The Soul of the New Consumer: The Attitudes, Behaviors and Preferences of E-Customers

So maybe you've been thrust into the new E-whatever position in your company. You feel like a deer in the headlights when the E-consultants and E-agencies come in, start foaming at the mouth and spewing E-jargon. You wonder, what the heck are they talking about and what should I do? Get an agency that speaks English and read this book during the transition!Laurie and Ken have compiled an impressive amount of quantitative and qualitative research on which to base "The Soul of The New Consumer". Far and away the most important statement to remember in this book is: "In effect, the Web site experience becomes the primary vehicle for building and reinforcing brand identity and preferences."Information architecture (the structure of a web site), Internet marketing and Internet branding converge in the mind of the consumer. They should be developed in tandem. The web site experience IS the brand experience; think about it, think about your own web usage experiences."The Soul Of The New Consumer" goes on to discuss issues of great concern to many web users. These include privacy, the (non?) existence of customer loyalty, traffic generation, conversion strategies, and perspectives of E-customers. The quantitative research in the book can be found anywhere, the analysis makes the book valuable and the moderated discussions with consumers add a touch of real world insight that is missing from many books.Now that you've read this book, and have a new agency that speaks English, you'll have a better idea of how to communicate with them. You'll know more of the right questions to ask; the answers to look for and maybe even understand a little of the E-jargon should the conversation digress to that level. You might even feel comfortable enough to make up some of your own!

A must read book for all people in business. The Soul of the New Consumer gives valuable insight into today's consumers and how to capture new opportunities in the e-commerce business. I highly recommend this to all forward thinking companies and individuals.

This book is based on a great deal of research about consumer attitudes and preferences on the web. Everything is up to date which is a feat in and of itself in the fast moving pace of today's e-business world. Non technical, it is easy to understand and grasp the concepts that are presented. I would recommend reading this book as a first step if you or your company want to start an ebusiness. It helps you to understand how your potential customers behave on the web and what their expectations are. This book is a must read for those wanting to sustain online relationships.

This book is a must read for any individual inside a company who is responsible for understanding the buying behaviors of the web consumer. It provides a clear overview of how the new consumer is different and how a company must shift their way of thinking to target this new consumer. Awesome!

By identifying and de-mystifying the new e-customer, Ms. Windham's new book has not only given me the insight to move my business forward, but has more importantly given me the confidence to do so. This is an engaging book that any serious e-business person should have on their shelf!