Posts Tagged 'consumer'

Study: Search and Social Amplify Purchase Decisions

“There are still many brands who haven’t figured out why they’re in social media. We still talk to brands that are trying to determine if they should be in social media. The data suggests the two most important subsets in social are user reviews and category blogs, rather than sites like Facebook, Twitter and YouTube.”

– Chris Copeland, CEO, GroupM Search

A recent study shows how search and social amplfy consumer’s purchasing decisions.

Key findings linking social and search together:
– 86% see search engines important in buying decisions
– 30% use social media to create a shopping short-list
– 28% say social media has a valuable impact in creating awareness for brands and products

Overall, the reports finds the onus of increasing purchasing decision through social and search lies with companies better understanding the role of social media for the cultures they serve and their role with and within it.

Read More:
Study: Search and Social Amplify Purchase Decisions | Social Media Today.


Chalk one up for the Men in Black

FTC takes down bad business. Scores one for business and consumers.

A U.S. district court ruled in favor of the Federal Trade Commission (FTC) who successfully sued Inc21.Com for illegally slamming businesses and consumers into internet service accounts.

From the FTC’s release,

“The most compelling proof of these violations is a comprehensive expert survey of 1,087 of defendants’ so-called ‘customers.’ This survey revealed that nearly 97 percent of defendants’ ‘customers’ had not agreed to purchase defendants’ products. Even more egregious, only five percent of them were even aware that they had been billed.”

Read the FTC Release.

How iPhone and Facebook Disrupt Business Models

Companies risk falling behind competitors
if they ignore or restrict these
consumer technologies.

-Colin Lacey, VP data center transformation services, Unisys

There is a new way of working inside the workplace.

A recent post in CIO Update cites the increasing trend in use of social-networking sites in the workplace which grew from 19 percent in 2008 to 24 percent in 2010.

This is evidence of the pervasive use of social technology in all aspects of our daily lives: including that of information workers.

“Tech-savvy information workers often blur home and work in their use of consumer devices and Web-based social media applications.”

So what is IT doing to adpat to this change?
How will IT integrate consumer technologies (smartphones, social networks) into their enterprise?

One small step is in software makers providing tools that integrate social media into existing IT applications. Microsoft Office Outlook Social Connector recent release of its Facebook plugin is one such step.

Corporate Pressures Rely on Response

Citing a recent Unisys study, the post defines a new generation of workers, dubbed “iWorkers,” who are investing their own time and money in advanced consumer devices like the iPhone and other smartphones, because of their power over devices provided by their employers. Moreover, about ten percent (10%) of these iWorkers surveyed said they would refuse to accept a position at an organization that didn’t allow external instant messaging.

How businesses adapt to this trend will be a careful balancing act. The obvious concern being IT security and its implications for their business. however this also present opportunities for business to allow innovation in developing policies that enable workers to use these technologies to extend business and personal relationships, the core of all business.

Just how business chooses to recognize the trend and formulate policy and programs for adoption of Web 2.0 tools and applications as this trend continues may determine their future business success.

How is your company adapting to this trending influence?

What business opportunities do you see in embracing this consumer trend?
Leave your comment here.

Related articles

Overheard: Web 1.0 brands on the way out!

Web 2.0 is here

“Web 2.0 brands are on the way in, and Web 1.0 brands
are threatened to be on the way out, unless they find a way
to turbo-charge their offers with social features, provide
mobile access, and add online video to their offers.”

–Karsten Weide, IDC Research VP, Media and Entertainment

A Curious Proposition

What are the benefits in offering “features, mobile and offers”
versus adopting a business model that reflects a social oriented
culture and its communication tools?

In its recent study, IDC‘s 2009/2010 U.S. Online Consumer Survey, the study’s “Abstract” raises a curious supposition:

What makes a Web 2.0 “brand” vs. a Web 2.0 “company?”

The answer is culture.

Are companies allowing consumer technologies and their attitudes toward using them to drive innovation from within? The evidence shows companies as slow to adopt to this change.

Weide’s call-to-action itself rings like a Web 1.0 analytical perspective: of “What works for business,” compared to, “How does the consumer want us to work?”

The latter offers a more Web 2.0 approach. It presumes a malleable business model that seeks to be directly informed of consumer wants and needs, interests and behavior to enable a real time business response using the tools of the day to maximize its business interest. Not just the application of web 2.0 “features” appended to an already outmoded business model.

Business 2.0 vs. marketing your business to look 2.0.

Is your company a Web 2.0 company or a Web 2.0 brand?

Leave your comment here.

Related articles

Video: “Random Internet Facts” Compelling Information

Were you wowed by “Did You Know?

“Random Internet Facts” presents an enlightening compilation of social media, internet, and consumer statistics. It is as compelling to marketers and business as it is for personal knowledge.

HT to Brad Andersohn for blogging it!

Study: Twitter Users Want to Discover, Download and Pay for Music

New Study: Twitter Users Want to Discover, Download and Pay for Music

A recent Hypebot blog post reports that a new study reveals that Twitter users are more inclined to download and purchase online music than the average.

“Twitter has the power to entertain
— and to motivate music fans to purchase…”

According to NPD’s consumer tracking, 33% of Twitter users reported buying a CD in the prior 3 months, and 34% said they had purchased a digital download. That compares positively to overall web users at 23% and 16% respectively.

The “Consumer” Takeaway

The marketing takeaway according to NPD entertainment industry analyst Russ Crupnick,  is if “used properly Twitter has the power to entertain — and to motivate music fans to purchase more new albums, downloads, merchandise, and concert tickets.”

Now if we can only get gas companies and financial institutions to listen and engage in meaningful conversations we might develop new and beneficial products that better serve consumers as well.

Amos White is an Internet Marketing Evangelist and public speaker.
Follow Amos on Twitter @Mos42 and on his blog


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