Internet marketing consulting employees and other workers involved in web marketing may be interested to hear the latest findings from Juniper Research.

According to the group, which undertook the ecommerce study on behalf of Bazaarvoice and richrelevance, 61 per cent of online shoppers can be positively convinced to make purchases if they read reviews from other consumers.

Tailoring managed emarketing in this way could therefore help boost customer numbers.

Bazaarvoice founder and chief executive officer Brett Hurt said: "As consumers head to the web to research online and offline purchases, companies have a tremendous opportunity to provide them with the authentic user-generated content."

Such information can build consumer confidence, drive sales and increase overall satisfaction, he added.

David Selinger, CEO of richrelevance, claimed retailers must focus on ensuring each consumer gets the "most relevant assortment of products" to suit their interests.

Earlier this week, UTalkMarketing revealed news of G2 Data Dynamics' latest marketing research.

Apparently, 57 per cent of consumers consider email marketing their preferred communication channel.