Well, I was discussing David Danielson of Stanford University and his upcoming talk on “web credibility” with the VP Marketing / Branding of a client company. Basically, web credibility has to do with how information is arranged on a site to make it “trusted” to the customer – something both good security and marketing people know implicitly. So what did a hot-shot marketing guy say about an academic’s work on this topic? Plenty.
He noted that those studies on credibility did not properly address Internet video commercials and rapid turnover branded video, yet they’re finding a dramatic change in the last two years with their 18-34 age demographic in view / use of video for the buying decision.