of social influence
- Exploiting reciprocity - Weboptimiser
- Exploiting reciprocity - Credit Expert
- The principle of commitment and consistency
- Exploiting commitment and consistency
- The principle of social proof
- Google as a social proof machine
- The principles of liking, authority and scarcity
- Exploiting the principle of scarcity
- 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
Talk Citation
Rettie, R. (2010, April 26). Consumer behavior [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved February 5, 2025, from https://doi.org/10.69645/SWOG1057.Export Citation (RIS)
