Selling e-campaign behaviours like e-commerce products
Tuesday, September 23rd, 2008 Posted in Online, Trust | No Comments »On 30 September I’m speaking at the World Social Marketing Conference, in the UK, on website credibility and trust, in the context of social marketing campaigns. I’ve decided that Voltaire is correct, and that the secret of being a bore ...
Thoughts on web analytics, behavioural change and SROI
Monday, September 22nd, 2008 Posted in Online | No Comments »In this discussion, we explore the feasibility of applying e-marketing web analytics and concepts to online social marketing interventions and e-Research initiatives. E-marketers frequently use web data, analytics packages and financial measures to optimize websites for customer engagement and sales. ...
Website Credibility, Active Trust and Behavioural Intent
Friday, May 2nd, 2008 Posted in Online, Trust | No Comments »Social marketing is an approach to social change that applies commercial marketing principles to behavioural change interventions, such as environmental protection, public health, safety or community development (Kotler et al., 2002). What distinguishes social marketing from other social change practices ...
Can Brotherhood be Sold Like Soap…Online?
Friday, February 15th, 2008 Posted in Online, Uncategorized | No Comments »Over 50 years ago, the psychologist G. D. Wiebe asked the question ‘Can brotherhood be sold like soap?' In his paper, ‘Merchandising Commodities and Citizenship on Television', Wiebe proposed that organizations which successfully ‘sell' intangible social objects-such as goodwill, respect ...