• http://www.rimmkaufman.com/ George Michie

    Interesting data, Matt. Brand bias is a rational human reaction. Faced with a myriad of choices brand recognition allows us to narrow the field quickly based on our own past experiences, reputation, and to a lesser degree the brand’s marketing message. Brands are built over years and decades. We’ve had experiences managing well known brand search programs as well as separate websites set up by the same company selling the same merchandise at lower prices but under a “new” name. The new website’s simply can’t compete. Poor CTR and conversion rates for the unknown website make it unable to compete even though it sells the same stuff at a better price. Brand matters.

  • http://www.justoutsourcing.com/ Nicole Miller

    As internet consumer’s, we’re often told to buy from only well-known online establishments, so I wonder how much (or how little) online security played a role in these answers. My guess is that it played a big role… more so than branding.

  • Durant Imboden

    It’s interesting (but, IMHO, not surprising) that “social media conversations” ranked so low in the survey.

    As for the 70% figure for “known retailers,” I’m surprised that the percentage wasn’t even higher.

  • Movie Munce

    I always stick with companies I know and trust. If I need a product/service in an unfamiliar industry, where I don’t know any of the companies, I go with the one that advertises online. I figure, if you can pay for a solid PPC campaign on my generic, non-branded keywords, then you are probably a legitimate business.

  • http://www.thesofaandchair.co.uk/ Tom Goodwin

    What people SAY influences their purchasing behavior is not always a good indicator of what actually does. There is also a great deal that goes into acquiring “known retailer” status (time & money). Free Shipping beating discounts is the stand out story for me here…

  • http://www.rimmkaufman.com/ George Michie

    But Brand plays a role in that. I know that Bed Bath and Beyond isn’t going to steal from me. They’re a real company, with real assets and a reputation to be tarnished. “Joe’s Sheets” I don’t know and don’t trust. Brand recognition is more valuable in this, I think, than Verisign.