
Thursday, 17 September 2009
This Blog is no longer updated. But if you wish to follow the new trends in Marketing, than you should check out my new project absolut-marketing.com

Thursday, 9 April 2009
See you online on CU online

What makes a good website and what makes a bad website? The design? The information availability? In order to demonstrate how a website can be optimized we have decided to analyse a section of our university website, more precisely the Library section which is dedicated to the university students.
There is a lot good aspects in this section of the website, first of all there is absolutely no time of downloading, as we know that a internet user won’t wait more than a few second before quitting the page if the downloading is too long. Second important thing is that the page is really clear; all services proposed by the library are available from the front page and little simple icons are illustrating each important function; a user will then find very easily and very fast the specific information that he is searching. And if, by any chance he doesn’t, help or contact us section are very visible. From a graphic point of view elements such as colours and fonts are well chosen as they help the organisation of the information; the colours are simple, harmonious and not too present (only purple, blue and grey) and the fonts are consistent. Finally when entering any section of the library website the left navigation bar will stay the same so the user always know where he is on the website and will not get lost when searching information.
It is quite difficult to find any bad aspects of the Library section of Coventry university’s as the whole Coventry website is well structured and well designed. Even though we can point at some shortages. First of all, there is lack of pictures in the Library section. A gallery section can solve this problem and give an opportunity to see the exterior, interior of the building and the facilities of the library. Another shortage is the absent of language option in this section and also in some other sections of the website. It can be helpful for the international students whose first language is not English. We would recommend other well known languages in the world as Spanish, French, Chinese or Russian.
We may say honestly from our previous experience that Coventry University possesses one of the most appealing web pages of all UK universities. For example the library page instantly grabs the attention with its modern appearance, well-organized content and easy-to-navigate platform. However, according to my opinion, there are some amendments that may have to be taken into consideration. First of all the administrators need to popularize the library website especially in the search engine ranking. In addition an integration of virtual map or tour on the library page would be useful approach. Especially due to the fact that nowadays a huge portion of the international applicants gain their first impression on the basis of the website appearance and the diversity of information that it presents that’s why creating a virtual vision of the library may significantly increase the number of the potential student candidates. To make the site more interesting and attractive for the young audience a good idea may represent the inclusion of section dedicated to the “life” in the library promoting with fascinating video clips not only the educational process but the way the students may interact, benefit from each other and entertain themselves during the academic year.
To follow the step with technology, we recommend to establish a new way of communication with the Library via IM (instant messaging). The Website is providing a similar service ”Ask a librarian” in the section of help and aim to reply within 2 working days. The new IM service will eventuate in quicker respond in contrast to mentioned email support. In our opinion the visitors will appreciate such a service, as nowadays the users has no patience and want to get the information as soon as possible.
Monday, 30 March 2009
Trust and Trustworthiness of websites

In relation to internet technologies and commerce trust is seen as an essential part of the stable relationship, vital for the maintenance of certain level of privacy and security. In the business context the idea of trust is affiliated with the relationship built and nurtured over a time which involves the exchange of tangible/intangible favors. Trust is needed whenever the parties recognize the existence of risk or uncertainty so that any future business exchanges will be carried out smoothly. As a result the existence of trust brings alone many advantages in online business such as the reduction of transactional cost and complexity. It enhances the stable co-operation and the maintenance of long-term relationship as well as it enables the reduction of the perceived business risk (Sculli 2002).
Although trustworthiness is frequently confused with trust in the academic literature (Caldwell and Hansen, 2005), one person trusts another when the second person is trustworthy.
Giddens (1990) suggested the hypothesis that trustworthiness is combination of the long-lived well established face contact interpersonal trust and the faceless commitments concerning the development of trust in what Giddens terms abstract expertise systems. According to the author the systems of expertise play fundamental role in allowing people to trust institutions or organizations. He noticed that finding the balance to harmonize those two dimensions on personal and system level trust may ultimately create a strong tie of trustworthiness
Moreover Sztompka (1999) added that let alone trust is crucial factor for successful business enterprise but yet it is not enough. Companies have to take measures to build customers` loyalty because in on-line environment every consumer will be able to assess individually, the trustworthiness to several firms simultaneously, before committing any purchase. Sztompka (1999) has defined three dimensions of trustworthiness: reputation, performance, and appearance. The good organizational reputation can influence the effect of perceived risk which, in turn, will either strengthen or weaken the level of company’s trustworthiness. Furthermore the performance is seen as the object of trust’s recent result. For instance a consumer is offered a trial period for a particular product during which he/she can evaluate and justify whether to buy or refuse the item. As for the appearance in the case of online commerce it can be related to the image of particular web site which further enhances the trustworthiness. In conclusion companies should design the consumer’s trust by building high-quality reputation, by demonstrating excellent product performance, and by preserving a professional appearance in dealing with clients.
Reference
Acohido, B. (2008) 'Cyberthieves Mine for Corporate Data Nuggets.' USA Today
Barrett, M. Gendron, Y. (2005) “WebTrust and the“commercialistic auditor”.The unrealized vision of developing auditor trustworthiness in cyberspace.” Accounting, Auditing &Accountability Journal 19,(5) Available from www.emeraldinsight.com/0951-3574.htm
<http: //www.emeraldinsight.com/0263-5577.htm>
Friday, 20 March 2009
Online Communities
For a few years, we assist to a new online phenomenon: Online communities. Websites such as FaceBook, MySpace, LinkedIn, Second Life, and World of Warcraft attract millions of internet users over the world. Cova, Kozinets and Shankar (2007) explains this phenomenon by the fact that we are more and more living in an individualistic and globalized society of progress in which we are loosing our roots. The family is often destructured (more divorces for example), members of the family and friends spread all over the planet. Consequently, people are searching for ways to build new « roots » within a virtual community and then restore their social network. The Internet is enhancing this phenomenon by facilitating the creation of virtual communities in which internet users are able to get together and communicate with all kind of people whatever their location.
Browser based VS game based communities
These communities are of basically of two types: browser based communities or game based communities.
Technically, as the name says it browser based communities require the use of a regular internet browser (Internet Explorer, Modzilla, etc.). Facebook, Orkut, My Space are a few example. These networking websites, or social websites are they are often called, are usually linking people from all over the world, from all kind of background or demographics but having at some point an interest, an activity, an experience in common. People create a personal space, delivering an impressive amount of personal information from basic demographics information to music tastes, professional and personal activities, or even political / religion ideas. From this personal space people create their network with people they work with, used to go to school with, or who have the same interests and activities. The possibility to create new “relationships” are then unlimited.
A really interesting survey amongst social network users has been carried out by Microsoft Digital Advertising Solutions (2007). The report, named "Word of the Web Guidelines for Advertisers" delivers key advices for the organisations that would want to exploit and make money with social networks. Some figures reveal very promising trends: 23% of social network users add comments on advertisements; 1 on 4 of them forward advertisements to their contacts; 60% of them declare that they would agree on placing sponsored content on their personal page and 43% have already visited a brand’s personal page. This survey evaluates the number of online social networks users to more of 215 millions of people. What a potential for marketers don’t you think?
Here is a huge opportunity for organisations to use these people and some companies are already developing global marketing strategies around very active virtual communities and some online social networks are becoming real promotion tools.
Possible ways to target them
The young people can be easily targeted with social networks. For instance banks nowadays are struggling with rising mortgage and credit card defaults it is not surprise that some of them have turned their attention to attract young consumers truth the social networks (Wilke, 2009). The Nederlands based institution ING has made their own social website designed to relate with potential home-buyers in order to exploit the opportunity to increase the number of their clients. They have specifically targeted different segments of the population by assigning sections of the site to the characteristical individual preferences. For example sections like “Oh Baby” or “Mobving in Together” have been planned to orientate towards the prospective cohabitants and new parents (Social Media Optimization, 2008) .
Following the sample of ING the company Fiserv which supplies back-end bill-payment and transaction technology to financial institutions choose different way to entice consumers. They launch Facebook application named MyMoney, which authorise the users to fulfil basic bank transactions such as paying the utility bills, making transfers or simply checking the current account balances. Various studies have proved that young people tend to prefer to use online banking rather than to physically visit a bank branch (Social Media Optimization, 2008) . As a result such campaigns have won the trust and loyalty of the majority of the young Facebook users (Farquhar, Rowley, 2006).
References
Cova, B., Kozinets, R. and Shankar, A. (2007) ‘Consumer Tribe.’ Elsevier
Wilke, A.2009 ‘Online communities engage brands’ Revolution January 2009, p12-12
Thursday, 12 March 2009
Interactive TV: Instant personal security or maybe not.
